Six High-Impact Trends in B2B Video for 2022

Video will account for 82% of global Internet traffic in 2022. That’s a jaw-dropping statistic and one worth paying attention to. 

But all video is not created equal. In this post, we examine the top trends that are picking up steam in 2022, and why they work.

#1. Do Big Things with Brand Video

Every once in a while, smart product marketers need to step back from the hard value propositions and give a little love to the brand that stands behind the product. 

Just like a website is the key pillar of your digital marketing strategy, B2B video represents your image and personality and brings your brand to life.

This brand video we created for GreyOrange, a leader in automated warehouse fulfillment solutions, highlights the integral role that AI-driven software and robotics now play in the supply chain.


#2. Improve your Customer Support Experience with On-Brand How-To Videos

Customer support videos will continue to be huge in 2022 for many reasons, including:

  • Wait times can be infuriating when you just need a quick answer to get on with your task
  • Online support videos give your customers immediate access to the help they need
  • Based on YouTube trends, the vast majority of people prefer How-To video vs. articles and other resources
  • Call centers and support desks are expensive, difficult to staff, and get bogged down with repeats of the same simple questions 

Well-produced, on-brand How-To Videos provide significant support for most client inquiries, lighten the load on your help desk team so they can better serve customers with complex issues, and maintain or build your brand love at the same time. A real win-win that can pay for itself in many ways.

#3. Do a Customer Case Study. The Video Project That Keeps on Giving.

Most people would agree — in marketing, few things are more convincing to your customer than a firsthand story of success from someone they can relate to. The centerpiece of a great Video Case Study is one or more interviews with satisfied customers who share firsthand details about their outstanding experience.  

What makes the humble Video Case Study even more attractive is its versatility. Use the Case Study as a lead magnet on your website, as an engaging part of a social media campaign, or to equip your salespeople with an effective tool for one-on-one customer meetings. Video Case Studies even make terrific recruitment and orientation tools. Think of it as the Swiss army knife in your marketing toolkit.

Blue Marble worked with the Georgia Department of Economic Development (GDEcD) on a case study that highlighted the Muscadine Product Corporation, which has cultivated grapes in Georgia since the 1970’s. The GDEcD helped Muscadine Corp. tap into the health and wellness industry by connecting it with university research labs and scientists across Georgia – ultimately growing their business.

#4. Rally Your Team with a Video Made Just for Them

When it comes to brand image, a majority of experts agree that your most important audience is internal.  So, rally your workforce and get them singing from the same brand songbook. Introduce new products or create a Brand Manifesto Video with messaging targeted specifically to those internal brand ambassadors.  

Oh, and another great point about workforce-focused brand and product videos? With just a few small tweaks to the narration, you now have a great B2B video for your external customer audience.

Take a look at the powerful video we created for Manhattan Associates, While Others Sleep.


#5. Do a Mini-Series for a Social Media Campaign

Instead of producing just one long video, shoot a collection of short videos for website updates and social media campaigns. Short videos can work especially well within a video series. Each segment presents either a different brand offering or is part of a sequential story. A series is also a great way to get more bang for your buck when it comes to your video shoot budget.

Check out this fun series we did for SAP.

#6. Break Through and Connect with Animation

What is it about animation that can instantly harness the attention of an entire room of grownups just as easily as it does a single viewer scrolling through social media? We don’t exactly know, but we’ve seen it work its magic time and again.

Making the abstract easy to understand is an obvious use for animation. We helped Manhattan Associates simplify the complex topic of warehouse picking strategy by using animation to explain the idea. Now, the concept is easy for anyone to understand, but best of all? It’s super easy to watch.

These are just a few of the strategic video trends that can get the big jobs done. We’d love to chat about how we can help you get the job done in 2022.

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