When it comes to B2B vs. B2C video strategy, a completely different approach needs to be taken for each. The primary reason these two styles vary so widely is because they’re targeting different audiences who have different sales cycles with different products or services, price points and decision makers. If you’re looking to create a B2B or B2C video strategy, you’ll need to first understand your audience in order to market to them effectively.
B2B Video Marketing Strategy
B2B Content, Style & Tone
If you’re a B2B company and you’re producing a video, you really want to build trust and educate your audience first, because you’re targeting multiple decision makers within a company who each need to know and understand what you do. For B2B, the sales cycle is also usually much longer because the decisionmakers are researching you and your competitors in order to make an informed decision.
When scripting your B2B videos, you should be able to convey what you do in a concise and professional manner, and understand that you’ll need to focus on taking a more educational and thought leadership approach versus a promotional and sales-driven tone.
B2B videos are usually going be longer, averaging between 2 to 20 minutes with most content falling around the 10 minute range. These videos need to be focused on building trust with your audience.
B2B Distribution Strategy
For B2B videos, you’re most likely going to place those on LinkedIn, Vimeo, YouTube, and your website. xWhen developing and strategizing the length, style, and format of your content you shoud take into consideration the platform you will share it on.
B2C Video Marketing Strategy
B2C Content, Style & Tone
For B2C content, understanding your audience means recognizing that you’re usually dealing with a single consumer who is looking for a product at a lower price point and ready to make a quicker decision. This type of video content can be more promotional and should be brief and action-oriented. You have a shorter window to capture your audience with most B2C content, so make sure that your videos are eye-catching off the bat and get to the point immediately so that the consumer can make a quick decision while they’re looking for a product or service.
B2C Distribution Strategy
When you’re distributing B2C videos, you’ll usually focus the most on platforms like Facebook, Instagram, and TikTok. Consider the format, specifications, style, and length for those channels when developing your B2C video content.
B2B & B2C Video Strategy Similarities
In some ways, B2B and B2C strategies are actually very similar. When it comes to emotional appeal, for instance, while B2B may seem more corporate and professional, you still need to focus on connecting with your audience. Just like with B2C audiences, the decision makers are still people. They’re human, and want to feel like your brand understands and connects with them.
While the tone may be more educational or technical for B2B content, you’ll still want to ensure you convey your mission, culture, and heart. B2C content follows the same style, but focuses primarily on the emotional impulse of the decision makers with a more flexible and casual tone.
For both B2B and B2C video content, the quality matters. You’ll want good audio, visuals, lighting, and scripting. Don’t just “wing it,” and always make sure you have a plan. Your end customer deserves good content, and you deserve to get full value out of the video assets you’re creating.
You have one chance to make a good first impression on your target audience, whether you’re marketing to B2B or B2C. So whatever you do, remember to focus on being strategic, having a plan, and grabbing the audiences attention within the first 5 to 10 seconds of your video so they’re engaged for the duration of your content.