Five B2B video marketing trends that should be on your radar

Did you know that by 2021, it is estimated that people will spend a whopping 100 minutes per-day watching online videos?

With this phenomenal figure set to rise dramatically year on year, your brand should ensure that compelling video content becomes a key component of your marketing strategy over the next few months.

To help you get started, we’ve outlined some of the most popular video marketing trends to inspire your strategy.

1. Audio Waveform Videos

Right now, we’re in the golden age of podcasting. Numerous B2B brands are going all-in on this trend by launching their own branded podcasts. While this may seem like a strange thing to mention in an article on video marketing, hear us out…

Audio waveform videos are videos that feature moving captions alongside the animated waveform of the audio itself. Take a look at this example below:

This format is particularly effective and on the rise because it can be used to provide teaser social content which encourages users to click-through and consume the full episode of a podcast. Simple, yet effective!

2. Personalised Videos

If you’re looking to improve the quality of the leads you generate from your video marketing efforts, then it’s well worth exploring personalised videos.

Personalised videos allow your business to provide unique video experiences for customers with the right message at the right moment. As such, they’re most often used in email marketing campaigns.

As this is slightly more complex to facilitate, jumping on this trend now means you’ll be more likely to reap the early adopter benefits.

For some fantastic examples of personalised videos, check out this post by Vidyard.

3. Soundless Videos

Were you aware that 92% of consumers watch video with the sound off when using their mobile phones?

As a result, captions have now become a necessary requirement to allow audiences to consume videos when they are in situations where they'd prefer to be silent.

Looking for an example? Check out this news-report style video by Lumen5.

4. 360-Degree Video

As AR and VR technologies continue to advance and become more mainstream, we can expect to see more 360 video activity in the B2B arena.

If you want your video marketing to stand out from the crowd, then this is certainly an avenue to invest in, since 98% of consumers agree that 360 videos are the most exciting video format.

Here are some potential B2B 360-degree video use cases to explore:

  • Product demonstrations

  • Showroom walkthroughs

  • Virtual event attendance

  • Practical training

5. Multi-Size Video

In our digitally-moving world, the chances are that people will come into contact with your video content in a variety of ways - from their mobile phones to desktop computers.

As a result, marketers need to ensure their videos are the optimal size for where they are located. For example:

  • Vertical format for mobile and social media

  • Horizontal format for desktop and websites

Extra considerations thus should be taken at the video production stage to ensure that your video can easily be edited to work well across multiple formats and sizes.


Could your business benefit from a boosted video marketing strategy? Get in touch with Philip Martin to discover how DMA Partners can help you capitalise on this year’s top B2B video marketing trends:

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