If you think social media is only for B2C brands, you’re missing out on tons of opportunities to connect with your audience. Remember — B2B brands aren’t really connecting with companies; they’re connecting with the people who work there. Here, we’ll take a look at B2B social media video marketing best practices so your brand can successfully connect with viewers across different channels. 

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The Rise of B2B Social Media Video Marketing 

When it comes to the success of B2B marketing strategies, many professionals say the answer lies in social media marketing. In an EMARKETER survey, 49% of respondents said social media marketing contributes most to the success of their strategies compared to other elements of their marketing mix. (But remember: a holistic approach is key to reaching your audience at the right time on the right platforms, so keep a mix of strategies in place.) 

EMARKETER estimates about 58.8% of time on social media will be spent watching video content in 2024, so social media video marketing is essential for reaching all audience demographics. While more B2B decision makers across the board are using social media as part of their customer journey, it’s most common for Gen Z and Millennial buyers.

To help meet this demand, B2B brands around the world plan to increase their investment in social media and video marketing. According to EMARKETER, 46% of North American and European marketers plan to increase their social media content and 41% plan to increase their video content. In order to make the most of these strategies, they’ll need to overlap.

With social media video marketing, you can reach your customers, adjust to new B2B shopping habits, and meet people where they’re already spending their time online. 

The Best Platforms for B2B Social Media Video Marketing

LinkedIn has been a standard in B2B strategies for a while — for good reason. As of July 2023, 84% of marketers who responded to this survey said LinkedIn delivers the most performance for their brand (compared to other social media platforms). 

But B2B advertisers shouldn’t limit themselves to specific platforms right away. Each brand and audience is different, which means the platforms and strategies you’ll need to use will be different from those of other brands. For example, some B2B brands have found incredible success on TikTok — but the platform isn’t for everyone. 

To find what works best for your brand, implement a testing strategy to see which social media channels yield the best performance. Not sure where to start? According to EMARKETER, “LinkedIn is still the top network by far, followed by YouTube, Facebook, and Instagram.” Once you begin sharing content across different social media platforms, you’ll be able to see which are right for your business, which ones aren’t providing you the best results, and how you can optimize your strategy. 

Read more: Do You Really Need a Cross-Platform Video Approach?

The Best Video Types for B2B Social Media Strategies 

When it comes to B2B video marketing, it can feel overwhelming trying to figure out which types of video to share with your audience. Here are some of the best video types for B2B social media video marketing strategies: 

Explainer Videos 

Your customers and prospects are interested in who you are, how your product works, and how it can improve their lives — and that’s exactly what your explainer videos can tell them. As the name implies, these videos give viewers information about your brand or product to help potential customers develop a deeper understanding of your offers. 

Short-Form Videos 

Most common on social media, short-form videos can be found across platforms, including TikTok and Instagram. These easy-to-consume, bite-sized videos are beneficial in scroll-centered environments, like social media, where users are moving quickly from one piece of content to the next. 

Testimonials

One of the best ways to convince other people to try your product is to show them the people who already love your product. By providing an authentic, first-hand account of how your brand has helped someone else, testimonial videos can drive confidence in your brand. 

Find the Right Video Types for Your Brand 

Not sure where to start? This March 2024 EMARKETER survey found 55% of B2B marketers around the world believe short-form social media video provides the highest return on investment (ROI) for their brand. Not far behind: testimonial and case study video content at 44%, and demo videos at 40%. By testing different video types and styles, you’ll be able to find the videos that provide the most value for your business. 

Read more: What Really Are The Benefits of B2B Advertising on Connected TV?

B2B Influencer Marketing 

Many B2B brands are taking advantage of influencer marketing to reach new audiences across different platforms. According to EMARKETER, “B2B marketers incorporate influencer marketing into their overall mix, but they emphasize value creation, trust-building, and collaboration rather than the sheer popularity of an influencer.” 

When surveyed, B2B marketers said there are certain aspects they look out for when choosing an influencer to partner with, including: 

• The brand’s audience views them as trustworthy (49%) 
• Relevance of the audience (48%) 
• Professional credentials (45%) 
• Size of the audience (44%)
• Subject matter expertise (43%) 

With the right partners, B2B marketers can utilize influencer marketing just as effectively as B2C brands — and it’s more important to create engaging content than ever before. According to Adweek, a 2023 study found that “82% of business decision-makers considered B2B marketing monotonous and repetitive.” Obviously, that’s not what brands want to hear. Thankfully, influencer marketing seems to be a step in the right direction, encouraging B2B marketers to lean into authentic, engaging content. 

Create B2B video content with QuickFrame.

B2B Social Media Video Examples 

Here are a few examples of B2B social media videos made with QuickFrame: 

Algolia

This Algolia ad is a great example of engaging B2B video content. With energetic background music, engaging animations, and relevant information, this ad can catch the attention of the right viewers. 

Faire

Built for Instagram and Facebook, this Faire video ad is a short-form, testimonial-style video that showcases the ease of the platform. 

Shopify

This Shopify ad was also built for Instagram and Facebook, geared toward business owners who are ready to set up their Shopify storefronts. 

Watch more B2B video content on Made with QuickFrame. 

Make the Most of Your Social Media Video Strategy

Like any other piece of your marketing mix, there’s a lot to consider before you get started. But once you’re ready, the right B2B social media video marketing strategy can help you grow your digital presence, meet your goals, and connect with your target audience.