What’s the first thing that comes to mind when you think video marketing? Consumer-brand ad campaigns like the GEICO Gecko, or perhaps Purina’s Puppyhood Series? These are great examples but it’s important to realize that video marketing can be just as effective for B2B companies. Because video has the power to educate, inform, and build brand awareness, it’s the perfect medium to reach that company you’ve always wanted to do business with – or to maintain the business relationships that you already have.

purina-puppyoodThis isn’t ground-breaking news. With all of the new marketing research about video being an effective way to reach your audience, modern marketers who aren’t utilizing this tool are being left behind. I keep reading that “the play button is the most enticing thing on a website,” and the research is showing that it’s true. The Web Video Marketing Council recently released their B2B Video Content Marketing Survey, which boasted that 96% of B2B companies are using video content marketing.

Marketers should no longer be wavering on whether they should make that product or brand anthem video. Instead, as video is becoming a hot medium for marketers, their question should be: in a sea of playable content, how do I make my video stand out?


We at 522 have some suggestions about how you should approach your video marketing in 2016 to make your video content rise above the rest:

Determine the Purpose

When creating a video, it’s tempting to overstuff it with ideas. After all, it’s natural to want to showcase all of the things that your brand has to offer. However, your video will be far more effective if you have a simple, razor-sharp purpose. If you can’t define the purpose of your video in a single sentence, then it’s probably too complex. The purpose of your video could be something as simple as:

  • Raising awareness for your brand
  • Making a sale
  • Educating others about your industry
  • Positioning yourself as an industry leader
  • Sharing a client case study

Whatever your purpose, defining it up front will make it easier to develop video ideas. It also keeps the content focused, thereby making it much more effective for the viewer.

Pick the Video Format

Defining the purpose should make picking a video format much easier. Make sure to choose a format that will enhance your purpose, and connect with the type of audience you are trying to reach. There are endless possibilities – from animation to voiceover there are countless ways to get your message across.

For instance, if your purpose is to position yourself as a thought leader in your industry, then you may want to go with a more serious format and feel to convey a level of authority and expertise. However, if you’re creating a brand anthem video you might want to go with something more creative, memorable and inspiring. Again, there is no right or wrong when it comes to video format, but some will feel more natural to use depending on the overarching goal of the video campaign.

These two tips are vital to the way you will approach your video project, and executing them perfectly will lead you to create videos that stand above the rest in 2016. Keep a look-out for part 2 of this blog coming out in a couple of days where we’ll dive deeper into maximizing the versatility and visibility of your video.