We’ve rounded up the 5 video developments that modern B2B companies are embracing within the 12 months forward. (Trace: It contains increasing to new departments and use circumstances.)
In the previous couple of years, almost each side of recent enterprise has gone via a digital transformation. In 2020, chaos ensued as organizations abruptly pivoted to a digital-first world. In 2021, the neatest corporations acquired extra intentional about crafting digital-first methods, realizing these adjustments would change into entrenched for years to return. In 2022, front-runners will proceed to increase their digital-first methods, whereas many later adopters will leap aboard by following video developments.
We’ve witnessed many business evolutions and passing fads, however few alternatives have felt as important because the one forward of us. On this article, we’re sharing our prime 5 predictions for a way video will evolve in 2022, together with extra video throughout your entire buyer lifecycle, video as a core piece of the HR toolkit, and shifting buyer preferences from ultra-polished to off-the-cuff.
Good companies have a singular alternative to grab these developments in early 2022 to win over rivals this 12 months and past.
Know the place you stand, so you may stand out. Get the insights you could craft a video technique that works. Get the Report - Contents
- 1. Video Pattern #1: Gross sales Movies Increase Additional Down the Funnel
- 1.1 Easy methods to Take Benefit of Video Pattern #1
- 1.1.1 Create Personalised Movies for Totally different Members of the Shopping for Committee
- 1.1.2 “Present As a substitute of Inform” with Quick Demos via the Shopping for Course of
- 1.2 Innovators Main the Cost With Video Developments
- 2. Video Pattern #2: Submit-Sale Groups Embrace Video
- 2.1 Easy methods to Take Benefit of Video Pattern #2
- 2.1.1 Use Video for Submit-Sale Assist and Characteristic Bulletins
- 2.1.2 Use Video for Relationship-Constructing
- 2.2 Innovators Main the Cost With Video Developments
- 3. Video Pattern #3: HR Embraces Asynchronous Video
- 3.1 Easy methods to Take Benefit of Video Pattern #3
- 3.1.1 Onboard with an On-Demand Library
- 3.1.2 Use Asynchronous Video All through the Interview Course of
- 3.1.3 Foster a Robust Firm Tradition with Video Updates from Key Executives
- 3.2 Innovators Main the Cost With Video Developments
- 4. Video Pattern #4: Clients Choose Authenticity Over Manufacturing Worth
- 4.1 Easy methods to Take Benefit of Video Pattern #4
- 4.1.1 Steadiness Authenticity With Mild Preparation
- 4.1.2 Decide Your Model Voice
- 4.1.3 Incorporate Visuals to Symbolize Key Concepts
- 4.2 Innovators Main the Cost With Video Developments
- 5. Video Pattern #5: Occasion Recordings Are No Longer Handled as an Afterthought
- 5.1 Easy methods to Take Benefit of Video Pattern #5
- 5.1.1 Embody Bounce Hyperlinks, Title Playing cards, and Decrease Thirds in Your Movies
- 5.1.2 Preserve Selling Your Webinar After the Dwell Occasion
- 5.1.3 Embody CTAs to Related Content material within the Description
- 5.2 Innovators Main the Cost With Video Developments
- 6. Bonus Video Developments: Metaverse and Web3
- 7. Will You Be Certainly one of Subsequent 12 months’s “Innovators Forward of the Curve”?
Video Pattern #1: Gross sales Movies Increase Additional Down the Funnel
Lots of in the present day’s highest-performing gross sales reps have caught on—particularly in B2B SaaS—that video for outbound prospecting works superbly. In actual fact, 43% of corporations have reported utilizing video for gross sales in 2021. Gross sales movies is usually a highly effective strategy to seize a second of a prospect’s time and stand out in an inbox filled with text-based emails. However in 2022, video is now not nearly getting prospects’ consideration. It’s a few extra significant strategy to reply their questions, present slightly than simply inform, and foster the relationships that gross sales and advertising and marketing groups battle so laborious to get.
Video is among the most versatile instruments within the gross sales arsenal—and the highest-performing gross sales reps are more and more utilizing it at a number of factors all through the gross sales course of to ship an exceptionally clean purchaser’s journey. By leveraging video all through your entire gross sales cycle, gross sales reps can educate leads sooner and extra successfully to in the end shut extra offers—and construct significant relationships that may final for years to return.
Easy methods to Take Benefit of Video Pattern #1
1. Create Personalised Movies for Totally different Members of the Shopping for Committee
Whereas gross sales reps could justifiably be spending most of their time and vitality with deal champions and funds holders, there are sometimes key influencers within the background (IT, procurement, authorized) who can nonetheless train appreciable affect within the gross sales cycle. When you could not communicate as a lot with them throughout calls, why not create a customized video tailor-made to reply their considerations? By dealing with their objections, you may ease the method of making consensus—and in the end, shut the deal.
2. “Present As a substitute of Inform” with Quick Demos via the Shopping for Course of
When prospects attain out with questions, generally the easiest way to reply them is with a fast demo video. Demo movies make up 50.6% of the movies created by gross sales groups, making it the #1 Most worthy kind of video for gross sales. What could take a gross sales rep 20 minutes to kind out could solely take a two-minute video to clarify verbally with a display recording of the product. Not solely does it save time, however it’s additionally typically a extra thorough (and fulfilling) approach for prospects to be taught. The time is now to upskill your crew and get them proficient in video for those who haven’t already.
Innovators Main the Cost With Video Developments
This Vidyard gross sales consultant walks his prospect via a proposal that solutions all their questions in a follow-up video e-mail message.
An all-in-one video promoting useful resource to assist your strategic planning, SKO, and ongoing enablement. Get the Equipment Video Pattern #2: Submit-Sale Groups Embrace Video
Seeing the success of video for his or her pre-sale counterparts, of us concerned in buyer success and assist are beginning to embrace video as a shortcut for clear and personable communication. 35% of organizations have already began leveraging asynchronous video to assist the shopper expertise and 75% of buyer expertise professionals say that video performs higher. Video builds deeper relationships than emails alone, and clients additionally more and more favor asynchronous video over video calls. Clients are relieved that they’ll obtain clear communication via asynchronous video with out blockading time to hop on a reside name, and they’ll more and more anticipate corporations to fulfill this desire.
Easy methods to Take Benefit of Video Pattern #2
1. Use Video for Submit-Sale Assist and Characteristic Bulletins
Buyer success and assist groups ought to undertake movies to ship the very best expertise. And so they don’t want a manufacturing studio to do it. It may be so simple as display sharing or creating webcam movies to clarify your product and supply training. Use video to reply your clients’ questions, replace them on new services, or make essential bulletins.
Whereas video can generally intimidate these not accustomed to producing movies, pre-recorded movies, like display shares or easy webcam movies might be highly effective communication instruments.
2. Use Video for Relationship-Constructing
In between video requires quarterly updates, quick video messages from buyer success managers can add kindling to the hearth of a powerful relationship with purchasers. When it does come time to speak about renewal or a future alternative, the CSM isn’t just an e-mail deal with—they’re an actual particular person with a face and a voice, even when there haven’t been many reside calls.
Innovators Main the Cost With Video Developments
On this fast and snappy video, Stephanie from IMPACT retains clients within the loop with product and firm updates. And going the additional mile for her clients, every replace video is accompanied by a brief e-mail with hyperlinks to the factors she talked about within the video!
Video Pattern #3: HR Embraces Asynchronous Video
Whereas the previous couple of years has pressured workplaces to get comfy recruiting remotely, essentially the most modern groups are already pushing their video use circumstances additional. Practically each position in organizations is creating extra movies this 12 months than final 12 months, and HR groups sit at a sturdy 5% enhance. In 2022, intelligent HR groups are creating extra asynchronous, on-demand movies to recruit expertise, onboard new staff, and maintain seasoned staff engaged. Very similar to go-to-market groups can use video at almost each buyer lifecycle stage, HR groups can be clever to leverage video in any respect levels of an worker’s lifecycle.
Easy methods to Take Benefit of Video Pattern #3
1. Onboard with an On-Demand Library
For a lot of of us who began new jobs through the pandemic, the everyday day-long HR orientations in-office have been changed by a dreaded five-hour Zoom coaching. As a substitute, forward-thinking HR departments can do a brief kickoff name to get acquainted and energize new staff, however then direct staff to an on-demand library for the majority of the coaching. This useful resource library can deal with regularly requested questions for brand spanking new staff, overview firm insurance policies, and get everybody up to the mark with core items of the tech stack.
Join a free account to create onboarding movies and share it multi function place. Signal Up Free 2. Use Asynchronous Video All through the Interview Course of
A number of the savviest job seekers have already used video to get a leg up on their job search. They’ll hit file and clarify why they’re the proper match for the enterprise to accompany their resume.
Equally, HR groups and hiring managers can create quick movies to showcase the tradition and treatment the truth that distant candidates gained’t expertise the corporate tradition in particular person. 26% of organizations are forward of the sport and implementing tradition movies already. Expertise departments can invite management to file movies introducing the corporate’s mission and imaginative and prescient. And hiring managers may even create personalised movies to entice candidates to simply accept affords.
3. Foster a Robust Firm Tradition with Video Updates from Key Executives
Since staff gained’t run into executives within the hallways whereas working remotely, many corporations depend on video updates to verify everyone seems to be conscious of wider firm methods. It’s a light-weight elevate to create movies month-to-month or quarterly, however it could actually typically be fairly significant to staff.
Innovators Main the Cost With Video Developments
The management crew at Vidyard makes use of video to speak essential updates and firm bulletins throughout the group.
Video Pattern #4: Clients Choose Authenticity Over Manufacturing Worth
Excellent news for those who don’t have fancy tools or a big manufacturing funds—clients are providing you with a ‘get out of jail free’ card. That’s as a result of they more and more favor informal, genuine movies. So you may depart the costly growth mic and professional-grade lighting behind for a lot of what you’re going to create.
What clients worth is the substance of a video. (Even movies with costly manufacturing can fall flat in the event that they lack substance.) Supplied you may ship actual worth and clear up buyer issues inside your video, it’s turning into much less essential to have massive studio set-ups to make an affect.
Authenticity additionally builds belief. It makes of us really feel comfy to let their guard down. Informal movies give audiences the impression that video producers are reliable and don’t have anything to cover behind slick video manufacturing. So sit in your kitchen or yard, put on no matter you often put on, and simply be your self. Engagement in that content material will skyrocket.
Easy methods to Take Benefit of Video Pattern #4
1. Steadiness Authenticity With Mild Preparation
One of many challenges with video as a medium is that it’s not as skimmable as text-based content material. Subsequently, it’s important to be hyper-aware of respecting your viewers’s time. In case you hit file and take 12 minutes to clarify one thing that might have taken three minutes, your viewers is much less more likely to belief your content material is well worth the click on subsequent time. So take a couple of minutes to jot down key factors, or do a observe run.
On common, 62% of viewers will keep engaged till the tip of a video if that video is below 60 seconds in size. However an excellent rule of thumb is to verify your video size is as quick as attainable however so long as needed.
2. Decide Your Model Voice
Determine your organization’s video model. In the identical approach you’d select the voice and tone of your weblog and social media—what does your movies’ voice, tone, and visible model look and sound like? Be at liberty to inject creativity, playfulness, or humor into your movies if it’s according to your model voice—audiences will find it irresistible.
3. Incorporate Visuals to Symbolize Key Concepts
An idea that may take a few minutes to clarify verbally may solely take 10 seconds to get throughout when you’ve got a visible on display that you would be able to level at. Utilizing visuals at key moments will make it easier to “be temporary, be shiny, be gone.”
Know the place you stand, so you may stand out. Get the insights you could craft a video technique that works. Get the Report Innovators Main the Cost With Video Developments
Sam Kean at Contemporary Relevance recorded a artistic video that weighed in on his prospect’s product.
Joanne Munekawa at LinkedIn Advertising and marketing Options recorded a brief track that might simply be shared with any of her future clients and prospects on this webcam video.
Video Pattern #5: Occasion Recordings Are No Longer Handled as an Afterthought
Folks typically register for reside digital experiences they’ve little intention of attending reside. And you might already know why—as a result of most of us look to interact with content material on our personal time and at our personal tempo with an on-demand recording afterward.
Occasion producers will understand that on-demand video delivered post-event can now not be an afterthought within the coming 12 months, and because of this 25% of corporations are already invested in on-demand webinars. For a lot of attendees, the video launched afterward is their essential occasion. It’s like watching Netflix versus cable TV—audiences don’t wish to sit via commercials anymore. As a substitute, with on-demand replays, they’ll discover the perfect time to interact, skip forward to the sections that matter most to them, or hear at 1.5X pace.
On-demand video permits the viewers a chance to forge their very own studying paths. Good entrepreneurs are catching on and giving their audiences extra instruments to teach themselves on their very own time, in their very own approach.
Easy methods to Take Benefit of Video Pattern #5
1. Embody Bounce Hyperlinks, Title Playing cards, and Decrease Thirds in Your Movies
If you recognize a portion of attendees is not going to attend your reside occasion, cater your occasion technique to incorporate the wants of post-event viewers. Host your video on a platform like Vidyard that permits attendees to wash via and discover matters they’re in search of simply. Embody title playing cards or decrease thirds to present useful context, so viewers really feel ‘within the loop’ even when they skip forward. Embody leap hyperlinks in your description or add chapter marks on to the video so viewers can skip forward to the matters they care about most.
2. Preserve Selling Your Webinar After the Dwell Occasion
Since reside occasions are now not the “essential occasion,” it may be useful to remind clients of the content material they intend to interact with. Create teasers with the perfect clips from the occasion to entice of us to observe your occasion replay. Sharing these clips by way of social media and e-mail will remind your busy viewers to make time to observe.
3. Embody CTAs to Related Content material within the Description
Assist your clients who wish to forge their very own studying paths by offering hyperlinks to associated assets within the video’s description. This can take away the friction for prospects and clients who want to analysis a subject in additional depth and encourage them to change into extra certified prospects or extra sticky clients.
Innovators Main the Cost With Video Developments
Tyler Lessard, creator of The Visible Sale and VP of Advertising and marketing at Vidyard, hosted a digital dialogue on the way forward for video-in-sales and methods to get forward. After the webinar, the video was posted on our web site for on-demand viewing and reduce right into a shorter model for our YouTube channel. The shorter model for YouTube features a desk of contents with chapter markers and leap hyperlinks.
It wouldn’t be a 2022 video developments report with out the point out of Web3 and the Metaverse.
The reality is, 99.9% of companies don’t have to fret about scaling their Metaverse advertising and marketing simply but. Compelling movies with modern design and storytelling ought to nonetheless be your focus. Your early investments in constructing these muscle tissues will set you up for our Web3 future—each time it could be. When the time comes, you’ll be prepared.
Enterprise video internet hosting and sharing answer that’s constructed to fulfill your wants. Be taught Extra Will You Be Certainly one of Subsequent 12 months’s “Innovators Forward of the Curve”?
There you will have it—our prime predictions for this 12 months’s most essential developments. Video is now getting used to speed up gross sales, retain clients, have interaction staff, and assist different key initiatives that contribute to an organization’s backside line.
What was as soon as regarded as a intelligent trick gross sales and advertising and marketing used to catch eyeballs is now turning into a vital communication and relationship-building software throughout whole organizations. Within the coming years, the video panorama will proceed to evolve. Nonetheless, one factor stays sure: Organizations that put money into video in 2022 will probably be way more more likely to outpace their rivals in 2023.
This submit was initially printed on February 28, 2022. It was up to date on June 10, 2022.
