Why are B2B marketers still failing at video? | E57

No matter how much we evolve in the marketing landscape, one element continues to dominate attention: video. This should come as no surprise to any seasoned marketer, but the caveat lies in execution. We’re past the point of seeing video as optional, yet integrating it effectively remains a stumbling block for many. Let’s break it down without the fluff and arm ourselves to do video the way it ought to be done.

Why Video is Invaluable

First things first: let's confront reality. Short-form video isn't just a “fad”, it's an integral part of digital marketing. "Short-form video is just the thing," remarks Jess Percival, Digital Marketing Specialist at Exposure Ninja. It's a consumer preference that’s been catalyzed since 2020, partly due to TikTok blowing up during the pandemic. Whether it’s TikTok or Instagram Reels, these platforms offer highly targeted, surprisingly engaging content that sometimes educates without us actively looking for it.

Our attention spans are shorter, and video offers bite-sized chunks of information that audiences consume, sometimes passively. The brilliance of video marketing is that it’s both unobtrusive and impactful.

Why Isn’t Everyone Doing It, Then?

The hesitation around fully embracing video stems from misconceptions and apprehensions. Jess highlights an often unexplored pain point, saying,

"I think there's a fear, a misunderstanding of the video production process.”

Many believe one must sit in front of a camera and deliver a perfect monologue in a single take. Spoiler alert: that’s not how it works.

The expectation of perfection from the get-go can be intimidating. A flawed but human element of preliminary video attempts can actually endear brands to their audiences. And let's be real, everyone loves a little behind-the-scenes blooper!

The Disconnect Between Chaos and Polished

It’s also crucial to mention the divide that can occur between marketing teams and senior leadership. Companies like Duolingo and Ryanair have found rage-inducing success through a calculated dose of controlled chaos. This strategy allows them to humanize their brands while sticking out in the overcrowded digital marketplace. “There's a disconnect between what the senior leadership are after and what the marketing team wants to do,” notes Jess.

Unleashing marketers' creativity with a bit more freedom could enhance authenticity. Still, it’s a risky dice to roll for those accustomed to pristine brand positioning.

It’s Year 2023, and Marketers are Still Doing This Wrong

You might wonder if your team should self-produce all videos or whether to outsource. The answer is unsatisfyingly: both. Corporate videos like case studies benefit from professional production. These entities have the ability to make interview shots feel candid and even coax out genuine soundbites. "Would I say that you should DIY a case study video? Probably not," Jess admits with a smile.

However, not every piece of content requires a full production crew. Knowing when to embrace a little elbow grease and when to call in the pros can save mishaps and maximize resources.

Stop Ignoring the Process

Here’s a big surprise — video creation doesn’t just happen in a day. Jess offers a glimpse into Exposure Ninja's meticulous process saying,

"Week one involves writing a brief. Week two is script review. Week three is recording. Week four? Editing. Week five, publishing."

There's a reason their YouTube channel thrives. Put in the time, see the rewards.

It’s clear: executing a seamless video isn’t just luck. It’s thoughtful planning, adaptability, and regular debrief sessions to capture what went well or astray. It’s about finding your perfect standing on the sliding scale between polished professionalism and that raw, viral potential.

Conclusion

Jumping onto the video marketing bandwagon isn't about doing the same old with a new shiny format. It demands creativity, adaptability, and — perhaps most importantly — a readiness to admit you won’t get it perfect every single time. And that’s okay. Make your rough drafts. Give yourself permission to explore and improve.

So, dear marketers, get out there. Pick up your smartphone, sideline your egos, involve your team, and start capturing your brand’s narrative in living color. Your audience awaits, ready to watch and engage. Let’s stop blaming it all on marketing and start owning it.

Get ready to hit record and join the video movement by creating engaging and strategically sound content that captivates your audience!