There are some crucial differences that every marketer needs to be aware of when it comes to video.
The difference between B2B and B2C video marketing. A general analysis of all commercial transactions reveals two main types: B2C (Business to Consumer) and B2B (Business to Business).
Although these two types of transaction are quite similar in many respects, there are some crucial differences that every marketer needs to be aware of.
Video marketing can be very useful for both types of business. But the video marketing model that suits the former will be of little use to the latter, and vice versa.
Whatever the similarities, to be an ace marketer, marketers need to tailor the strategy and personalize the campaign to the company, target audience, objectives and offers.
Whether you produce videos in-house or use a video editing company, understanding the difference between B2C and B2B will be very useful.
This will help you decide how video marketing can be used to benefit a specific type of business.
Let’s get started.
B2B and B2C video marketing: The main differences
A good understanding of the type of business and its customers is the first real step any video content marketing professional can take. This essential knowledge can prevent problems along the way.
Who are the direct beneficiaries of your products and services? In B2B, you sell the product or service directly to a company, retailer, manufacturer, distributor or any other person who is not the end consumer.
On the other hand, companies that process or sell directly to the consumer fall into the B2C category.
Here are the areas in which the two types of company differ:
In the B2C category, you have the freedom to go the extra mile to grab the consumer’s attention with entertaining content. The main idea behind B2C video marketing is engagement, which can be achieved through light, entertaining content.
B2B video marketing
In no way are we suggesting that B2B video content is less engaging. For example, Instagram reels for businesses aim to combine fun content with branding.
B2B marketing videos often focus on the company, its product/service, the benefits and so on. In B2B video marketing, the focus is to a greater extent on products, benefits and financial aspects.
Ultimately, video content strategy must depend on what the audience wants to see. Keep in mind that in B2B, the audience is no ordinary man or woman. He or she represents a company.
His decision may also have an impact on other people. So they know exactly what they want from the product. Your content strategy needs to focus on these points, and video content needs to convey the message effectively.
No effort should be spared to produce the best videos for your company. Use the best production equipment and online video editors such as Clipchamp.
Both audiences deserve the best videos in terms of content and message. That said, target your B2B audience with professionally produced videos. In most cases, your target audience in B2B video marketing is a company.
Companies expect a high degree of professionalism from the people they deal with. B2B videos need to be well produced, with top-notch talent, sound, visuals, etc.
What’s more, in B2B, high-quality video content is synonymous with the ability to deliver on its promises. You’ll lose your audience’s trust if your videos aren’t professional.
In B2C, you can make do with authentic content, but without high production quality.
10 or 12 years ago, only a few video hosting platforms met the needs of all businesses. Times have changed. There are now niche platforms with a user base dedicated to both types of business.
Although there is a certain degree of overlap, we see brands opting for specific hosting platforms depending on their target audience.
For example, Vimeo, SlideShare and Linkedin are ideal places to host B2B video content. Entrepreneurs and professionals spend a considerable amount of their time on these platforms.
On the other hand, for B2C content, i.e. videos that speak directly to consumers, social platforms such as TikTok, YouTube, Instagram and Facebook are the obvious choices.
These platforms offer features that give maximum exposure to video content. Both types of business can host videos on these platforms and embed videos on other websites to extend their reach.
B2B and B2C video marketing: Areas of convergence
Although this article focuses on the differences, a brief look at the similarities is just as instructive. These areas of convergence between B2C and B2B will help you better understand the subtle differences.
What’s more, understanding both the differences and the similarities will help you develop a better video marketing strategy.
Here are a few similarities.
Creativity is key
Video marketing isn’t just for a few people with big budgets. Whatever the size of your company, video content can help you grow your business. It has become the most common marketing medium, as widespread as, if not more popular than, textual and visual content.
Billions of videos are downloaded every day, and 82% of web traffic is directed to video content. In such a scenario, only the most creative, high-quality video can stand out and attract attention. Banal content, with nothing unique to offer, will make your video no different from any other. Soon, your videos will be lost in the crowd.
In both cases, video content must be of the highest possible quality to stimulate customer engagement.
Educating the public
All customers, whether corporate or individual, prefer products or services that offer the best value for money. Naturally, they want to know what the product can do for them and how it will help their lives.
B2B and B2C videos keep customers interested in the video and the product by educating the audience. Even if they can’t produce quality explainer videos in-house, they can choose one of the best explainer video companies in their area.
Both companies emphasize the benefits and the many ways in which the product or service solves the customer’s problems.
Gain their trust
Most video marketing campaigns fail because they can’t convince the audience that they can deliver what they promise. In B2B as in B2C, one of the aims of video marketing is to build trust.
It doesn’t matter whether the video promotes a product/service worth a few dollars or millions, the idea is to convince the audience that you can give them what they need.
Whether B2B or B2C, video content is the best type of content today. It can be used with the best marketing tools to raise awareness, educate customers, generate leads and increase sales.
Each of these marketing objectives plays an essential role in a company’s success. To get it right, you need to understand the subtle differences between these two types of business.
This article sheds light on the differences and similarities.