I almost feel awkward talking about this in a B2B marketing context, but here it goes–our marketing team is highly invested in video.
You read that right: We've invested a ton in a traditionally money-and-effort-suck initiative, with no proof of concept or tangible results to show yet. Oof! What are we thinking, right? And I don't just mean casual videos for Tik Tok. I’m talking serious, high-concept stuff for all sorts of channels and playbooks, including:
It’s a big, expensive lift with no historical promise of payback. Why, for the sake of all that is holy, are we investing in video right now?
Let’s unpack our definition of “success” in video marketing: Historically, there isn’t one. We’re in largely uncharted territory, and the definitive value of an effort this size won’t be studiable en-masse for a few more years. So, what figures have prompted this investment, if not ones with dollar signs before them?
We started testing with video in late 2020 using UGC style mixed with animations and, later on, bigger video productions. Video for performance marketing has almost always outperformed pure animation and static carousel ads.
Asking for the ROI of video marketing at this stage is like asking where the sky begins. We can’t quite say, but we’re damn sure from the sunshine and birds singing that it’s there.
When it comes to the video content that we invest in across our social channels, we focus largely in 2 areas:
Since investing in video we have seen an increase in engagement across our social channels of 26% and average of 9,000 views a month & growing
Our marketing videos help us build awareness of Superside across the full buyer committee, sharing video content at all stages of the funnel.
By leveraging video (and Vidyard!) in our sales outreach, we have seen:
Since 2020, Google has shown video thumbnails in over 25% of search results. That number is increasing, signaling a growing opportunity and competitive advantage for brands leveraging video.
I won’t lie: Developing and funding a sweeping video marketing plan like this is intimidating. It was for me as well. It’s hard to think about, let alone build a plan and get started. I promise you though–it is doable, and it is lucrative.
An effective video marketing strategy requires three key ingredients:
1. A thorough understanding of the various platforms, their formats, and aspect ratios—with an overall content/media strategy that adheres to it strictly.
2. A culture of thinking about video across most of your content marketing and paid media efforts. Make it an involuntary function, like breathing and scrolling. And, most importantly…
3. A dedicated, high-performance video marketing team to develop a winning strategy, imbue novelty and creativity into each asset, and make your voice as loud as it is undeniable.
Infusing video in all of our marketing initiatives has helped improve results across the full funnel, from organic search to performance marketing; from socials and emails to ABM. The numbers don’t lie. Video is where modern B2B marketers should plant their flag.
We just wrapped our H2 planning and we've agreed to continue to heavily invest time, effort, brain matter and budget in these efforts. We’re discovering video as a great way to stand out from the crowd, atomize big thoughts and improve the performance of your content.
If these numbers intrigue you — and as a marketer, they should — let’s talk video. Together, we’ll shape your reach to match your grasp.
Amrita is a veteran B2B SaaS marketer and the VP of Marketing at Superside. Besides preaching to everyone and their mother about how good execution is the ultimate differentiator for your company, she hosts our monthly Gather & Grow series featuring leaders from Adobe, Dropbox, HubSpot, Intuit, Shopify and more. Find her on LinkedIn and Twitter and say hi!
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