Lights, Camera, Conversion: unlocking the potential of B2B explainer videos

Explainer videos have always been at the top of the animation pyramid. Even a decade ago, businesses would choose it over other types of marketing animation. Today, animation explainers have completely conquered the other area: B2B. That’s true: 71% of B2B marketers are using video marketing, and explainer videos in particular.

The B2B marketplace is a specific market that is different from selling to regular customers. It can be harder to boost businesses in the B2B domain compared to selling to individuals. Marketing products in the B2B domain is challenging because usual advertisement methods don’t work well. In this case, special ways of marketing are needed, like using brochures, workshops, banners, seminars, and B2B explainer videos. Even if your goal is high-quality leads outreach, you can rely on animation.

Videos are becoming increasingly important for top-level executives to gather information. A study by Forbes and Google found that more than 80 percent of managers now watch more videos than they did a year ago. But what exactly is a B2B explainer video? Well, imagine this: you’ve got a product or a service that’s so fantastic, it can make even a grumpy cat break into a smile. The problem is, explaining all its awesomeness in a way that doesn’t put people to sleep can be as challenging as herding cats.

That’s where B2B explainer videos come to the rescue!

How is the B2B explainer video structured?

Let’s figure out how typically structured ANY type of B2B video is.

• The videos treat the viewer as the hero

Many of them start by addressing the people who are meant to watch the explainer. They might say something like, “You’re a business owner” right at the beginning. Each video is designed for viewers who would be most interested in a B2B explainer video. So, if you order such a video, make sure it is really designed for a specific audience.

• They highlight problems

Products and services are meant to solve problems. Explainer videos focus on those issues to demonstrate how the company’s offer can be helpful. Each of these B2B explainer videos includes the pain points that the viewers might be experiencing. Knowing the exact and real problems of the audience is a big help here. If you don’t really know them or this area is not that developed to highlight particular problems, give yourself time to observe it.

• They offer a simple solution

Some videos provide more detailed explanations than others, but none of them dive deep into technical details about their products. Instead, they paint a picture of a scenario that can be achieved by using the solution. This is the most straightforward way: you just grant people the idea of what can be done.

• They have a call-to-action (CTA)

There is always a next step suggested in these videos. Even though explainers can be the first introduction to a company, they still encourage viewers to take action. If there isn’t a button to click, there is a clear call-to-action in each of our top B2B explainer videos.

Examples of B2B Animation Videos

HubSpot always uses innovations and leverages the power of the most effective tools. No wonder they used a B2B animation explainer to outreach more people.

The central theme of the video revolves around the concept of “Growth” and its discussion of the essential values that need to be harmonized to achieve success in a business. 

Slack offers a way to overcome the typical chaos created by too many platforms for communication. In their video, you can see what they offer and how they address the pains of the audience. 

Mulesoft does an excellent job of creating application networks to help companies connect systems. However, there are many people in charge of companies that don’t understand the complex aspects of what these networks do.

In the video, they make it understandable for a broader audience, including those who are entitled to make decisions. 

Summary

Every B2B video marketing endeavor requires careful consideration and systematic planning. Yet, when it comes to explainers, B2B enterprises understand the importance of delivering exceptional results.

Serving as the focal point of their video marketing strategy (and frequently their overall marketing approach), explainers need to captivate potential customers’ attention while offering a comprehensive overview of the featured product or service. If you need any help in creating such videos, just contact us today. Or right now. We will deliver your video as soon as possible, helping your product to reach new highs.