5 things you need to know if you want to succeed with video marketing

Anna Härdig • 7 Nov, 2017


We interviewed Ed Heil, owner and founder of StoryTeller Media + Communications and expert in video marketing, to get his best tips for video marketing. Learn about the advantages and future of video marketing and the benefit it has for B2B companies in this blog! 

1. Why is video way more engaging than other formats?

Video has an incredible way of transporting the viewer to somewhere they've never been before. We always talk about how video can take you somewhere, show you something and teach you something you never knew.

The other thing about video that makes it preferable over text for the end-user is that the images fill in so much of the story that words would otherwise have to describe. So, it draws you in and it takes less time to receive and learn the information.

2. How can B2B companies take advantage of the popularity of video?

In my opinion B2B companies have the best opportunity to take advantage of video. One of the reasons is that B2B's typically have a hard time telling their story through traditional channels. Take manufacturing for example. One of the things that video can do for a manufacturer is it can transport the viewer to their facility. So, in the old days when a prospective customer was evaluating a manufacturer the prospect would have to interrupt their work week to travel to the location to tour the facility. Today manufacturers can simply send a video to their prospective customer and let them see what their facility looks like, and even introduce them to some of their key players through interviews. 

The other thing that B2B's can do with video is create new product overviews. For example, lot of times when people are selling manufacturing or highly technical equipment, they like to do a demonstration of that product, so the prospective customer can actually see how the equipment or how the specific part is used. Through video you can capture that, even explain what it does and send it off to the prospect, so they can evaluate it without having to come in to see that product.

3. What are the biggest trends in video marketing right now?

The answer to this question probably varies based upon the type of video production company you might be speaking with. The one "trend" that we are paying a lot of attention to these days is video for social media. It's a different type of production process and more importantly it's a different way of looking at producing the pieces. For example, if you try to produce a video for social media the same way you might produce a ‘how-to-video’ it could fall flat. The engagement for a video for social media has to occur so quickly because the person who might be watching it is swiping through their social feed so fast you have to capture their attention right away. In many ways we think of it as being similar to our approach in television news. A producer has very little time to try to get the attention of the viewer and then the trick is keeping their attention through the entire video.

Another trend, if you will, that we're paying a lot of attention to is interactive video. A lot of the basic production skills are commonplace today. The real differentiator for businesses, in my opinion, is how they use video to help explain and engage with the viewer in ways that maybe the viewer hasn't seen or experienced before.

4. What are your top tips regarding video marketing?

This is going to seem self-serving, but it's true. Work with professionals who know what they're doing when it comes to producing the actual story. Again, the technical skills are fairly easy to find in the marketplace today. The hard part is finding a producer who knows how to put together a story or an explainer video in a way that makes sense for the viewer and does not bore them to death. Content editing is one of the more difficult aspects of video production and it's totally underappreciated.

5. What does the near future look like when it comes to video marketing?

It's hard to say. Things are changing so fast! That said, I think that, in my opinion once again, it comes down to interactive video. To just simply produce a video that does the basic nuts and bolts, by that I mean a video that you feel like you've seen a million times before, is not difficult to produce. The viewers have become so discerning so quickly it's up to a producer to really stay up on the cutting edge of video and how to capture and engage the viewer in unique ways.

We've seen over and over the reports about how video has to be a certain length. Some would tell you that all video should be less than 30 seconds, for example. I don't agree with absolute conditions like that for video. What I do believe is that you have to understand as a producer, how to engage and retain the attention of the viewer.

Interactive video is intriguing because you can produce short video segments that will engage the viewer and then give them the opportunity to select their own journey. A truly interactive video experience will let the user determine what they want to see when they want to see it. This is something that I think we will see more and more of as we continue to watch video and video marketing evolve.


Do you want to know more about video marketing? Brightvision has arranged an exciting webinar together with Ed Heil! Sign up today by register yourself down below.

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