We’ve rounded up the 5 video developments that modern B2B companies are embracing within the 12 months forward. (Trace: It contains increasing to new departments and use instances.)
In the previous few years, practically each side of contemporary enterprise has gone by way of a digital transformation. In 2020, chaos ensued as organizations abruptly pivoted to a digital-first world. In 2021, the neatest firms received extra intentional about crafting digital-first methods, realizing these adjustments would develop into entrenched for years to come back. In 2022, front-runners will proceed to develop their digital-first methods, whereas many later adopters will leap aboard by following video developments.
We’ve witnessed many business evolutions and passing fads, however few alternatives have felt as important because the one forward of us. On this article, we’re sharing our prime 5 predictions for the way video will evolve in 2022, together with extra video throughout all the buyer lifecycle, video as a core piece of the HR toolkit, and shifting buyer preferences from ultra-polished to off-the-cuff.
Good companies have a singular alternative to grab these developments in early 2022 to win over rivals this 12 months and past.
- Contents
- 1. Video Pattern #1: Gross sales Movies Develop Additional Down the Funnel
- 1.1 Learn how to Take Benefit of Video Pattern #1
- 1.1.1 Create Customized Movies for Completely different Members of the Shopping for Committee
- 1.1.2 “Present As an alternative of Inform” with Brief Demos by way of the Shopping for Course of
- 1.2 Innovators Main the Cost With Video Tendencies
- 2. Video Pattern #2: Submit-Sale Groups Embrace Video
- 2.1 Learn how to Take Benefit of Video Pattern #2
- 2.1.1 Use Video for Submit-Sale Assist and Characteristic Bulletins
- 2.1.2 Use Video for Relationship-Constructing
- 2.2 Innovators Main the Cost With Video Tendencies
- 3. Video Pattern #3: HR Embraces Asynchronous Video
- 3.1 Learn how to Take Benefit of Video Pattern #3
- 3.1.1 Onboard with an On-Demand Library
- 3.1.2 Use Asynchronous Video All through the Interview Course of
- 3.1.3 Foster a Robust Firm Tradition with Video Updates from Key Executives
- 3.2 Innovators Main the Cost With Video Tendencies
- 4. Video Pattern #4: Prospects Desire Authenticity Over Manufacturing Worth
- 4.1 Learn how to Take Benefit of Video Pattern #4
- 4.1.1 Steadiness Authenticity With Mild Preparation
- 4.1.2 Decide Your Model Voice
- 4.1.3 Incorporate Visuals to Signify Key Concepts
- 4.2 Innovators Main the Cost With Video Tendencies
- 5. Video Pattern 5: Occasion Recordings Are No Longer Handled as an Afterthought
- 5.1 Learn how to Take Benefit of Video Pattern #5
- 5.1.1 Embrace Bounce Hyperlinks, Title Playing cards, and Decrease Thirds in Your Movies
- 5.1.2 Hold Selling Your Webinar After the Dwell Occasion
- 5.1.3 Embrace CTAs to Related Content material within the Description
- 5.2 Innovators Main the Cost With Video Tendencies
- 6. Bonus Video Tendencies: Metaverse and Web3
- 7. Will You Be Certainly one of Subsequent 12 months’s “Innovators Forward of the Curve”?
Video Pattern #1: Gross sales Movies Develop Additional Down the Funnel
A lot of immediately’s highest-performing gross sales reps have caught on—particularly in B2B SaaS—that video for outbound prospecting works fantastically. It may be a strong approach to seize a second of a prospect’s time and stand out in an inbox filled with text-based emails. However in 2022, video is now not nearly getting prospects’ consideration. It’s a couple of extra significant approach to reply their questions, present slightly than simply inform, and foster the relationships that gross sales and advertising groups battle so arduous to get.
Video is without doubt one of the most versatile instruments within the gross sales arsenal—and the highest-performing gross sales reps are more and more utilizing it at a number of factors all through the gross sales course of to ship an exceptionally easy purchaser’s journey. By leveraging video all through all the gross sales cycle, gross sales reps can educate leads quicker and extra successfully to in the end shut extra offers—and construct significant relationships that can final for years to come back.
Learn how to Take Benefit of Video Pattern #1
1. Create Customized Movies for Completely different Members of the Shopping for Committee
Whereas gross sales reps could justifiably be spending most of their time and vitality with deal champions and funds holders, there are sometimes key influencers within the background (IT, procurement, authorized) who can nonetheless train appreciable affect within the gross sales cycle. Whilst you could not communicate as a lot with them throughout calls, why not create a personalised video tailor-made to reply their considerations? By dealing with their objections, you possibly can ease the method of making consensus—and in the end, shut the deal.
2. “Present As an alternative of Inform” with Brief Demos by way of the Shopping for Course of
When prospects attain out with questions, generally one of the simplest ways to reply them is with a fast demo video. What could take a gross sales rep 20 minutes to sort out could solely take a two-minute video to elucidate verbally with a display screen recording of the product. Not solely does it save time, however it’s additionally usually a extra thorough (and pleasant) approach for prospects to study. The time is now to upskill your crew and get them proficient in video in the event you haven’t already.
Innovators Main the Cost With Video Tendencies
This Vidyard gross sales consultant walks his prospect by way of a proposal that solutions all their questions in a follow-up video e-mail message.
An all-in-one video promoting useful resource to help your strategic planning, SKO, and ongoing enablement. Get the Package Video Pattern #2: Submit-Sale Groups Embrace Video
Seeing the success of video for his or her pre-sale counterparts, people concerned in buyer success and help are beginning to embrace video as a shortcut for clear and personable communication. Video builds deeper relationships than emails alone, and clients additionally more and more want asynchronous video over video calls. Prospects are relieved that they will obtain clear communication by way of asynchronous video with out blocking time to hop on a stay name, and they’ll more and more anticipate firms to fulfill this desire.
Learn how to Take Benefit of Video Pattern #2
1. Use Video for Submit-Sale Assist and Characteristic Bulletins
Buyer success and help groups ought to undertake movies to ship the very best expertise. And so they don’t want a manufacturing studio to do it. It may be so simple as display screen sharing or creating webcam movies to elucidate your product and provide schooling. Use video to reply your clients’ questions, replace them on new services and products, or make necessary bulletins.
Whereas video can generally intimidate these not accustomed to producing movies, pre-recorded movies, like display screen shares or easy webcam movies may be highly effective communication instruments.
2. Use Video for Relationship-Constructing
In between video requires quarterly updates, brief video messages from buyer success managers can add kindling to the hearth of a robust relationship with shoppers. When it does come time to speak about renewal or a future alternative, the CSM is not only an e-mail deal with—they’re an actual particular person with a face and a voice, even when there haven’t been many stay calls.
Innovators Main the Cost With Video Tendencies
On this fast and snappy video, Stephanie from IMPACT retains clients within the loop with product and firm updates. And going the additional mile for her clients, every replace video is accompanied by a brief e-mail with hyperlinks to the factors she talked about within the video!
Video Pattern #3: HR Embraces Asynchronous Video
Whereas the previous couple of years has compelled workplaces to get comfy recruiting remotely, probably the most modern groups are already pushing their video use instances additional. In 2022, intelligent HR groups are creating extra asynchronous, on-demand movies to recruit expertise, onboard new workers, and preserve seasoned workers engaged. Very similar to go-to-market groups can use video at practically each buyer lifecycle stage, HR groups could be smart to leverage video, and video developments, in any respect levels of an worker’s lifecycle.
Learn how to Take Benefit of Video Pattern #3
1. Onboard with an On-Demand Library
For a lot of people who began new jobs throughout the pandemic, the standard day-long HR orientations in-office have been changed by a dreaded five-hour Zoom coaching. As an alternative, forward-thinking HR departments can do a brief kickoff name to get acquainted and energize new workers, however then direct workers to an on-demand library for the majority of the coaching. This useful resource library can deal with often requested questions for brand new workers, overview firm insurance policies, and get everybody on top of things with core items of the tech stack.
Join a free account to create onboarding movies and share it multi function place. Signal Up Free 2. Use Asynchronous Video All through the Interview Course of
A few of the savviest job seekers have already used video to get a leg up on their job search. They’ll hit file and clarify why they’re the right match for the enterprise to accompany their resume.
Equally, HR groups and hiring managers can create brief movies to showcase the tradition and treatment the truth that distant candidates received’t expertise the corporate tradition in particular person. Expertise departments can invite management to file movies introducing the corporate’s mission and imaginative and prescient. And hiring managers may even create customized movies to entice candidates to simply accept gives.
3. Foster a Robust Firm Tradition with Video Updates from Key Executives
Since workers received’t run into executives within the hallways whereas working remotely, many firms depend on video updates to ensure everyone seems to be conscious of wider firm methods. It’s a light-weight carry to create movies month-to-month or quarterly, however it could possibly usually be fairly significant to workers.
Innovators Main the Cost With Video Tendencies
The management crew at Vidyard makes use of video to speak important updates and firm bulletins throughout the group.
Video Pattern #4: Prospects Desire Authenticity Over Manufacturing Worth
Excellent news in the event you don’t have fancy tools or a big manufacturing funds—clients are providing you with a ‘get out of jail free’ card. That’s as a result of they more and more want informal, genuine movies. So you possibly can depart the costly increase mic and professional-grade lighting behind for a lot of what you’re going to create.
What clients worth is the substance of a video. (Even movies with costly manufacturing can fall flat in the event that they lack substance.) Supplied you possibly can ship actual worth and clear up buyer issues inside your video, it’s changing into much less essential to have massive studio set-ups to make an affect.
Authenticity additionally builds belief. It makes people really feel comfy to let their guard down. Informal movies give audiences the impression that video producers are reliable and don’t have anything to cover behind slick video manufacturing. So sit in your kitchen or yard, put on no matter you normally put on, and simply be your self. Engagement in that content material will skyrocket.
Learn how to Take Benefit of Video Pattern #4
1. Steadiness Authenticity With Mild Preparation
One of many challenges with video as a medium is that it’s not as skimmable as text-based content material. Subsequently, you need to be hyper-aware of respecting your viewers’s time. When you hit file and take 12 minutes to elucidate one thing that might have taken three minutes, your viewers is much less prone to belief your content material is well worth the click on subsequent time. So take a couple of minutes to jot down key factors, or do a apply run. A great rule of thumb is to ensure your video size is as brief as doable however so long as mandatory.
2. Decide Your Model Voice
Work out your organization’s video model. In the identical approach you’d select the voice and tone of your weblog and social media—what does your movies’ voice, tone, and visible model look and sound like? Be at liberty to inject creativity, playfulness, or humor into your movies if it’s in step with your model voice—audiences will adore it.
3. Incorporate Visuals to Signify Key Concepts
An idea that may take a few minutes to elucidate verbally may solely take 10 seconds to get throughout when you have a visible on display screen that you could level at. Utilizing visuals at key moments will provide help to “be temporary, be shiny, be gone.”
Innovators Main the Cost With Video Tendencies
Sam Kean at Contemporary Relevance recorded a artistic video that weighed in on his prospect’s product.
Joanne Munekawa at LinkedIn Advertising and marketing Options recorded a brief music that might simply be shared with any of her future clients and prospects on this webcam video.
Video Pattern 5: Occasion Recordings Are No Longer Handled as an Afterthought
Folks usually register for stay digital experiences they’ve little intention of attending stay. And chances are you’ll already know why—as a result of most of us look to have interaction with content material on our personal time and at our personal tempo with an on-demand recording afterward.
Occasion producers will notice that on-demand video delivered post-event can now not be an afterthought within the coming 12 months. For a lot of attendees, the video launched afterward is their predominant occasion. It’s like watching Netflix versus cable TV—audiences don’t wish to sit by way of commercials anymore. As an alternative, with on-demand replays, they will discover the perfect time to have interaction, skip forward to the sections that matter most to them, or pay attention at 1.5X velocity.
On-demand video permits the viewers a possibility to forge their very own studying paths. Good entrepreneurs are catching on and giving their audiences extra instruments to teach themselves on their very own time, in their very own approach.
Learn how to Take Benefit of Video Pattern #5
1. Embrace Bounce Hyperlinks, Title Playing cards, and Decrease Thirds in Your Movies
If a portion of attendees won’t attend your stay occasion, cater your occasion technique to incorporate the wants of post-event viewers. Host your video on a platform like Vidyard that enables attendees to wash by way of and discover subjects they’re on the lookout for simply. Embrace title playing cards or decrease thirds to offer useful context, so viewers really feel ‘within the loop’ even when they skip forward. Embrace leap hyperlinks in your description or add chapter marks on to the video so viewers can skip forward to the subjects they care about most.
2. Hold Selling Your Webinar After the Dwell Occasion
Since stay occasions are now not the “predominant occasion,” it may be useful to remind clients of the content material they intend to have interaction with. Create teasers with the perfect clips from the occasion to entice people to look at your occasion replay. Sharing these clips through social media and e-mail will remind your busy viewers to make time to look at.
3. Embrace CTAs to Related Content material within the Description
Assist your clients who wish to forge their very own studying paths by offering hyperlinks to associated sources within the video’s description. This may take away the friction for prospects and clients who want to analysis a subject in additional depth and encourage them to develop into extra certified prospects or extra sticky clients.
Innovators Main the Cost With Video Tendencies
Tyler Lessard, writer of The Visible Sale and VP of Advertising and marketing at Vidyard, hosted a digital dialogue on the way forward for video-in-sales and methods to get forward. After the webinar, the video was posted on our web site for on-demand viewing and reduce right into a shorter model for our YouTube channel. The shorter model for YouTube features a desk of contents with chapter markers and leap hyperlinks.
It wouldn’t be a 2022 video developments report with out the point out of Web3 and the Metaverse.
The reality is, 99.9% of companies don’t have to fret about scaling their Metaverse advertising simply but. Compelling movies with modern design and storytelling ought to nonetheless be your focus. Your early investments in constructing these muscle groups will set you up for our Web3 future—every time it might be. When the time comes, you’ll be prepared.
Enterprise video internet hosting and sharing answer that’s constructed to satisfy your wants. Study Extra Will You Be Certainly one of Subsequent 12 months’s “Innovators Forward of the Curve”?
There you have got it—our prime predictions for this 12 months’s most necessary developments. Video is now getting used to speed up gross sales, retain clients, have interaction workers, and help different key initiatives that contribute to an organization’s backside line.
What was as soon as regarded as a intelligent trick gross sales and advertising used to catch eyeballs is now changing into an important communication and relationship-building device throughout total organizations. Within the coming years, the video panorama will proceed to evolve. Nonetheless, one factor stays sure: Organizations that spend money on video in 2022 might be way more prone to outpace their rivals in 2023.