While video content in the private sphere for entertainment purposes has steadily increased in popularity since then and it is now impossible to imagine life without it, numerous B2B companies have also already recognised the opportunities for success that a video content can offer. Corporate Video can offer. In this blog article, we take a closer look at what exactly corporate TV is, what advantages it can bring to your company and which video productions actually make sense in B2B.
"Me at the zoo" - that is the title of the first (and still publicly viewable) video on YouTube. It was published on 23 April 2005 by Jawed Karim, one of the founders of the platform, to test the still young YouTube. It shows Karim in front of an elephant enclosure at the San Diego Zoo. As of 2023, it has already been viewed over 250 million times. Because one video is worth more than 1.8 million words!
What is Corporate TV?
Corporate TV or Business TV is part of the Corporate Publishing. These are all video and television offerings that a company produces or has produced about and for itself. The videos are aimed at customers and interested parties as well as the company's own employees and business partners. From targeted video contributions to a company's own TV channel with a programme around the clock or even a complete video portal similar in structure to a subscription streaming service - the range of corporate TV is enormous. This makes it all the more important not to leave anything to chance when it comes to planning and implementation. In our in-house TV studio we offer you everything you need to successfully implement Corporate TV in your marketing strategy.
5 Advantages of corporate videos
1. flexible, versatile & individual
A German proverb says: "Nothing is as old as yesterday's newspaper." Accordingly, content for videos can be designed and changed quickly and easily as part of your corporate TV. You have full control over the content, the stylistic means and the distribution channels. Whether advertising formats, entertainment programmes or editorial formats: Everything is possible. The company can cleverly package its advertising messages, its products or services in emotional, entertaining videos and thus specifically address the (potential) customers on a deeper level than, for example, a simple commercial can. This is precisely why companies should make it a point not to produce purely promotional contributions, but to offer the viewer added value.
2. more authenticity and credibility
A short video update from the CEO is produced quickly, creates closeness, appears authentic and, in the best case, conveys more content in a few seconds than a multi-page text. A corporate story told on film tells the company story, creates identification and offers orientation. Video promotes the authentic effect of your brand, whether it's getting to know a new product, acquiring apprentices or employees or simply communicating internal "best practices". Our experience shows that customers engage with a company much more intensively when they are informed by video.
See for yourself: How we help the company Allergopharma helped boring explainer videos go viral for their target audience.
3. stronger commitment
Video content has an 80 per cent higher chance of viewer engagement. According to ARD/ZDF Online Study 2022 video content, including YouTube, media libraries and streaming services, accounts for 76 minutes (+ 12 minutes) of the day. Videos require less effort from users than written text and therefore keep their attention on the screen longer. Wherever sales or opinion forming plays a role with consumers, corporate video is becoming more and more important. If the video fits the product and the target group, the conversion rate, the time spent on the website and the likelihood of purchase increase demonstrably.
4. higher ranking
YouTube has become the most successful platform on the internet next to Google and is considered the second largest search engine in the world. The portal is responsible for a considerable percentage of data traffic worldwide - and the trend is growing significantly. Video content has therefore developed into a significant ranking factor for search engine optimisation. This is one of the reasons why more and more companies decide to create content in the form of a corporate video.
5. moving image emotionalises
In fact, the human brain processes images 60,000 times faster than text. 90 per cent of the information transmitted to the brain is visual. People want to be informed on a factual level as well as addressed on an emotional level. Moving images transport emotions much better than printed works. And who doesn't know the saying: "A picture is worth a thousand words" - According to this, one minute of video is worth 1.8 million words.
Which video productions make sense in B2B?
A successful Video content campaign needs to be well thought out. As always in marketing, put yourself in the shoes of your target group and find out which content and topics offer them added value. The second golden rule is to package dry information in entertaining formats.
Other options are:
- Classic journalistic formats such as interviews, reports and news programmes, discussion rounds and studio talks
- A live stream of product and company presentations
- an event that can be experienced live via stream
- Virtual press conferences, expert talks and webinars
- Image videos or best practice videos
and much more.
Finally, we would like to recommend our recruiting video. With a recruiting video, you speak directly to potential employees and build a strong employer brand: