I saw this video by Gary Vaynerchuk earlier this week where he states that everyone “needs to become media personalities or entities, spit out all their expertise and then use that leverage to garnish (sic) business”.
If you don’t know, Gary Vaynerchuk is a renowned video marketing strategist for Fortune 500 companies who puts lots of videos on LinkedIn.
According to LinkedIn, video marketing gets 3 times the engagement of text and picture posts, which backs up Gary’s claim.
But what does this mean for B2B video marketing?
Andy Clark of Huho raised the valid concern that all these talking heads will become “a sea of shouty sameness.”
Andy may be right, but that is the challenge with all content, right back to the time when people stood outside shops with billboards. A lot of written content these days is created not to be read, but simply to boost the SEO rankings by using relevant key words as often as possible. At least with video marketing people can’t farm out content creation to China and India simply for that purpose.
“Talking head” marketing will increase as every new generation becomes more adept at videoing and broadcasting themselves. I just look at my kids using TikTok to see how second nature that has become.
One big challenge for B2B marketers is “how do you control the message and the brand if every employee is broadcasting?”
The other challenge I see with my clients is that they don’t know how to integrate the video into their lead generation process. There is a disconnect between the attention they are getting at the top of the funnel and actual leads that delivers out the bottom of the funnel.
It will be fascinating to see how B2B marketers adopt and adapt video marketing to make the most of it’s undoubted potential.
If you want any advice on how to harness video marketing for your business please get in touch.