Over the past 15 years, the modern digital landscape has changed in ways we couldn’t even imagine. At the time, YouTube was starting to gain popularity by giving people a platform to share entertaining home videos. Television was beginning to change from the square aspect ratios to the rectangular HD formats we see today and the average resolution for phone screens was very low at 480p.
The shift to a technological world has had an impact on marketers, as worldwide, 3.37bn unique digital viewers consume video content regularly. Customers in 2023 expect a high-fidelity customisable experience when it comes to how they interact with video content. With Netflix films streamed instantly in a high-quality resolution and the consistent creation of content filmed and edited via mobile devices, it begs the question of what you can do to hold your audience’s attention.
B2B tech and telecom organisations can take advantage of video content to propel their business, brand or campaigns further than ever before. To ignore the benefits of the current digital landscape is to put yourself at a direct disadvantage. When looking at the standards for an online presence, we can see that expectations have shifted dramatically with the mass adoption of smartphones.
First Impressions in the Modern World
Positive first impressions are essential in 2023. You have a very small window of opportunity to prove to a potential customer that you are worth their time. Whether you’re running an ad campaign, promoting a service or solution, or building a brand identity, high-quality video content is the key to a solid foundation of success.
The modern consumer expects interesting, thought-provoking visuals and every brand can benefit from investing in building a visual identity for themselves. Some examples of simple things an organisation can do to elevate its image are professional logo animations, short loop-able content of their services and products, and video stories around a company's creation/challenges to drive awareness. The types of video content you can create are endless.
Here are some of the most effective ways that modern organisations are using video content to innovate their brand identity:
John Lewis
The importance of attaching positive imagery with your brand has more value than meets the eye. One company that understands this value is John Lewis. Every year at Christmas, it releases an emotionally engaging video content to build on its brand image. These videos hold no real link to any of the products John Lewis sells, however they create a positive aura around the brand and customers feel they can trust the company. As a B2B business, you can take inspiration from these tactics and create a strong, identifiable brand identity with your target audience in mind. Once a customer requires your services, they will remember you as a first choice. John Lewis has admitted that the adverts cause a significant increase in sales year after year.
Nothing (Tech Brand)
Video content has lots of practical uses for promoting your offerings to customers. It’s one of the best ways to promote your newest product to the masses in a fresh and stylish way.
The smartphone and smartphone accessories market is hugely over-saturated, and it takes a large chunk of resources to make a name for yourself. So how did ‘Nothing’, an unknown smartphone and technology start-up, break into the industry at the start of 2021? By combining their well-thought-out brand identity with high-quality video content to evoke a layer of mystery around the company.
It’s first tweet ever garnered a solid striking response on Twitter and further created discourse on other platforms like YouTube for cost-effective marketing. If done correctly, the investment in creating good video content can massively outweigh the cost. Furthermore, the video content hosted on these websites is extremely easy to share around and therefore a rapid way to build momentum.
B2B organisations need to take advantage of social media to promote their video content and stay in the public eye. A company that can consistently get its brand in front its audience will reap the rewards of customer loyalty. With a weak visual identity and sub-par video content, brands don’t stand a chance of standing out. Looking at what customers expect and going above that is a sure-fire method to catching consumers off guard and impressing them. Smooth transitions and a clean brand identity are powerful ways of proving to customers that you know what you're doing.
Apple
The tech giant Apple takes a very interesting approach to how it runs its social media accounts. Most companies try and consistently promote new products or features that they want their audience to hear about. Instead, when looking at Apple’s Instagram they take on a more artistic approach towards their business. It shows off creative videos and visual content that have been ‘Shot on iPhone’ to showcase the high quality of its products.
The question is what should you, a B2B brand in tech, take away from this? It’s a great idea to look at the services you provide and the image you want to portray and find ways to display that in an engaging video format. Telling stories is the best way for people to get a good idea about your business. For example, a cybersecurity company could post stories from loyal customers about how the company has protected them or they could post attention-grabbing visuals of how its cybersecurity solutions defend against threats.
The Value of Video
The modern market is consistently evolving in innovative directions every year. It’s worth staying ahead of the curve and educating yourself on new technologies and trends to push the boundaries of digital marketing. Video content is an essential part of the multimedia wheel of content creation and when combined with a striking brand identity it creates a confident image for consumers and organisations alike.
Ilex specialises in crafting compelling, engaging, and effective content to take your marketing strategy to the next level. Visual content can help you to better connect with your audience and achieve your business goals.
Contact us today to schedule a free consultation and learn how we can help you stand out in a crowded market with your content marketing efforts: info@ilexcontent.com
