What Are the Differences Between B2B and B2C Video Marketing? | Spin Creative
What Are the Differences Between B2B and B2C Video Marketing?
Oct 2014 10

B2C video marketing rates have skyrocketed in recent years, yet B2B marketing has not quite taken off to the same level. But this is a mistake—many companies focusing on B2B types of business could be missing out on huge marketing opportunities that are available through video marketing. In fact, about 26 percent of all B2B brands still are not using any video at all in their marketing efforts, with even more using video marketing but not to any effective extent.

So what exactly are the differences between video marketing in B2B and B2C businesses that have created such a disparity? The two aren’t quite as different as you’d think given the numbers, but there are a few differences:

  • Minimum standards of quality. Small businesses that sell primarily to consumers can get away with putting out amateur video so long as they have good content, but B2B companies generally need more polish and professionalism with their videos. They need to portray themselves as being on the same kind of level as the other businesses that they’ll be working with.


  • Advocacy. Testimonial videos are effective in B2C marketing, but they’re used much more broadly in B2B video marketing. Also, the talking heads in these videos generally need to have a certain level of respect or notoriety attached to them, rather than being an “average Joe” customer.


  • Tone. While you don’t necessarily have to eliminate humor or levity from B2B marketing, you will generally use a more serious, academic tone in these types of videos.


For the most part, however, B2B video marketing is very much the same as B2C video marketing. You still need to focus on creating engagement among your target audience and on tracking the effectiveness of your campaign. You need to connect your video marketing plan to your brand identity and make sure that you are putting out consistent messages in all of your advertising mediums.

If you’re a B2B company looking for a way to jumpstart your marketing efforts, contact Spin Creative for assistance in developing a video marketing campaign. We’d be pleased to speak with you to give you more information about how you can get started.

About Spin Creative
Spin Creative is a creative agency specializing in brand storytelling to engage, inspire and activate audiences. We design each project to engage viewers, increase audience reach and ultimately help power the success of a campaign, idea or brand.

If you need high impact advertising, digital and social brand storytelling to propel audience engagement, shoot us an email at contact@spincreativegroup.com or call us at 206.686.6278 (Seattle) or 415.767.3645 (San Francisco). Our offices are in Seattle and San Francisco but we travel all over the world for our clients.