When explaining the importance of social media videos to executives at companies that serve the B2B market, you’ll likely be met with dismissive chuckles and disagreeing head shakes.
“Sorry, that’s just not what our clients want or care about,” would be a common response. “Videos are nice for the Facebooks and Instagrams of B2C companies, but in the B2B world, no way. Nobody’s interested in that kind of stuff.”
While I’ve found that point of view to be widely held, it’s also quite dangerous: B2B companies that refuse to explore the business-building potential of social media videos are doing so at their own peril.
