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B 2 B

Estera Kaszen

Managing & New Business Director 

👋 Hi. We are SCREENS,
the digital video 
marketing agency

Supercharge your business with marketing that effectively combines effective sales with consistent brand building. We relentlessly use: fresh creativity, the latest trends with measured, reported marketing effectiveness and tangible business results.

In this short article, we address several growing and important developments in social media:

• Amazing correlations between rise of AI and rise of digital video marketing

• Social video - how Tik Tok is changing and strengthening the entire social media video category, regarding both: B2C and B2B marketing.
   

• Social selling in B2B. What's at stake.
   

• Why Social Media's potential is unused with popular, performative, shallow approach - Mark Ritson's dissenting voice. So few brands are willing to engage their audiences with truly inspiring creative ideas. Big ideas.

Amazing correlations between rise of AI and rise of digital video marketing.

AI is illuminating the importance of authenticity in human beauty. This is especially evident through the growing popularity of video content. The rise of AI has accelerated the growth of video, due to advancements in internet capabilities that allow for seamless data transfer. 

In the next year, we can expect a surge in digital video marketing. While AI technology may offer convenience and efficiency, it cannot replace the genuine human connection we form through real, filmed interactions in both personal and professional relationships.

Social video - how Tik Tok is changing and strengthening the entire social media video category - both B2C and B2B.

Social video marketing is a big topic. The market has entered a phase of over saturation with SEO-content offerings from marketing agencies. Thinking about building one's brand, market presence will be increasingly marked by an efficient approach to social video (production, logistics, cost, quality of videos with it's consistent quality and brand alignment control) and a greater emphasis on the Share Of Social Search of a brand. 

We will see a shift in a given company's Share Of Search and Share Of Chat GPT Search.

Share Of Search, popularized by Peter Field and Les Binet from famous Marketing Effectiveness Institute, means how many valid Google search responses to a given query my company covers. This will move towards  toward Share Of Social Search. That is, it will not so much be relevant on Google, but on the search engines of individual Social Media channels. For example, how much content-charged, save-worthy video content will an IT brand display to a user on a YouTube/Instagram query about cloud transformation. Sounds remote? In just two or three years, it doesn't have to sound like that at all. 

Another important shift is the even greater rise of Social Video. 

This will continue with platforms like Tik Tok leading the charge. Not only is social video an effective way to reach consumers, but it is also becoming increasingly important in B2B marketing. In fact, research suggests that more than 70% of the decision to do business with a new contractor is influenced by their presence on social media.

Therefore, having a strong social video presence can help businesses build early-phase relationships with potential clients and persuade them to move further down the sales funnel.

Social selling in B2B. What's at stake.

Another important trend in social media is the use of Account-Based Marketing techniques. 

With personalized video and demos, we can target specific prospects and customers. This approach is particularly effective in the B2B space and can help businesses stand out in a crowded market. Social media can also play a crucial role in employer branding, as it allows businesses to showcase their culture and values to potential hires.

This can be combined for better results - ABM content that supports sales in social media channels can be made in a manner that also attracts the best talents. Social sales nudging and employee branding engagement can be achieved with one carefully crafted piece of content - it just has to be interesting and mind opening enough. Read more about ABM in our article. 

So we already understand that the rise of Social Video is not just about youth products advertised on Tik Tok. Video guarantees an unquestionably higher CTR in advertising campaigns than static formats, it appears increasingly consciously used in B2B marketing. Since more than 70% of the decision to do business with a new contractor is suggested by that contractor's social media, Social Video here again provides an opportunity no longer for campaign-like attention capture, but for relational business proximity, for a convincing, credible laying out of arguments to push further in the sales funnel until the final decision, where again video can be creatively used as, for example, a personalized incentive to take advantage of the demo. Why not create, based on adaptable matrices, such videos that slightly adapt to the industry the counter party comes from and tell the demo of, for example, a payment system more in terms of that counter party's needs? We have left the area of Social Video for a while - such an activity already makes sense in more direct channels like mailing, but we still emphasize what undiscovered power there is in this medium.

Some experts, such as Mark Ritson, argue that social media is too often characterized by a performative and shallow approach.

Many brands are failing to engage their audience in meaningful ways, and this lack of depth, research, insights mining, could be holding them back. To truly succeed on social media, businesses need to think creatively and come up with inspiring ideas that truly connect with their audience. Let's take crucial decisions around media channels. It is not a good idea to decide which channel to use, without research, deep tests, going to clear conclusions about why exactly this or that channel to use. And deciding about channels is only won, however extremely important part of digital marketing strategy.

In addition to these trends, it's worth noticing that technological progress, underlying rise of social video, is also having cultural impacts.

The aesthetics and style popularized by platforms like Tik Tok are influencing the way brands create and share content. For example, the widespread use of social video is leading to a decline in the use of gifs, which are starting to look dated in comparison. This is evidenced by the sizable losses of GIPHY and the generally declining trend of using gifs, which today often look dated. 

In conclusion, social media is an ever-evolving landscape, and businesses need to be aware of the latest trends and developments if they want to stay competitive. Trends tend to change and consequences for some adaptation-resistant companies can be painful.

From the rise of social video to the importance of social selling supporting tactical cycles of approaching targeted potential client's accounts with account-based marketing, there are many factors that businesses need to consider when building their social media presence.
 

By staying up-to-date and thinking creatively, businesses can create social media strategies that truly connect with their audience and drive success.

Using tik tok for B2B with examples How to use tik tok in B2B brands should consider using tik tok in B2B

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