The easiest way to stand out from your competition is to stand out.
Thank you, good night everyone!
Yes, this is my insight. But in all seriousness, 90% of the companies I encounter don’t practice this very easy B2B video marketing strategy.
Many B2B videos I come across look and sound exactly like their competition – except for brand colors, typefaces and landing page URLs. I once showed a client their competitors’ videos and they couldn’t tell them apart without the logos at the end.
Why so many brands look and sound alike
How does this happen? It happens for the same reason why everyone wore big skater jeans in my high school in the mid-90s (yes, I had JNCOs). None of us wanted to look weird or behind the times, so we followed each other.
But in business the desire to fit in causes companies to fade into mediocrity. The impulse to avoid looking weird at the next conference leads to you and your competitors looking and sounding alike.
Your competitor makes a video with cool nodes and AI-looking stuff, so you make one. You make a video with blue text and two months later your competitor follows suit. The problem is – relative to your customers – there’s no difference between you and your competitors. You’re all blue-text-AI-node-video companies.
If you want to stand out from your competition, you have to have the courage to stand out. And I don’t mean changing up the color on your next explainer animation or using different interview angles with your next CEO video.
I mean looking and sounding markedly different than your competitors.
I mean ditching the animated explainer video and ditching the interviews with your CEO altogether.
You need to be so different that the competition doesn’t have the courage to copy you. Or if they do, it’s years instead of months later because it took them that long to see your strategy worked. (And by then you’ll be on to the next bigger and better thing.)
Stock footage is a powerful tool for brands and marketers, especially if you’re in a situation when you can’t shoot original footage. However, as with any tool, it’s only effective when used properly.
In the current environment, we’re all learning how to make the most of digital and virtual events, calls, and meetings. While we aren’t able to gather and create content together in person, there are still ways to make an effective marketing video.
As always, focus on creating a strong strategy and developing an effective creative concept with your current limitations in mind.
If a wrench gets thrown into your plans after a live-action concept has already been selected, go back and re-concept. See where you can potentially use animation, existing company footage, stock footage, audio content, and motion graphics to create something just as effective but different.
Develop a video that fits your needs in the moment.
Sometimes, being true to the limitations of the moment means waiting to shoot your original video concept until you are able to execute it as planned. That’s ok! Use the tips below to fill the immediate marketing gap(s) and deliver on your shorter-term marketing goals.
Be honest with yourself about what can realistically be accomplished under the circumstances. Then create a video that nails it.
Maybe that means that this video isn’t as long as you originally planned, you use different interviewees, or want to add motion graphics to help keep the video moving. As long as your decisions are based on realistic goals for your “new normal” and consistent with your long-term goals, you’ve set yourself up for success.