Grabbing Attention with B2B Explainer Videos

When businesses are constantly bombarded with information, getting your message across clearly and effectively is crucial. That’s where B2B explainer videos come into play. These short, engaging videos are specifically designed to explain complex products or services in a simple and captivating way. Whether you’re trying to introduce a new product, showcase a solution, or highlight the benefits of your offering, B2B explainer videos can help you capture and retain the attention of your target audience.

With the B2B industry being so competitive, it’s essential to find ways to stand out from the crowd. Using video content tailored to business decision-makers is an increasingly popular strategy, and for a good reason. Let’s take a deep dive into why B2B explainer videos work so well, how they can boost your business, and the different types you can create.

The Power of Visual Storytelling in B2B

Humans are naturally drawn to stories, and this holds true in the B2B space. In fact, visual storytelling is one of the most effective ways to communicate complex ideas quickly. In a world where attention spans are short, B2B explainer videos combine storytelling with engaging visuals to simplify intricate topics and make them more relatable.

Decision-makers within businesses often have limited time and many competing priorities. A B2B explainer video allows you to communicate your key message quickly and effectively, cutting through the noise of lengthy documents. You can deliver your value proposition clearly while emotionally engaging your audience with a narrative that showcases your company’s mission, values, and products.

A well-crafted explainer video can evoke emotion, build trust, and establish a connection with your audience. This is especially important in B2B marketing, where decision-makers often need to understand how your product or service will solve their specific challenges. With B2B explainer videos, you can show—not just tell—how your solution can make a real difference.

What Are B2B Explainer Videos?

B2B explainer videos are short, informative videos designed to explain a business product or service in a clear and concise manner. These videos are typically used by companies to target other businesses, helping them understand the value of their offerings. The goal is to grab attention, simplify complex concepts, and guide the viewer toward taking action—whether that’s scheduling a demo, signing up for a service, or requesting more information.

Typically, a B2B explainer video lasts between 60 to 90 seconds (that’s the sweet spot), though longer formats can also be effective depending on the complexity of the topic. These videos leverage a combination of visuals, narration, and sound effects to provide a comprehensive overview of a business solution. From cloud-based software solutions to manufacturing processes, B2B explainer videos can help communicate value across industries.

The versatility of B2B explainer videos is what makes them so powerful. They can be animated, live-action, or even a mix of both, depending on your brand’s voice and the type of message you’re trying to convey. The key is to ensure that the content is engaging and resonates with your target audience.

The Benefits of B2B Explainer Videos

Simplifying Complex Concepts

The B2B industry is often filled with complex products, services, and processes. This can make it difficult for potential clients to fully grasp the value of what you’re offering. B2B explainer videos help bridge this gap by simplifying complicated topics and breaking them down into easily digestible segments. By using visuals and straightforward explanations, you can demonstrate how your solution works and why it’s beneficial without overwhelming your audience.

For example, a software company providing cloud solutions can use an explainer video to break down complicated functionalities such as data encryption, cloud migration, and workflow automation into simpler, visual elements. This makes it easier for viewers to understand the value without needing technical expertise.

Boosting Engagement and Retention

Videos are more engaging than plain text or static images. In fact, studies show that people are more likely to watch a video than read through long blocks of text. This is especially important in the B2B space, where time is often limited. B2B explainer videos grab attention from the start and keep viewers engaged throughout the presentation, making it easier for them to retain the information you’re presenting.

Enhancing Brand Perception

A professional, well-designed explainer video can significantly enhance your brand’s perception. It shows that you’re innovative, forward-thinking, and invested in providing a clear understanding of your offerings. High-quality B2B explainer videos help build trust with your audience, which is essential in the B2B buying process. When potential clients trust your brand, they’re more likely to move forward with a purchase.

Explainer videos demonstrate that you value transparency and are committed to helping your audience make informed decisions. This can go a long way in strengthening your brand’s credibility in competitive markets.

Improving Lead Generation and Sales

B2B explainer videos are highly effective in generating leads and driving sales. They provide potential clients with a clear and compelling reason to explore your solution further. Whether you use your explainer video on your website’s homepage, in email marketing campaigns, or on social media platforms, it can help convert viewers into qualified leads. When prospects understand your value proposition, they are more likely to engage with your sales team or make a purchasing decision.

For instance, many B2B marketers have seen increases in conversion rates by placing explainer videos on landing pages. Videos are known to enhance user experience and increase the time visitors spend on your website, ultimately encouraging them to engage more deeply with your content.

Accelerating Buyer Decision Making

The B2B buying cycle can be long and involves multiple stakeholders. B2B explainer videos can help accelerate this process by providing all the necessary information in a short, digestible format. When decision-makers can quickly understand the value of your product or service, they’re more likely to make faster purchasing decisions.

A B2B explainer video can also be shared internally among various stakeholders, ensuring everyone involved in the decision-making process is aligned on the solution being considered.

Increasing Social Sharing and Visibility

Explainer videos are highly shareable, especially when distributed across social media platforms such as LinkedIn, Twitter, and YouTube. By creating compelling video content, you can boost your brand’s visibility and attract a wider audience. Potential clients who find your video helpful or entertaining are more likely to share it within their professional networks, increasing your reach and improving brand awareness.

Types of B2B Explainer Videos

There are several types of B2B explainer videos that can help you communicate your message effectively:

Product Demos

Product demo videos show your product in action, highlighting key features and how they solve real-world problems. These are especially useful for software companies or businesses with complex offerings that are better understood visually.

Product demos are not just limited to software. Manufacturing companies, industrial suppliers, and service providers can all benefit from showing their products in real-time, helping customers visualize how their solutions will be applied in a practical context.

Customer Testimonials

Customer testimonial videos feature real clients talking about their positive experiences with your product or service. This type of B2B explainer video builds credibility and trust, showing potential customers that your solution works in real-life scenarios.

Testimonial videos can be especially powerful in the B2B space, where word-of-mouth and peer recommendations carry significant weight. Prospective buyers are more likely to trust a product that has been endorsed by others in their industry.

Process Overviews

Sometimes, your B2B offering involves a complicated process that needs to be explained. Process overview videos can break down each step in a way that is easy to understand, helping clients grasp how your solution fits into their workflow.

These videos are particularly useful for service-oriented businesses such as consulting firms, logistics providers, and project management companies, where processes and methodologies are critical to delivering value.

Case Studies

Case study videos take a deep dive into how your product or service helped a specific client achieve their goals. These videos offer a detailed, story-driven approach to showing your solution’s impact, making them particularly persuasive for potential customers.

Tutorials and How-To Videos

How-to videos are highly effective at educating your audience about how to use your product or service. In the B2B space, tutorials can guide potential clients through specific use cases, demonstrating value in a practical, hands-on way.

These videos can serve dual purposes: educating your current customers while showing potential leads the value of your offering.

Creating an Effective B2B Explainer Video

To create a successful B2B explainer video, several elements need to come together seamlessly:

Understanding Your Audience

Knowing who your audience is and what they care about is critical. Before you start scripting or designing your video, take the time to understand your target market‘s pain points and how your product can address them. The more you tailor your content to their needs, the more effective your video will be.

Crafting a Clear and Concise Script

A great explainer video starts with a well-written script. The script should be clear, concise, and to the point. Avoid jargon or overly technical language, and focus on delivering the message in a way that is easy to follow. Keep your video’s length to about 60–90 seconds for maximum engagement.

The script should directly address the challenges your target audience faces and position your product or service as the ideal solution to those problems.

Using Engaging Visuals

Visuals are a crucial component of B2B explainer videos. Whether you choose to use animation, live-action, or a combination of both, ensure that the visuals support and enhance the story you’re telling. A strong visual narrative will help keep viewers engaged and make your message more memorable.

Explainer videos that use clear, clean, and on-brand visuals can have a stronger impact on your audience and reflect positively on your brand.

Incorporating a Strong Call to Action (CTA)

Every explainer video should end with a clear and compelling call to action. Whether it’s scheduling a demo, contacting your sales team, or downloading a whitepaper, the CTA should guide the viewer toward the next step in their buyer’s journey.

Promoting Your B2B Explainer Video

Once your explainer video is ready, it’s time to promote it across different channels to ensure it reaches your target audience.

Website Integration

Your company website is often the first point of contact for potential clients. Embedding your B2B explainer video on key landing pages or your homepage can help visitors quickly understand what you do and encourage them to explore further.

Social Media Channels

Social media platforms like LinkedIn, YouTube, and Twitter are ideal for sharing B2B explainer videos. Not only do these platforms have broad business audiences, but they also support video content, making it easier to engage your followers and reach new prospects.

Email Campaigns

Email marketing remains a powerful tool for B2B businesses. Including an explainer video in your email campaigns can significantly increase open rates, click-through rates, and overall engagement.

Paid Ads

Consider using paid advertising on platforms like LinkedIn or Google to promote your B2B explainer video. Targeted ads can help you reach decision-makers who may not have encountered your brand before, expanding your reach and generating new leads.

Measuring the Success of Your B2B Explainer Video

Key Performance Indicators (KPIs)

To measure the success of your B2B explainer video, you’ll need to track key performance indicators such as video views, watch time, click-through rates, and conversion rates. These metrics will give you valuable insights into how well your video is performing and whether it’s driving the desired results.

Analyzing Viewer Engagement

Pay close attention to how your audience engages with your video. Are they watching the entire video, or are they dropping off midway? Understanding viewer behavior can help you refine your video strategy for future content and ensure you’re capturing attention effectively.

Iterating for Future Success

Analyzing your video’s performance data will allow you to make improvements and iterate for future success. You can fine-tune your messaging, improve visuals, and adjust your calls to action based on how your audience interacts with your content.

The Future of B2B Explainer Videos

The demand for B2B explainer videos is only expected to grow as businesses continue to shift towards digital marketing. Businesses that invest in high-quality explainer videos will have a competitive edge, as these videos provide a quick and effective way to communicate value in a crowded marketplace. As the future unfolds, B2B explainer videos will remain a vital tool for businesses looking to grab attention and drive results.

Brewing B2B Explainer Videos

In the world of B2B, capturing and retaining attention is no easy feat. However, with over 12 years of experience, we here at Digital Brew know how to craft strong B2B explainer videos that help businesses break through the noise, simplify complex ideas, and build meaningful connections with their audience. By leveraging the power of visual storytelling and following best practices for video production, we’ll create compelling explainer videos that not only engage your viewers but also drive tangible business results.

We love getting to make so many great videos. More importantly though, we love making videos that help you make money. So if you’re ready to get your own video, or just want to know a little bit more about our process, we’d love to hear from you. You can always reach out to us here.

Let’s Brew This!