Does Video Help or Hurt a B2B Company Blog?

Unless you’re living under a rock, then you’ve probably noticed the recent video (and visual) explosion of content on many B2B company blogs: interviews, vlog posts, product demos, speaking events… it’s all there – and more!

Infographics are proudly demonstrating the explosion of “business video,” as are enthusiastic CEO’s and thought leaders. But does video really help a B2B company blog? Or, can video take you down a bad content marketing path?

 The Video Dilemma

“Moderation in all things, especially video,” wrote Aristotle. Right? Well, maybe not exactly. However, many B2B companies are going way overboard with their video efforts. And, too much of anything – even a good thing – just isn’t healthy. Here’s what too much video can do to your B2B blog:

  • Overload your audience. You can skim a blog post; it takes about 1.7 seconds to read a tweet; and you’re probably already wasting time on Facebook anyways. Video requires a bit more “commitment.” You can’t just blow through a video. If it’s 1 minute and 43 seconds long, then that’s the time your audience will have to commit. Not everyone will.
  • Over-stimulate or bore to tears. In my mind, there are two types of “bad” videos: Vin Diesel’s xXx and 2001: A Space Odyssey. The first film offers way too much stimulation: music, action, sound effects, violence, etc. (Your mind just can’t handle it all.) The second movie offers basically no stimulation. (Has anyone seen the whole thing?)
  • Decrease engagement. If you develop a reputation for always posting videos, then you could actually hurt your engagement figures. Michael Nixon recently wrote about how too much blogging can hurt your business. His argument is also true when it comes to video.

 So, How Do We Approach Video? 

I don’t want to scare anyone off from using video. In fact, I’m happy to point you to 42 ways you can use video. Rather, I want to remind readers of a lesson in moderation. Too much of any “good” content marketing platform can be a bad thing.

Video killed the radio star; don’t let it get your blog next. Here’s how to use video effectively:

  • Maintain a balanced approach to your content marketing. A good way to ensure you aren’t posting too much (or too little) video is to have an editorial calendar.
  • Use video creatively. If you’re going to ask your audience for their time, then you should offer them something that’s worth it. Otherwise, you may have just lost a lead.
  • Be intentional. Before you create a video – or any piece of content, for that matter – you should ask yourself why you want to use video instead of some other medium. If you don’t have an answer, then you probably shouldn’t be creating the video in the first place. 

Where do you see the future of blogging and video? How is your B2B company blog using video? How will you use it in the future?

B2B Insights