Ah, the middle of the year—when we, the dedicated marketers, finally get to roll out our lists and reviews of the best B2B videos that have graced our screens.
It's August, and boy, did I hold out just a bit longer this year to catch any last-minute entries that might shake up the rankings.
And let me tell you, it was worth the wait! We've had a few surprises, a couple of disappointments, and a whole lot of creativity in video marketing industry.
So, without further ado, let's dive into the best B2B video content of 2024—so far.
I'm going to do this one differently than before. I want to address the elephant in the room: over-the-top videos. Sure, a big budget can buy you all the glitz and glamor, but does that make for a good B2B video? Does it make for talking to the right target audience?
Not necessarily.
A stellar B2B video isn't about the dollars spent; it's about engaging your buyers with creativity, strategy, and message.
Now, let's look at some video content that nailed it and others that, well, could use a bit of tweaking.
Kicking off our list is ServiceNow, a company that's truly embraced the idea that marketing (video marketing) is an ecosystem of content, not just a one-off showpiece.
Their series of videos are not just funny and engaging but also incredibly down-to-earth. They did their homework and knew exactly who they spoke to and why.
Their standout piece of video content features none other than Idris Elba in a 60-second ad that's a masterclass in copywriting.
The play on the word "work" is nothing short of genius. It's witty, relevant, and tackles the zeitgeist of our AI-driven world and its impact on work.
It's memorable, fun, and super relevant. Can't ask for a better B2B video format than this.
If you've been anywhere near LinkedIn in the past couple of months, you couldn't have missed Teamwork's viral hit.
Made by Umlaut, this video is a horror trailer in which the terrifying element is none other than... the client.
This engaging content is a clever take on managing client relationships and project management, hitting all the right notes of pain points humorously and engagingly. Oh, and did it go viral in the B2B community on Linkedin? Jealous? I know we are :P
It even caught the attention of System1, a major player in B2B marketing and advertising research, who analyzed it for effectiveness and found it exceptional. It's the second year in a row that I have an Umault creation on my list, which is no accident. Their content strategy is huuuge!
Cake's video series takes a slightly different but equally effective approach. Through short, punchy 10-second clips, it focuses on the importance of having boundaries at work.
It's not your regular video ad or funky explainer, but these short clips do the job perfectly. What's the job, you ask?
First of all, grab attention. Second, it shows that Cake understands the current work culture and people's emotions.
Do we learn what Cake is? Nope. But the intrigue is there, and people will want to find out. Even the more extended versions are just a bit more revealing.
However, they have a clear video strategy on who they talk to and what about. The videos are concise and funny albeit a bit cringe. Is it their secret weapon?
Now, speaking of cringe, next up, we have One Password, which took a unique approach to its B2B video. They cast Tommy Wiseau, famously dubbed the worst actor and director ever, to talk about cybersecurity. Yes, you read that right.
This quirky and abstract video was crafted by Ryan Reynolds' creative agency, Maximum Effort. It's funny, it's different, and it brilliantly plays on the concept of stopping bad actors—literally and metaphorically. It's a bold move, and I think it stands out.
As I mentioned earlier, this year I'm taking a different approach. Let's talk about videos that almost made the cut and those that seem deserving but missed the mark.
First up, Slack's video inspired by Broadway musicals. It's a well-executed piece addressing meeting pain points and showcasing features, but it didn't resonate with me like their previous groundbreaking videos.
Slack presents: The Big Meeting
Sure, the underlying idea is sound: juxtaposition of an old-school way of organizing meetings vs the new way with Slack. But in the end, something is just missing.
While many marketing and advertising gurus place it in their top 5 picks for the year, I'm a bit picky this time. I think they tried too hard to be innovative and super creative, and it backfired.
Similarly, Crowdstrike's Super Bowl ad and derivative content are very lavish and probably the second most expensive video on this list.
CrowdStrike | The Future | Extended Cut
It adheres to their consistent message and certainly has its moments. However, previous iterations of the strategy, like the "Troy" video, were more on point, in my opinion. To see what I mean, check out my best B2B video ads of 2023.
Then we have the big-budget productions from Palo Alto and Squarespace. Both of these videos are a classic case of style over substance.
The most expensive item on this list is, in my opinion, Palo Alto's video featuring the legendary Keanu Reeves. Keanu is undoubtedly the GOAT, but even his star power can't save this one.
You can even sense he isn't super psyched for the script.
Despite great visuals and high-quality graphics, the video feels dated and lacks the innovative spark we've expected.
It has a hefty budget, but it just doesn't hit the mark. Read the comments under the video for some candid feedback.
Next, we have Squarespace's extravagant video, directed by none other than Martin Scorsese. While the production value is top-notch, it falls flat in terms of impact. Now, I know Squarespace is a bit of both B2C and B2B, but the story just doesn't make sense to me.
Hello Down There - Directed by Martin Scorsese | Big Game Commercial 2024 | Squarespace
I feel there are no valuable insights behind the idea. It involves aliens hacking the feed on social media channels with a single button to showcase their new websites so that people will notice they've arrived. Why? What's the point? Who cares?
It feels more like an ad for a social media content machine rather than a website-building service.
Let's be honest, last year's video with Adam Driver was way better.
Better luck next year, Squarespace!
So, what's the secret sauce for a great B2B video in 2024? The best videos engage through storytelling, humor, and relevance. They address customer pain points in a relatable way, showcase top-notch craftsmanship, and aren't afraid to experiment with different video formats and concepts.
The key is to focus on the customer and the story, making us want to watch, rewatch, and share. And remember about emotional connection!
Here's to the marketers, creative teams, and brands that dared to be different this year. You've entertained us, made us think, and most importantly, showed us that B2B marketing doesn't have to be boring.
As we look forward to the rest of 2024, let's raise a glass to the next wave of innovative B2B video content.
Remember, not every flashy video wins the day, but those who truly understand their target audience and know how to tell a story, do. Cheers!
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