In China's Internet environment, short video refers to video content with a duration of less than 5 minutes that is disseminated through new media platforms such as social media, search engines, and specialized short video platforms.
Nowadays, the mature business model of short video + e-commerce brings considerable revenue for B2C customers. Taking Jitterbug as an example, the growth rate of the number of short videos with goods during Q1 and Q4 of 2021 was 553%, and the growth of video marketing amount was as high as 249%.
So is short video marketing necessary for the B2B industry where businesses are the main customers?
For B2B enterprises, although the business process is long and complex, it is still essentially "connecting with people". Short video and content marketing, official website, conference, live broadcast, weibo, public number are similar to the initial marketing touch points. Short video marketing can be used as the first step for B2B enterprises to obtain potential customers, from marketing to the overall conversion of services, not only need to attract potential customers through high-quality content, but also need to be followed up by more cross-departmental team operations.
The current situation of B2B enterprises' short video marketing in China and its analysis:
Pathfinder Technology released a white paper on short video operation of B2B enterprises, which investigated the short video marketing of 100 B2B enterprises, including 41 large B2B enterprises (Forbes list of the top 2,000 enterprises) and 59 small and medium-sized B2B enterprises.
1. Short video content is still at early stage in B2B marketing
According to the report, less than half of B2B enterprises have formally launched short video operations; while the remaining enterprises have not yet started to make any moves towards short video operations.
Large enterprises pay more attention to short video marketing, accounting for a higher percentage of enterprises.
Only 17% of the B2B enterprises have joined three or more platforms to publish video content.
2. WeChat video channel as well as Douyin is the major platform of short video marketing for B2B companies
The research report shows that whether it is a large enterprise or a small or medium-sized enterprise, the most used platforms in the process of short video operation are WeChat video channel and Douyin (AKA Tiktok), but in facts, China has so much more platforms are valuable and suitable for pushing content for B2B marketing, according to your own brand and company , there could be even better choices. Contact @Wukong Intergration China to find out more...
3. Video content released by B2B enterprises and its frequency is quite less
Nearly half (47.5%) of B2B enterprises released content related to PR, which includes corporate culture, introduction, public welfare, awards, etc.
Nearly half (42.5%) of the B2B enterprises publish less than 3 short videos per month, and 35% publish 3 to 5 short videos per month; only 5% publish more than 5 short videos per month on average; the rest publish 0 including only creating an account, cutting off immediately after starting and private accounts.
Have your company start your short video marketing in China market yet?
Nowadays, the mature business model of short video + e-commerce brings considerable revenue for B2C customers. Taking Jitterbug as an example, the growth rate of the number of short videos with goods during Q1 and Q4 of 2021 was 553%, and the growth of video marketing amount was as high as 249%.
So is short video marketing necessary for the B2B industry where businesses are the main customers?
For B2B enterprises, although the business process is long and complex, it is still essentially "connecting with people". Short video and content marketing, official website, conference, live broadcast, weibo, public number are similar to the initial marketing touch points. Short video marketing can be used as the first step for B2B enterprises to obtain potential customers, from marketing to the overall conversion of services, not only need to attract potential customers through high-quality content, but also need to be followed up by more cross-departmental team operations.
The current situation of B2B enterprises' short video marketing in China and its analysis:
Pathfinder Technology released a white paper on short video operation of B2B enterprises, which investigated the short video marketing of 100 B2B enterprises, including 41 large B2B enterprises (Forbes list of the top 2,000 enterprises) and 59 small and medium-sized B2B enterprises.
1. Short video content is still at early stage in B2B marketing
According to the report, less than half of B2B enterprises have formally launched short video operations; while the remaining enterprises have not yet started to make any moves towards short video operations.
Large enterprises pay more attention to short video marketing, accounting for a higher percentage of enterprises.
Only 17% of the B2B enterprises have joined three or more platforms to publish video content.
2. WeChat video channel as well as Douyin is the major platform of short video marketing for B2B companies
The research report shows that whether it is a large enterprise or a small or medium-sized enterprise, the most used platforms in the process of short video operation are WeChat video channel and Douyin (AKA Tiktok), but in facts, China has so much more platforms are valuable and suitable for pushing content for B2B marketing, according to your own brand and company , there could be even better choices. Contact @Wukong Intergration China to find out more...
3. Video content released by B2B enterprises and its frequency is quite less
Nearly half (47.5%) of B2B enterprises released content related to PR, which includes corporate culture, introduction, public welfare, awards, etc.
Nearly half (42.5%) of the B2B enterprises publish less than 3 short videos per month, and 35% publish 3 to 5 short videos per month; only 5% publish more than 5 short videos per month on average; the rest publish 0 including only creating an account, cutting off immediately after starting and private accounts.
Have your company start your short video marketing in China market yet?
