How to humanize B2B brands with Online Video and Humor?

By: Videyah! | Tuesday, March 20 2012 

Can B2B corporate video go viral?

Humorous B2B lead generation strategy at the Exhibitor 2012 Trade show.

Consumer companies can get away with creating humorous ads. The most recent videos such as Vitamin Water’s “Grab it by the horn” or start up company’s  DollarShaveClub.com “Our blades are F*** great”  both became viral sensations within the last 2 weeks. 

In addition to humor and great video production, both of them were mentioned in various blogs and immediately got the attention. Even thought they did get millions of views we are curious how it will affect their bottom line and we will be looking for the follow up stories in the future. But based on their video comments, viewers are ready to buy.

Can B2B companies get away with humor? The purchase prices are often higher and buying cycles are longer. As a result, B2B feel they have to be serious with their messaging.

However, according to Tim Washer, senior marketing manager at Cisco humor can deliver real value to B2B.  While it is hard to prove ROI for humorous videos, they can get company the valuable press in targeted publications and can lead to other opportunities in the future. A funny and human face of your company can make them connect with your company immediately.  

For B2B companies considering humor in their online video, Washer offered the following tips: 

1.     Enlist your employees 

2.     Keep costs down 

3.     Keep expectations low 

4.     Make them laugh  

Read the original article about B2B video marketing.