B2B Marketing videos work best when it targets the eyes rather than the ears. In many office environments, many people do not have their speakers on. You could get your earphones out but unless it’s important, the action probably requires too much effort. In today’s fast-paced and content-packed digital landscape, the extra step to turn on your speakers or grab your headphones can be an inconvenience. In most cases, you are scrolling through emails or newsfeeds and maybe making a mental note to listen later but will end up forgetting.
Videos that rely on sound can be at a significant disadvantage. The standard talking head videos are boring since they require the viewer to listen to the narration. Captioned videos are better but still require the viewer to read. In contrast, by integrating text and graphics into an interesting narrative, you can communicate value and purpose without relying on sound.
Marketing videos should create an impact through visual storytelling. It is often said that people remember things they see much more than things they hear. A picture (or video) is worth a thousand words.