B2B vs. B2C Video Marketing: A Comparison5 min read

b2b vs b2c video marketing comparison

Without a doubt, video marketing is one of the most popular and effective ways to reach prospects and generate more sales for both B2B and B2C businesses. A recent study shows 97% of the marketers say video marketing has boosted the awareness of their products, 76% say it improved sales. And there is 80% that say video marketing has resulted in more time on their website hence creating an excellent opportunity to convert those visitors.

The above figures are an illustration of how video marketing can be a game-changer when used in the right way. Knowing how to utilize video marketing gives your business a competitive edge. Below, this post breaks it down for you how to use video marketing for your business.

b2b vs b2c

Let’s quickly define B2B and B2C, and then go into the difference between the two.

What is B2B?

Business-to-business (B2B) is used to describe a business relationship between at least two businesses. This ranges from big corporations to small businesses. An example of B2B would be a textile manufacturer that sells its products to an e-commerce store.

What is B2C?

Business-to-consumer (B2C) is used to describe a business relationship between a business and a consumer. An example of B2C would be selling yoga pants to a consumer.

Key differences in B2B and B2C video marketing

The first step in any marketing approach is to understand your business type. Is it a business to business or business to consumer? Once you clearly understand why your business belongs, it is become possible to strategize, create, and publicize your video content.  Generally, B2B and B2C content will differ in the following areas.

The quality

B2B is more demanding in terms of quality. Everything has to be done right. A simple mistake here can hurt your ability to market. Remember for B2B a lot of people are involved in the buying process. The most important thing here is to make sure your video pleases the top management. This is not the case for average consumers. A professional video is all you need to win their hearts and make sales.

The platforms

The choice of your platforms to use mean a lot and especially when in B2B business. You must know how to choose your platforms well. Ideally, these are platforms like SlideShare, Vimeo, and LinkedIn, where you can meet businesses-minded viewers. Besides such platform offer an excellent way to boost video shareability.

The content

The content you use means a lot about your video marketing strategy. So, to win in video marketing, the content has to be right. There are no shortcuts. For B2C, often the content tends to be humorous and light-hearted. This is not the case with B2B approach. The focus on B2B is to educate the viewers, for example, about you can talk about your investment and its position in the market.

Ideally, the big question you need to ask yourself, is who the target customer is? The average joe or a huge brand? Definitely, you know who are your customers, the financial prowess, and what probably they are looking for. For the best experience, use every reliable information you have to create the right content for your videos.

The messaging

In B2B, you have a more logical message. B2B buyers tend to be more organized and rational with a particular ROI in mind.

You appear to have emotional feedback in B2C. B2C buyers tend to be more casual and even purchase items without the need.


B2B prices appear to surpass B2C prices. B2B consumers need to be well educated to make a buying decision.

B2C prices are typically lower than B2B prices. As prices increase, B2C buyers need more information to make a buying decision.

ready to buy, picture of credit card on hand

The converging points (B2B and B2C)

Yes, there exist some difference between B2B and B2C as seen above, but they also exist similarities. So, what does B2B and B2C share in common? Keep reading to learn more.

There are unforgettable

One thing remains crystal clear. Both B2B and B2C videos have to be excellent to communicate the right message. This means a lot of work is done to make sure these videos are accurately conveying the intended message. The effort injected eventually lead to the production of memorable marketing videos.

They are beautiful and to the point

Beauty and precision are two features B2B, and B2C marketing video must-have. The more your videos have videos are short, sweet, and to the point, the more likely they are to gives you a competitive edge. No one is going to sit and view a 20-minute advert. Or a wordy video.

A killer marketing video means careful selection of words, moving graphics, and sound. Ideal videos are those that pass the right message within the first few seconds.

They demonstrate the key benefits to the viewer

The key focus on both approaches is to focus on the viewer. This result in businesses making sure their marketing efforts are practical and with the target viewer in mind. Typically, this is achievable because brands are able to know their audience and needs. A keen look at both B2B and B2C videos shows how various inputs have been made to benefit the target viewers.

They build trust

It goes without saying trust is such a big thing, and something brands should go to any length to keep. No matter who is the prospect, the video need to make sure the audience feels confident in services and products and importantly show them you can deliver what they are looking for.

In conclusion

The most important thing about marketing is to start by understanding your audience. Whether targeting the average joe or multi-billion company, once you know your audience and offer what they are precisely looking for, marketing becomes a less thing to trouble you. Learn about how explainer video plays a role in your b2b marketing strategy with our explainer video buyers guide.

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