Many B2C companies know how to harness the power of humor in their video marketing campaigns. B2B marketing, on the other hand, is often pretty dry.
B2B marketers tend to steer away from the kind of humor that populates advertisements during the Super Bowl. But it’s helpful to remember business buyers are humans, and humans respond to humor.
B2B marketing is more effective when it’s vibrant and compelling – humor is often a big part of this. That being said, effective humor can actually be difficult to pull off. But understanding the different ways to draw humor out of a situation can greatly enhance your marketing.
Here are a couple of tips to get you started:
Use the truth
Your product or service was designed to solve a pain point, which means there’s probably a joke in there somewhere. Think about the benefits your product offers over competitors. Kinaxis, a supply chain solutions company, put together a comedic video highlighting the difficulties of communicating with other vendors by comparing their business relationship to a romantic one. The humorous comparison also happens to be an efficient use of metaphor that hits home instantly – funny and effective.
When in doubt, just make it fun
Here’s a video we made for NetConneXion. NetConneXion needed a video to explain their how they provide an internet marketing service for businesses without having their potential customers die of boredom. We created a short animated video with fun graphics and a lively soundtrack to get viewers engaged. It’s not laugh-out-loud funny, but notice there is definitely a lighthearted and playful tone to the video. Putting these elements together created a video that delivers an effective message while staying upbeat and appropriate for its viewers.
Explainer videos don’t have to be dull. Just remember to use some light-hearted humor to keep your viewers engaged!