What is the potential of vertical video content in B2B?

We were looking for the answer on Tuesday, 20 June 2023, at the D-Talk webinar organised by the SEB LU Alumni in Ljubljana. The event, entitled “D-Talk: Unleashing Vertical Video in B2B:
Exploring the Impact of Vertical Video in Business-to-Business and Employer Branding”, addressed the innovative use of TikTok and short vertical video content for business-to-business (B2B) marketing, and also touched upon employer branding.

The interesting lecture was moderated by Aljaž Peklaj, BSc Econ, Partner and Strategic Director of bold.group, and Domen Dan Gaiman, BSc Phys, Partner of Dunking Devils Studios and co-founder of the acrobatic group Dunking Devils DD Studios. At the event, we also had the opportunity to listen to Ilijana Banjac, MSc Marketing, Snapchat’s Regional Client Partner for the Balkans and CIS from Httpool, a leading digital, media and technology company, who explained the potential of using the Spotify platform as a marketing tool.

The event covered a range of key topics including how platforms are transforming the business marketing landscape, how to develop strategies to improve brand visibility, and how to attract top talent from top universities and retain that top talent in your industry or your company. The insights from the experts deepened our understanding of the world of the popular TikTok platform and short vertical video content for business marketing. Peklaj’s advice “if you make a video for TikTok or Instagram Reels, test it on other platforms that support the vertical format to see if the TikTok format might be better, or if the YouTube Shorts or Instagram Reels format might be better” gives us an insight into understanding the success of the vertical content format.

The lecture also touched on the shifts in B2B marketing, which is increasingly consumer-centric, and examples of successful companies using TikTok for B2B marketing. We also heard strategies that are effective for creating engaging content that appeals to businesses, consumers and prospective recruits in the market. The effective use of TikTok has been demonstrated on numerous examples of video content from global companies such as Grammarly, Adobe Video, Zendesk and others.

The potential of vertical video content in B2B is growing. By using vertical video content correctly in B2B marketing, an effective strategy establishes a genuine connection between companies and potential customers.

Simona Vidmar, EFnews

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