If content is king, video has ascended to deity status.
In every single industry, including the B2B and non profit landscapes, the power of video to share stories, connect, and transform complex messages into engaging media is undeniable. But what exactly does a B2B audience expect out of video marketing and how has the potential TikTok ban impacted the playing field? And when data security is in question, how can businesses balance effective marketing with data security and ethical behaviour?
The rise and rise of video marketing in B2B
Video marketing is no longer just an emerging trend; it’s a dominant force in the B2B sector. As you can see in the table below, the use of video marketing by businesses has only continued to rise over the past several years. And those that are using it are seeing excellent results, with over 90% of marketers saying it has helped them generate leads.
(Source: Wyzowl)
From explainer videos to webinars, and from product demos to customer testimonials, video content is proving to be more engaging and effective than traditional forms of communication. At Make It Happen, we’ve seen firsthand how a well-crafted video can enhance brand visibility, drive engagement, and deliver measurable results. It’s clear that investing in video marketing is no longer optional—it’s essential.
What does a B2B audience expect from video content?
B2B clients today have high expectations when it comes to their video marketing efforts. They’re not just looking for pretty visuals—they want video content that delivers clear, measurable results. On the receiving side, B2B customers still turn to video for information to help smooth the purchasing process. But they also want an engaging experience. Information conveyed by video plays a significant role in the B2B buying cycle and when video content is regularly shared 20 times more than other types of content, it makes sense to give your audience what they want.
Potential impacts of the North American TikTok ban?
Back in April 2024, President Joe Biden signed a bill that gave Chinese company ByteDance a year to sell the platform, otherwise they’d be banned in North America. Whether or not Biden thought he could enforce the bill, the move catalysed a series of legal altercations, including TikTok suing the US Government, a US judge blocking Montana’s TikTok ban, and more.
Although it has its issues, TikTok is widely accepted to be a valuable resource. To the point that The Knight First Amendment Institute even filed to expedite a lawsuit against the Texan ban, claiming it was “hurting professors’ ability to conduct research on a social media juggernaut — including on some of the very topics that have lawmakers worried, like disinformation”.
The bans have mostly been implemented on campus and government networks. As a workaround, college students in the US are turning to their phone data when the campus wifi blocks TikTok, as well as using VPNs, Verizon, or simply consuming their TikToks second hand via Instagram reels.
On the brand side of things, TikTok has been a game-changer, offering a unique platform to reach younger audiences and drive engagement.
Yes, even with B2B brands.
If TikTok were to be successfully banned in North America, it would undoubtedly shift the dynamics of social media marketing, even in the B2B space.
Brands might pivot towards platforms like Instagram Reels or YouTube Shorts. Many brands are already proactively diversifying their suite of platforms and encouraging their audience to follow them, just in case the ban does come into full effect.
For B2B brands, the potential ban requires staying agile and ready to adapt their strategies to maintain their reach and effectiveness. At Make It Happen, we’re keeping a close eye on these developments and advising our clients on how to navigate these potential changes strategically.
Balancing Data Security and Marketing Effectiveness
It’s important to remember that the reason the TikTok ban came up in the first place was all because of data security, which raises an ethical question for businesses and marketers alike.
If you know that a platform has issues with data security, is it your responsibility to avoid marketing on it? Or do you simply follow your audience and let them make their own decisions.
Jemimah Ashleigh, Visibility Coach with a background in law enforcement weighs in on the difficulty of making a truly ethical decision and where the responsibility lies.
“Data is the most valuable thing these days. Once you start unpacking the ethical question, you get to a dead end.
From a visibility perspective, it’s not a good idea to ignore a platform where your audience is. From a security perspective, the ethics can come down to what data is being accessed and what it’s being used for.
Unfortunately, the data accessed is often determined by the individual’s phone security and what back doors are left open.”
This question also calls into play the ownership of responsibility. Businesses could easily believe that they are simply running a business. Marketers could allow themselves to believe that they are simply promoting a business and so on, with each party in the process who isn’t ‘technically’ selling or using data sidestepping responsibility.
So as marketers, what can be done?
In an era where data breaches and privacy concerns are front and centre, balancing data security with marketing effectiveness is crucial. Clients and consumers alike are more aware than ever about how their data is used, and they expect companies to handle their information responsibly.
For video marketing, this means implementing robust data security measures where possible without compromising the effectiveness of your campaigns. It’s about being sensible and strategic—knowing where to draw the line and how to protect personal data while still delivering impactful marketing.
Conclusion
In the dynamic landscape of video marketing, staying informed and adaptable is key. Whether you’re navigating high client expectations, potential platform shifts like the TikTok ban, or the balance between data security and marketing impact, strategic video content can be a game-changer for your organisation.
At Make It Happen, we’re here to help you harness the power of video to achieve your goals. Book your free 30-minute consultation today..