5
Brands
That
Use
Documentary
Style
Video
Content
to
Drive
B2B
Conversions
In
some
video
content
marketing
strategies,
the
“shorter
is
better”
approach
works.
But
if
you
need
really
tell
your
full
story
for
B2B
purposes,
long-form
documentary-style
video
can
be
a
great
marketing
tool
for
your
business.
They
are
an
engaging
and
creative
way
to
drive
conversions
for
your
business.
Documentary-style
video
allows
marketers
to
take
a
story-telling
approach
in
presenting
their
customer’s
success
and
history.
Compared
to
graphs
and
charts,
documentaries
let
you
share
information
with
a
more
human
element
to
it,
while
still
keeping
your
brand
in
focus.
Documentaries
can
also
help
you
create
brand
awareness,
educate
your
customers
and
build
trust
and
credibility
for
your
business.
Video
production
and
video
production
companies
are
a
large
investment
in
both
time
and
money,
so
make
sure
you
know
the
style
and
the
format
that
would
have
the
most
impact
on
your
audience/customers.
To
help
you
with
this,
we
are
sharing
how
five
of
today’s
leading
brands
are
using
documentary-style
video
to
drive
B2B
lead
conversions.
UBER
EATS
Uber
Eats
created
a
mini-documentary
series
that
tells
the
story
of
its
restaurant
partners.
These
videos
show
how
each
restaurant
and
their
customer
experiences
have
benefited
from
their
partnership
with
Uber
Eats.
Rather
than
leading
with
the
Uber
Eats
brand,
the
videos
focus
on
the
restaurants
and
their
story.
This example of a documentary-style video is from Uber Eats Australia and it features the modern Asian cuisine restaurant Miss Chow’s. It is narrated by the owner, Jacquie Chan and it begins with her explaining the history of the restaurant while also showcasing video of their cuisine and the behind-the-scenes operations of the restaurant. Chan discusses how Uber Eats incorporates with their business - from making sure food travels well to helping them reach a wider pool of customers. The video ends with, “Become and Uber Eats partner today.”
GOOGLE
SMALL
BUSINESS
Google
Small
Business’s
video
stories
show
how
their
advertising
products
can
help
support
the
business
and
marketing
goals
of
small
companies
and
startups.
This
video
example
shows
how
William
Painter,
a
small
sunglasses
startup
form
San
Diego,
uses
YouTube
Ads
to
introduce
their
product
and
grow
their
sales.
It
begins
with
the
two
co-founders,
Matt
DeCelles
and
Patrick
Eckstein
talking
about
their
brand’s
mission,
goals
and
challenges.
There
is
no
mention
of
YouTube
Ads
until
about
half-way
through
the
video
when
they
explain
how
TrueView
for
Action
helps
them
balance
both
revenue
and
reach.
The
video
concludes
with
an
outro
frame
featuring
the
Google
logo
and
AdWords
website.
SLACK
Slack
is
a
communications
platform
for
companies
to
use
when
they
want
to
organize
all
forms
of
internal
communications
and
tools
together
in
one
app,
eliminating
the
need
for
emails,
text
messaging
and
instant
messaging
for
your
team.
Slack’s
documentary-style
videos
integrates
the
brand
more
than
the
previous
two
examples.
They
do
so
in
a
way
that
keeps
the
focus
on
B2B
customers
and
their
individual
brand
stories.
This
video
highlights
SaaS
company
Cvent
and
takes
us
through
the
scenes
of
their
daily
workplace,
stopping
for
interviews
with
various
team
leaders
and
leaders.
The
company’s
chief
information
officer,
Pradeep
Mannakkara
explains
how
the
company’s
more
than
4,300
employees
across
22
offices
and
remote
workplaces
all
use
the
platform
Slack.
This
video
shows
how
Cvent’s
employees
benefit
from
the
efficiency
and
engagement
of
using
Slack.
Cvent’s
leaders
also
discuss
how
Slack
integrates
into
product
releases
and
communications
with
customers.
Each
video
in
the
Slack
series
follows
the
same
format
as
this
video
and
showcases
the
partnership
between
the
company
and
Slack
through
the
video
footage.
INVISION
InVision’s
Design
Disruptors
documentary
is
along
the
lines
of
a
more
traditional
documentary
in
terms
of
its
storyline,
length
and
content.
Design
Disruptors
reveals
a
never-before-seen,
in-depth
look
on
the
successful
design
approaches
of
more
than
15
industry-leading
companies
and
how
they
are
overtaking
their
billion-dollar
industries
through
design.
Such
companies
include
Netflix,
Facebook
and
Google.
This
is
an
unbranded
and
high-production
approach
to
documentary-style
videos
may
feel
like
a
change
from
traditional
marketing.
But,
by
creating
an
interesting
long-form
video
about
design
innovators,
InVision
is
seen
as
a
thought
leader
and
advocate
of
design
innovation,
appealing
to
new
and
prospective
customers
in
the
process.
NORTON
Popular
anti-virus,
anti-malware
software
company
Norton
developed
a
two-episode
series,
The
Most
Dangerous
Town
on
the
Internet.
These
videos
report
on
the
reality
of
cybercrime
and
the
effect
digital
threats
have
on
the
real
world.
It
features
international
hackers
and
scammers
in
the
Romanian
town
of
Râmnicu
Vâlcea.
This
video
is
a
good
business
move
in
that
it
increases
awareness
of
the
security
threats
that
can
compromise
businesses,
which
Norton’s
anti-virus
and
security
software
products
can
help
prevent
against.
They
also
have
a
companion
website
for
the
documentary
to
help
drive
conversion
and
engagement.
Each
of
these
examples
of
documentary-style
video
shows
the
flexibility
and
uniqueness
that
documentaries
can
offer
marketers.
Video
content
marketing
is
an
successful
way
to
drive
B2B
lead
conversions,
attract
a
broader
audience
and
develop
industry
authority,
especially
when
videos
feature
customers
or
take
an
unbranded,
moviemaking
approach.
For any and all of your video marketing needs, visit us at ultimo-media.com.