To create a truly efficient advertisement, product video, brand films or even an animation video for a client requires a basic understanding of the product, company and their customer relationships. This ensures that we, as a creative production house, can create an impactful video for them with a high conversion rate.
Regardless of the format of the video – 3D animation, motion graphics animation, product shoot, live action – the first step in figuring out how to convert views to sales is to figure out if the video is B2B or B2C. In this article we’ll specifically talk about how language – voice overs, supers, audio or scripts – needs to be tailored to suit a B2B or B2C video for maximum effectiveness and conversion.
Key Factors in Distinguishing B2B Vs B2C:
- B2B or Business to Business relationships are in fact, more personal. Examples of B2B relationships include a company that makes planes and an airline company. In this relationship, the customer relies quite a bit on the business, and any changes to the business production has a massive impact on the customer as well. Thus most B2B relationships are personal and focused on creating long-lasting bonds.
- B2C or Business to Consumer relationships are almost “impersonal” in nature. A B2C business looks to market in “mass” and creates a general connection with a larger group of people – for example a candy bar company seeking to get consumers to buy their candy bars. Technically, the relationship between the business and the consumer has typically ended once the consumer has purchased and/or consumed the product.
Tailoring Language for B2B & B2C:
Taking this into consideration, let’s look at how we should construct our writing and language for B2B videos versus for B2C.
- While writing for a B2B video, make sure to relay as much information about the product or service as clearly as you can. This is an informational transaction and the customer in this case is genuinely looking for/is in need of what the business is offering and the more you convey all the details, the higher the rate of conversion.
- While writing for B2C videos, one needs to take a “convincing the customer” approach. Do they really need this particular branded T shirt or this particular bag of chips? The script needs to convince them that yes, indeed they do and also give them the reason why. The writing for a B2C video needs to sell an idea or a vision that creates the need to buy the product/service.
Examples of B2B & B2C Video Scripts:
Here is an excerpt from a script for an animation video we wrote for N7 Banking, a B2B service:
And here is an excerpt from a script for a product video we wrote for Teekhi, a B2C company:
Comparing the two, you can notice a distinct difference in the tone of voice – with the first, we get into the details of the product, while with the second one we use a more “persuasive” tone of voice and create an enticing vision.
In conclusion, to make an effective video, you must first figure out the relationship between company and viewer – is it B2B or B2C – and then structure your message accordingly for maximum results!