Quick and easy video interviews can broaden reach. A new resource-rich viewing environment can drive engagement, too.

By Bob Sperber, Editor, Branded Content

Video is a strategic and necessary marketing medium that takes many forms, from TikTok shorts to various kinds of webinars. Sources agree it’s used routinely in the B2B buying cycle and has grown annually from 75% in 2022 to 84% in 2023 and 84% in 2023, Content Marketing Institute reported in its Outlook for 2024. This trend is bound to continue.

We recently explained the power of B2B webinars to advance technical audiences through the buying cycle. Now we’ll focus on a complementary, shorter video solution to reach more busy professionals at the top of your B2B marketing funnel.

We call it FastChat.

FastChats are short video interviews our editors conduct with subject matter experts (SMEs). In addition to employing a trusted editor and media outlet to attract audience attention, this video solution also makes it easier to convert interested viewers into active prospects.

Crossing the chasm from attention to engagement

It’s one thing to get noticed by the right people; it's another to motivate them to “click for more info” instead of clicking away.

As shown on this page, the dedicated FastChat landing page environment shows links to related information — your white paper, technical document, or longer webinar on the topic — at users’ fingertips. Audience members no longer need to scroll, search (or forget) to learn more about the interview topic your SME has presented.

In doing so, the FastChat environment becomes a destination for marketing campaigns. The below example provides a case in point.

What’s involved in taking advantage of this powerful marketing vehicle? Not much, because you’ve probably got all the key ingredients. They include a subject matter expert to discuss them in a webcam interview, and three resource links to entice and engage the audience members you’ve primed to seek more information.

From there, you can choose a standard promotional package or customize it with additional options. These can include extending your campaign's duration, integrating more ad and marketing tools, and using the latest audience extension tools.

In turn, your deliverables only begin with a dedicated landing page and an MP4 video file to use as you please. You’ll get a report that includes the number of clicks and click-through rates to your related links, total page views and unique users, the number of video plays, and both the total and average time of video play.

From webinars and FastChats to even shorter social media-friendly Explainer videos — maybe we’ll discuss them in a future article — there’s great power in using all available media to expand reach, engage your market, and grow your brand. 

To learn more, contact your current representative or email Rachel Flow at rachel.flow@informa.com, Custom Digital Sales Manager.