The Big Question in B2B Video Marketing: Go Big or Go Small?

Hey there, marketing champions in B2B Tech, SaaS, Healthcare, and Finance! Let’s tackle a common dilemma you’re probably facing right now.

Picture this: Your CMO hands you a mission – boost brand awareness, drive sales, or attract top talent – along with a budget that makes you think twice about every dollar. You’ve already decided on video or animation (smart choice, by the way – they’re some of the most powerful and cost-effective tools in your marketing arsenal). But now comes the real head-scratcher:

Do you pour everything into one hero video, or spread your budget across multiple shorter pieces? Let’s break down how to make this decision and look like a rockstar to your bosses.

Know Your Audience Inside Out

Here’s the thing about audiences – they’re not one-size-fits-all. If you’re gunning for brand awareness, a single, carefully crafted piece that tells your company’s story from 30,000 feet might be your best bet. It’s perfect for showcasing your mission, values, and that special sauce that makes your organization unique.

But if you’re selling products or hunting for talent? That’s when things get interesting. You’ll likely need to tell a more nuanced story, one that speaks to different buyer personas with their own specific needs and pain points. Sure, they all live under the umbrella of potential customers, but what grabs a CEO’s attention might not resonate with a technical decision-maker. Work with your creative partners to craft content that speaks directly to each audience’s unique challenges.

Platform Matters – A Lot

Here’s a question that often catches clients off guard: “Where will this video live?”

The answer shapes everything. Whether it’s LinkedIn, Meta, YouTube, your website, or that massive trade show display, each platform comes with its own rules of engagement. Facebook Stories cap at 60 seconds, YouTube non-skippable ads at 15 seconds – these aren’t just technical details, they’re strategic guardrails that help determine whether one epic video or several targeted pieces will serve you better.

Strategy First, Cameras Second

Your sales strategy should be your North Star. Let’s look at some real-world scenarios:

For the trade show warriors, we typically recommend short, visually striking content with minimal audio – think of those eye-catching installations we created for Hilton Embassy Suites’ Dubai opening. 

For our finance clients speaking directly to consumers, success often lies in a series of punchy, platform-optimized videos that build brand recognition through repetition (just ask OneMain Financial about their results).

And sometimes, you need that one showstopper – like the brand film we created for BlackSky, which lit up Times Square before their IPO and impressed Congress. When you’ve got one shot to make history, you make it count.

The Art of Storytelling

Here’s a truth bomb: Sometimes, 15 seconds just isn’t enough to tell your story.

A customer testimonial, a complex product feature, or a powerful brand narrative might need room to breathe. We’ve had three-minute projects grow into six-minute masterpieces because that’s what the story demanded. But here’s the beauty – a well-crafted longer piece can often be repurposed into shorter, focused campaign content.

Whether you decide to go all-in on one epic production or create a suite of targeted content, the key is maximizing both your budget and impact. And that’s exactly where we come in – helping you navigate these choices to create video and animation content that moves the needle for your brand.

Trying to decide to go big or go small?

Let us help!