The harsh reality

Picture this: a creative team puts in countless hours and significant resources to produce a high-quality video. The production value is through the roof, the messaging is spot-on, the shooting style is professional, and the story is relatable. Pleased with their creation, the team proudly share it on their company website and LinkedIn. 

But as time goes by, reality sets in. Despite the initial excitement and efforts, the video hardly garners any views. Even worse, the Chief Information Officer (CIO) of a technology company — at whom the content is directly targeted — scrolls past it without a second thought.

This scenario is far from uncommon in the world of B2B content creation. The question arises: was all that time, effort, and money truly well spent?

The power of engagement

For today’s content creators, capturing and maintaining your audience’s attention has become an art form. Platforms like TikTok and YouTube have mastered the art of creating — and maintaining — engagement through algorithms designed to keep users hooked. 

In fact, using these platforms often triggers an addictive release of dopamine, ensuring we keep coming back for more. 

People are more likely to pause their scrolling when they encounter something cute, shocking, or alluring, rather than a well-crafted advert for a tech conference or a SaaS platform.

YouTube thumbnails and clickbait evolution

Take YouTube, for instance. Thumbnails have evolved from simple video stills to becoming visual signposts that set user expectations for the video’s content. 

Remember when clickbait thumbnails became a thing? These eye-catching, often sensationalised images were designed to lure users into clicking. And they worked — to an extent. 

Legacy algorithms rewarded click-through rates, making clickbait a tantalising strategy. However, things have shifted now. Evolved algorithms now factor in drop-off rates and full video views, placing increased importance on maintaining engagement as they do on getting users to click in the first place.

Lessons learned

The question now is: how do we apply these insights from TikTok and YouTube to our B2B content creation strategies?

1. Understanding Your Audience: The first step is to thoroughly understand your target audience.

• Where are they most active?
• What behaviours do they exhibit on these platforms?
• What captures their interest?
• What repels them? (Important and often overlooked)

Tailoring your content to their preferences and behaviours is vital.

2. Video Format and Style: If videos are part of your content strategy, consider the format.

• Could short-form videos be more effective than longer ones?
• Do they really need a “talking-heads” style video every time?
• Could your message be conveyed more effectively through other visual elements

3. Visual Appeal for Designed Content: For designed content like infographics, ebooks, or research reports, the initial hook matters. What can you show in social feeds that instantly grabs attention? Equally important is the content’s ability to maintain engagement beyond the first few seconds.

4. Value Alignment: This is an extension of point 1, but worth calling out separately. Just as with YouTube’s clickbait thumbnails, you need to align the content with the audience’s expectations. This doesn’t mean sensationalising your content, but rather ensuring that the content you present matches what your audience needs and wants.

Content that resonates

The Creative Services team at Wildfire are not just observers of trends — we’re drivers of change in B2B content creation. Both within the agency, and through the work we do for our clients.

However, with the internet being increasingly dominated by noise — and increasingly AI generated noise — even the best content can get lost. 

This is where we come in. We understand that cutting through the noise requires strategies informed by the lessons of platforms like TikTok and YouTube.

We don’t just create content; we craft experiences that captivate, inform, and resonate. And because of our PR roots, we know what resonates. We leverage insights from platforms that thrive on engagement to ensure your B2B content doesn’t merely exist but excels in a crowded digital world. 

Let us help you get the most out of your content and ensure that your efforts are not only noticed but cherished by your audience.