According to a report, the Chinese short video market size has reached nearly 300 billion yuan, and the user size accounts for 94.8% of the total netizens, becoming one of the most used applications in China’s Internet applications. The Chinese short video platform market size continues to expand, with many brands. For B2B brands that are trying to enter the short video platform for the first time, they face a problem: how to choose the right platform among the many short video platforms, and how to produce short video content that can attract and retain corporate customers.

Chinese Short Video Platform

Why is WeChat channel the most suitable short video media for B2B advertisement？

From the past B2B enterprise marketing analysis, whether it is a large enterprise or a small and medium-sized enterprise, the two most used platforms in the short video operation process are WeChat channel and Douyin. But the video account’s marketing investment ratio is the highest, accounting for 40%, and Douyin accounts for 29%. From the number of core companies in the short video platform, WeChat channel still has the highest share.

B2B Enterprise Short Video Operation Report

Secondly, from the comparison of the algorithm recommendation of the two platforms, the video account is based on decentralized social recommendation algorithm recommendation, and the social relationship weight is high. Based on the behavior of WeChat users such as likes and shares, with WeChat friends as the main, high-quality content is further pushed to non-friends. The B2B circle is small, and social chain dissemination is a very precise and effective way. Therefore, after the content comes out, the company’s internal staff, especially those with customer resources, need to forward and like first, which can trigger the first wave of reach.

Douyin’s content quality weight is high, social relationship weight is low, and operation intervention has a big impact. The B2B video audience is narrow, and the first wave of push flow is difficult to obtain good data, resulting in difficulty in generating more traffic; on the other hand, there are various types of videos on Douyin, and users’ attention is highly dispersed. The B2B marketing audience is mainly corporate customers, and the content is more professional.

In summary, from the analysis of B2B brand marketing investment and platform recommendation mechanism, WeChat Video is more valuable for B2B enterprises to spread. B2B brands that enter the short video platform for the first time can try to launch WeChat channel.

Short video strategies to help B2B brands improve video account performance

1) The top management personally appears to give an explanation.

The short video content of B2B brands should focus on their own core competitiveness and value proposition, show their professional knowledge and industry insights, and enhance the brand’s authority and trust. For example, in 2022, many corporate propaganda videos of Siemens China’s corporate account received more than 500 likes, and the account focused on image building, while paying attention to fan interaction. The company's executives personally appearing in the video to explain, demonstrating sufficient sincerity, has brought about a positive impact.

WeChat channel B2B Case Study - Siemens China

2) Use animation, comics, plots, interviews, stories, etc.

The short video content of B2B brands does not have to be boring, and can increase the interest and attractiveness of the content through different forms and styles. For example, Philips Medical Technology’s videos perform well in content quality, and Philips Medical Technology publishes more comic-style videos, which are very popular. The highest one has more than 6,000 likes and more than 70 comments.

WeChat channel B2B Case Study - Philips Medical Technology

If you want to know more about the strategies and cases of video accounts, please consult our team enquiry@so360.hk, we will provide you with professional short video marketing services and solutions. Thank you for reading and look forward to working with you.