If we had to choose one word to describe the approach to B2B video marketing in 2017, that word would be “more.” Marketers are expected to create more content conveying more meaning and to share that content across more platforms. It’s a natural next step for those who recognize both the popularity of video and are pressed to find new ways to facilitate meaningful customer engagement.

Still, there can be too much of a good thing. Just as video may not be appropriate for every campaign, the latest video trends may not be a fit for every organization. As we look at what’s expected to take center screen in 2017, it’s also important to distinguish between what’s “on trend” and what’s “off brand.”

Snap it

Snapchat is being billed as one of the next big services for B2B marketers. The messaging app allows users to share brief videos or images that disappear after 24 hours. Enterprises using Snapchat show their manufacturing or production environments, highlight employee activities, promote upcoming events, and more.

While the disappearing payload may seem inconsequential, those little touches can go a long way in telling your story. But make sure it’s the right tool for the job: Snapchat makes good use of “behind the scenes” content, but if your organization can’t show something rolling off an assembly line—or if your employee network is disconnected or otherwise uninvolved—this might be a trend you choose to ignore.

Do it live

Live video is becoming an integral part of many media platforms, including Facebook, YouTube, and Twitter. There are also standalone applications like Periscope and Twitch that offer users unique outlets at any time of day. Unlike Snapchat, applications built for live video offer the capacity to broadcast for hours at a time, rather than seconds. Additionally, live video offers two-way communication with fans or customers who can submit questions during tours of a convention floor or the unveiling of a new product.

Live video may be a cheaper option than paid media, and it’s a way to get instant feedback on a work in progress. Just remember: All eyes are on you. Customers can be critical; make sure what you’re showing is both worth the extra attention and can provide compelling visuals. Competitors are also likely to be watching, as are higher-ups within your organization. Be certain whoever gets placed in front of the camera is comfortable doing a live broadcast.

Look, but don’t touch

Virtual reality (VR) is an opportunity for marketers to think outside the box. The technology is becoming more accessible and may soon be as common as smartphones. Companies may want to use VR to show how a particular piece of technology can be integrated into a broader ecosystem. It allows users to get a somewhat “hands-on” experience without committing to an in-house setup.

Designing a virtual environment can be expensive, so organizations must determine if the investment is worthwhile. Additionally, the technology is not yet widely available, meaning clients may not even have easy access to what you create. The boundaries of VR will be pushed in 2017, but it may still be too much production for B2B marketers.

Know before you roll

Before you consider any new video approach, consider your brand and concepts that could fit your company’s needs. Manufactured items can provide strong visuals for Snapchat. A walk-and-talk through a convention floor could let your team shine in a live video. Virtual reality can show a concept or product in action.

At the end of the day, it’s important to remember that quantity is not the same as quality. Choosing the approach that’s right for you, rather than what’s trending, will likely influence your success.

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