A “Problemotional” Review of 2023’s Best B2B Video Ads: Hootsuite
Hootsuite chose to take a playful approach to their B2B video ad, showcasing the challenges of social media marketing, with added humor and fun, while simultaneously highlighting the value of their solution.
Let’s break down through the PESO framework:
P: Problem/Pain
The Chaos of Social Media: The video opens by showing how chaotic and overwhelming social media can be. It visually represents the constant stream of notifications, trends, and updates that many businesses struggle to keep up with.
Lack of Control: It highlights the feeling of losing control, being bombarded with information, and struggling to manage multiple platforms effectively. This resonates with many businesses who find social media marketing to be a time-consuming and complex task.
Missed Opportunities: The video implies that without a proper strategy, businesses can miss out on opportunities to connect with their audience, build their brand, and drive results.
E: Emotion
Humorous Tone: They use a lighthearted and humorous tone, embracing the wild and sometimes unpredictable nature of social media. This helps to make the ad more engaging and relatable for its target audience.
Visual Humor: The use of funny imagery, like the dancing figures, the quirky characters, and the dog wearing sunglasses, creates a humorous and entertaining experience.
Relatable Frustration: The ad taps into the common feeling of frustration when dealing with social media, highlighting the challenges of staying organized, managing multiple platforms, and keeping up with the ever-changing trends.
S: Solution
Hootsuite as a Guide: The ad introduces Hootsuite as the solution to these challenges, presenting it as a “guide to the wild” world of social media.
Streamlined Management: It highlights Hootsuite’s ability to manage multiple social media platforms in one place, providing tools for scheduling, analytics, and content creation.
Easy Social Media Management: The video shows how Hootsuite can simplify the complex task of managing social media, allowing businesses to save time and focus on achieving their marketing goals.
O: Outcome
Success and Growth: The ad visually demonstrates the positive outcome of using Hootsuite. We see businesses thriving, building their following, and achieving success on social media.
Effortless Social Media: It implies that using Hootsuite makes managing social media easier and more enjoyable, allowing businesses to engage their audience, build their brand, and ultimately grow their business.
Confidence and Control: Hootsuite present themselves as a way for businesses to gain control of their social media presence, building confidence and achieving their goals.
Overall:
Hootsuite’s video ad captures their audience’s attention by addressing a common problem with lighthearted storytelling and leaves them with the impression that Hootsuite is the key to mastering the wild world of social media.
By leveraging the “problemotional” approach, they made their video ad a strong contender compared to others in B2B video advertising for 2023.
