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Video in B2B Marketing – The Key to More Sales and Conversions?

09/24/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Why Video Works in a B2B Context

Unlike B2C, B2B marketing rarely relies on quick impulse buys. Instead, it’s about long-term investments and complex decision-making. Video offers three main advantages here:

  • Simplifying complexity: A two-minute product video can explain what would otherwise take a 20-page brochure.
  • Building trust: Expert interviews, customer success stories, or behind-the-scenes content create transparency and credibility.
  • Driving conversions: Studies suggest conversion rates rise when prospects watch explainer or testimonial-based videos.

Formats That Work Best in B2B

Successful B2B video strategies combine information with trust-building formats:

  • Product and explainer videos – visualizing use cases and value.
  • Case studies – customers sharing authentic experiences.
  • Webinars & on-demand sessions – positioning as a thought leader.
  • Short clips for social media – concise, attention-grabbing content.

Challenges and Pitfalls

Video is powerful, but not a silver bullet. Common challenges include:

  • Higher production costs compared to text or graphics.
  • Longer approval cycles due to multiple stakeholders.
  • The need for a clear distribution plan – without reach, videos lose impact.
  • Measurement: KPIs must go beyond views (e.g., lead quality, pipeline influence).
“In B2B, video isn’t about showmanship – it’s a tool. Its value depends on clear goals and integration into the customer journey.”

Best Practices for Driving Sales

To truly turn video into a sales driver, companies should consider:

  • Top of funnel: Generate awareness with short teasers.
  • Mid funnel: Provide in-depth content like tutorials, demos, or explainer sessions.
  • Bottom of funnel: Build trust with testimonials and success stories.
  • CRM integration: Track video engagement to qualify leads.
Tip: Short & focused often beats long & detailed – especially for time-pressed decision-makers.

Conclusion

Video isn’t a magic bullet, but it is one of the most powerful tools in B2B marketing. It helps communicate complex messages clearly and emotionally, strengthens brand perception, and can directly boost conversion rates. Whether it’s the “key” ultimately depends on how strategically it’s used. Companies that integrate video across the customer journey significantly increase their chances of closing more deals and building lasting relationships.

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Influencer Marketing – What It Is and How to Use It Effectively

09/22/2025 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Influencer marketing has become one of the most powerful tools in modern digital communication. By leveraging the reach and credibility of social media personalities, brands can connect with highly engaged audiences in a way that feels natural and authentic. But how does influencer marketing actually work? What are the key strategies – and where are the pitfalls? In this article, we break down everything companies need to know to run successful influencer campaigns.

1. What Is Influencer Marketing?

Influencer marketing is a form of marketing in which brands collaborate with social media personalities (influencers) to promote products, services, or campaigns. Unlike traditional ads, influencer content is integrated into the influencer’s daily communication, often through stories, videos, reviews, or lifestyle posts.

The strength of influencer marketing lies in authenticity. Followers trust the influencer’s opinions, which makes recommendations appear more credible than standard advertising.

2. Why Influencer Marketing Works

The success of influencer marketing is based on social proof – people tend to follow the behavior and recommendations of others, especially if they perceive them as relatable or aspirational. Influencers act as digital role models, trendsetters, and product testers, often forming close-knit communities with their audiences.

Especially among Gen Z and Millennials, influencers play a more important role in brand discovery than traditional ads, TV commercials, or banner ads.

3. Types of Influencers

Influencers are typically categorized by the size of their following:

  • Nano-influencers (up to 5,000 followers): High engagement, close community, great for niche products.
  • Micro-influencers (5,000–50,000): Balanced reach and trust – often ideal for targeted campaigns.
  • Macro-influencers (50,000–500,000): Strong reach, good for visibility and awareness.
  • Top-tier/Celebrity influencers (500,000+): Broad impact, high cost, ideal for mass-market exposure.

The right choice depends on your goals: smaller influencers often deliver better engagement and authenticity, while larger ones offer more reach.

4. Popular Influencer Platforms

Influencer marketing isn't limited to one social network. Popular platforms include:

  • Instagram: Ideal for lifestyle, fashion, beauty, travel, food.
  • TikTok: Fast-growing, creative, ideal for younger audiences and viral content.
  • YouTube: Great for in-depth reviews, tutorials, and long-form storytelling.
  • LinkedIn: Suitable for B2B campaigns, thought leadership, and employer branding.
  • Blogs: Still relevant for SEO and detailed product reviews.

5. How to Plan an Influencer Marketing Campaign

To run a successful influencer campaign, follow these steps:

  1. Define clear objectives: Brand awareness, product sales, app downloads, content creation, etc.
  2. Identify your target audience: Know who you're trying to reach and where they spend time.
  3. Choose the right influencers: Look at reach, engagement, content style, values, and audience demographics.
  4. Agree on the collaboration type: Sponsored post, product gifting, affiliate links, takeovers, giveaways, etc.
  5. Track performance: Use KPIs like reach, impressions, engagement rate, conversions, or traffic.

6. Influencer Compensation Models

Influencers are typically compensated in one or more of the following ways:

  • Flat fee: Pre-agreed rate per post or campaign.
  • Product gifting: The influencer receives free products in exchange for content (common with nano/micro-influencers).
  • Affiliate commission: Influencer earns a % of sales through tracked links or discount codes.
  • Performance bonuses: Additional rewards based on campaign results.

7. Common Mistakes to Avoid

  • Choosing influencers based only on follower count: Engagement and brand fit are often more important.
  • Lack of creative freedom: Influencers know what resonates with their audience – overly scripted campaigns can backfire.
  • Unclear expectations: Always set clear guidelines and goals for deliverables, timelines, and disclosures.
  • One-off collaborations: Long-term partnerships often deliver better results and authenticity.
  • Ignoring legal requirements: All paid or sponsored content must be clearly labeled as such (e.g., #ad or “Paid partnership”).

8. Measuring Success in Influencer Marketing

Key metrics (KPIs) to evaluate campaign success include:

  • Reach and impressions
  • Engagement rate (likes, comments, shares)
  • Click-through rate (CTR)
  • Conversions (sales, downloads, sign-ups)
  • Content quality and reusability
  • Audience sentiment and brand mentions

Influencer platforms and tools (e.g., HypeAuditor, CreatorIQ, Upfluence) can help you track and analyze results.

9. Conclusion: Influence Is Earned, Not Bought

Influencer marketing offers enormous potential – but only when done right. It’s not about paying someone to say something nice; it’s about finding the right voices to tell your story authentically. Success depends on trust, alignment, creativity, and a deep understanding of the audience.

In an age where users scroll past traditional ads, influencer content can cut through the noise – if it’s real, relevant, and valuable.

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Failure Rates in University Studies – Causes, Challenges, and Possible Solutions

12/12/2024 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS
Failure Rates in University Studies – Causes, Challenges, and Possible Solutions

Introduction: A Growing Concern in Higher Education

High failure rates in exams and degree programs have been a significant challenge in the education system for years. Fields such as engineering, mathematics, and natural sciences are particularly affected. But what are the main reasons behind this issue, what consequences does it have, and how can universities and students address it together?

The Facts: Data and Statistics

According to recent studies, failure rates in disciplines like mechanical engineering, electrical engineering, and mathematics often exceed 40%. Similarly, fields such as law or economics show comparable rates in certain exams.

These figures not only impact students but also raise questions about the structure and support systems of higher education. First-year students, in particular, seem to struggle, highlighting the difficulties of transitioning from school to university.

Causes of High Failure Rates

The reasons for high failure rates are diverse and often interconnected:

  • Academic Overload: Many students find it challenging to keep up with the fast pace and complexity of course content.
  • Lack of Preparation: Secondary education does not always adequately prepare students for university demands.
  • Low Motivation: Students often choose programs without a genuine interest or understanding of the field.
  • Unfavorable Study Conditions: Overcrowded lectures, limited support services, and inefficient exam formats contribute to failure rates.
  • Personal Challenges: Financial difficulties, mental health issues, and poor time management further hinder academic success.

Consequences: Impact on Students and Universities

For students, repeated exam failures can lead to frustration, increased pressure, and, in the worst cases, dropping out. High failure rates also pose challenges for universities, as they affect graduation rates and the perceived quality of academic programs.

Furthermore, high failure rates raise concerns about the fairness and quality of education. Are exams designed appropriately, or is there a deeper structural issue in the education system?

Solutions: How to Reduce Failure Rates

Addressing high failure rates requires action at multiple levels:

  • Improved Preparation: Bridge courses or orientation semesters can help close knowledge gaps.
  • Enhanced Support: Small group work, tutorials, and regular feedback sessions can better support students.
  • Revised Exam Formats: Modern approaches such as project work or oral exams could alleviate pressure.
  • Mental Health Support: Counseling services and stress management workshops help students overcome personal hurdles.
  • Stronger School-University Collaboration: Early guidance and partnerships can ease the transition.

Conclusion: A Joint Path to Better Outcomes

High failure rates in university studies are a complex issue affecting both students and universities. Solving this problem requires joint efforts: universities need to adapt their programs and support systems, while students must take responsibility and demonstrate discipline.

With targeted measures and improved communication between all stakeholders, higher education can once again become a path to success – for individual students and for the education system as a whole.

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Writing a press release - A guide

09/30/2024 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

1. Start with a meaningful headline: a headline should clearly signal what the press release is about.

2. Formulate a concise introductory sentence: you should once again summarize the topic of the press release in a concise sentence.

3. Tell the story: tell the story behind the press release. What happened, what is the significance, and what is the key message?

4. Add relevant facts and information: add more relevant information, such as quotes, data, facts or links.

5. Close with a concluding sentence: give the reader another brief summary and call to action.

6. Add a contact person: don't forget to include your name, phone number and email address so that interested readers can contact you.

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Salary report: Income of videographers for social media in Germany in 2024

02/07/2024 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

With the rise of social media platforms, videographers have become indispensable creative professionals who produce content for TikTok, Instagram, YouTube and other platforms. But what will the income of these videographers for social media in Germany look like in 2024? A detailed look at the current situation provides insights into remuneration practices in this dynamic and constantly evolving field.

The role of videographers for social media

Social media videographers are experts at producing short, engaging videos that work successfully on platforms such as TikTok, Instagram and YouTube. Their work ranges from entertaining clips to informative tutorials and high-quality produced vlogs

Remuneration margin in Germany in 2024

The income of videographers for social media in Germany in 2024 will vary depending on various factors, including number of followers, type of content, partnerships with brands and the level of engagement of the target audience.

Earning opportunities through platforms

TikTok: TikTok videographers can generate income through the TikTok Creator Fund, live gifts from viewers and sponsorship partnerships. Income can range from €500 to several thousand euros per month, depending on reach and interaction.

Instagram: Instagram videographers can generate income via IGTV ads, collaborations with brands, affiliate marketing and direct support from their followers. Monthly income can range from €1,000 to several thousand euros.

YouTube: YouTube videographers earn through advertising revenue, sponsorships, affiliate marketing and merchandising. Monthly income can range from €1,000 to tens of thousands of euros, depending on the size of the channel.

Collaborations with brands

Videographers for social media have the opportunity to cooperate with brands and generate additional income as a result. The fees for such collaborations can vary greatly and depend on the awareness of the videographer, the type of collaboration and the reach.

Technical requirements and creativity

The technical requirements are high in order to produce high-quality videos that attract the attention of the target group. Creativity and the ability to adapt to changing trends are crucial

Marketing and community management

Success on social media requires strong marketing to build your brand and effective community management to maintain an engaged following.

Flexibility and adaptability

Social media videography requires flexibility to react quickly to trends and changes in algorithms. The ability to optimize and adapt content to the needs of the target audience is crucial.

Recommendations and engagement

Success on social media often depends on recommendations, positive reviews and a high level of engagement from the target group.

Conclusion

The income of videographers for social media in Germany in 2024 offers not only financial rewards, but also the chance to reach a broad global following. With a mix of creativity, technical skill and strategic thinking, videographers can succeed in this field and turn their passion for video production into a thriving social media channel.

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The Media & PR-Database 2025

Media & PR Database 2025

The media and PR database with 2025 with information on more than 20,000 newspaper, magazine and radio editorial offices and much more.

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