Attention in seconds
Scroll. Skip. Continue. That’s how it works in the feed – even in B2B.
Even managers and decision-makers consume content in passing. And if your video doesn’t catch on immediately, it disappears between new products and company news.
Microvideos get this attention back.
They are short, to the point and focused on a single message – perfect for social media, newsletters or internal communication.
Why microvideos are more than just a social trend
“Short” is not the same as “arbitrary”. Microvideos are the essence of your story, condensed to the emotion or message that really sticks.
In contrast to classic explanatory videos or image films, they aim to remind rather than explain. They activate, arouse interest and make people want to know more.
Snackable videos are no substitute for long formats – they are the appetizer.
Facts & Figures: Short is smarter
Current studies confirm this:
A LinkedIn analysis of 13,000 video ads shows that short, emotionally narrated videos achieve +129 % more engagement than standard ads(Search Engine Land).
And according to the PwC Swiss Entertainment & Media Outlook the digital video share in Switzerland is growing at an above-average rate – also in the B2B sector.
In other words: your target group is ready for moving images. But only if it’s moving.
Two examples from practice
PostFinance – Snackable with attitude and humor
A cozy moment: A young woman sits relaxed in an armchair, scrolling through her feed.
Suddenly, terms and illustrations about money, saving and investing appear – a few at first, then more and more.
She tries to swipe them away.
“Worried about pension provision?”
Then a cushion flies into the picture and she throws it back. The text appears:
“We have the pension plan that suits you”
More and more pillows are flying towards them. A 14-second video that shows that prevention can be sympathetic, modern and humane.
City of Zurich – Snackable with proximity to citizens
Three friends are sitting at the table, laughing – until their gaze falls on a sad sheet of paper: 🙁 They pick it up, think about it, then text fades in: “Does this look familiar?”
Cut: A woman throws a letter into the yellow letterbox.
“You vote too.”
A simple setting, a clear message – and in 15 seconds the whole idea of voter participation in a nutshell.
Air Zermatt – Snackable with emotion and identity
A skier falls, a climber hangs in the wall – both in distress due to injuries.
“Are you in distress?”
“We’ll be with you in a few minutes!”
A helicopter takes off, red lettering in the picture: “Become a patron now – from CHF 35/year.” The video ends with the claim: “We’ll be there”
Powerful, emotional, authentic. In 14 seconds, Air Zermatt conveys trust, responsibility and closeness – everything that defines the brand.
How to use microvideos strategically
Start with the core message
A clear idea, a feeling or a sentence – everything else is an afterthought.Hook in the first 3 seconds
Movement, surprise or question. The beginning decides.Stay true to your brand
Even in short format, the logo, colors and typography have to be right.Think in series instead of individual videos
Better five short clips than one long video that nobody watches to the end.Link short and long
A microvideo teases your explainer or image video and increases the click rate.
Conclusion: short is not a compromise
Microvideos are not a gimmick. They are a response to the new reality of B2B communication: little time, many impressions, high expectations.
If you make it clear in seconds why you are relevant, you will stay in people’s minds. Even with decision-makers.
Find out more on our page Video production for companies or contact us directly for a non-binding concept discussion.
Schedule a free consultation with our video experts.
Together, we’ll simplify your communication.
