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Another Content Marketing Institute survey revealed 89% of B2B marketers now believe improving brand awareness to be more important than efforts directed at increasing sales. How you create your videos also depends on which platform you’re on. For example, on Instagram, you might use Instagram apps like Boomerang to create a short video loop. This can make the so-called losers feel, well, a little bummed out. A little trick that works really well is to offer a runner-up prize.