So, you want to get B2B video right in 2025?

Answer the ‘why?’

Saying you’re going to share a video is well and good, but if there’s no “why” behind the thought process, there’s a good chance it’s going to fall flat.

So, before anything, ask yourself what you want to achieve with a video. Are you looking to generate leads or awareness? Who is the video for and where are they in the buying funnel? What do you want someone to learn and how can the video format do that better than anything else?

If you’re struggling, it’s time to take it back to your customers. Think about their pain points, analyze their wants and needs, and think about questions your customer service team is always having to answer.

Pick your platform

Alongside answering the why, put some thought into the where. Right now, there’s a move towards short-form video. B2B-favourite platform LinkedIn is testing TikTok-style video feeds that encourage endless scrolling and algorithms focused on discovery, and 63% say short-form video helped inform B2B buying decisions.

However, your organization may be more about lengthier Q&As and fireside chats, and you may want to host it on your website instead of keeping it strictly to social media. Whatever you do, put some time into choosing where you want to publish and get familiar with that platform’s requirements.

It's also worth noting here that 75% of people watch mobile videos on mute, so if you are looking to share on social media or have a website people are checking out with their phones, captions will ensure you’re capturing the biggest possible audience.

Keep it simple

There’s no denying video can take a lot of time, which can lead to a lot of overthinking, but there’s merit in keeping things short, simple, and sweet.

Get to the heart of what you want to say quickly and work on using copy and visuals to keep someone engaged throughout. In some cases, it may be useful to develop a framework or template that can be leveraged if you want to create a series of videos that are on-brand, consistent, and unified.

It’s also easy to think of video as something costly, attainable only with state-of-the-art equipment. With a little creativity and the right approach, know you’ve got everything you need to get your video strategy started on the phone in your pocket.

But keep it human

Simple is good, but soulless is not.

There's an assumption that B2B marketing is boring, and video is an excellent way of proving that sentiment wrong. Especially when you read that more than two thirds of B2B marketers say that B2B purchasing decisions are as emotionally driven as B2C or that emotional ads can boost a brand’s pricing power by 40%, you realize that we’re just humans talking to other humans.

As something that’s dynamic, engaging, and visual, video offers an authentic approach to showcase your product in action, offer a behind-the-scenes look at your facilities, or something even more exciting.

In short? Don’t let the technicalities overshadow your authenticity.

Revisit regularly

There’s no better feeling than clicking 'publish' and sending your content into cyberspace, but any good marketer will tell you the work doesn’t stop when something’s live.

Especially if this is your first video, you’ll want to track how it performs, how people engage with it, and what story the numbers are telling you.

Keep track of metrics like shares and interactions, explore whether it’s impacting other metrics like website visits or lead generation, and (most importantly) what opportunities they offer for you to do better next time.