People who know me know that I have never had a problem appearing in front of the camera. And especially when I saw how powerful video was for LinkedIn posts and webinars, I knew: this is indispensable in B2B marketing. A client of mine, a software company, initially thought that video did not suit them. “Isn’t that more for consumers?” Yet, after a series of short, clear videos about their IT solutions, they saw a significant increase in engagement and leads. This proves how valuable video is in a B2B context. It makes your message more human, visually attractive and accessible. But how do you use it smartly?
Why video works in B2B
Video has something that text often lacks: a personal connection. People not only want to know what you do, but also who you are. Especially in B2B, where trust and relationships are essential, video helps to build that bond. In addition, video makes complex subjects digestible. A text can explain how a product works, but a demo or tutorial really shows it. This works perfectly for software, technical products or complex services.
How to use video effectively for B2B?
Just use your smartphone and a quiet background. Good audio is more important than perfect image quality, so make sure you have an external microphone or a quiet room.
Step 1: Start small and simple
You don’t have to make a complicated production to have an impact. A short video with a clear message often works better than a slick, expensive commercial. For example, start with:
🎥 Introduction video – Briefly introduce yourself or your company.
❓ FAQ videos – Answer frequently asked questions from customers.
🛠 How-tos and tutorials – Show how your product or service works.
Step 2: Be authentic
People prefer to watch real people rather than polished corporate videos. Be yourself and talk as if you are explaining something to a customer in person. That makes your videos more accessible and credible.
Step 3: Provide structure
A good script doesn’t have to be complicated. Stick to three simple points:
1️⃣ Intro – Who are you and what is the video about?
2️⃣ Content – Share your message or solution.
3️⃣ Call-to-action – What should the viewer do now?
Step 4: Publish and optimize
Place your video on LinkedIn, your website or YouTube and see what works. Experiment with different topics and styles. Use subtitles (many people watch without sound!) and analyze the viewing figures to learn what works.
Pitfalls of B2B videos
Of course it sounds simple, but there are enough companies that completely miss the mark. That is why you have to put yourself in your audience’s shoes before you start. Because usually you know best what your target group wants to see and also what they especially don’t want to see. Videos that miss the mark are mainly:
1. Too commercial and too little value
Many companies turn their video into a disguised advertisement. But your target audience doesn’t want a pitch, they want solutions and valuable information.
✅ Solution: Create educational and inspiring content. Share knowledge, answer questions and solve problems.
2. Videos that are too long and boring
The attention span online is short. A 10-minute video without a clear structure? No one will watch it.
✅ Solution: Keep your videos short and powerful. Start with a catchy opening and get to the point quickly.
3. No clear call-to-action
You’ve made a great video, but… what now? Without a clear call-to-action (CTA), viewers don’t know what to do.
✅ Solution: End every video with a CTA. Send people to your website, a whitepaper or an appointment.
4. Poor image and sound quality
A jerky image and noisy audio? That drives viewers away. You don’t need expensive equipment, but a little basic quality is essential.
✅ Solution: Use a tripod, make sure you have good lighting, and invest in a simple microphone.
5. Too little personality
Many B2B videos feel stiff and impersonal. People do business with people, not with logos.
✅ Solution: Let employees do the talking, be authentic, and dare to allow a little spontaneity.
Where should I put my videos?
When I started with video marketing, I just put videos everywhere: LinkedIn, YouTube, the website… But I quickly discovered that not all platforms work the same. One place is perfect for short, snackable content, while another is better for in-depth explanations.
LinkedIn – The #1 B2B platform
🎯 Perfect for: Thought leadership, short tips, customer cases, and company culture videos.
✅ Why? LinkedIn is the place for business connections. Videos often get more reach than text posts.
Best practices:
- Keep your videos between 30-90 seconds.
- Add subtitles (80% watch without sound).
- Start with a strong first sentence – the first 3 seconds are what keep someone watching.
YouTube – Great for long-form, evergreen content
🎯 Perfect for: Product demos, tutorials, webinars and interviews.
✅ Why? YouTube is the second largest search engine in the world. Your videos will remain findable there for a long time.
Best practices:
- Make videos of 2-10 minutes with clear chapters.
- Use SEO (title, description, tags) to be found better.
- Add a clear call-to-action to your website or a lead magnet.
Website & landing pages – Increase conversions
🎯 Perfect for: Company videos, customer cases and product videos.
✅ Why? A video on your homepage or product page can increase conversions by 80%.
Best practices:
- Place the video at the top of the page for maximum visibility.
- Use an attractive thumbnail and a short description.
- Add a CTA, such as “Schedule a demo” or “Request a quote.”
Email Marketing – Videos That Boost Your Open Rates
🎯 Great for: Personal videos, product updates, and customer communications.
✅ Why? Emails with “video” in the subject line get 19% more opens.
Best practices:
- Use a GIF or thumbnail with a play button in the email.
- Link the video to YouTube or your website (many email clients don’t support live videos).
- Keep it short: 30-60 seconds works best.
Instagram & TikTok – For the quick impact
🎯 Great for: Quick tips, behind-the-scenes, and short explainer videos.
✅ Why? B2B companies are increasingly performing well on platforms like Instagram and TikTok, especially with younger professionals.
Best practices:
- Create videos that are 15-60 seconds long.
- Use vertical videos (9:16 format).
- Add subtitles and catchy text overlay.
Using video can take your content strategy to the next level. It creates more visibility, trust, engagement and ultimately conversion. So it’s time to pick up your camera and start filming! Want to know how to set up an effective video strategy? Contact us!
