Your business will benefit from more video content this year but with so many strategies and tactics available, it can be difficult to know where to start. In this article, I’m exploring seven trends in B2B video marketing that are set to dominate in 2024 and beyond.
Let’s get one thing straight—video isn’t just a flashy format for B2C or TikTok enthusiasts.
In the US, viewers spend almost three hours every single day watching digital video (oof!), with the 40+ age group right there in the mix. Video content accounts for 82% of the world’s entire internet traffic. Marketers using video marketing say it has the best ROI of all content types, delivering real gains in engagement, clicks, and revenue generation.
It’s easy to see why. B2B marketing is all about clear value propositions, relatable storytelling, bold ideas and ROI—and video delivers all four. It’s quick, it sticks, and B2B buyers are totally here for it with 95 percent of them completing research by watching videos online.
But as new platforms pop up and trends evolve, how can you ensure your videos do more than just show up?
After 15 years in the B2B video marketing trenches, I’ve seen the fads and the flops. I’ve also seen the strategies that consistently deliver results, as long as you get the execution right. So lean in my fellow B2B marketers. In this article, we’re going to cut through the noise by exploring seven hot and evolving video strategies that will shape the industry over the next few years.
But first…
Why video marketing is a game changer for B2B (it’s science!)
It’s impossible to overstate the impact of video in B2B or how much of a secret weapon it is for winning corporate hearts and wallets.
Why? It’s all down to psychology.
Compared to other formats (white papers, reports, articles etc), decision-makers love video because it’s memorable and easy to digest. Marketers love video because it accelerates the journey from interest to investment and has massive ROI potential when used correctly.
Video doesn’t just play—it pays. Let’s break it down with some hard-hitting facts
“Video works—on LinkedIn, videos are shared at 20x the rate of any other type of post.”
– Alex Morales, Senior Content Marketing Manager at LinkedIn
#1: Customer videos: Building trust with real stories
Authenticity. It was Merriam-Webster’s Word of the Year in 2023 and when it comes to customer engagement, it’s king. In a year dominated by disinformation, misinformation and deep fakes, there’s a premium on content that’s the real deal—and there’s nothing more genuine than raw, unfiltered words of satisfied customers.
Why customer video testimonials are hot this year
Customer video testimonials slice through the hype and get to the heart of what matters most: how your product or service has made a tangible difference for a real B2B organization. They’re powerful because, unlike written case studies that are tucked away in a single section of your website, video testimonials can be strategically embedded across your entire digital real estate—on web page elements, in email campaigns, or as snippets in social media posts and targeted ads. At tradeshows, they draw in the crowd, while in webinars, they add a layer of real-world proof to your narrative.
They’re also efficient. A single video can be repurposed into dozens of other assets, so you get more bang for your marketing buck. Skepticism runs high in B2B. With peer recommendations influencing more than 90% of B2B buying decisions, testimonials and case study videos are a critical tool for building trust and backing up your claims. Especially if you’re selling complex, high-risk and expensive solutions, the trust earned through customer videos can help speed up sales cycles and drive more revenue.
Tips for creating high-impact customer videos
- Choose customers who have achieved impressive results or used your product in an interesting way—those with a story of impact to tell.
- Sweeten the deal with incentives that reflect your appreciation, like a discount on future purchases or a feature in your company’s content. A personalized, value-added outreach goes a long way in getting the ‘yes’ in customer video requests.
- Gold-standard customer videos are emotionally engaging, rich in specific details, and rooted in tangible outcomes. Don’t just enthuse—get to the meat and numbers of how your product has helped customers solve specific problems and achieve success.
- Aim for a natural, unscripted conversation, but give the customer some talking points and guardrails to keep them on point. Strike a balance between letting your customer speak freely and guiding them in the right direction.
Though on-location recordings will get you the highest quality, they’re not always practical or budget-friendly. Instead, consider more affordable options like remote video recordings, which allow your customer to comfortably share their story with minimal interruption from their office or home.
Examples you can learn from
Great video testimonials are structured like a story that hits you in the feels—it starts with the struggle, gives a behind-the-scenes look at how your product solved the customer’s challenges, and concludes with hard-hitting facts that prove its worth.
Take a cue from Salesforce’s highly engaging customer success stories. They’re backed by stellar production that solidly positions them as industry leaders.
Source: Salesforce
Vitally.com’s video testimonials also pack a punch, captured 100% remotely, they deliver heart and actionable insights in neat, two-minute packages.
Source: Vitally
Gold standard video customer testimonials have three key qualities: they are emotionally engaging, rich in specific details, and rooted in tangible outcomes.
#2: Thought leadership videos: Level up your industry authority
Virtually everyone who’s anyone publishes white papers and research reports, but having your thought leadership in video format has so far been an early adopter strategy. In 2024, we’ll see it tipping into the early majority. Because not everyone’s publishing video thought leadership (yet), we’re at exactly the right point where it’s worth the investment but you can still stand out from the crowd.
Why thought leadership videos are hot this year
The hard truth: B2B decision-makers are swamped with content and pressed for time. They definitely value thought leadership content, but don’t want to waste their time reading a dissertation or a low-stakes rehash of what they’ve read before. Almost four in 10 decision-makers say that mediocre thought leadership decreases their respect for an organization, so getting it wrong is more than just a wasted opportunity.
So what exactly are thought leadership videos? With formats ranging from short clips breaking down industry or customer challenges, expert Q&As and panel discussions to casual “day in the life” features, there’s lots of room to innovate. The aim is to cut through the noise by providing your audience with real expert stories they can’t find anywhere else, positioning you as a go-to authority in your industry.
Tips for creating killer thought leadership videos
- Hone in on bleeding-edge trends, fresh research and developments shaking up your industry and consider how that translates to video. What’s the best format—a round table, an expert talking head, a chatty debate with your business partners?
- Build your case from evidence or first hand stories, using crunchy stats and hard facts to support your arguments. Just because it’s video doesn’t mean you can scrimp on research and substance.
- Get the right experts on camera. Inviting industry leaders and influencers alongside internal subject matter experts can bring fresh perspectives to the table and draw in new audiences that may be interested in hearing from these figures.
- Your reputation is on the line, so avoid being overly promotional or sales-y in favor of showcasing genuine expertise. But at the same time…
- Make it actionable. To make sure you see ROI, you’ll need to weave in real-world applications of your product, how it addresses the industry challenges you’re noticing. Video is the perfect medium for this as you can make a literal show of how your solutions work in practice.
Examples you can learn from
Low-grade thought leadership can tank your reputation but, when done right, it’s pure gold. Chris Walker’s LinkedIn video series offers a masterclass in personal thought leadership. What sets him apart is his uncompromising commitment to data and analytics, which demonstrates how thought leadership can blend hard facts with personal experience to educate and inspire.
Source: Chris Walker
Here’s another example, this time using a conventional Q&A format to deliver critical insights on key industry challenges. This snippet, perfect for social media, is extracted from a longer video podcast interview, providing a teaser that invites viewers to explore the full conversation on YouTube.
Source: Palantir Technologies
38 percent of decision-makers say that low-quality thought leadership decreased their respect for an organization, and 27 percent say that it directly led them not to award business to an organization. There’s a hungry audience for quality thought leadership—video makes sure you’re heard.
Edelman, 2019
#3: Education and training videos: Sharing knowledge, winning loyalty
Hitting the books has moved from text to video and it’s sizzling hot right now. I’m seeing a huge surge in the “University of [Your Brand Here]” trend, where companies create a searchable library of edu-video content for their current and future customers. It’s not just about looking smart in your virtual tweed jacket—brands are investing in tailored content that understands what their audience needs and delivers serious value.
Why video education is hot this year
From webinars to training videos, step-by-step guides, expert-led tutorials and online academies, there’s no limit to the types of video education you can offer. It stands head and shoulders over text-based learning for retaining information and is super convenient for customers who can learn in their own time, on their own terms.
While hands-on product training videos are great, venturing beyond the features and functions of your offerings can reap larger benefits. Educational videos are about going top-of-funnel and sharing broader knowledge about your industry and the challenges your customers face, rather than just focusing on your specific solutions. It’s like thought leadership but more concrete, organized and in-depth with actionable tactics—perfect for building awareness.
Tips for creating stand-out educational and training videos
- Kick things off with podcasts. Since you’re not dealing with complex visuals, it’s easier to get started and you can learn a lot about what your audience is into. From there, focus on creating targeted video tutorials based on the most popular episodes and audience feedback.
- Focus on one topic at a time in your educational videos and really dive deep, packing in the value. Aim for the 3 to 15-minute zone. You can go longer than traditional promotional videos (2-3 minutes), but anything over 15 consider breaking into multiple videos.
- Elevate internal experts inside your organization to be on camera or team up with industry experts for added credibility and reach.
- Load up on all the visual goodies—slides, memes, screenshots, animated motion graphics—the visual cues that make everything more fun to watch.
- For longer videos, provide clarity on the content inside the video with timestamped chapters so your customer or prospect can jump to a section they’re most interested in.
Examples you can learn from
HubSpot’s Academy on YouTube is the cream of the crop, TOFU educational videos, tailored for quick consumption and immediate application. HubSpot’s secret sauce? Each bite-sized lesson is hyper-actionable, and watchers can earn certifications along the way.
Adam Guild, CEO of Owner, a growth platform for restaurants, is also getting it right. His approach combines relatable narratives with actionable advice, making it instantly applicable for his target audience of restaurant owners and increasing the perceived value of his brand.
#4: Video storytelling: Connect on an emotional level
Humans are emotional beings. We’re hardwired to respond to stories and connect with them on an emotional level. Hollywood has known this for decades and they’ve used it to rake in billions at the box office. This year, B2B marketers will be shifting far, far away from feature-centric explainer videos to those that use storytelling to draw people to their brand.
Why video storytelling is hot this year
It’s a myth that B2B leaders make decisions based solely on logic, ROI and bottom lines. They’re human, not cold, calculating drones. They’re dealing with the same irrational feelings and biases as the rest of us.
For B2B marketers, one subtle bias to understand is the familiarity heuristic. This is the tendency people have to prefer things that are familiar to them over the new—and it’s a real challenge for brands that are trying to launch products or disrupt an industry!
Storytelling, particularly in video format, is a powerful tool for bridging the gap between the known and the unknown. Particularly effective for top-of-the-funnel content, storytelling can turn unfamiliar abstract concepts into experiences people can recognize and feel.
“Storytelling is the most powerful way to put ideas into the world today.”
Robert McKee, author of Story: Substance, Structure, Style and the Principles of Screenwriting
Tips for using storytelling in your video strategy
- All stories, including those in narrative B2B marketing, follow a hero’s journey and have an arc that people are primed to respond to. Study classic storytelling techniques and play your story out in three acts—the introduction of a pain or problem, the ramping up of tension to a climax, and then the resolution.
- Use relatable characters your audience will respond to. In video testimonials, for example, the “characters” are already there—your customers!
- Every story needs a hero and your company is not it. When storytelling goes wrong, it’s often because the brand is painted as the hero, swooping in to save the day. Your audience wants to see themselves as the hero, with your brand playing a supporting role.
- Use music to drive the narrative and add emotional weight to your videos. Star Wars would not be the emotionally affecting juggernaut that it is without John Williams’ iconic score.
- Back your story up with data. Stories are the best tool in your box for shifting B2B content from dry to dynamic, but you still need to show how your product or service delivers tangible results. Use data and statistics to support the narrative of your story.
- Throw in a little humor! A good laugh can break the ice and make complex info stick. Just remember: the goal is to make ’em smile, not to turn your brand into a stand-up act. Keep it tasteful and clever to ensure the chuckles are giving your message a boost, not burying it.
Examples you can learn from
The recent Super Bowl commercial from Microsoft is a stellar example of storytelling done right in a B2B context. In the ad, we’re not just sold technology; we’re presented with a narrative that places the customer as the hero with the product helping ordinary people achieve extraordinary things.
Do you know what also works in B2B? Humor. Brought to you by Pure Storage, this spoof on the classic pharmaceutical commercial format turns the pain of slow data recovery into a literal headache, adding a comedic touch to traditionally boring space.
Here’s another excellent example of a story driven message that spoofs a popular movie while also speaking to a major customer challenge and ends with promoting their product. This type of video is perfectly positioned for generating organic brand awareness.
Source: Matomo
#5: Product videos: Showcase your offerings
Let’s face it, we’ve all hit up YouTube for a quick how-to on how a product works. Well, surprise—your customers are doing the exact same thing.
In fact, lack of clarity on the value that your product brings is one of the main reasons for customer churn. Product videos are a great way to help customers get high value from your product quickly and autonomously. Even better, they tend to perform well in search results for specific product-related queries, making it easier for potential customers to find you—hence why this tried-and-true weapon is going to get even more valuable in 2024..
Why product videos are hot this year
In a word—versatility.
Gone are the days when B2B product showcases just showed what you were selling. Today’s brands are giving B2B decision-makers the full video experience, with snappy demos, in-depth explainers, and how-to walk-throughs that are both immersive and educational. Within each of those formats, you have the opportunity to pull back the curtain and tell the story of how the product is used, manufactured, and has succeeded in real-life scenarios.
Animations are still cool in product videos. But I’m seeing more and more brands transition towards featuring real people interacting with their products, whether it’s a simple voiceover with screen recording, a conversational YouTube style vlog, or a full-on live production with professional actors telling the story.
Whatever the format, there’s a clear move towards adding a much-needed human touch to the product experience, to help buyers feel confident in their purchase.
Tips for creating high-value product videos
- Write a customer-centric script. The best product videos speak to everyday customer pains, they don’t spew features.
- Instead of getting lost in the techy weeds, share stories and anecdotes the audience can relate to. You want them to have that “a-ha!” moment when they can see themselves using your product.
- Visuals like illustrations or motion graphics can level up your narrative and make complex stuff clear, even for beginner users.
- A pinch of humor goes a long way in keeping things light and sticky.
- Weave in extracts from your video customer success stories and testimonials—it adds credibility from someone who has used your product in the way your demo is describing.
Examples you can learn from
Here’s another one from Hubspot—this time from their product training suite. The content is fairly conventional, providing education on how to set up and use their free/ entry software. But the presentation is extremely approachable, like having a friendly conversation with someone who’s been there and done that.
“If you are sick and tired of using complex python scripts to automate AWS, listen up, I’m talking to you!” This killer opening line from Torq throws down their audience’s biggest pain point and quickly solves it in a brisk, clear walkthrough. I like how this video wastes no time in connecting the key challenge to Torq’s solution and benefits.
97% of marketers say that video is one of the best ways to help the customers understand products, particularly if you’re selling complicated software that’s just too hard to explain in words!
Hubspot, 2023
#6: Personalized video content: Create a one-to-one connection
Kicking the personal touch up a notch, personalization combines video and data to deliver targeted and hyper-relevant content to the right person at the right time. With data from Idomoo showing a 9x conversion uplift and 10x more engagement when video content is personalized, this trend promises to deliver serious business impact.
Why personalization is hot this year
Personalization is the art and science of “getting” your viewer—not just their name, location and job title, but their whole vibe, motivation and buying context—then serving up those “hey, this is me!” messages by video and at scale. For sure it’s not a new concept in B2B. But with new tools making it easier than ever to create this type of content, it’s becoming more and more achievable for businesses of all sizes.
For example, Loom and BombBomb are ideal for direct one-to-one sends, while Plainly and Pitchlane.io accommodate mass-customized videos that resonate uniquely with different audiences. But what really excites me is the emergence of new interactive video experiences. Powered by tools like tolstoy and videoask, interactivity amplifies the power of personalization by letting viewers choose their own adventure with your brand—think clickable CTAs, shopper-friendly interfaces, and quizzes that double as data capture.
Tips for using video personalization in your marketing strategy
- Think like your customer. How do they want to consume content? What do they care about? Look at your data and insights to see what resonates with different segments of your audience.
- Use humor, pop culture references or other creative elements to keep things interesting. Personalization is pointless if your viewer feels like they’re interacting with a faceless organization.
- Personalization is versatile so experiment with it at all stages of the customer journey, from a personalized “hey there” in their inbox to interactive tech for current followers.
Examples you can learn from
A high price point can make products a challenging sell, but Ugg hit the nail on the head in their recent Christmas campaign. Using Plainly’s customization feature, they put the video user’s photo with their partner in the frame, turning a ‘nice-to-have’ product into something witty and meaningful.
Here’s another example. Everyone knows how uninspiring legal content can be, which is ironic since success in this field hinges on the ability to connect with clients. Deploying VideoAsk as a video lead generation funnel, Tate Law gets warm and personal—humanizing their brand while engaging potential clients in a novel and interactive way.
Source: Videoask
#7: Short-form videos: Capturing attention. Quickly
Busy folks need on-the-go solutions, not time-sucking brain drains. Short-form videos, anywhere between 15 seconds and 2 minutes long, are perfect for social media platforms and fit neatly into the tiny pockets of downtime your customers have in their day.
Why snack-sized video is hot this year
Remember the “TikTok made me buy it” trend? B2C marketers already know the power of posting short-form videos via Instagram Reels, YouTube Shorts and TikToks, but B2B marketers are starting to catch on too. These fast-paced videos are ideal for capturing audiences with short attention spans (currently averaging 8 seconds, even for B2B professionals), since they’re quick, entertaining and easily shared.
Short-form videos are currently delivering the highest ROI of all the video formats. They’re also number one for lead generation and engagement, which is not surprising since the average watch percentage can often exceed 100% as your audience replays them over and over. That’s a pretty great impact for something you can create with a smartphone.
Tips for creating snackable videos
- Keep it crisp; 60 seconds max and potentially much shorter. Experiment with what works for your audience.
- Front-load your message to the most important information. Snackable video lives and dies by the hook, so make it count.
- Think less formal, more fun. Self-expression, quirky facts and hot takes perform better on social platforms than corporate-led content, so unbottle your personality a little.
- Plug your products! As much as people love humor on TikTok, the platform is 1.7x more likely than other platforms to be used as a tool for product discovery.
- Edit for impact. Carve up your longer-forms video into bite-sized pieces and repurpose the footage in a vertical format, giving it new life.
Examples you can learn from
Impaxs founder Alex C Sheridan created a TikTok that’s essentially an elevator pitch for his company—but it uses role play, storytelling and wry humor to attract and educate viewers without mentioning his company at all. A masterclass in brevity and wit.
For our final example, Heike Young, Senior Director of Content Strategy at Salesforce, showcases the effectiveness of short-form content on LinkedIn with a touch of meta-humor. Through her post, she not only shares valuable insights and tips on leveraging short-form content but also cleverly integrates what Salesforce is achieving in this space, serving as both educational content and a subtle company plug.
Source: Heike Young, Senior director, content strategy at Salesforce.
68% of people will watch a full video when it’s under a minute. That’s a goldmine for engagement when every second counts.
Axongarside, 2021
Summing up
The road is paved with ROI for B2B marketers who embrace video as a key content format. From engagement to retention and from lead generation to revenue, video has an edge that is hard to deny and even harder for competitors to beat.
The year 2024 is not about the singular format of video—it’s about the endless possibilities video offers to educate, influence, and convert in the B2B sphere. From video testimonials to learning libraries, there’s a video format for every brand and every goal.
So what are you waiting for? Get out there, crank up the camera, and start creating compelling B2B videos that will make your audience take notice. As digital noise grows louder, the genuine connection of a trusted video can turn heads and win hearts.For more insights on B2B video marketing and to stay up-to-date with the latest trends, follow Alex on LinkedIn, and subscribe to our newsletter for exclusive content and resources. Embrace the video revolution, and watch your B2B marketing strategy soar in 2024!
