Lights, Camera, Strategy! How Effective is short-form video in B2B Marketing?

By Elliott Brown

Client News & Insight

Candidate News & Insight

Posted 64 days ago

Grab your popcorn marketers, because video is set to take centre stage in 2025! From TikToks to LinkedIn Lives, video has already proven it’s not just for cat videos or Gen Z dance challenges. But the real question isn’t whether video will dominate (spoiler alert: it will) but: how effective are short-form video in the B2B world?

The Short-Form Takeover

Short-form video has taken the internet by storm. Platforms like Instagram Reels, TikTok, and YouTube Shorts have shown us that you can deliver impactful messages in under a minute. But while short-form video’s effectiveness in B2C marketing is undeniable, can it work the same magic for B2B?

The short answer is absolutely! The secret lies in understanding the decision-makers behind the businesses. At the end of the day, they’re people too! People who scroll, laugh at memes, and appreciate a snappy, insightful video that doesn’t waste their time. Imagine a 30-second video showcasing how your product can save hours of work, or a quick tip series that establishes your brand as a thought leader. Done right, short-form video can make B2B feel as engaging as B2C.

Influencers in the Boardroom

When you think of influencers, you might picture beauty gurus or tech unboxers. But the rise of B2B influencers is real, and it’s growing fast. These are industry experts, LinkedIn personalities, and niche content creators who have built trust and credibility within their professional communities.

Collaborating with B2B influencers can amplify your reach and add a layer of authenticity to your message. Imagine a respected thought leader endorsing your product in a candid video—it’s the modern-day equivalent of word-of-mouth, only with a much broader audience.

Why Video Works for B2B

Here’s why short-form video and influencer interaction are a match made in marketing heaven for B2B:

Attention Economy: Short-form videos cater to shrinking attention spans. In just a few seconds, you can capture interest and communicate key benefits.

Human Connection: Videos featuring real people—whether it’s an influencer or your CEO—build trust and make your brand feel more approachable.

Engagement Boost: Videos are inherently more engaging than static content. They’re easier to consume, share, and remember.

But Does It Actually Close Deals?

That’s the million-pound question. While short-form video and influencer campaigns might not close deals directly, they’re incredible tools for building brand awareness and nurturing leads. They’re the handshake before the sales pitch, the conversation starter that gets people intrigued.

So, is short-form video the silver bullet for B2B marketing? Not exactly. But they’re powerful tools in a broader strategy. In 2025, the brands that succeed will be the ones that embrace these formats with creativity, authenticity, and a clear understanding of their audience.

For more insights into this growing trend, check out B2B Video Marketing Trends in 2025: Best Practices to Stay Ahead or B2B Digital Marketing Trends to Watch in 2025. Both offer brilliant perspectives on how video is shaping brand awareness and lead generation.