Integrate Short-Form Video into Your B2B Strategy 2025: Maximize the Impact of Your Content
Today, it's crucial for B2B companies to not just create content, but to create content that truly resonates and engages. Short-form video has exploded in popularity in the consumer market, but its strategic potential within B2B is just as significant. It's not about blindly following trends, but about smartly integrating short-form video as a powerful component in a larger marketing strategy.
We see that decision-makers and key individuals in the business world are increasingly consuming content in new ways. They're on platforms like LinkedIn, but also on other digital platforms where quick, insightful, and easily accessible messages make a difference. Strategically using short-form video can help your company build brand awareness, establish thought leadership, and drive business results throughout the entire customer journey.
In this article, we explore how you can weave short-form video into your existing B2B marketing strategy to maximize the impact of your content through 2025 and beyond.
Short-form video in the B2B buyer's journey: From awareness to decision
The B2B buyer's journey is rarely linear, but it often follows a progression from early awareness to consideration and finally decision. Short-form video has a unique ability to engage prospects at every step:
Awareness phase: Here, it's about capturing attention and introducing your company and the problems you solve. Short, impactful videos that highlight a pain point, present an interesting trend, or share a quick insight are perfect for social media like LinkedIn or as ad material. Think 'visual hooks' that get your target audience to stop in their flow.
Consideration phase: When the prospect is aware of their problem and is looking for solutions, short videos can be used to position your company as an expert. Short "how-to" videos, quick tips from experts, or animated explanations of complex concepts can build trust and demonstrate value. These can be shared via email, on landing pages, or in targeted campaigns.
Decision phase: In the final step, the prospect needs confirmation and reassurance in their choice. Short customer case highlights, quick demos of specific features, or videos where employees share insights can be crucial. These videos can be integrated into sales materials, on product pages, or in follow-up communications.
By tailoring the content and message of your short videos to where the prospect is in their buying journey, you can create a more relevant and effective communication that drives them forward.
How short-form video complements longer video formats and other content
Short-form video should not be seen as a replacement for longer video formats or other content types, but as a complement. Together, they create a stronger whole:
From long to short:
Enhance text-based content:
Build bridges between formats: Use short videos to tease upcoming webinars, podcast episodes, or events. A short video interview with a speaker or a quick overview of what's to be discussed can increase interest and registrations.
By strategically linking your short videos with your other content, you create a seamless experience for your target audience and maximize the reach and lifespan of each content piece.
Omnichannel strategies: Use short videos across platforms
An effective B2B marketing strategy is often omnichannel today, where the message is consistent but adapted for each platform. Short-form video is ideal for this thanks to its flexibility:
LinkedIn: The obvious platform for B2B. Share insights, tips, employee stories and short case studies. Vertical format is preferred as the majority of users watch on mobile.
Website and landing pages: Use short videos to quickly explain your product or service, show customer testimonials or introduce your team. This can increase the conversion rate.
Email marketing: Include thumbnail images with play buttons in your mailings that link to short videos. This can increase the click-through rate and engagement in your email campaigns.
Digital advertising: Short, eye-catching videos are very effective in digital ad campaigns on platforms like LinkedIn, YouTube or industry-specific websites.
Presentation and sales meeting:
The key to a successful omnichannel strategy with short video is to repurpose and adapt the content for each specific channel and target audience, rather than creating unique content for each individual platform.
Budgeting and resources: Planning for short video production
Getting started with short-form video doesn't have to mean a huge budget or a large team. With proper planning and prioritization, you can create effective content with existing resources:
In-house production vs. external partner: Assess whether you have the internal competence and equipment to produce video of sufficiently good quality. For simpler formats like quick tips or interviews, a smartphone and good sound can go a long way. For more polished productions or animated videos, it may be more cost-effective to collaborate with an external production partner.
Equipment: A good smartphone, an external microphone for better sound quality, and possibly simple lighting are often a good start. Software for simple editing is available both for free and at a reasonable cost.
Time required: Plan for time for idea generation, script/storyboard, recording, editing, and publishing. Even if the videos are short, the process requires time.
Reusability is key: Focus on creating content that can be reused in different formats and on different platforms. This maximizes the value of your investment.
Measurement and analysis: Allocate resources to track how your videos perform. Which videos get the most engagement? Which platforms work best? Use the insights to optimize your future production.
By having a clear plan for budget and resources, you can ensure that your investment in short-form video is sustainable and yields the desired results.
The future of short-form B2B video: Trends and opportunities ahead
The development within short-form video is not standing still. To stay ahead, B2B companies should keep track of the following trends and opportunities:
Increased authenticity: Polished productions have their place, but there's a clear trend towards more authentic and "raw" content. Behind-the-scenes videos, employee interviews, and spontaneous insights can build stronger relationships.
The role of AI: Artificial intelligence will play an increasingly important role in video production, from automated editing and captioning to personalization of content based on viewer behavior.
Interactive elements: The ability to add interactive elements to videos, such as polls, questions, or clickable links, will further increase engagement.
Niche platforms: Beyond the major platforms, there may be value in exploring niche platforms or communities where your specific B2B target audience is active.
Personalized video: The ability to create unique, personalized video messages for specific prospects or customer segments is becoming increasingly accessible.
By embracing these trends and continuously experimenting with new formats and platforms, your company can ensure that your B2B video strategy remains relevant and effective in a changing digital world.
Conclusion
Short-form video is more than just a fleeting trend; it's a powerful tool that, when integrated strategically into your B2B marketing strategy, can yield significant results. By understanding where short-form video fits into the buyer's journey, how it complements your other content, how you can use it across platforms, plan your resources effectively, and keep track of future trends, your company can maximize the impact of your video content.
At Multiproduktion, we see the potential of strategic video use for B2B companies on a daily basis. By thinking holistically and integrating short-form video where it is most useful, you can strengthen your brand, engage your target audience in new ways, and ultimately drive business growth. It's time to take the step and let short-form video become a natural part of your successful B2B strategy in 2025.