Integrate short-form video into your B2B strategy 2025: Maximize the impact of your content
Today, it's crucial for B2B companies not just to create content, but to create content that really reaches and engages. Short-form video has exploded in popularity in the consumer market, but its strategic potential in B2B is just as great. It's not about copying trends outright, but about smartly integrating short 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 surfaces 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 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 in 2025 and beyond.
Short-form video in the B2B buying journey: From awareness to decision networks
The B2B buying 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 make the target audience stop in their flow.
Consideration phase: When the prospect is aware of their problem and is looking for solutions, short video 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 show 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 security 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 material, on product pages, or in follow-up communication.
By adapting the content and message in your short videos to where in the buying journey the prospect is, you can create a more relevant and effective communication that drives them forward.
How short 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: Longer content like webinars, e-books, or in-depth guides are excellent sources for creating shorter video snippets. A key quote from a webinar, an important statistic from a report, or a quick explanation of a concept can be broken out and spread as short video to drive traffic to the longer, more detailed content.
Enhance text-based content: A blog post or article becomes more alive with a complementary short video that summarizes the main points or highlights a central idea. This increases engagement and can improve SEO by increasing the time visitors spend on the page.
Build bridges between formats: Use short video 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 video 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 due 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 conversion rates.
Email marketing: Include thumbnail images with play buttons in your emails that link to short videos. This can increase click-through rates and engagement in your email campaigns.
Digital advertising: Short, attention-grabbing videos are very effective in digital ad campaigns on platforms like LinkedIn, YouTube, or industry-specific websites.
Presentation and sales meeting: Sales teams can use short video clips to illustrate points, show product features, or share customer voices during presentations and meetings.
The key to a successful omnichannel strategy with short video is to reuse and adapt the content for each specific channel and target audience, rather than creating unique content for each individual platform.
Budgeting and resources: Plan for short video production
Getting started with short-form video doesn't have to mean a huge budget or a big team. With the right planning and prioritization, you can create effective content with existing resources:
Internal 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 free and at a reasonable cost.
Time investment: Plan for time for idea generation, script/storyboard, recording, editing, and publishing. Even if the videos are short, the process takes time.
Reuse 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 follow up on 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 result.
The future of short-form B2B video: Trends and opportunities ahead
Developments in short-form video are not standing still. To stay ahead, B2B companies should keep an eye on 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.
AI's role: 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: Opportunities 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 landscape.
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 video fits into the buying journey, how it complements your other content, how you can use it across platforms, plan your resources effectively, and keep an eye on future trends, your company can maximize the impact of your video content.
At Multiproduktion, we see daily the potential of strategic video use for B2B companies. By thinking holistically and integrating short-form video where it makes the most sense, 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 make short-form video a natural part of your successful B2B strategy 2025.