Integrating short-form video into your B2B strategy 2025: Maximizing the impact of your content
Today, it is crucial for B2B companies to not only create content, but to create content that truly 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-form video as a powerful component of a larger marketing strategy.
We see that decision-makers and key business people are increasingly consuming content in new ways. They're on platforms like LinkedIn, but also on other digital spaces where quick, insightful and accessible messages make a difference. Strategically using short-form video can help your business 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
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 stage:
Awareness phase: This is all about grabbing attention and introducing your company and the problems you solve. Short, punchy videos that highlight a pain point, present an interesting trend or share a quick insight are perfect for social media sites like LinkedIn or as advertising material. Think 'visual hooks' that make the target audience pause in their feed.
Consideration phase: Once the prospect is aware of their problem and 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 stage, the prospect needs confirmation and confidence 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, product pages or follow-up communications.
By adapting the content and message of your short videos to where the prospect is in the buyer's journey, 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-form video or other content types, but as a complement. Together they create a stronger whole:
From long to short: Longer content such as webinars, e-books or in-depth guides are excellent sources for creating shorter video pieces. A key quote from a webinar, an important statistic from a report, or a quick explanation of a concept can be broken out and shared as a short video to drive traffic to the longer, more detailed content.
Reinforce text-based content: A blog post or article comes 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.
Building bridges between formats: Use short video to tease upcoming webinars, podcasts or events. A short video interview with a speaker or a quick overview of what will be discussed can increase interest and registrations.
By strategically linking your short videos with your other content, you create a seamless experience for your audience and maximize the reach and longevity of each piece of content.
Omnichannel strategies: Use short video across platforms
An effective B2B marketing strategy today is often omnichannel, where the message is consistent but customized for each platform. Short-form video is ideal for this thanks to its flexibility:
LinkedIn: the platform of choice for B2B. Share insights, tips, employee stories and short case studies. Vertical format is preferred as the majority of users are viewing 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 thumbnails with play buttons in your emails as links 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 advertising campaigns on platforms like LinkedIn, YouTube or industry-specific websites.
The presentation and sales meeting: Sales teams can use short videos to illustrate points, show product features or share customer voices during presentations and meetings.
The key to a successful short video omnichannel strategy is to reuse and adapt the content for each specific channel and 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 big team. With the right planning and prioritization, you can create impactful content with existing resources:
In-house production vs. external partner: Assess whether you have the in-house skills and equipment to produce video of sufficient quality. For simpler formats such as 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 work with an external production partner.
Equipment: A good smartphone, an external microphone for better sound quality and possibly a simple light are often a good start. Software for easy editing is available both for free and at a reasonable cost.
Time needed: Plan for time for idea generation, script/storyboard, recording, editing and publishing. Even if the videos are short, the process requires 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.
Measuring and analyzing: Dedicate resources to tracking how your videos are performing. Which videos get the most engagement? Which platforms are performing best? Use the insights to optimize your future production.
By having a clear plan for budget and resources, you can ensure that your short-form video investment is sustainable and delivers the desired results.
The future of short-form B2B video: trends and opportunities ahead
The evolution of short-form video is not standing still. To stay ahead, B2B companies should keep an eye on the following trends and opportunities:
Increasing authenticity: Polished productions have their place, but there is 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 subtitling to personalizing content based on viewer behaviour.
Interactive elements: Opportunities to add interactive elements to videos, such as polls, questions or clickable links, will further increase engagement.
Niche platforms: In addition to the major platforms, there may be value in exploring niche platforms or communities where your specific B2B audience is active.
Personalized video: The ability to create unique, personalized video messages for specific prospects or customer segments is becoming increasingly available.
By embracing these trends and continually experimenting with new formats and platforms, your business 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 strategically integrated 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, planning your resources effectively and keeping an eye on future trends, your business can maximize the impact of your video content.
At Multiproduktion, we see the potential of strategic video use for B2B companies every day. By thinking holistically and integrating short-form video where it does the most good, you can strengthen your brand, engage your audience in new ways and ultimately drive business growth. It's time to take the plunge and make short-form video an integral part of your successful B2B strategy in 2025.