This article compiles essential B2B marketing video tips, tricks, and ideas for 2024. It aids marketers in content marketing and crafting compelling and effective videos tailored to diverse B2B objectives.

1. Critical Mistake: Overlooking Audience and Goals in B2B Videos!

Today, the creators of impactful B2B videos don’t simply dive in without a plan!

Critical Mistake: Overlooking Audience and Goals in B2B Videos!

Instead, they prioritize understanding their video’s audience and delineating clear objectives as a marketing strategy before even touching the camera.

  • Audience: Neglecting to understand your B2B video audience can lead to ineffective communication. Without grasping their demographics and preferences, your content may fail to engage.
  • Goals: Similarly, not setting clear goals for your videos can result in aimless content that doesn’t drive desired outcomes.

For instance, consider a B2B video for a cybersecurity company promoting new threat detection software.

If they don’t understand their audience—like IT managers in financial institutions—they might miss the mark, talking only about technical features.

By knowing their audience, they tailor the video to highlight how the software protects financial data from advanced threats. Setting clear goals, such as increasing demo requests from financial institutions, ensures the video effectively drives leads and boosts sales.

2. Shorter Video, Higher Impact!

As attention spans continue to diminish in our fast-paced digital world, it’s vital to maintain two points:

  • The brevity of your video
  • The focus of your video

To keep your videos short and focused, follow the below procedure:

Shorter Video, Higher Impact!
  • Craft concise videos: Aim to keep your videos under the two-minute mark to captivate your audience from start to finish and maximize engagement.
  • Convey your message efficiently: Aim to maintain a clear and engaging narrative structure.

For instance, instead of producing a lengthy tutorial on your B2B product‘s features, craft concise videos that focus on specific aspects or use cases.

This not only accommodates shorter attention spans but also ensures efficient and focused delivery of information, facilitating easier consumption and retention.

Remember, balancing delivering relevant information and respecting your audience’s time is key.

The more concise your B2B video, the higher the likelihood that viewers will watch it through to the end, giving you an opportunity to engage and influence them.

3. Storytelling Works Well!

Adding storytelling into B2B marketing videos is an essential strategy for engagement and comprehension. Start by:

Adding storytelling into B2B marketing videos is an essential strategy for engagement and comprehension
  • Identifying a compelling narrative that resonates with your audience, highlighting pain points and solutions.
  • Use real-life examples and testimonials to add credibility and create an emotional connection with viewers.
  • Maintain a clear structure with a beginning, middle, and end, and use visuals to enhance the storytelling experience.

For instance, imagine a B2B marketing video for a cloud storage solution.

Instead of listing technical specifications, the video tells the story of a small business struggling with data loss due to outdated storage methods.

It then introduces the cloud solution as a reliable and secure alternative, showcasing testimonials from satisfied clients who have experienced improved data management and security.

Through this narrative, the video effectively communicates the benefits of the cloud solution while resonating with the audience’s challenges.

4. Be Creative!

Creativity is crucial in B2B marketing videos as it helps differentiate your brand from competitors.

Here’s why creativity is an important factor in B2B marketing videos:

Creativity is crucial in B2B marketing videos as it helps differentiate your brand from competitors.
  • Attention Grabbing: Creative elements can make videos stand out and entice viewers to watch till the end.
  • Memorability: When viewers are emotionally engaged by creative content, they are more likely to remember the message and brand.
  • Differentiation: By adding creativity to your videos, you can showcase your brand’s personality in a way that resonates with your target audience and sets you apart from competitors.
  • Engagement and Shareability: Creative B2B marketing videos are more likely to generate higher levels of engagement and social sharing.
  • Humanizing the Brand: Creativity allows B2B marketers to humanize their brand and connect with audiences more emotionally.

5. Platform Power: Crafting Videos Tailored for Maximum Impact

Optimizing videos for specific platforms is a cru

cial because each platform has unique formatting, audience demographics, and user behaviors.

The below list can help you in this regard:

Platform Power: Crafting Videos Tailored for Maximum Impact
  • LinkedIn: Professional networking platform; videos should be informative, business-focused, and cater to a professional audience.
  • Instagram: Visual-centric platform; videos should be visually appealing, engaging, and concise, with attention-grabbing visuals and storytelling.
  • YouTube: Largest video-sharing platform; videos should be high-quality, informative, and optimized for search engines to maximize visibility.
  • Twitter: Short-form content platform; videos should be concise, impactful, and easily shareable, with attention-grabbing thumbnails and captions.
  • Facebook: Versatile platform with diverse audience demographics; videos should be engaging, informative, and optimized for mobile viewing, with clear calls-to-action.
  • TikTok: Short-form, entertainment-focused platform; videos should be creative, entertaining, and engaging, focusing on trends and user-generated content.
  • Snapchat: Image and video messaging platform; videos should be short, engaging, and designed for mobile viewing, with interactive elements like filters and stickers.
  • Pinterest: Visual discovery platform; videos should be visually appealing, informative, and actionable, focusing on inspiring and educating users.

6. Remember to Add a Call to Action to Your Video

A clear and compelling call to action (CTA) directs viewers on what action to take next after watching the video.

Remember to Add a Call to Action to Your Video

Whether visiting a website, downloading a resource, contacting sales, following a social media channel, participating in a poll, or subscribing to a newsletter, a well-crafted CTA prompts viewers to engage further with your brand.

7. Test, Track, and Analyze the B2B Videos

You need to test your videos before publishing, measure and track their performance, and analyze the results if you want to fully execute your video marketing strategy.


Test different variables in your B2B video marketing campaigns to determine what resonates best with your target audience. This could include testing:

  • Analyze the B2B Videos

By conducting A/B tests or multivariate tests, you can gather valuable data to inform your decision-making and optimize your videos.


Monitoring and recording various metrics and KPIs related to your B2B video marketing efforts. This includes tracking metrics such as:

Monitoring and recording various metrics and KPIs related to your B2B video marketing efforts

By consistently tracking the performance of your videos across different platforms, you can gain insights into their effectiveness and identify areas for improvement.


Analysis involves interpreting the data collected from testing and tracking to gain actionable insights. This includes identifying trends, patterns, and correlations within the data, as well as understanding the drivers behind the performance of your B2B video marketing campaigns.

B2B Marketing Videos Case Studies

This section will analyze two practical video marketing ideas to evaluate their success in capturing attention and generating leads.

1. Apple Pay

Click “Apple Pay Ad” to see one of the short but engaging advertising videos of Apple Company.

Apple Pay

Why is this Apple ad efficient?

  • This advertisement video is short and not lengthy– only 30 seconds.
  • The goal is to convince viewers that Apple Pay offers a simple solution to our tasks, a point emphasized effectively in the ad.
  • The ad narrates a story about a common challenge encountered in daily life.
  • The ad incorporates humor to ensure its lasting impact on viewers’ memory.

2. Nike – Running Isn’t Just Running!

Click the “Running Isn’t Just Running ad” to watch one of Nike’s well-known advertisements.

Click the "Running Isn't Just Running ad" to watch one of Nike's well-known advertisements.

Why is this Nike ad efficient?

  • This ad is short. In just 46 seconds, it effectively conveys the message.
  • The ad presents a real-life scenario and a brief narrative to communicate its message.
  • The ad creatively merges indoor and outdoor environments to create a compelling visual narrative.
  • It efficiently utilizes health and well-being as a means to deliver its message effectively.

A Final Look

This video marketing guide helps you craft engaging B2B videos to optimize your video content and message for a broader lead generation and a more efficient digital marketing strategy.

According to these video marketing ideas and tricks, B2B videos should be concise and innovative, align with objectives and target audience, tell a compelling story, suit the platform, include a call to action, and undergo testing, measurement, and analysis to attract B2B buyers.

Are you ready to follow these B2B marketing video strategies to improve your B2B brand faster and more simply? If so, consider bookmarking this page for future reference.

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