Short video is not a hype, but a must-have in your B2B marketing mix
More and more B2B companies are using short videos as a permanent part of their marketing strategy. And rightly so: short, powerful video content fits perfectly with how we consume information today. Yet we see that many companies are still missing out on this opportunity. A shame, because short videos are an effective way to position your brand visibly, recognizably and convincingly, especially in B2B.
In this blog you will read why short videos are indispensable in your marketing mix and how to use them for maximum impact.
Why short videos work in B2B
The world of B2B marketing has changed. Decision makers are increasingly orienting themselves independently and online. They have little time, want to quickly understand what you have to offer and only contact you when they have confidence in your solution. That is exactly where short videos offer a solution.
With short videos you communicate quickly, clearly and convincingly and that is exactly what your target group needs in the orientation phase and afterwards.
6 reasons why short videos are indispensable for your company
1. Convey complex messages quickly and simply
B2B products or services are rarely simple. A short video helps you to convey complex propositions in an understandable and attractive way without your target group having to struggle through long texts. In B2B, it often revolves around complex products or services that are difficult to explain in a few sentences. Think of software solutions, technical systems or consultancy processes.
Fast storytelling makes even the most difficult topics understandable and engaging.
2. More impact with fewer words
A short video forces you to get to the core and that is precisely its power. By cleverly combining image, sound and text, you tell a complete story in a short time. Where a white paper might need five pages, a video can convey the essence in half a minute. That not only makes your message clearer, but also much more convincing. The result: you stick.
3. Built for mobile-first
Mobile is also the norm in B2B. LinkedIn, Instagram and even TikTok are increasingly viewed on the go, on smartphones. Your target group literally has a few seconds of attention to divide. Short videos are perfectly suited to this: they load quickly, are straight to the point and visually match the scrolling behaviour of the modern decision maker. If you do not take this into account, you will miss a large part of your reach.
4. Strengthens trust and recognition
Trust is crucial in B2B and you don't just develop it with numbers or specifications. Video adds personality to your brand. By linking a face or voice to your organization, a connection is created more quickly. For example, let your founder, a specialist or a customer speak briefly. That makes your company tangible and human, something that often makes the difference in a business context.
5. Can be used in every phase of your funnel
From awareness to conversion: short videos strengthen every part of your marketing funnel. A teaser works well at the top of the funnel, a customer story supports the consideration phase, and a short product demo or FAQ video can give that final push towards purchase. Moreover, you can often use one video in multiple ways: on your website, in emails or via social media. This way you get more out of less content.
6. Scores better on social media
Social media platforms prioritize short videos. Not because they are pretty, but because they work. They ensure more interaction, longer viewing time and more click-throughs. Especially on channels like LinkedIn, where the competition for attention is fierce, a catchy video can make the difference between scrolling behavior and engagement. And that makes video not only fun, but also extremely valuable for your visibility and lead generation.
Conclusion
Short video belongs in your B2B strategy.
Short videos are no longer a gimmick. They play into how your target group searches, processes and remembers information today. Whether you offer complex products or provide a service where trust is central: with short, powerful videos you make the difference in visibility, recognition and conversion.
Especially in a business context, where every purchase is a well-considered decision, short video helps to get and stay top-of-mind faster. By cleverly playing into mobile behavior, social media and the different phases of your funnel, you take your content strategy to a higher level.
So the question is not whether you should use short video, but: how soon do you start?