Gone are the days when B2B brands were only relying on whitepapers and sales decks to capture attention. Today, video is just as important a part of B2B marketing as it is in the B2C space. B2B video content is a strategic vehicle for authority and transformation that moves prospects from curiosity to conversion with precision.

However, video isn't just for engagement. It also drives visual storytelling and can help B2B brands show their products and services in a more dynamic way. But what are the best videos for B2B marketing?

In this article, we discuss some video content types that do wonders for B2B brands. We also share how to use them in your strategy.

7 B2B Video Content Types For Brands

When it comes to video production for B2B brands, there are a lot of options. Below, we discuss the type of B2B video content you can incorporate into your marketing strategy.

1. Thought Leadership Videos

B2B audiences look for insight, and that usually comes from executives and thought leaders in an organization. Thought leadership videos give your brand a platform to show original thinking and future-forward perspectives.

These videos aren't always about products but about vision. They invite your audience into a bigger conversation, one that positions your company as a catalyst for change rather than just another vendor.

Mark Zuckerberg's Connect Keynote is a good example of such a video. He shares the latest developments in AI, wearables, and mixed reality. Then, he follows it up with Meta's role in this innovation.

What makes thought leadership so powerful is its ability to build trust at scale. Buyers want to know who they're doing business with. They want to see your values and hear your insights, which is something you can do for them through video content.

How to Use

Feature your brand's executives and senior leaders with a strong POV in the video. They can talk about trends or share bold insights. If they can share predictions, that's even better.

Post these videos on LinkedIn, share them in email newsletters, and publish them in gated content hubs. You can also repurpose them into short clips or quote cards for other marketing mediums.

2. Product Demo Videos

Product demo videos offer a clear and visual walkthrough of how your solutions work and what problems they solve. These videos use functional storytelling to connect features to real-world outcomes.

Instead of reading through dense spec sheets or scheduling multiple calls, prospects can see your product in motion. Even better, this B2B video content accelerates the buyer journey by eliminating friction and answering key questions upfront.

However, when creating product demos, don't only highlight features. Instead, frame your product within the buyer's world. Talk about their pain point and how your product removes it. That's what HubSpot has done in its CRM Suite starter walkthrough video.

The video not only covers the platform's features but also shares their role in the viewers' businesses. Such well-made B2B product demo videos can help convince prospects to give your product a try.

How to Use

Try to tell a story with context instead of just focusing on features. Also, keep the video short (under 3 minutes) unless it's for a deep technical audience. Use captions and visual cues for better comprehension even without sound.

After you've made these videos, embed them on your landing and product pages. As your product or service gets new features, refresh the videos to reflect these changes.

3. Customer Testimonial Videos

Customer testimonial videos bring the trust factor to B2B video marketing. They're not just reviews but authentic stories of transformation told by real people who've seen real results with your solution. When prospects hear a peer describe your impact in their own words, it creates credibility that no sales pitch can match.

A good example of this comes from Direct Agents, a digital marketing agency, that shares customer testimonial videos on its YouTube channel.

Similarly, we created a client testimonial reel for our YouTube channel at INDIRAP. These testimonials show that our product works, whether it's by solving a problem or creating measurable value. Even a 60-second clip can cut through skepticism and validate your offering.

For client testimonial videos to really make a difference, they should be beyond general praise. They must capture the client's journey before and after your product or service comes into the picture. For example, what challenge was the client facing before they chose you? What changed after your product's or service's implementation? The narrative gives your prospects a reason to believe.

Testimonial videos also help humanize your brand. Viewers aren't just hearing about a platform or service but seeing how it impacts people and organizations. If they are in the same field or have the same pain points as the client in the video, they can also relate to them on a personal level.

How to Use

Select customers with compelling stories and tangible outcomes. Make sure you keep the focus on results and not just compliments, since the outcomes will drive the most value. It's best to shoot the video in the customer's environment for authenticity.

For more credibility, add your logo and subtle branding elements throughout the video. Then, use these videos in your proposal decks, social proof sections, landing pages, retargeting ads, and more.

4. Explainer Videos

B2B products and services are often complex, so it makes sense that prospects find explainer videos appealing. In just a few minutes, they distill intricate ideas into clear, engaging narratives that help your audience understand what you're offering.

It's also important to remember that B2B buyers are busy. They won't sift through jargon-heavy decks or long documents unless they see immediate value. An explainer video meets them where they are by answering the "what," "how," and "why" in one experience.

A good explainer video combines design with narrative. It could use a voiceover or motion graphics to bring abstract ideas to life. Animated explainer videos are also an option, especially in instances where the product or service being explained is highly technical or complex. The use of animation helps to simplify and visually demonstrate concepts, making it easier for viewers to understand.

How to Use

The script for your explainer video should be around the audience's pain points and not just the product features. Basically, you want to explain how the features help your audience. You can also use animations and motion graphs as visual aids.

If you're targeting a global audience, you can also translate your video into the languages your audience speaks. Alternatively, add subtitles. Share these videos on your website's homepage and landing pages.

5. Case Study Videos

B2B buyers want proof of performance and not just promises. Case study videos deliver that proof through structured, story-driven success narratives. Unlike testimonial videos, which focus on customer praise, case study videos go deep into the process: the challenge, the solution, and the measurable results.

These videos are especially powerful in late-stage buying decisions, where trust and validation become critical. A compelling case study shows your product in action within a context that mirrors the prospect's own challenges.

Samsung has a playlist of B2B solutions case studies on its YouTube channel. These videos highlight how Samsung's products solved a problem for clients and the results the clients were able to achieve.

The best case study videos combine data with emotion. They feature your customer as the hero, navigating real business obstacles and emerging stronger with your help.

Another useful thing about case study videos is that they are versatile. You can highlight key stats from them or embed quotes from clients into your email campaigns and pitch decks.

How to Use

Ideally, you want to structure your case study videos around a three-act arc, starting with a problem and going to a solution with specific results or outcomes. Include direct quotes from clients for credibility, along with KPIs and timelines.

These videos prove to be quite helpful in enablement, webinars, proposals, and analyst outreach. You can also repurpose them into infographics, slide decks, or blog posts.

6. Company Culture Videos

In B2B, another business is likely entrusting yours with many things, including their reputation, bottom line, compliance, and time. So, they, understandably, want to see what kind of culture your company has.

Company culture videos are especially effective for forging strong client relationships and reinforcing your brand identity. It could be anything, like a founder's story or a behind-the-scenes look. The ultimate goal is to show your values through the video.

For example, NGS's company culture video shows their team in different roles. These individuals also speak about the company. The video also shows snippets of their work life, which gives prospects an insight into the company's working environment.

Company culture videos create emotional resonance that sets you apart. They remind buyers that there are real humans behind the tech, and real values behind the business.

How to Use

Highlight your mission, values, team stories, and social impact initiatives in company culture videos. Film them in authentic settings and avoid overly scripted formats since they can come across as fake, which will do more harm than good.

Company culture videos look best in your recruitment campaigns and on About pages. You can also include them in your onboarding materials. If you have a social media presence, share these videos on LinkedIn and other platforms to show prospects that you have the kind of culture they'll enjoy being a part of.

7. Event Recap & Webinar Highlight Videos

B2B events and webinars generate rich content, but without video, that value often fades the moment the session ends. Event recap and webinar highlight videos breathe new life into those experiences.

You can use them to highlight key moments and expert insights. However, don't treat them as mere summaries of the webinars or events. Instead, they amplify your content across platforms. For example, a single webinar or conference can turn into a month-long content stream, which can drive a lot of engagement for your business.

Webinar highlights are the best videos for B2B marketing in situations where you want to educate and promote at the same time. The expert insights in these videos establish your business as an authority, while the buzz surrounding the event and topic can attract a wider audience.

For example, Siemens Software posted highlights for its webinar on autonomous vehicle design on YouTube. The video is not only informative but also exhibits the company's role in designing such solutions.

How to Use

Webinars can be quite long, and often, it feels like every part is important. However, identify 3 to 5 standout moments to feature in your video. The final cut should be around 2 to 3 minutes. If you're having trouble with this step, you can get help from any of the reputable video production companies in Chicago, like INDIRAP.

Add speaker names and event branding to make your video look more polished. Also, add a link to the full-length webinar in the post description so that people who are interested can watch the entire session.

Post the highlights in newsletters and on social media. If you're creating content from a multi-day conference, don't post all snippets at once. Instead, use bite-sized clips for ongoing engagement.

Ace B2B Video Content Marketing With the Best Chicago Video Production Company 

We've covered the best videos for B2B marketing above. But how do you scale their production, especially on top of all other business operations and commitments?

As a full-scale Chicago video production company, INDIRAP assists you in this process. From concept to execution to content distribution, we bring a 360-degree approach that transforms your message into magnetic, high-impact content.

We come with over a decade of experience and thousands of videos in our portfolio. So, you can rest assured that we have excelled in every B2B video content format you prefer. More importantly, we provide multi-channel video production in Chicago, so that your video content always reaches the audience, regardless of the platform they're active on.

Book a free, no obligation Discovery Call today to see our expert video production services in action.