Should B2B Marketers Use Short-Form Video Content?

We’re seeing first-hand how short-form video is reshaping brand visibility, lead generation, and buyer trust. If your business isn’t already tapping into this format, it’s time to seriously reconsider.

In this blog, we explore the latest craze in short-form video content and highlight why marketers need to be jumping on the video bandwagon now!

What is Short-Form Video?

If you’re on social media, your phone has no doubt been subject to numerous TikTok videos, Instagram Reels or YouTube Shorts…

Short-form video essentially refers to video content that typically lasts under 60 seconds, although it can extend to around 2–3 minutes depending on the platform. These bite-sized videos are designed to capture attention quickly, deliver valuable information efficiently, and encourage engagement through likes and comments.

Short-form video has become a preferred format for busy decision-makers who want information delivered quickly and clearly, without needing to commit to longer content like webinars or case studies.

The Importance of Short-Form Video in B2B Content Marketing

When it comes to B2B marketing, short-form video is a valuable tool in your content marketing strategy that cannot be overlooked.

B2B buyers are constantly on the lookout for quick and informative content that can provide value in a short about of time, potentially more than consumers. They’re constantly scanning for insights, tools, and vendors that can deliver value fast.

That’s where short-form video comes in…

• It’s fast and digestible: A 30-second LinkedIn video demo gets to the point quicker than a five-paragraph email.
• It’s mobile-friendly: Your buyers are watching videos during their commute, lunch break, or between meetings.
• It builds trust: Seeing real people, such as founders, clients, or sales teams on camera aids authenticity and connection.

And with platforms like LinkedIn now prioritising video content in their algorithm, the reach potential for short-form clips only continues to grow!

What Makes Short-Form Video Content Convert?

The magic of short-form is not just engagement, it’s action.

• Higher recall: People remember video content better than static posts.
• Improved click-through rates: Video CTAs often outperform traditional ad formats.
• Better leads: Short explainer videos help pre-educate prospects, saving your sales team time.

And with captions, graphics, and strong storytelling, you don’t need a hefty budget – authentic, simple content wins every time.

Types of Short-Form Video Content in B2B

With the growing benefits in mind, how are B2B companies using short-form video effectively?

✅ Product Demos

Condense your product’s key functionalities into a quick walk-through demo. Use captions, voiceovers, and simple CTAs to encourage viewers to engage.

✅ Customer Testimonials

Rather than a five-minute case study, break testimonials into 15–30 second highlights. Let clients share one powerful result or insight that sums up their experience.

✅ Founder or Expert Insights

Turn thought leadership into short, insightful videos. Quick takes on industry trends, tips, or commentary helps to humanise your brand and allows your team to gain trust and authenticity.

✅ Behind-the-Scenes Content

Quick peeks into your company culture, team wins, or office life help foster connection and share more about your business, even in B2B spaces. TikTok and Instagram reels in particular are often filled with real-life snippets, so why not get your team involved?

✅ Event Recaps & Promos

Attending a trade show or webinar? Use video clips to build anticipation beforehand and share standout moments after.

✅ FAQs

Answer your customer’s most frequently asked questions (FAQs) quickly and efficiently with short, punchy videos.

Social Media Platforms with Video Your Business Needs

While TikTok isn’t yet a must-have for every B2B brand, don’t underestimate its growing influence, especially if you’re targeting tech, marketing, or creative industries. For most B2B marketing strategies, we recommend focusing on:

LinkedIn – Short-form clips under 90 seconds often see higher engagement and are ideal reaching potential clients or like-minded businesses. To get the most out of LinkedIn video content, focus on thought leadership or client stories with a clear CTA.

YouTube Shorts – A great way to repurpose longer video content or webinars into quick wins. YouTube Shorts can also act as trailers, drawing audience attention towards longer form videos on the platform.

Instagram Reels – Especially relevant for B2B brands in creative, design, or lifestyle sectors. Don’t forget, many professionals also use Instagram personally. B2B buyers don’t stop being people after work hours, so reels give you an opportunity to connect with them in a less formal environment.

TikTok (selectively) – If your brand is innovative or experimental, this platform can be a surprisingly rich source of visibility. While TikTok remains a B2C marketer’s dream, TikTok videos can also be downloaded and shared across multiple online platforms, unlocking more ways to distribute your content effectively.

Get the Most Out of B2B Video Marketing with Generate UK

Interested in taking a step towards strengthening your B2B marketing capabilities? Here at Generate UK, we support our clients with social media and video content, improving their engagement, brand awareness and helping them to generate relevant, high-quality leads.

Get in touch today to find out more about how we can help you take the stress away from B2B marketing.