B2B Brands Need to Tap Into the Power of Short-Form Social Media Videos
Many B2B brands miss out on the power of social media because they incorrectly believe short-form video only works for consumer brands and influencers.
The truth is, there is plenty of room for B2B brands on social media.
It’s time to stop wondering if short-form video belongs in B2B and start using it to stand out, educate audiences, and connect with decision makers.
Why Short-Form Video Works in B2B
Short-form video is an ideal format for catching the attention of B2B decision makers and moving them closer to your brand.
Decision makers are already scrolling mobile feeds. Millions of people scroll Instagram, TikTok, LinkedIn, and YouTube Shorts each day. If your brand isn’t showing up, you’re missing them. Short-form videos are tailor-made for mobile consumption. They are vertical, captioned, and easy to digest on the go.
Short-form serves short attention spans. In today’s fast-paced world, everyone wants and needs to get information as quickly as possible. B2B decision makers may not have time to read a 2,000-word white paper, but they can watch a 30-second video clip.
Short-form video drives ROI. In a HubSpot survey, marketers reported that short-form video delivered the highest ROI of any content type. B2B brands are catching on fast, using social video not just for awareness, but also to generate leads and nurture client relationships.
Video builds awareness and trust. B2B relationships are built on trust, expertise, and credibility. Short-form video accelerates that process by putting faces to names and showing authentic expertise in real time. A quick 30-second clip from your founder, strategist, or client success manager can humanize your brand far more effectively than a static post ever could.
Video content reinforces brand messaging. If you’re already creating content, short-form video is just another way to deliver it to your audience. By showcasing thought leadership, client success, company culture, or industry education videos, you further reinforce your brand messaging and value props.
Types of B2B Short-form Video
Creating short-form video doesn’t mean you have to tap into dance trends or viral memes (unless your brand wants to go there). For B2B brands, short-form video is all about distilling valuable insights and showing personality in a concise, visual way. Here are four types of short-form content that consistently perform well for B2B brands.
1. Thought Leadership Bites
Share 30-second expert insights from your team. For example, your marketing director could explain one quick takeaway from a new trend report, or your CTO could break down a complex topic in plain language. These micro-moments of expertise build authority and showcase your people, not just your logo.
2. FAQ / Myth-busting Videos
Short-form video is a great way to address common client questions or industry misconceptions. Answer one FAQ per clip. Take it a step further and turn your FAQs into a branded series that invites audiences to follow for more answers and insights. These clips position your brand as a trusted advisor while addressing real buyer concerns.
3. Portfolio / Client Success
Use short-form videos to showcase results. Highlight a before-and-after story, a project win, or a client quote by summarizing it visually in under 30 seconds. Use captions and stats to reinforce credibility (“Drove 3x engagement in 60 days”) while keeping it human and story-driven.
4. Event Snippets
Turn conferences, trade shows, and team meetups into content gold. Share quick takeaways from keynotes, behind-the-scenes looks at booth setups, or reactions from your team. Event snippets not only extend your event’s lifespan online but also give your audience a peek into your brand culture.
Related: Why You Must Tell Your Brand Story Before You Start Selling
B2B Short-Form Video Best Practices
To get the most out of your B2B short-form videos, use best practices for reaching your target audience and aligning content with your larger brand strategy and goals.
Keep it under 30 seconds. In short-form, every second counts. HubSpot reports that 82% of marketers say the optimal length of a short-form video is under 60 seconds, with most saying the optimal length is between 21-30 seconds. Front-load your key message in the first five seconds, and use captions so your video can relay information even without sound.
Prioritize authenticity over polish. The days of hyper-produced, overly-scripted corporate videos are gone. Viewers crave authenticity, especially in B2B, where traditional content can feel stiff or impersonal. Record in natural light, use real team members, and embrace an unscripted feel. Authenticity builds relatability, and relatability builds trust.
Repurpose long-form content. You don’t need to start from scratch. Take your existing podcasts, webinars, or blog posts and slice them into short, scroll-friendly clips. A stakeholder summarizing a blog takeaway or reacting to a webinar highlight is both efficient and engaging. Repurposing also keeps your content engine running without constant reinvention.
Test platforms by persona. Not every B2B audience lives on LinkedIn alone. Instagram Reels and YouTube Shorts reach younger professionals, while TikTok is emerging as a space for niche B2B education (think SaaS insights, design tutorials, or manufacturing tips). Run tests across platforms and track which audience segments engage most. Then, double down on what works.
Related: How to Make Video Work For Your Business: A Practical Guide to Getting Started
Add Short-form Video to Your Social Media Strategy
Short-form social video is no longer optional. Your audience is already scrolling on social media. Don’t miss the opportunity to get in front of them.
B2B brands in all industries are embracing short-form content. If your competitors are already testing it, they’re likely reaching decision-makers you aren’t. And if they’re not? That’s your opportunity to lead.
Start using short-form video to build awareness, showcase your expertise, and drive leads. If you’re not sure where to start, SpotOn is here to help. Talk to us about how our content and social media specialists can help you design a short-form video content plan to grow your B2B brand. Contact us today to learn more and get started.