Breaking News: Video is no longer just for consumer brands or social media influencers, in fact It has become one of the most effective tools for B2B marketers as well.
Decision-makers may be professionals, but they are still people who scroll through LinkedIn on their commute, watch videos between meetings, and respond best to interesting content that gets straight to the point. Short, authentic videos offer a way to engage them effectively and memorably whether they are for work or play.
The statistics underline this shift. According to Wyzowl’s 2025 report, 89% of businesses use video as a marketing tool, and 95% of video marketers consider video an important part of their overall strategy (Wyzowl). LinkedIn also reports that video posts generate up to three times more engagement than text-only posts (Search Engine Journal). This demonstrates that in a crowded digital environment, short, authentic videos consistently capture attention and spark meaningful interactions.
Why Short-Form Video Works
Short-form video resonates because it matches modern attention spans. Clips of 60 to 90 seconds are digestible, easy to watch, and far more effective than dense reports. Videos humanise a brand: seeing faces, hearing voices, and getting a glimpse behind the scenes builds trust in a way text alone cannot. Videos are also easy to track, share, and are often prioritised by platforms like LinkedIn, giving your content greater reach.
Simplicity is key. A professional look doesn’t require a production crew. Some of the strongest examples come from straightforward approaches: a client success story told clearly, a concise answer to a frequently asked question, or a brief insight into your team at work. Explainer videos that visually demonstrate a process or service also help audiences understand complex topics.
Of course, there are common pitfalls. Videos that are too long lose viewer interest, while content overloaded with jargon becomes inaccessible. Over-polished content can feel staged rather than authentic, and captions are essential because many LinkedIn users watch without sound.
Where Video Fits and Where Written Content Still Matters
Video is ideal for attracting attention, conveying personality, and simplifying complex ideas. However, written content remains invaluable for in-depth information. White papers, detailed case studies, and long-form blogs provide the depth buyers need as they progress through their decision-making process.
Written content is also more practical in certain situations. Reading is often easier than watching a video in quiet offices, on public transport, or when precise information is required. This reinforces the importance of a combined approach: video to capture attention and build trust, with written content to provide depth and credibility.
A Real-World Example
One professional services firm we worked with created a short video featuring a consultant explaining how they helped a client resolve a complex issue. The video was under two minutes long, required no production crew, and outperformed all written posts for that quarter. It succeeded because it was authentic, clear, and genuinely useful.
Final Thought
People buy people. In a digital world saturated with buzzwords and overly polished messaging, short-form video allows B2B brands to stand out by being real. When paired with detailed written content, video and text together create a powerful combination that builds trust, authority, and engagement.
Ready to bring your brand to life on video without jargon or awkwardness? Let’s get started. Get in touch with us.
tabitha@themarketingassociates.co.uk or call 01233 720379
At The Marketing Associates, we specialise in strategic freelance marketing support for professional service practices, providing excellent quality advice on your marketing strategy to develop and grow your business on a retained basis.