Video marketing
VID-ee-oh MAR-keh-ting
Using video content to promote products, educate audiences, and build brand awareness across platforms like YouTube and social media.
Video marketing uses video content to reach, educate, and convert your audience. It includes product demos, tutorials, customer testimonials, webinars, conference talks, explainer videos, and short-form social media clips.
Video is the most engaging content format by most measures. Social media algorithms favor video. YouTube is the second-largest search engine. And short-form video on LinkedIn, TikTok, and Instagram Reels reaches audiences that text content cannot.
For B2B companies, video does not need to be Hollywood quality. A developer recording their screen while explaining a feature is more authentic and effective than a polished corporate video. The content matters more than the production value. Loom-style recordings, conference talk clips, and casual explainers all work.
Examples
A developer tools company creates tutorial videos.
Each video walks through a common use case in 5-10 minutes. They are published on YouTube and embedded in documentation. The videos rank in YouTube search and drive developers to the documentation, where they sign up.
A marketing team creates short-form video for LinkedIn.
The CEO records 60-second clips sharing one insight each. No fancy production, just a camera and a clear point. Three clips per week. Average engagement is 5x higher than text-only LinkedIn posts.
A company records customer testimonial videos.
Five customers record 2-minute videos explaining how they use the product. These videos go on the website's customer page, in sales decks, and in retargeting ads. Video testimonials convert 2x better than written quotes.
In practice
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Frequently asked questions
What types of video work best for B2B?
Product demos, tutorials, customer testimonials, and thought leadership clips. Short-form (under 2 minutes) for social media awareness. Long-form (10-30 minutes) for YouTube and educational content. Match the length to the platform and the depth of the topic.
Do B2B videos need high production value?
Not necessarily. For tutorials and developer content, screen recordings with clear narration are perfect. For brand videos and customer stories, invest in decent lighting and audio. The content and clarity matter more than cinematic production.
Related terms
Adapting a single piece of content into multiple formats to reach different audiences across different channels.
The process of promoting and sharing content across channels to reach your target audience after publication.
An audio series distributed via RSS where companies share expertise, interview guests, and build audience relationships.
Using social media platforms to promote content, engage audiences, and build brand awareness.
Want the complete playbook?
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