9 Tips for Creating Engaging B2B Video Content
Navigating the complex world of B2B video content can be daunting, but armed with tips curated from industry experts, the path to creating engaging material becomes clear. This article offers pragmatic advice, drawing from the wisdom of those who have mastered the art of delivering value through video. Expect to uncover strategies that resonate with audiences, ensure message clarity, and foster genuine connections – all while keeping content concise and focused.
- Focus on Delivering Clear Value
- Solve a Problem Your Audience Faces
- Understand What Your Audience Cares About
- Respect Your Audience's Time
- Keep It Concise and Engaging
- Solve a Real Problem and Keep It Human
- Highlight Real-World Success Stories
- Focus on Storytelling and Addressing Needs
- Deliver Value Upfront with Clear Messaging
Focus on Delivering Clear Value
My best tip for creating engaging and informative B2B video content is to focus on delivering clear value while maintaining a concise, direct approach. In the B2B space, professionals are looking for content that educates and helps them solve specific problems. That means focusing on real-world applications of your product or service and ensuring that the video addresses a pain point your audience faces.
For example, I worked on a video campaign for a SaaS client targeting small businesses. Instead of creating a generic brand video, we focused on a how-to tutorial that walked viewers through using a specific feature of the software to improve efficiency. This approach directly spoke to the audience's needs, providing practical, actionable insights. We kept the video under five minutes, knowing that busy professionals don't have time to sit through lengthy content.
The type of video content that resonates best with my B2B audience is solution-based content, particularly case studies and product demos. Case studies show real success stories from clients, which build credibility and trust, while product demos give prospects a firsthand look at how the product works and how it can benefit their business. Both types of content showcase the tangible value of what we offer, which is key in the B2B space.
Ultimately, the goal is to create videos that educate, demonstrate value, and build trust. By keeping the focus on practical, problem-solving content, you can engage your audience and ensure your videos are both informative and compelling.
Solve a Problem Your Audience Faces
My best tip for creating engaging B2B video content is to focus on solving a problem your audience faces. Make it clear, practical, and easy to follow. Start with a real challenge they might be dealing with and show how your product or service provides a solution.
For example, we created a video explaining how our platform streamlined a client's workflow, with real-world results shared by the client themselves. This kind of video—showing concrete benefits and real-life applications—resonates well because it's relatable and gives viewers a clear reason to trust your product.
Understand What Your Audience Cares About
Engaging B2B video content starts with understanding what your audience cares about. For us at WealthProtector, explainer videos work best. They break down complex topics, like secure storage or tax-free gold investing, into simple visuals and clear steps. Keep the tone professional but approachable. People want answers, not a lecture.
Product demos and customer testimonials also hit home. A short video showing how our storage options work or a client sharing their experience grabs attention. Keep it concise and visually interesting. Add captions for those watching without sound. Test different formats, see what clicks, and repeat what works.
Respect Your Audience's Time
Firstly, respect your audience's time and attention span. Industry wisdom has it that people lose focus after about 89 seconds watching a video. While that's often too short for complex tech B2B concepts the principle is still valid. Keep it as short as you can and don't be afraid to split up what might be one ten-minute video into multiple shorter videos, each addressing a different aspect of your overall message.
Second: use humor to stand out - but advisedly. Humor is the hardest of all tones of voice to pull off. What might be self-deprecating in one culture might come off as weak in another, and what might just be friendly in one culture may appear offensive in another. So - use humor, by all means, but test it out among your colleagues in different geographies first.
Third: just a simple hack - add subtitles! Only half of all those watching your video on a desktop, and a third of those watching from a mobile, will have the sound turned on. If you really want your audio to reach your audience, use subtitles. And what's more, subtitles don't need to be literal transcriptions. Feel free to remove repetitions and make the message even more crisp.
Keep It Concise and Engaging
For B2B video content, my top tip is to keep it concise, visually engaging, and solution-oriented. Showcasing client testimonials, animated explainer videos, or case studies tends to work exceptionally well.
Our audience responds positively to content that clearly highlights the value proposition, demonstrates real-world impact, and is easy to share within professional circles.
Solve a Real Problem and Keep It Human
When it comes to creating B2B video content that actually grabs attention, my golden rule is: solve a real problem and keep it human. Think about the challenges your audience is dealing with (maybe they're trying to streamline operations or cut costs) and make your video the answer they didn't know they needed. Forget the hard sell; focus on being helpful and relatable.
The kind of content that really clicks? Short, snappy explainer videos, relatable case studies, or even a peek behind the curtain at how you do things. For example, a quick case study that shows how one of your clients smashed a big hurdle with your solution is pure gold. It's informative, sure, but it's also storytelling; people love seeing real results, not just hearing about features.
Keep it brief. B2B folks are busy, and a tight 2-3 minutes is usually all you need to get your point across. And don't forget to wrap it up with a natural next step, like "Download this guide" or "Let's book a quick chat." The trick is to make it feel less like you're pitching and more like you're partnering with them to solve their challenges. When you strike that balance between value and authenticity, you've got a video that hits home.
Highlight Real-World Success Stories
The best way to create engaging and informative B2B video content is to highlight real-world success stories and practical applications. Audiences in the B2B space respond well to content that not only informs but also demonstrates how a product or service directly solves problems or adds value.
Case study videos or behind-the-scenes project breakdowns resonate particularly well. By showcasing how a solution was implemented for a client, complete with measurable results, you build trust and credibility. Prospective clients can see the process, outcomes, and tangible benefits, which is far more impactful than static presentations or text-heavy marketing.
Focus on Storytelling and Addressing Needs
To create impactful B2B video content, focus on storytelling that addresses your audience's needs and challenges. Highlight real-life applications of your products or services through customer testimonials or case studies, demonstrating their value. Start by identifying a common problem your audience faces, and then showcase how your solutions effectively resolve it, creating a strong connection with viewers.
Deliver Value Upfront with Clear Messaging
Creating engaging and informative B2B video content requires a focus on delivering value upfront while maintaining clarity and professionalism. Start by identifying the specific pain points or challenges your audience faces and position your video content as the solution. This can include explainer videos, customer success stories, or thought leadership pieces. One of the best formats I have found in my years of coaching businesses is the 'how to' video paired with case studies. These not only educate but also establish credibility by showing real-world applications. Use clear visuals, concise messaging, and ensure the video is optimized for platforms your audience frequents such as LinkedIn or YouTube. Always close with a strong call to action that guides the viewer on what to do next.
For example, I helped a B2B SaaS company struggling to convert leads into paying clients by creating a series of short engaging videos focused on onboarding. These videos broke down their software's capabilities into digestible steps, combining customer testimonials with hands-on demonstrations. Leveraging my telecommunications and finance background, I guided the team on crafting a narrative that resonated with their target audience, emphasizing ROI and ease of integration. The result was a significant increase in trial-to-subscription conversions in six months. My experience in transforming underperforming businesses enabled me to identify their communication gaps and provide actionable strategies, demonstrating the power of video when aligned with clear business goals.
