When I jumped into the world of video production, the sweet spot for video content was two to three minutes. Any shorter and you couldn't communicate your message and any longer and you'd start to see eyes glaze over (and view time metrics tank).
Oh, my sweet summer child, how things have changed.
It's no secret: short-form videos are the new heavy hitters for marketers, and B2B marketing is no exception. Attention spans are shrinking and the digital landscape has become cluttered, marketing content has mere seconds to hook viewers. Enter the short-form video—quick, engaging, and designed to deliver maximum impact in a fraction of the time.
"But Alex, isn't short form video today just Minecraft gameplay videos overlaid on hustle culture influencer podcasts?" Oh my, no. With B2B sales taking, on average, eight touch points before a sales conversation takes place, short videos can be a crucial part of a customer's entry into your sales funnel.
Here’s why short form videos are essential for B2B brands, along with some actionable strategies for creating short-form content that sticks.
Why Short-Form Video Makes an Impact in B2B
The way B2B buyers are engaging with content has changed dramatically, and high-price tag content deliverables like white papers, landing pages, and explainer videos can devour your marketing budget while only accounting for a few of your marketing touch points leading to a sale. Short form video is a way for B2B brands to share unique, relatable content—quickly. Here’s where short-form video can pack a punch, helping to create those repeated impressions without asking for much time from the viewer.
Short-form videos let brands get straight to the point, which aligns with today’s mobile-first approach and aligns perfectly with LinkedIn, Instagram, and YouTube Shorts. As someone who regularly produces video for organizations, I’ve seen how a simple 15-second video can sometimes outperform longer formats. The brevity makes it easier for potential clients to watch in between meetings, on commutes, or during those quick social media breaks at work.
Top 3 Reasons Why Short-Form Works for B2B Brands
Designed for Attention
Attention spans are shorter, but for B2B audiences, the need for efficiency is even higher. Short-form videos allow brands to cut through the noise and deliver a clear, concise message. With the right hook, you can create a positive impression for your brand and introduce more of your short form content into the algorithm of your target demographic.
Mobile-Optimized for Today’s Professionals
Studies show that 64% of B2B decision-makers use mobile devices to watch work-related videos. Short-form videos fit perfectly on a mobile screen and are digestible on the go. This trend reflects how B2B buyers are engaging with brands: they’re fitting content consumption into packed schedules, and the quick-hit nature of short videos fits right in.
Enhanced Reach on High-Engagement Platforms
Platforms like LinkedIn, Instagram, and YouTube Shorts are optimized for short-form content, so B2B brands can maximize visibility without requiring extensive production time. Instead of a day-long shoot producing a single piece of highly-produced content, a good short-form video strategy can produce a month or more worth of content in the same time frame. And, studies show that that content is far more likely to be shared than longer form content.
Best Practices for Creating Short-Form B2B Video
Here are a few tried-and-true tactics for creating effective short-form videos that resonate with B2B audiences:
Engage in the First Few Seconds
Attention is earned instantly. Start with a compelling stat, eye-catching visual, or direct question. For instance, opening with, “Did you know that 78% of B2B buyers start their research with online video?” hooks attention while positioning your brand as a go-to resource for insights.
Tell a Story, Even If It's Brief
Short-form videos don’t have to sacrifice storytelling. Use a simple structure with a beginning, middle, and end. Even a quick client story or case study can make a lasting impact, and this keeps viewers engaged until the very end.
You Don't Always Need a CTA
As marketers, we are constantly told you need a strong CTA for every piece of content. This hypothesis starts to fall apart when you get into the realm of short-form video. By creating engaging content that doesn't feel like a sales pitch, you can get your brand embedded in a prospect's social feed more consistently. This builds positive brand associations and can be more beneficial to your sales process than a video that ends with your corporate hand out asking for a sale.
Use Captions and Subtitles
Many users watch videos with sound off, especially in professional settings. Subtitles ensure that your message is accessible and impactful without audio. This is particularly effective on LinkedIn, where viewers are often multitasking or in a quieter setting.
Short-Form Video: Your B2B Brand’s Key to Staying Competitive in 2024
With the growing emphasis on video in B2B, now is the time to consider adding short-form content into your brand’s marketing toolkit. As your team gears up for another year of engagement-driven content, think about where these short, powerful video snippets could make the difference. Imagine turning every brief social scroll or between-meeting break into a touch point that brings prospects one step closer to your brand.
Looking to implement short-form video into your 2024 marketing strategy?
At Tulpamancer, we specialize in creating B2B video content that’s both captivating and strategic. From idea to final cut, we can help you craft short-form videos that get noticed and convert. Connect with us today, and let’s make 2025 your brand’s year of standout video content.
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