10 B2B Video Marketing Trends Every Marketer Should Try in 2025

December 20, 2024
Alexander Bleeker
Alexander Bleeker
Fractional Head of Content

In the coming year, video marketing won't be an optional part of your B2B strategy — if you want to succeed, you almost have to create videos. According to a 2024 Isoline report, 14% of buyers find video most useful when making a purchasing decision. That means these folks trust video more than blogs, case studies, and other traditional marketing assets!

And — if you ask us — this shift to video is a good thing!

It's way past time for B2B companies to move past the buttoned-up, "professional" ways of connecting with potential customers. As much as it might pain some seasoned B2B marketers to admit, we could stand to take some cues from the B2C world, and nowhere does this hold true more than with video.

Think of all the great ads you've seen in your life: Apple, Nike, even the old "Got Milk?" campaigns (yes, we're showing our age here). Those all stuck with you for a reason, and that's because they had an emotional impact. You laughed, you rolled your eyes, maybe you even got upset. But you felt something, and that's what's missing all too often in B2B marketing.

Today's audience expects to feel connected to you in order to buy from you. They want to know more about what you're all about, and video allows you to show them.

Here's the challenge, though. Creating high-quality video requires resources, and it can be intimidating. Marketing teams are under tremendous amounts of pressure. If you're time-, budget-, or expertise-strapped when it comes to video production and marketing, you aren't alone.

Today, we're here to talk about some emerging trends in the world of B2B video marketing. We'll show you examples so you can see that video is actually pretty accessible, and we'll outline tools you can use to get started with your first videos.

Read on to learn about:

  • 10 B2B video marketing trends for 2025
  • 1. Feature thought leaders
  • 2. Harness the power of customer testimonials
  • 3. Create multimodal content
  • 4. Let AI do the heavy lifting
  • 5. KISS: Keep it short and snackable 🥨
  • 6. Show off your products
  • 7. Turn podcasts into video content
  • 8. Think video-first for events
  • 9. Don't sleep on LinkedIn
  • 10. Your network makes the (video) dream work
  • Events are the gasoline for your video content engine…
  • …and AI-powered Goldcast Content Lab is the horsepower 🐎

Let's get to it!

10 B2B video marketing trends for 2025

If you're looking to get started with video in your B2B marketing strategy, or if you're currently creating videos but want to be sure you're spending your time effectively, survey the landscape. Look at other B2B brands. Notice what content stops you in your tracks or gets you in your feelings (remember that emotional impact!).

We have, of course, been doing the same. Here are some major trends we've noticed — ones that we think will continue on into 2025.

Note: While analyzing B2C content can be helpful, keep in mind that B2B content typically doesn't exist only to entertain. Sometimes this tactic does work, but usually marketers need to strike a balance between engagement, brand awareness, and disseminating valuable information. Just something to keep on your radar as you look at the following examples!

1. Feature thought leaders

Your leaders are likely already on camera at least some of the time, speaking at events, interviewing or being interviewed, answering questions during a panel — the list goes on! Why not round up that content and use it to promote both your thought leaders and your brand?

In the above example, Lindsay McGuire, Goldcast's Associate Director of Content and Campaigns, is interviewing Lindsay Tjekpema of Human Brands Win. (In a very meta moment, Lindsay #1 is on video, interviewing Lindsay #2 about video.)

These casual, off-the-cuff convos took place at this year's INBOUND, and the resulting video footage can serve to build up a thought leadership presence for both participants. The key here is that neither person is selling the product or service they represent outright. Instead, thought leadership content centers around people's unique perspectives and opinions.

2. Harness the power of customer testimonials

One of the most effective ways to reach a B2B decision-maker is through their peers. If you've got happy customers willing to share their stories, film those narratives and get them out in the world!

One of our clients, Board of Innovation (BOI), worked with us to host a virtual summit with 10K+ attendees — a huge undertaking. They needed the tech to work smoothly, and they wanted to be able to host video content afterward and quickly repurpose video content into clips and social posts.

As a result of partnering with Goldcast, BOI saw an average attendance rate of 45% — well above the average attendance rate of 29% we saw in the 2024 Webinar Benchmark Report!

Capturing this particular story allowed us to remove the middleman in the storytelling process (in this case, us) and let Signe Damgaard, Head of Marketing for BOI, explain it in her own words. Seeing her walk through the experience on camera creates an authentic energy that will resonate with viewers, especially if they have the same needs as BOI.

It doesn't always have to be a formal sit-down with the customer, either. If you have any video footage captured during industry events, user conferences, workshops, or other events that includes customers speaking positively about your brand, don't be too shy to share!

3. Create multimodal content

Check out the blog we published after the BOI customer testimonial was complete. You can see from scrolling that the blog contains a mix of graphics, video formats, and text content. We refer to this combination as "multimodal content," and the beauty of it is that it can reach all of your customers.

Whether someone likes to read, view, or listen to their content — you've made it available!

You may have noticed we've already provided a couple of ways you can weave existing video content into your content marketing strategy. This is by design! We're all about working smarter, not harder. If potential clients want video, and most marketers are used to: 1) writing blogs and email campaigns, and 2) capturing event and customer content — why not marry the two?

Here are some ways to create multimodal content with video clips:

  • Insert video snippets throughout a blog post
  • Include an event highlight or "sizzle" reel in your follow-up emails
  • Add clips of past events or specific speakers to your event landing pages
  • Share video content in your newsletters

Goldcast Content Lab is your FREE superpower when it comes to creating those clips. Our AI-powered repurposing powerhouse takes your recording, hunts for the most magical moments, and then spins up tons of marketing assets you can edit and publish!

4. Let AI do the heavy lifting

We just mentioned Content Lab, which leverages AI to simplify video creation and save you tons of time. We're guessing that many brands that are ramping up their B2B video marketing strategy are using AI behind the scenes to make it happen, so don't feel like you're "cheating" by looking into AI. Remember: smarter, not harder!

Plus, as a B2B company, you likely have hours of existing event footage sitting somewhere. (Hopefully it's on an on-demand page, but it may not be. No judgment here!) That's a great place to start with the AI tool you decide to try. Upload one of your videos, and see what results you get. From there, experiment with prompting to further refine your output.

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AI can do so much when it comes to video marketing campaigns, including:

  • Immediately hone in on the top moments and best quotes from an event, conference, summit, or something else
  • Generate a slew of short-form snippets you can peruse and edit
  • Create key takeaways and transcripts of the event
  • Draft blogs you can iterate and then publish as an SEO play
  • Add captions and translations to your videos to boost accessibility and reach more people

With many of us feeling resource-constrained as the new year begins, it just makes sense to save ourselves the time and energy on tasks like these — ones that AI is fully capable of handling.

Even better? Goldcast Content Lab is FREE. Try it below and get started with your first video upload!

TRY CONTENT LAB

5. KISS: Keep it short and snackable 🥨

Okay, so that's not what KISS usually stands for, but it works!

The reason that most longform videos live in what we call a "content graveyard" is because by definition, they're long. People don't want that; they want to consume quick, snappy content.

If you need proof of this, poke around TikTok for a few minutes and you'll see that short-form videos reign supreme.

Here are some ideas to keep things short:

  • Use Content Lab to pull the top video clips from your recording and play around with different styles and branding. If you have one standout moment in mind, you can also look it up in the transcript and easily create a clip that way.
  • Post several short clips from each event to keep momentum going after the event ends.
  • Lean on highlight reels to quickly showcase an entire conference, summit, or longer event.
  • Pull 15-30 second speaker clips featuring some of the hottest takes in your recording or teasing out a customer story or longer presentation.

The goal is brevity, but you also don't want to achieve that at the expense of substance. You still want the seconds you do use to contain something interesting for your target audience. That way, even if they never go watch the full recording, they've still found something of value in your content.

6. Show off your products

Punch up your product demos!

In this example, we unveiled our Brand Voice capabilities in Content Lab during a live event about how to make AI your voice twin and create on-brand content using AI tools.

This product demo was seen by the live audience, anyone who watched the recording on-demand afterward, and it's incredibly engaging because we surprised one of the panel members with his personalized voice profile and got his real-time feedback on how accurate it was.

This type of demo is much more fun to watch than a scripted product walkthrough, and you still get the same payoff — people see your product in action, understand how it works, and glimpse its value.

7. Turn podcasts into video content

In 2016, 93% of podcast consumption happened on Apple Podcasts, which is an audio-only experience. Today, that number has fallen to 12%, with most folks tuning into YouTube to watch their podcasts instead.

This change reflects the fact that people feel more connected to content they can take in visually. Offering video options to B2B buyers is important so if you've got a podcast, be sure to upload the captured video content to your social media platforms so that people can watch!

If you interview guests for your podcast, you could even take a cue from Rachel Elsts Downey of Share Your Genius and include a set of questions that aren't for the podcast at all, but for the video content you want to create for social. (Might as well take advantage of your full interview time, right?!)

8. Think video-first for events

Events are such a valuable source of B2B video content. A good event is full of rich, impactful moments you can turn into videos afterward, and you should be capturing the content anyway so people can watch the full recording on-demand afterward.

Thinking video-first means you're going way beyond just recording the event, though. You want to strategically design for your video marketing efforts when you're mapping out your event, from start to finish.

That means when you're laying out the session format, think about what types of activities, questions, or discussions will lead to those desirable video moments. If you're hosting an in-person event, assign someone to walk around and ask people questions, like we did at INBOUND for our Hot Takes series.

Event-sourced videos tend to feel genuine to viewers, particularly when you feature attendees in the content. When you repurpose an event video, you're able to strike a balance between sharing the valuable content that was discussed during the event and highlighting those intangible things that make your brand (and events) special.

9. Don't sleep on LinkedIn

Your B2B audience is definitely on LinkedIn, which means you and your videos should be there too.

Again, think past just throwing your entire video recordings in a post and hoping it succeeds. While LinkedIn isn't quite as irreverent as a platform like TikTok (yet, anyway), people still want to be engaged and entertained.

Here are some ideas for LinkedIn video posts:

  • Share high-energy clips to promote an upcoming event
  • Post BTS footage that shows off your event vibes
  • Drop quick teasers featuring industry experts, thought leaders, panelists that drive people to watch to hear the full talk

You can also space your video content out over time. Just because an event happened this week doesn't mean that all the video clips have to go out right now! Good content distribution requires consistency and repeating your core messages over time, so use video content to make it happen on LinkedIn.

PS: Want to start building your LinkedIn video plan now? Check out our full LinkedIn Video Strategy Guide and learn how Content Lab can help!

10. Your network makes the (video) dream work

We've talked about how we captured organic content at INBOUND, and that's a great example of this last trend. Oftentimes, what people value most about events are the connections that arise, and it makes sense to capture and share those moments via video whenever you can.

This might look like setting up a booth so people can stop by and share their thoughts with you, or perhaps you proactively approach people and ask them a question. Video clips showcasing unplanned discussions that pop up randomly throughout an event (particularly during Q&A sessions) also fall into this category.

This type of content shows off your brand's human side and gives your audience a face or two to connect with. They also validate the value of your events by proving that people who attend get a front row seat to that type of connection!

Events are the gasoline for your video content engine…

Video marketing might be intimidating to you as a B2B marketer, but we don't think it has to be. You're probably well-versed in the world of event marketing, and there's a huge opportunity to take event content and turn it into the videos that your audience wants.

Think of events as the fuel for your online video engine. Every single keynote, conference, webinar, and product demo is a chance to capture compelling video content full of authentic moments, social proof, and valuable insights.

Goldcast Core provides an event hosting and repurposing platform all in one. You're able to put on engaging, captivating B2B events and webinars with a platform that centers audience experience and engagement — plus, our Analytics suite allows you to track and measure event performance metrics and prioritize the right follow-up strategy.

If you want to improve your events programming, Goldcast Core is built for B2B and is trusted by brands like 6sense, LG, and Quorum. See what it's all about for yourself!

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…and AI-powered Goldcast Content Lab is the horsepower 🐎

Plus, with the rise of AI marketing tools, it's simpler than ever to transform existing event content into video assets. Stop sending your videos to a content graveyard, and start using AI tools like Content Lab to quickly churn out engaging clips, snippets, and more!

With Content Lab, you can produce:

  • Video clips and audiograms featuring the top moments from your events
  • Blog drafts full of the most important takeaways
  • On-brand video assets with captions and subtitles
  • Personalized follow-up emails and sales enablement materials
  • And more!

When it comes to scaling video content while saving time and money, starting with your events is the move. Use Goldcast Core to host engaging events and track the right analytics, and then bring things full-circle by repurposing and maximizing value using Content Lab.

Did we mention Content Lab is totally free to use?! Try it below, and let us know how much time you save!

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