How to Easily Create Engaging B2B Video Content: 7 Tips

Implementing a B2B video marketing strategy can be difficult, as traditional video content requires a large investment of time and resources. 

You need to write a script, hire actors, and spend a lot of time editing to achieve good-quality results. 

Even so, videos are the most popular content format used by marketing teams, with 94% of content marketers using videos as part of their strategy. 

If you’re looking to begin creating engaging B2B video content of your own, you’re in the right place. 

In this blog, we’ll walk you through the benefits of a B2B video marketing strategy and share 7 tips for creating good content – including a way that you can scale your video creation process using AI. 

Why implement a B2B video marketing strategy? 

Rest assured, most marketers who invest in creating engaging B2B video content see good results. 

In fact, a recent survey found that 90% of marketers say video has given them a positive ROI, with benefits including increased brand awareness, web traffic, better lead generation, and increased website dwell time. 

And that’s just the tip of the iceberg. Here’s a look at some of the other top benefits of implementing a video marketing strategy: 

Better conversion rates

Providing visual proof of your solution’s effectiveness makes prospects much more likely to take action and book a demo or start a free trial of your product. 

According to Hubspot, embedding relevant video content onto landing pages has been found to increase conversions by up to 86%. 

Think of it this way – instead of requiring a potential prospect to browse your website to fully understand basic information like your services or customer testimonials, videos help centralize this information and quickly decide whether to proceed with your company. 

Increases engagement

Creating engaging content is key in capturing – and retaining – your audience’s attention. Plus, B2B audiences are often inundated with information, so finding ways to break through the noise is critical. 

Fortunately, video offers a solution that combines both visual and auditory elements to create a more immersive viewing experience for your audience. 

Whereas a wall of text explaining the value of your product would’ve quickly lost your audience’s attention, a brief explainer video outlining the main use case and benefits can help them understand the benefits more quickly. 

Improves understanding 

Depending on the complexity of your offerings, video might be the most convenient way to explain your product information or service offerings in the most straightforward and easy-to-understand manner. 

Video allows you to break complex topics into more digestible segments, giving prospects a complete understanding of how your offerings work. 

Plus, video is an incredibly flexible medium, meaning you can add infographics, animations, and other visuals to help boost audience understanding. 

7 tips for creating engaging B2B video content 

Maybe you’re considering diving into the world of B2B video for the very first time, or perhaps you’re already creating videos of your own. 

Either way, here are our 7 best tips for creating an engaging B2B video that breaks through the noise and helps you connect with potential prospects. 

1. Identify your target audience and objective 

First thing’s first – decide who you’re creating this video for, and what you hope to accomplish. 

Your product or service might have several different use cases, which means you may want to customize your messaging to each segment of your target audience for maximum effectiveness. 

Let’s say your product can be used by both marketing and sales teams. A marketing leader will likely have a different set of needs and pain points than a sales executive, so creating videos targeted to each group is the best way to provide the information they’re each looking for. 

2. Focus on storytelling 

Especially when you’re trying to break down a complex topic or introduce a new product to your audience, focusing on storytelling is the best way to make your otherwise-boring content more personalized and engaging.

The best way to accomplish this when creating content for a B2B audience is by focusing on your viewers’ key pain points. 

Once you’ve identified their key challenges, craft a narrative that showcases how your product or service is able to solve these issues. Be sure to include real-world scenarios that are more likely to mirror your audience’s experiences. 

In other words, focus on showing how your solution can help a user overcome a significant challenge – rather than just listing generic feature offerings – to achieve a more memorable and impactful video result. 

3. Keep it concise 

Attention spans are short, especially in the B2B space. 

Try to deliver your core message within the first 30 seconds of your video, and aim to keep your entire video between 2-3 minutes long for maximum engagement. Highlighting the value of your product or service should be your top priority. 

Over use of jargon is one of the most common pitfalls that B2B video marketers can fall into, which can make your content unnecessarily wordy and confusing. Try to be as concise as possible, while explaining the value of your product or service in the most easy to understand way. 

4. Leverage customer testimonials 

Social proof is extremely important in B2B marketing. After all, there’s a reason why video testimonials were the single most popular use case for video marketing in 2024. 

Potential customers are much more likely to trust your solution if they hear from their peers about how your solution has had a positive impact for them. 

To create an engaging B2B video, you’ll want to include customer quotes and actual footage whenever possible. Be sure to specifically focus on the results you’ve helped them achieve, highlighting tangible numbers around ROI, for instance. 

Also read: How to Upgrade Your Customer Service With AI Video

5. Make it visually engaging 

Videos that feature a software product without additional visual support can easily fall flat. 

Instead, you’ll want to leverage captions, infographics, and images to guide your viewer through your video and keep them engaged for longer. 

Including a host to narrate your video is another way to make your content feel more personalized. Some teams even use AI avatars for this purpose, allowing them to make their content feel more engaging without having to hire actors and manually record content. 

6. Use clear CTAs

Every engaging B2B video should have a purpose, and your call-to-action (CTA) is what guides viewers toward that purpose. 

Once you’ve delivered your key message to your audience, it should be extremely easy for them to take that next step, whether that’s booking a demo, downloading a white paper, or visiting your website.  

Make your CTAs direct, simple, and aligned with the goals of your video campaign. You’ll want to be careful to not include multiple different CTAs either, as this can confuse viewers. 

A strong CTA turns passive viewers into active leads, which allows you to drive measurable results from your video marketing efforts. 

7. Scale your B2B video creation efforts with AI 

According to a study by Wyzowl, a lack of time is the number one barrier to entry marketers face when exploring video content. A third of marketers face this obstacle!

It’s true – creating B2B video content is typically very time consuming and resource intensive. However, many of these barriers to entry have been considerably lowered thanks to AI video tools. 

AI video platforms are an excellent way to scale your video production in a cost effective manner. After all, there’s a reason why 75% of video marketers say they’ve used AI to help them create or edit marketing videos. 

Take Colossyan as an example. Colossyan is an AI video platform that allows you to create videos using AI avatars and text-to-speech narration, meaning you can create high-quality content without any equipment.

Instead of spending valuable time hiring actors or finding an editor with the right skills to bring your project to life, you can skip the filming process altogether and create videos yourself with Colossyan’s easy-to-use editing interface. 

And for the 15% of marketers who don’t know where to start with video content, AI tools can help get your projects off the ground much faster. 

For example, Colossyan’s document-to-video feature allows you to upload a document in a range of different formats and transform it into a video draft complete with images, an AI avatar host, and a voiceover – all in less than 60 seconds. 

From there, you’re able to edit and customize the video draft to your liking. 

Takeaway

There you have it – those are our main tips for creating engaging B2B video content. 

All in all, a focus on storytelling will help you create videos that speak to your audience’s pain points and inspire your viewers to act on your CTAs. 

And don’t forget, if you’re looking for a way to boost your B2B video efforts but don’t have the capacity to manually create content at scale, you’ll want to look into an AI video tool like Colossyan. 

Instead of having to manually storyboard, write scripts, film, and edit every piece of content you create, Colossyan can help you create engaging videos in minutes, rather than days or weeks. 

Come see the Colossyan’s full potential for yourself and try it for free or schedule a demo to learn more.