Whether you’re a B2B or B2C brand, at the end of the day, you’re still marketing to people. The same individuals who scour the internet for their next vacation are also the ones making business decisions. This means many of the content formats and storytelling techniques that hook B2C consumers can be just as powerful in B2B marketing.
In 2025, short-form video – typically characterized as being under 90-seconds long – has moved from a nice-to-have to a must-have in the world of B2B video trends. It allows marketers to distill complex information into digestible, memorable content that captures the attention of busy executives in just a few seconds.
In our 2025 Content Marketing Predictions survey, respondents predicted social media (short-form videos, static posts, etc.) to be the most successful content format for the year.
With the rich visual space that B2B short-form video offers, you can vividly highlight your company’s culture, values, expertise, products, and customer success stories in an impactful, compelling way. It’s a powerful medium for bringing your brand’s story to life and making a lasting impression. Here’s a look at 4 short-form B2B video marketing trends in 2025.
Related Reading: Brands Are ‘Pivoting to Video’ — and This Time, It’s Working
Trend 1: Cinematic Customer Testimonials
Cinematic B2B short-form video blends the bite-sized, attention-grabbing nature of social media content with the craftsmanship of filmmaking. Unlike raw, off-the-cuff footage, these videos are beautifully polished, using thoughtful framing, lighting, color grading, and music to create an experience that feels more like a short movie than a traditional marketing clip.
When paired with customer testimonials, this approach becomes especially powerful, combining two of the most persuasive forces in decision-making: emotional storytelling and peer validation.
In B2B sales, where purchases are often high-stakes, high-value, and involve multiple decision-makers, trust is crucial. A polished, cinematic video brings your customer’s story to life in a vivid, memorable way, letting prospects see—and feel—how your solution makes a real impact on other users like them.
92% of B2B buyers trust peer recommendations and reviews more than branded content.
There are plenty of creative ways to bring your customer success stories to life through cinematic short-form video:
- Showcase your product in action, highlighting how a customer overcame a specific challenge
- Follow your customer’s journey, illustrating how your solution has transformed their business operations or made their work lives simpler and more rewarding
- Interview your customer, using a narrative and backdrop that immerses your audience in their story
- And more.
Related Reading: 5 Visual + Design Trends Shaping Content Marketing in 2025
Best-In-Class Example: Squarespace
Across its social platforms, including YouTube, Instagram, and TikTok, Squarespace has embraced cinematic short-form video. By sharing beautifully crafted, immersive content, the brand not only demonstrates its capabilities but also reinforces its mission to support creative minds in bringing their ideas to life online.
Why it works
In just over a minute, Squarespace hooks its audience with stunning, cinematic visuals that feel more like the opening of a film than a typical promotional video. Dynamic camera angles, rich colors, and striking scenery instantly draw people in, transporting them to beautiful places that provide both inspiration and a welcome escape from the daily routine.
These high-quality productions spark the imagination, making the brand feel both aspirational and accessible. Squarespace speaks directly to their audience’s creative minds, perfectly reflecting what the platform is all about – helping entrepreneurs and creators to bring their ideas to life in visually compelling ways.
Trend 2: Thought Leadership Snippets
Short-form thought leadership videos are a valuable way to build trust, credibility, and brand awareness in B2B marketing. Unlike content that focuses purely on what you sell, thought leadership showcases your deep knowledge and understanding of industry trends, customer challenges, and emerging opportunities. Done well, it reassures prospects that they’re in safe, capable hands, positioning your brand as a trusted advisor.
Thought leadership content is also a great way to extend the reach and impact of your existing long-form content. A single piece of research, for example, can fuel dozens of videos, each honing in on a different angle or insight. You might break-down key findings into short, compelling snapshots, spotlight eye-catching statistics or memorable quotes, or share practical tips that address your customer’s most common challenges. You could also interview internal experts or industry leaders, sharing key learnings in snappy clips.
73% of B2B decision-makers say that an organization’s thought leadership content is a more trustworthy basis for assessing its capabilities than its marketing materials and product sheets.
Short-form thought leadership videos don’t just build trust in your products or services; they build trust in your people. By showcasing the expertise and personality of your team, you give buyers confidence that they’re partnering with a company that will guide and support them long after the initial sale.
Best-In-Class Example: Zendesk
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Zendesk’s Instagram and TikTok channels are packed with engaging, bite-sized clips that deliver valuable insights in a clear, conversational style. By sharing their expertise in an informal setting, often with employees speaking directly to the camera, Zendesk makes even the blandest topics engaging to watch.
Why it Works
Zendesk excels at turning broad topics and tricky concepts into clear, easy-to-follow messaging. Its short-form videos often feature real people, making the content more relatable, accessible, and memorable. By putting friendly faces to their insights, Zendesk transforms complexity into practical, bite-sized takeaways.
Every video is overlaid with captions, ensuring the message is instantly clear, even when watched on mute. By regularly featuring the same approachable team members across multiple videos, Zendesk builds familiarity and trust, creating a sense of warmth and consistency around the brand.
What truly sets Zendesk apart is the authentic, down-to-earth feel of its content. Many videos are filmed in casual settings like kitchens or home offices, making them feel more like a relaxed conversation than a formal deep dive. This invites audiences to watch, without feeling daunted.
Trend 3: Product Demos & Tutorials
Short-form videos are an excellent way to showcase your products in action, bringing them to life in ways that written content and static images can’t. By packaging content into brief, engaging clips, you can highlight key features of your products and demonstrate how they work in real-life scenarios, without asking customers to rely on lengthy guides and product manuals.
A quick tutorial or demonstration can break down a multi-step process into visually appealing snippets, making it much quicker and easier for your customers to grasp. Text overlays, captions, voiceovers, and clear, high-quality visuals of your product can educate customers in a fraction of the time it would take them to read a blog or product guide.
Short-form videos also allow you to gather valuable feedback from customers, through comments, shares, and interactions – insights you can use to refine your messaging and future content. Some effective angles include how-to guides that spotlight specific features, teasers of new products, answers to common customer questions, and creative ways that real customers are using your product.
Best-In-Class Example: Shopify
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Shopify regularly shares product demonstrations and tutorials, showcasing different features that help its customers get the most out of the platform.
Why it Works
Shopify uses a wide range of different video styles to bring its platform to life and demonstrate just how much it can do. From quick tips on navigating specific tools to unveiling new features and sharing customer success stories with a backdrop of high-quality visuals of the platform in action, Shopify’s short-form product videos make it easy for viewers to see what is possible.
A human voice is always present in these videos, whether it’s a Shopify expert guiding you through a software feature or a business owner sharing their story. This approach positions Shopify as a friendly, approachable brand while building trust and credibility by showcasing both the extensive capabilities of its platform and the deep expertise of its teams.
Shopify’s product videos are focused on a single, clear takeaway, with each video titled to make their social channels much easier to navigate. By keeping its content concise and niche, the brand makes its videos much more accessible and actionable for its audience.
Trend 4: Behind-the-Scenes Footage
Whether it’s a day-in-the-life look at your employees, a sneak peek backstage at an event, or simple snippets of your teams collaborating in the office, behind-the-scenes short-form video gives your audience privileged access to the inner workings of your business. It feels exclusive, like they’re seeing something few others get to see, which draws people in and keeps them engaged.
By stripping away the polished, curated surface of traditional marketing, BTS videos reveal the authentic, human side of your brand. They give your company character, showing the people, processes, and passion that power your business. This makes your brand much more relatable, building trust and fostering a stronger emotional connection with your audience.
For B2B companies, this kind of transparency is particularly powerful. When sales cycles are long, multiple stakeholders are involved, and contracts carry significant weight, relationships matter deeply. Behind-the-scenes video demonstrates openness and humanizes your brand, helping prospects feel like they already know and trust your team.
Best-In-Class Example: Sprout Social
Sprout Social’s TikTok page exudes personality with short-form videos that go behind the scenes to show the real people, experiences, and processes behind the brand.
Why it Works
Even when it’s sharing thought leadership content, product tips, or recommendations, Sprout Social consistently finds ways to bring its audience behind the scenes.
From unfiltered, playful clips of employees dancing around the office to a preview of their set design or a spontaneous celebration, Sprout’s behind-the-scenes content makes the brand feel warm and friendly. It breaks down the barrier between company and customer, showing that Sprout is more than just a platform; it’s a network of creative, passionate people who love what they do, and their enthusiasm is infectious.
