top of page

3 engaging VIDEO content styles

Online video marketing is on the rise and is quickly becoming the go-to content format for savvy B2B marketers. With Cisco estimating that by 2020 online videos will make up more than 80% of all consumer internet traffic, there has never been a better time to embrace video within your marketing strategy.

One of the key perks of video content is that it is so versatile and as such, it can be used in a manner of different ways, from long form to short form and from entertaining, to inspirational and educational.

So which types of videos should your business be creating? Let’s take a closer look at 3 of the most popular types of B2B video content.

1. Explainer or Teaser Videos

Explainer videos are one of the most commonly produced styles of video content today. Whilst their name is pretty self-explanatory, these videos are typically short and snappy and give prospects a quick insight into who you are, who you serve and what you do. More often than not these videos are animated but they can contain real footage too, as well as a mix of both elements.

One of our favourite explainer videos is the below example from HubSpot. Let’s break down why HubSpot’s video works so well:

  • they immediately create rapport with the audience, as the narrator demonstrates that HubSpot understands the problems people face on a daily basis in their roles as marketers

  • they create a need for their solution by explaining why other marketing tools and tactics aren’t as effective as they once were

  • they provide their prospects with an intriguing vision of the future and show that it can be easy with their solution, especially in comparison with other solutions in the marketplace

  • they close with a compelling call to action, backed by social proof and a final summary of the benefits to seal the deal

Wouldn’t you agree that it’s quite an achievement to communicate all of these critical components in under 2 and a half minutes? Can you envisage how the HubSpot explainer video structure could work for your business?

2. Vlogs

Vlogs are perhaps the easiest type of B2B video content to produce, as they can be produced with very minimal equipment and editing capabilities. There’s no need to hire an expensive cast of characters either, as some of the most engaging B2B vlogs come straight from a company’s employees. This adds to their charm, as today’s consumers view vlogs as being more genuine than some of the more staged and polished video styles. You may have some budding actors that you may never have considered before.

Depending on the context, vlogs can be loosely scripted or recorded completely off the cuff, and the possibilities for content are endless. Here are just a few examples you could experiment with:

  • 60-second roundup of the key points from an industry conference your business sponsored or attended

  • Day in the life’ style vlog documenting the life of one of your company’s key employees

  • Behind the scenes tour of your company’s new office

  • Commentary on industry news and developments

So, when it comes to creating B2B vlogs, all you really need is some content ideas, some willing employees, and an iPhone! Are your creative juices flowing yet?

3. Customer Success Stories

Customer success videos, featuring case studies and testimonials, are a fantastic video format to use to connect with prospects who are close to a buying decision.

Customer success videos work so well because they allow you to showcase your company’s expertise, with the added benefit of social proof from a happy client. This puts your prospect in your successful client’s shoes and gives them a tantalising taste of what it could look and feel like to work with you or use your solution.

The below example by FreshBooks is a fantastic example of an engaging and inspiring customer success story video. The viewer is quickly immersed in Sarah’s story about her life as an interior designer and through the power of storytelling, finishes watching the video feeling like FreshBooks made a real difference to her business.

Which customer success stories could you leverage to create compelling video case studies?


All in all, B2B video has been proven to generate fantastic results for businesses who embrace it and put it to work strategically and creatively. In fact, according to recent research carried out by the Aberdeen Group, video marketers get 66% more qualified leads per year. 

Would you like to achieve similar results? Get in touch with our Managing Partner, Philip Martin, at to discover how we can help you create and execute a winning video strategy from start to finish.


bottom of page