Video is now an essential part of any effective B2B social media strategy. Thanks to accessible social media tools and a good smartphone, creating and sharing video content has never been easier—and the payoff can be big.

A few stats to put things into perspective:

• Almost 90% of businesses already use videos as part of their marketing strategy
• 88% of B2B buyers have watched a video to learn about a product or service in the past three months

Videos simplify complex ideas, build trust, and showcase your product in action. It’s time to get on board. In this guide, we’ll break down the most effective video formats for B2B startups, where to publish them, and how to get started—even if you’re working with limited resources.

About the Growing Popularity of B2B Social Media Video Marketing

There’s a reason B2B video is gaining traction: it’s effective. A two-minute explainer video can communicate what a 10-page deck can’t. Buyers are short on time and long on questions—video bridges that gap.

The tools are also getting better. Today, you can shoot, edit, and publish directly from your phone, or with simple social media tools. You don’t need a studio. You just need clarity, consistency, and a bit of courage to show up on screen.

More and more B2B marketers say they plan to increase their video output. And not just on YouTube—short-form, social-friendly videos are performing well across all platforms. Some businesses even report higher engagement and click-through rates when they embed video into email or landing pages. 

The growing availability of video templates and editing tools also means that producing a series of professional-looking videos is more accessible than ever.

Which Social Media Platforms to Use for B2B Video Marketing?

YouTube

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YouTube is a no-brainer. It’s the second-largest search engine, owned by Google, and packed with potential customers. Videos here are searchable and evergreen. Done right, they keep working for you long after publishing.

Best for:

• Product tutorials
• Customer stories
• Webinars and event replays

The key is to optimize your titles and descriptions for SEO. Add timestamps, captions, and a strong call-to-action. And keep your value upfront: don’t bury the solution at minute four. Many B2B companies even create playlists or video hubs around use cases or verticals to help viewers navigate more easily.

Instagram

It may seem like a casual app, but everyone is scrolling through Instagram. It’s a valuable channel for visibility and personality.

B2B brands use it for:

• Behind-the-scenes clips
• Team features
• Quick tips or product snippets

You can also create a specific account for your CEO or C-level leaders to highlight their thought leadership and personality. 

Use Stories for real-time moments, Reels for broader reach, and carousels or Lives for deeper engagement. It humanizes your brand and gives potential clients a feel for your values. The platform’s emphasis on visual storytelling makes it a natural fit for conveying brand ethos quickly and memorably.

TikTok

A bit unexpected? Fair. But over half of TikTok’s users are 30+. And fewer B2B competitors means more room to stand out.

Use TikTok for:

• Industry myths or hot takes
• Rapid-fire how-tos
• Light, personality-driven content

Adobe and Grammarly are already getting it right here. The vibe is fast, fun, and authentic—don’t overthink it. Trends change fast, so staying nimble and relevant gives you a competitive edge.

Behind-the-Scenes and “About Us” Videos

Buyers want to know who they’re doing business with. Behind-the-scenes (BTS) videos create trust. Think: a tour of your office, your founder explaining why they started the company, or your team preparing for a big launch.

These don’t have to be polished. In fact, scrappy sometimes feels more honest. People connect with people, not perfect productions. Add music or a voiceover for polish, but even raw footage can work. 

Check out what Forge and Smith’s owner Shawn Johnston does on TikTok for inspiration: 

BTS videos are also great for recruitment, press kits, and onboarding partners who want to get a feel for your culture. One underrated benefit? These videos can serve as long-term assets in your employer branding toolkit.

Explainer and How-to Videos

Your product solves a problem. These videos show how.

Explainers simplify what you do into a one-to-two-minute presentation. They’re often animated or screen-recorded and live on YouTube or landing pages. How-to videos go deeper into a feature or use case.

Messaging app Slack is great at posting explainers every time a new feature is released. 

Great for:

• Website FAQs
• Customer onboarding
• Paid social campaigns

Tip: Don’t overload. Focus on one clear topic per video. Use animation if the concept is hard to visualize, or live-action for relatable stories. The best how-to videos break things down step-by-step, anticipating viewer questions as they go.

Case Study and Testimonial Videos

Social proof isn’t optional. Case study and testimonial videos are your best advocates, straight from the mouths of happy customers.

These can be shot via Zoom or a quick on-site interview. Consider using a Zoom discount if available to reduce costs. Keep it honest. Ask your client to describe:

• What problem they had
• Why they chose you
• What’s better now

Specific numbers are gold. “We saved 20 hours a week” will always beat “It’s great!”

Add in B-roll or screen captures if available. Make the story visual as well as verbal. Don’t forget to tailor these stories to key personas so they resonate with your intended audience segments. 

A major eCommerce platform for businesses, Shopify regularly features customer stories on its social media pages. These types of videos are among the best performing posts on Shopify’s page. 

To secure more customer reviews for your social media videos, you can find your customers’ social media profiles and check out if they have shared stories about your B2B business, or reach out to them directly and offer small initiatives to create video testimonials. 

Promotional Videos

Promo videos create awareness. They’re your elevator pitch—only more visual. 

These work best when they:

• Start strong (first 3 seconds matter)
• Lead with a benefit
• End with a call to action

Project management tool ClickUp partners with content creators to create promotional videos, helping the brand boost engagement and reach a valuable audience. You can use social media management tools like SocialBee to schedule your promotional videos to go out on all major social media platforms.

Whether it’s a product launch or a brand story, promos should leave the viewer feeling something: curiosity, confidence, FOMO, or even delight. Humor works here if it fits your brand voice. A short, visually striking promo can also work well in pre-roll ad formats.

Product Demo Videos

This is where interest becomes intent. Demos walk viewers through what using your product actually looks like.

Use:

• Screen recordings
• Real user flows
• Voiceover or text overlays

They’re especially useful for software and tools. Show, don’t just tell. When your potential clients have access to demo videos, they are more likely to understand the product and make the purchase. 

Obviously, creating demo videos requires the budget. According to research, an average product demo video of 90 seconds costs $7,000 which means companies may need investments to support their video content. To find potential investors who can fund the next phase of our product journey, consider working with pitch deck professionals to prepare a pitch presentation with all benefits of funding your business.

Bonus: sales teams can use promotional videos for outreach or onboarding. These videos can reduce support inquiries and speed up time-to-value for new users.

Screen-Recorded Videos

These are your quick wins. Tools like Loom or Vimeo make it easy to record new features, answer FAQs, share product tips and showcase how new integrations work. Printful often screen records videos to showcase how to integrate their platform with other eCommerce platforms to then sell custom clothes and products .

No editing needed. Just hit record and share on your social media pages or embed it in help centre docs.

They also work well in email follow-ups and support tickets. The more personalized, the better. Consider adding team intros or welcome videos to increase connection.

Livestream Niche Events

Live content builds connection. Whether it’s a webinar, product walk-through, or expert Q&A, livestreams invite your audience to interact.

The best thing about streaming live events, is the amount of bite-sized content you can snip from it later, just like the design tool Figma does on its pages. 

Best practices:

• Promote it in advance
• Have a moderator for comments
• Record it for later replays and clips

Livestreams feel personal—and that’s powerful. Use LinkedIn Live, YouTube, or even Instagram for niche events or internal showcases. Many brands also use them for community updates or interactive demos with existing users.

Social Media Video Ads

Paid video ads help your best content reach the right eyes. Platforms like LinkedIn, Facebook, and YouTube let you target specific roles, industries, or behaviors.

Always include captions. Most people scroll with sound off. Test multiple creatives. Measure social media performance to understand what works. Retarget viewers who engage. This is where social media tools shine.

Also consider the buyer journey: use short promos for awareness, testimonials for mid-funnel, and demos or offers for bottom-funnel engagement.

Final Thoughts

You don’t need a studio. You don’t need a viral moment. You just need a plan, a clear message, and the willingness to press record.

Start simple:

• Film a tip.
• Explain a feature.
• Interview a client.

The rest will follow.

Video builds trust faster, explains clearer, and reaches farther. It’s not just part of B2B marketing now—it’s leading it.