Video content is becoming increasingly popular for B2B brands, with 78% of marketers currently using it and 56% planning to increase their investment in the next year. Short-form videos featuring subject-matter experts have been found to deliver the highest ROI.
Leading B2B brands, such as Salesforce and Shopify, prioritize short-form videos featuring experts to showcase their products and educate their audience. This approach also helps to build trust and make complex topics more accessible. Creatives working with B2B brands should focus on mastering short-form video strategies on platforms like TikTok and Instagram Reels.
To effectively integrate experts into short-form video campaigns, marketers and creatives should focus on sharing informative and practical content, featuring relatable experts, keeping content relevant, and leaning into creativity. This approach can drive engagement and build trust with target audiences, ultimately leading to real results for B2B brands.
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How to Turn Subject-Matter Expertise Into Engagement: B2B Short-Form Video Content
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