5 Types of Videos Every B2B Company Needs in 2026
Video isn't optional for B2B companies anymore. Your buyers are watching video before they ever talk to sales. The question isn't whether to invest in video — it's which types to prioritize.
Here are the five video formats that consistently drive results for B2B companies.
1. Brand Story Video
This is your anchor piece. A 2-4 minute video that communicates who you are, what you do, and why it matters. It lives on your homepage, gets shared in sales emails, and sets the tone for every other piece of content you produce.
Why it works: B2B buyers want to work with companies they trust. A brand story video humanizes your company, shows your culture, and builds credibility faster than any whitepaper.
Where to use it:
- Homepage hero section
- LinkedIn company page
- Sales outreach and proposals
- Trade show booths
- Investor decks
Investment: A quality brand story video typically runs $8,000 - $15,000 and has a 2-3 year shelf life.
2. Customer Testimonial / Case Study Videos
Nothing sells like a satisfied customer telling their story. Testimonial videos are the most underrated asset in B2B marketing. They're proof that your solution works — told by someone who isn't on your payroll.
Why it works: 92% of B2B buyers are more likely to purchase after reading a trusted review. Video testimonials carry even more weight because prospects can read body language and tone.
Pro tips:
- Interview your client ON camera (not just voiceover)
- Focus on the transformation — before vs. after
- Keep it under 2 minutes for maximum watch-through
- Get b-roll of them using your product or working in their environment
Where to use it:
- Dedicated case study page
- Sales follow-up emails
- Retargeting ad campaigns
- Social proof on landing pages
3. Product or Service Explainer
If your product takes more than one sentence to explain, you need an explainer video. These combine live-action footage, screen recordings, or motion graphics to walk prospects through how your solution works.
Why it works: Prospects don't read long feature lists. A 60-90 second video can communicate what a product page takes 2,000 words to explain.
Format options:
- Live-action demo with a presenter
- Screen capture walkthrough with voiceover
- Animated explainer with motion graphics
- Hybrid: live-action intro, animated product demo
Where to use it:
- Product pages
- Paid media (top of funnel)
- Sales demos
- Onboarding sequences
4. Leadership Interview / Thought Leadership
Position your executives as industry experts by putting them on camera. Interview-style videos are low-pressure for the talent and high-value for your audience. They build the personal brands of your team while reinforcing your company's authority.
Why it works: B2B decisions are made by people, not companies. When prospects see your CEO or VP of Engineering sharing insights, it builds a personal connection before the first sales call.
Topics that work:
- Industry trends and predictions
- Lessons learned from scaling
- Behind the scenes of your process
- Hot takes on common industry problems
Where to use it:
- LinkedIn organic posts (cut into 30-60 second clips)
- YouTube channel
- Podcast-style series
- Email newsletters
5. Social Media Content Package
Short-form video drives discovery. Reels, TikToks, YouTube Shorts, and LinkedIn native video put you in front of prospects who aren't actively searching but are open to discovering new solutions.
Why it works: Short-form video has the highest engagement rates of any content format. It's how new audiences find you organically.
Content ideas for B2B:
- Quick tips related to your industry
- Behind-the-scenes of your team
- Client wins and celebrations
- Industry news reactions
- Product feature highlights in under 30 seconds
Where to use it:
- Instagram Reels
- YouTube Shorts
- TikTok (yes, even for B2B)
The Smart Order to Build Your Video Library
If you're starting from zero, here's the order we recommend:
- Brand Story Video — Your foundation. Everything else builds on this.
- Social Media Package — Start building an audience while you plan bigger pieces.
- Customer Testimonial — As soon as you have a happy client willing to go on camera.
- Product Explainer — Once you have traffic to your product page.
- Thought Leadership Series — The long game. Consistent content builds compounding authority.
Where to Start
The best first step is a conversation. We'll look at your current content, understand your goals, and recommend the right starting point based on your budget and timeline.
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