Short-Form Video Helps B2B Brands Build Trust

Buyers want to believe your product can solve their problems, deliver value, and support them long term. “Belief” is the big word in that sentence; in B2B marketing, trust is the ultimate currency, especially if your product or service is a considered purchase with a long sales cycle. But here’s the twist: The best way to earn that trust might not be a detailed white paper or an hour-long webinar. It could be a 30-second video.

Why? Because short-form video is taking the B2B marketing world by storm. According to HubSpot’s 2024 State of Marketing Report, 91% of marketers say video is a critical part of their strategy, and short-form video ranks as the highest-performing content format for engagement and ROI.

Three great examples of short-form video success

1. Salesforce. Known for its sleek and polished content, Salesforce uses short-form videos on platforms like LinkedIn to showcase customer success stories and product highlights. By keeping it concise and visually compelling, they grab attention and quickly build credibility.
2. IBM. IBM leans into TikTok-style videos to humanize its brand and demystify complex technologies. With a mix of animations and interviews, they’ve made AI and cloud computing approachable for B2B audiences.
3. Adobe. Adobe’s “Creative Cloud Quick Tips” series delivers value-packed content in under a minute. By offering actionable advice, they establish authority while keeping their audience engaged.

Why short-form video works so well to build trust

• Short-form video helps you broadcast your authenticity. Short videos often feel more personal and less scripted, which helps brands come across as genuine.
• Short-form video lets you (and forces you to!) tell your stories succinctly. A 30-second clip can convey emotion, data, and credibility faster than text or static visuals.
• A commitment to short-form video helps boost brand awareness and consistency. Regularly publishing short videos keeps your brand top of mind without overwhelming your audience.

Five tips for making better short-form videos

If you’re ready to leverage short-form video, partnering with an agency can elevate your game. Here’s how to make the most of that collaboration:

1. Prioritize the first few seconds

Attention spans are short. Work with your agency to craft a hook that grabs viewers instantly, whether it’s an intriguing question, striking visual, or bold statement. This is a challenging part of the scripting process, and time and care should be dedicated to this effort.

2. Highlight customer stories

People trust people. Showcase real customer testimonials or success stories in your videos. Your agency can help you film these in an authentic and compelling way. For example, CMD has a team of expert interviewers who inspire and capture great stories from busy executives, nervous introverts, and long-winded talkers.

3. Keep branding subtle but clear

Avoid overwhelming viewers with overt branding. Instead, let your agency weave your brand’s identity seamlessly into the visuals and narrative. Depending on where the video lives, excessive branding might be overkill.

4. Invest in professional editing and audio

High-quality editing can make or break a video. Agencies bring expertise in transitions, graphics, and sound design that keep your content polished and engaging. And don’t overlook the importance of audio—poor audio is a big audience turn-off.

5. Test and iterate

Short-form video thrives on experimentation. Use A/B testing to refine your approach. An agency can help analyze results and tweak content for maximum impact. At CMD, we can also test the impact of video using audience research. We recently did a study on some thought leadership videos for a client to see if viewing the video changed perception about the company. We used an AI-enabled research platform to get initial responses from real people who viewed a series of videos; we then asked a series of questions about innovation and tech leadership, whether they would share the video with others, and whether this video changed their perception.

Final thoughts

Short-form video is no longer just for consumer brands or trendy social media influencers. It’s a powerhouse for B2B marketers looking to build trust, engage audiences, and drive results. Partnering with an agency like CMD can ensure your short-form videos deliver the quality, creativity, and strategy needed to make an impact.

Ready to elevate your video game? Let’s start building trust, one second at a time. Contact us to learn more.