Top 5 Video Production Trends for B2B Companies in 2025
As we look toward 2025, video production in B2B is charging forward, transforming how companies connect, inform, and inspire their audiences. This rapid evolution isn’t just exciting—it’s essential for businesses aiming to captivate their market and stay ahead of competitors. To harness this momentum, here are the top five video production trends B2B companies should prioritize to make a powerful impact in the coming year.
Personalized Video Content
In 2025, B2B buyers will increasingly expect personalized experiences, including video. Tailoring content for specific buyer personas, industries, or even individual prospects is making a major impact. From customized video messages and product demos to client-specific case studies, personalized videos are building stronger relationships and boosting conversions.
Leading companies like Salesforce and Adobe show how this works. Salesforce uses targeted videos to connect with healthcare, finance, and other industry buyers, crafting demos, webinars, and success stories that resonate. Adobe similarly segments its video content for sectors like design and tech, creating case studies and use cases that speak to specific roles and challenges. By speaking directly to their audience’s needs, these brands are building trust and guiding the buyer journey effectively.
Short-Form Video
Short-form content will dominate B2B marketing in 2025, especially with shrinking attention spans. B2B buyers want concise, high-value content that delivers quickly. Whether it’s a 15-second product teaser, a quick explainer, or a brief testimonial, short videos are ideal for grabbing attention without overwhelming viewers.
Brands like IBM and GE are ahead in this. IBM uses quick, engaging LinkedIn videos to showcase product features and industry insights in bite-sized formats. GE leverages short, punchy videos on LinkedIn and TikTok to break down complex tech and energy topics, making them accessible for B2B audiences.
Interactive Video Experiences
Engagement will be critical in 2025, with interactive video leading the way. B2B companies are adding clickable CTAs, choose-your-own-path options, and integrated product demos to make videos more immersive. This approach not only engages viewers but also provides valuable insights into viewer preferences.
In the oil and gas sector, companies like Schlumberger and Halliburton are using this trend effectively. Schlumberger’s interactive demos let viewers explore tools tailored to needs like drilling or reservoir management. Halliburton’s videos allow users to pick paths related to specific challenges, like wellbore stability, making the experience more relevant and engaging.
Educational and Tutorial-Focused Videos
Educational content will be a top priority for B2B buyers in 2025. Companies in energy and manufacturing, such as Phillips 66 and Honeywell, are great examples of how this can work.
Phillips 66 offers tutorials and product demos that educate viewers on energy solutions, safety practices, and industry standards, helping position them as thought leaders. Honeywell’s how-to videos and technical guides help buyers understand complex products and tech integration better.
Sustainability-Focused Content
As sustainability becomes a core value, B2B companies are increasingly weaving eco-conscious themes into their video content. Several industrial leaders showcase their commitment to sustainability in this way.
For example, McKinsey & Company highlights its Global Decarbonization Hub in Houston, using video to demonstrate its clean energy strategies and Houston’s leadership in energy transition. DCL Technology Group has expanded manufacturing for clean energy technologies, producing videos that highlight its work in emission control and environmental impact reduction.
Adopting these video trends isn't just about keeping up with the times—it's about driving real impact in B2B marketing. In today’s fast-evolving digital landscape, companies that leverage personalized, short-form, interactive, educational, and sustainability-focused videos position themselves as industry leaders. These trends create genuine connections with audiences, simplify complex information, and offer buyers a memorable, engaging experience that resonates with their unique challenges and values. For B2B companies, embracing these strategies isn't just a competitive advantage; it’s a chance to forge stronger, long-lasting relationships, foster trust, and drive sustainable growth. By integrating these video innovations into your marketing strategy, you're not only staying relevant but also setting your brand up to lead the market in 2025 and beyond.
A well-crafted on-camera interview helps humanize your brand, establish an emotional connection with your audience, and communicate your company's core values.