Video plays a central role in how content performs on social media, but for small B2B teams, getting started can feel overwhelming. The good news is, you don’t need a studio setup or high-end gear to create content that captures attention.
This guide shares straightforward, practical ways to ways to begin using video on social platforms. With clear formats, a few basic tools and a simple plan, you can create effective content without overcomplicating the process.
Contents
- How to Use Video for Social Media
- Why B2B Brands Should Use Video on Social Media
- 5 Video Formats That Work Well for B2B Audiences
- Simple Tools for Creating Social Video
- How Long Should a Social Media Video Be?
- Tips to Stay Consistent Without Burning Out
- Summary
How to Use Video for Social Media
Video is everywhere, and for good reason. It’s one of the most effective ways to build trust, capture attention and bring personality into your marketing. But for small B2B teams, the idea of getting started with video can feel like a big leap.
Success with video isn’t about how polished it looks, but how clearly it communicates. Start by focusing on what you know and what your audience finds useful. This could be quick tips, simple explanations, or real moments from your workday. With just a bit of structure and the right focus, video can become a natural part of how you show up online, building familiarity and trust through consistency.
Why B2B Brands Should Use Video on Social Media
Video isn’t just for viral trends or consumer products. It’s an increasingly valuable tool for B2B businesses looking to stand out, communicate what they do and build credibility with potential clients.
Here’s what makes it worth your attention:
Builds trust faster
People buy from people. Video gives your audience a sense of who’s behind the business, how you think, and how you communicate. Whether it’s a founder sharing insights or a team member walking through a process, it adds personality and credibility.
Simplifies complex topics
Many B2B services are technical, process-driven, or difficult to explain in a few lines of text. A short video can break down a concept quickly and clearly, helping prospects understand your offer faster.
Improves reach and engagement
Video tends to perform well across platforms like LinkedIn, Instagram, and YouTube. It grabs attention, keeps people watching longer, and encourages more interaction, especially when combined with captions, questions or a clear hook.
Supports faster conversations
When someone sees your face, hears your voice, or understands your process in action, it builds confidence. That trust can shorten the gap between awareness and enquiry. And with social algorithms continuing to prioritise video, it’s no longer something to consider later. It’s a core part of staying visible and relevant to your audience. If you’re not using video yet, its likely your competitors are- or will be soon.
5 Video Formats That Work Well for B2B Audience
You don’t need to reinvent the wheel. Some of the most effective formats are also the simplest to create and the most effective for B2B.
Behind-the-scenes Clips
Show what your business actually looks like day to day. Whether it’s a team meeting, an office tour or a project in progress, it helps build trust and shows the human side of your business.
How-To or Explainer Videos
Break down one idea or question in under 90 seconds. This could be a tip, a service walk-through or a short framework. These videos offer value straight away and position you as someone who makes things easier.
Thought Leadership or Opinion Pieces
Share your perspective on a relevant topic, trend, or recurring challenge in your industry. This type of video works best when it feels honest and grounded, not scripted or overly polished. It should be a conversation starter, something that invites your audience to think, respond, or reflect.
Client Testimonials or Case Study Snippets
Nothing builds credibility like proof. A short video featuring a client sharing their experience, or you walking through a specific result, can bring your value to life in a way that text alone can’t. These videos don’t need to be polished or scripted, they can be recorded casually on Zoom or your phone.
Short FAQ Answers
Turn your most common questions into bite-sized videos. It saves time, shows your expertise and helps move sales conversations forward.
These formats are flexible, repeatable, and easy to repurpose across platforms. With just a few video ideas in place, you can start building a consistent content rhythm without constantly needing to come up with something new.
Simple Tools for Creating Social Video
You don’t need high-end equipment or a production team to get started with video. Most of what you need is already in your pocket or can be picked up inexpensively.
Smartphone
Modern smartphones, especially iPhones or newer Android models, record high-quality video. You can also shoot, edit, and upload directly from one device, saving time and friction.
Lapel or wireless mic
Sound is just as important as image. A basic clip-on mic makes a big difference, especially if you’re filming in a noisy room or echoey office.
Ring light or natural lighting
Good lighting helps your video look cleaner. A ring light offers consistent illumination and works well for indoor setups. Alternatively, filming near a window with soft natural light can be just as effective
Captions and on-screen text
Most users scroll with sound off, especially on mobile. Adding captions ensures your message still gets across. Tools like CapCut, Veed.io, or Submagic let you generate captions automatically and add brand colours or fonts to keep things visually consistent. For example, CapCut’s official resource shows how to use its “Auto Captions” feature step‑by‑step.
When it comes to editing, keep it simple. Trim any awkward pauses at the beginning or end, add your captions, and export. The goal is clarity and consistency, not perfection. Focus on getting your message across, and you’ll be ahead of most.
How Long Should a Social Media Video Be?
Social platforms move fast. B2B audiences are often scrolling between meetings or checking updates on the go. Short, focused content works best.
Here are rough guidelines for video length:
LinkedIn: 45 to 90 seconds
Instagram Reels: 30 to 60 seconds
YouTube Shorts: under 60 seconds
Stories: 15 seconds per frame
Shorter tends to perform better, especially when the value is clear early on. Make your point within the first few seconds and avoid unnecessary intros or filler. If you have more to say, split it into a short series.
Tips to Stay Consistent Without Burning Out
You don’t need to go viral. You just need to show up regularly with something useful to say. Creating one-off videos is a good start but the real value comes from consistency. Regular posting helps build familiarity, trust, and a recognisable voice over time. The challenge is keeping it sustainable, especially when video isn’t your full-time focus. Consistency gets easier when you have a few systems in place:
Batch film a few videos at once
Set aside half an hour and record two or three short clips. Use bullet points or a loose script so you stay focused and keep things quick.
Use a content calendar to plan ahead
Mapping out topics in advance removes the guesswork and helps avoid last-minute stress. It also gives you time to align video topics with other content you’re publishing.
Repurpose longer videos into shorter pieces
One five-minute video can be turned into several Reels, Stories or quotes. Stretch your content further with less effort.
Keep a running list of ideas
Ideas often come when you least expect them. Make a habit of noting them down in your phone or a shared document so you’ve always got a list of topics ready when it’s time to record
You don’t need to be perfect, you just need to be present.
Summary
Using video for social media doesn’t have to be complicated or costly, especially for small B2B teams. By focusing on simple, authentic content that serves your audience, you can build trust, clarify complex ideas, and boost engagement. Start with easy formats like quick how-tos and FAQs. Use the tools you already have. Keep videos short and focused. And above all, prioritise consistency over polish.
Video is one of the fastest ways to bring clarity and personality into your brand. You just need to start.
Need help generating ideas or editing your first few clips? It’s something I support clients with regularly- feel free to get in touch.