In 2025, it's impossible to scroll through LinkedIn or read a B2B newsletter without coming across a video. Decision-makers consume content like everyone else - they're still humans before they're LinkedIn headlines. And the good news is that you don't need a Hollywood studio or a big production team to exist. What counts is providing value, simply and authentically.
Today, what really works in B2B video is authenticity. Forget the polished production with cinema cameras and perfect green backgrounds. A video shot on an iPhone, with a lapel microphone and a bit of natural light, is more than enough. What counts is the message and the way you connect with your audience.
The formats that perform best are those that seem simple but meet a real need. For example, a video FAQ in which you answer one of your customers' most frequently asked questions. It's direct, useful and reassuring.
Another format that works very well is the ‘How I’ rather than the ‘How to’. Rather than explaining a method as if you were giving a course, recount your personal experience, including your mistakes and what you've learned. That's what creates closeness.
Finally, don't forget to recycle existing content. A good LinkedIn post, a webinar or even a blog post can become several short, punchy videos.
Obviously, each platform has its own codes. On LinkedIn, favour short videos, one to two minutes maximum, with subtitles and a hook from the first second. On YouTube, on the other hand, longer guides work very well, especially if they include your best SEO-optimised articles. This will allow you to capitalise on your content and increase your visibility.
For your first steps, I recommend launching a mini-series of four videos on a specific theme. This forces you to think in sequence and set up a meeting with your audience. Alternatively, you can start with a filmed podcast, which is an excellent way of entering the world of video without the pressure of an “advert” format. In the end, all you need is a good smartphone, a lapel microphone, good natural lighting and someone who is comfortable speaking. In terms of technology, applications such as CapCut or InShot are more than enough.
But there are pitfalls to avoid. Four-minute videos with a corporate intro, stock music and a CEO reading his teleprompter are a no-go. Direct advertising that adds no value either. Above all, avoid waiting until you have ‘the right equipment’, ‘the right studio’ or ‘the right idea’. That moment may never come.
At the end of the day, what counts is moving forward. Make, test, adjust. It's always better to publish a “good” video this week than to dream for six months about a perfect project that will never see the light of day.
Remember: the right format is the one you can repeat regularly and easily.
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