Examples of B2B Short-Form Videos That Convert

Henry McIntosh
Oct 3
9 min read

Short-form videos are transforming B2B marketing. In under 60 seconds, they simplify complex ideas, engage busy professionals, and build trust with decision-makers. Here’s why they work:

Quick, focused messaging: Perfect for professionals with limited time.
Trust-building: Real employees or experts create a personal connection.
Cost-effective: Faster and cheaper to produce than traditional videos.

Case studies prove their effectiveness:

Monday.com: Used influencers for relatable "Day in My Life" videos.
Shopify: Shared feature demos via TikTok and Instagram Reels.
Gorgias: Added humour to LinkedIn videos to address pain points.
KLA Group: Repurposed webinars into short YouTube clips.

Short-form videos deliver clear value, guide buyers through their journey, and drive conversions. They’re a practical tool for businesses looking to stand out in competitive B2B markets.

How I create 10 shorts from 1 long form video

Why Short-Form Videos Work for B2B Audiences

Short-form videos are proving to be a game-changer for engaging busy professionals in the B2B space. By breaking down complex ideas into digestible content, these videos cut through the overwhelming amount of information decision-makers face daily. Their ability to deliver a clear, concise message makes them highly effective for B2B audiences who value efficiency and clarity.

Quick and Focused Messaging

B2B decision-makers are constantly on the move, often reviewing content during commutes or in between meetings. Research indicates that senior executives spend only a few seconds deciding whether to engage with material. Short-form videos are perfectly suited to this environment - they deliver a single, clear message without unnecessary fluff. Whether it's a quick demo of a software feature or a solution to a pressing challenge, these videos respect the viewer's time while making a strong impact.

This streamlined approach forces marketers to focus on what truly matters. Every second in a short-form video is purposeful, ensuring the content is sharp and to the point. For business professionals who value precision, this format is a natural fit.

Building Trust Through Direct Communication

Trust is the foundation of any successful B2B relationship, and short-form videos help establish it quickly. Featuring real employees speaking directly to the camera adds a personal touch, making brands feel more approachable and authentic. This kind of transparency is especially important in industries where reputation and reliability are non-negotiable.

A short video of a subject matter expert explaining a technical concept, for instance, can build credibility far more effectively than a lengthy written explanation. By combining verbal communication, visuals, and a human presence, these videos create a multi-dimensional trust-building experience. They also show confidence in the company's expertise, which resonates strongly with B2B buyers.

Lower Costs and Faster Production

One of the biggest advantages of short-form videos is their cost-effectiveness. Unlike traditional corporate videos, which often require extensive planning, large teams, and multiple locations, short-form videos can be produced quickly and with fewer resources. This makes them accessible to businesses of all sizes.

Because they're relatively inexpensive to create, companies can experiment with different ideas and approaches. Teams can produce multiple videos, each targeting a specific aspect of their offering, and refine their strategy based on actual performance data. This agility allows businesses to stay responsive to market trends and customer needs, all while optimising their budgets.

Short-form videos aren't just efficient - they're versatile. They enable businesses to test creative ideas, adapt to feedback, and continuously improve their messaging. This iterative process ensures that the content remains relevant and impactful over time.

Case Studies: Short-Form Videos That Drive B2B Conversions

These examples highlight how B2B companies are using short-form videos to achieve real business results. By employing creative strategies and practical approaches, they've turned bite-sized video content into tools that drive conversions.

Monday.com: Influencers and "Day in My Life" Content

Monday.com took a fresh approach to product demos by teaming up with influencers to create "Day in My Life" videos. Instead of polished corporate presentations, they worked with productivity experts and business coaches who seamlessly incorporated Monday.com into their daily routines. Influencers like Carl Pullein showcased how the platform helped them manage tasks and plan effectively, offering an authentic glimpse into its real-world use. This relatable content made it easier for viewers to see how Monday.com could solve their own workplace challenges. Similarly, Shopify adopted a feature-focused approach to short-form videos.

Shopify: Quick Feature Demonstrations

Shopify broke down its e-commerce tools into digestible short-form videos for platforms like Instagram Reels and TikTok. Each video focused on one feature at a time, pairing simple narration with clean visuals to explain functionalities like inventory management. For example, their series on inventory management walked viewers through setting up alerts and updating product details step by step. This targeted approach helped e-commerce businesses understand and adopt Shopify's tools without feeling overwhelmed.

Gorgias: Humour on LinkedIn

Gorgias took a different route, using humour to connect with their audience on LinkedIn. Their short, witty videos tackled common B2B pain points in a light-hearted way. One standout clip showed a mock "therapy session" for customer service managers struggling with seasonal spikes in enquiries. These videos blended relatable scenarios with a touch of humour, effectively highlighting how Gorgias' automation tools could ease repetitive tasks and reduce stress - all while keeping the audience entertained and informed.

KLA Group: Repurposed Webinar Content on YouTube Shorts

KLA Group found success by repurposing webinar content into bite-sized YouTube Shorts. They carefully selected impactful moments from longer presentations, adding clear graphics and subtitles to make complex topics - like the benefits of digital transformation - easier to understand. This strategy not only extended the reach of their content but also encouraged viewers to engage further, often leading to consultations.

These case studies show that short-form videos can be a game-changer for B2B marketing. When companies understand their audience, present content authentically, and deliver clear value, they can use these videos to drive engagement and build conversions, even in complex markets.

Key Lessons for B2B Marketers in Complex Sectors

The case studies discussed earlier highlight strategies that deliver results. Here are some practical takeaways for navigating the challenges of complex B2B markets.

Tailor Content to Decision-Makers' Needs

B2B decision-makers are not looking for entertainment - they need actionable, business-focused insights. The most impactful short-form videos address the daily challenges faced by senior professionals, providing clear value within a short span while maintaining a professional tone.

For instance, showcasing real-world scenarios can effectively demonstrate how a solution integrates into existing workflows. Instead of merely listing product features, focus on how the platform solves specific problems, such as improving time management for business leaders. This approach helps decision-makers quickly visualise how the solution fits into their operations.

Clarity and outcomes are key. A 60-second video showing how reporting time can drop from four hours to just 30 minutes has an immediate and tangible impact. These kinds of insights resonate because they provide decision-makers with a clear picture of the business benefits.

Turn Long-Form Content into Bite-Sized Videos

KLA Group’s strategy of repurposing webinar content is a great example of how B2B companies can get more mileage out of their content. Instead of starting from scratch, they identified the most compelling moments from webinars and transformed them into standalone YouTube Shorts.

By breaking down longer content into concise snippets, each video becomes a gateway to deeper insights. For example, an hour-long webinar can yield multiple short clips, each focusing on specific advice or key takeaways. Adding graphics and subtitles ensures the content remains engaging and accessible, even without the full presentation.

This method works particularly well for technical topics like digital transformation or compliance. Breaking these down into manageable pieces helps address specific concerns while extending the lifespan of your content. While webinars might see a spike in engagement initially, their short-form versions can continue attracting attention through organic discovery and social sharing, keeping your message relevant for longer.

Partner with Experts for Precision Marketing

In industries like financial services and technology, expertise matters. Generic marketing often falls flat in these complex sectors, especially in short-form video campaigns where every second counts.

Factors like regulatory requirements, technical nuances, and audience expectations all shape how messages should be crafted. Twenty One Twelve Marketing, for example, specialises in creating targeted strategies for these industries, helping businesses produce short-form videos that resonate with hard-to-reach professional audiences.

Working with specialists who understand your niche ensures your videos address the right pain points and use the right language to connect with decision-makers. These experts can also identify the best platforms for reaching your audience and refine your messaging for maximum impact.

Specialised agencies often bring experience with account-based marketing, which can further enhance the effectiveness of short-form videos. By targeting specific companies or decision-makers with tailored content, you can boost conversion rates and attract more qualified leads. This strategic approach ensures every second of your video delivers value, driving measurable growth and building on the successes seen in the case studies.

Conclusion: Short-Form Video as a B2B Marketing Tool

Brands like Monday.com, Shopify, and Gorgias have shown just how effective short-form videos can be in the B2B space. These bite-sized videos, designed for mobile and digital platforms, have proven their ability to convert decision-makers in today’s fast-paced digital world.

Short-form videos excel at delivering concise messages, building trust through genuine communication, and keeping production costs manageable. In under 60 seconds, they deliver value while maintaining the attention of busy professionals. Authenticity is key here, as senior decision-makers often prefer straightforward communication over overly polished presentations. The success stories we've explored highlight how this format is reshaping the way B2B marketing connects with its audience.

The most effective videos go beyond entertainment - they tackle real business challenges and provide actionable insights. For instance, Monday.com showcases actual workflows to demonstrate its value, while KLA Group transforms complex webinar content into easily understandable clips. The focus is always on delivering practical solutions.

For industries like financial services and technology, where precision is crucial, partnering with experts such as Twenty One Twelve Marketing can ensure that your messaging hits the mark. Specialists like these understand the nuances of complex markets and can help craft impactful short-form videos tailored to your audience.

Short-form videos offer a powerful opportunity for B2B marketers ready to embrace a more concise and authentic approach. By focusing on clarity, genuine communication, and a deep understanding of your audience's needs, you can create content that not only grabs attention but also builds meaningful relationships and drives results. In a competitive landscape, mastering this medium could be the key to standing out and achieving measurable success.

FAQs

What are the best ways for B2B companies to measure the success of short-form videos in their marketing efforts?

For B2B companies, understanding how well short-form videos perform starts with tracking the right key performance indicators (KPIs). These metrics should align with your specific marketing objectives. For instance, engagement metrics - such as views, likes, shares, and comments - can reveal how effectively your content resonates with your audience. Meanwhile, conversion rates help measure whether viewers are taking desired actions, like signing up for a demo or downloading a resource.

Another critical metric is audience retention, which shows how long viewers stay engaged with your video. This data provides valuable insights into whether your content is holding their attention or if adjustments are needed. For campaigns aimed at driving revenue, metrics like lead generation and pipeline growth (e.g., tracking sales-qualified leads) can highlight the direct business impact of your videos.

To make monitoring these metrics easier, tools like analytics platforms or customer relationship management (CRM) software come in handy. These tools allow you to track performance data and adjust your strategy as needed, ensuring your videos contribute meaningfully to your business goals.

What are the best ways to create short-form videos that build trust with B2B audiences?

Creating short-form videos that connect with B2B audiences starts with capturing attention right away. The first few seconds are crucial, so make them count. Use a conversational and approachable tone to keep your content engaging and relatable.

Keep your message sharp and to the point, offering insights that directly tackle your audience's challenges or needs. Incorporating real stories, behind-the-scenes glimpses, or demonstrating your expertise can make your brand feel more personal and trustworthy. This kind of content not only builds your credibility but also strengthens your relationship with viewers over time.

How can businesses turn long-form content into effective short-form videos?

To turn long-form content into engaging short-form videos, focus on pulling out the most striking insights, memorable quotes, or impactful moments from the original material. Keep the clips short - ideally under 60 seconds - and make sure they deliver value immediately to grab attention.

You could create teaser clips from webinars, interviews, or presentations to pique interest. Tailor these snippets to suit different platforms, increasing their reach and interaction potential. Tools or software designed to identify key moments can make this process easier, ensuring the most engaging parts get highlighted. By repurposing content in a thoughtful way, businesses can connect with their audience in a fresh and interactive format.