Different Types of B2B Videos

Priyank Loonker
May 18, 2023

Table of Contents

  1. Explainer Videos
  2. Product Demo Videos
  3. Testimonial Videos
  4. Brand Videos
  5. Event Videos
  6. Case Study Videos
  7. Thought Leadership Videos
  8. Social Media Videos
  9. How-to Videos

B2B videos are an effective way to showcase products or services to potential clients. According to HubSpot, video content has been shown to increase conversion rates by 80% and 92% of marketers say that video is an important part of their marketing strategy. However, not all videos are created equal. Different types of B2B videos serve different purposes and have different target audiences. In this article, we will discuss the most common types of B2B videos and how they can benefit your business.

Explainer Videos

Explainer videos are short videos that explain a product or service in a clear and concise way. These videos are great for businesses that offer complex products or services that require some explanation. Explainer videos are typically animated and use visuals to help explain the product or service.

One example of an explainer video is the video created by Squadcast to explain their SRE Software. The video is only 2 minutes long, but it effectively communicates how Dropbox works and how it can benefit businesses.

Product Demo Videos

Product demo videos showcase a product in action. These videos can be used to show off the features and benefits of a product and can help potential customers better understand how the product works.

Testimonial Videos

Testimonial videos feature satisfied customers talking about their positive experience with a product or service. These videos can help build trust and credibility with potential customers.

One example of a testimonial video is the video created by Salesforce to showcase how their CRM software has helped businesses grow. The video features multiple customers sharing their success stories.

Brand Videos

Brand videos are used to build brand awareness and showcase a company’s values and culture. These videos can help businesses differentiate themselves from their competitors and connect with potential customers on an emotional level.

One example of a brand video is the video created by IBM to showcase their commitment to diversity and inclusion. The video features IBM employees sharing their personal stories and experiences.

Event Videos

Event videos are used to showcase events such as conferences, trade shows, or product launches. These videos can help businesses generate buzz and excitement around their brand and products.

One example of an event video is the video created by Apple to showcase the launch of the iPhone X. The video showcases the product features and includes footage from the launch event.

Case Study Videos

Case study videos showcase how a business has helped a client achieve their goals. These videos can help businesses build credibility and demonstrate their expertise in a particular industry.

One example of a case study video is the video created by KPMG to showcase how business operations of a Cola company can be compromised due to cybersecurity breaches.

Thought Leadership Videos

Thought leadership videos showcase a business’s expertise in a particular industry or topic. These videos can help businesses establish themselves as thought leaders and gain credibility with potential customers.

One example of a thought leadership video is the video created by Randstad to discuss the future of work. The video features report from Randstad consultants and provides insights into how businesses can adapt to changing workplace trends.

Social Media Videos

Social media videos are short videos that are designed to be shared on social media platforms such as Facebook, Instagram, or LinkedIn. These videos can be used to promote products or services, build brand awareness, or provide valuable information to potential customers.

One example of a social media video is the video created by HubSpot to promote their marketing software. The video is only 30 seconds long and uses animation to explain the benefits of the software.

How-to Videos

How-to videos provide step-by-step instructions on how to use a product or service. These videos can be used to help customers get the most out of a product and can reduce the number of support requests that a business receives.

One example of a how-to video is the video created by Adobe to show users how to use their Photoshop software to create a specific effect. The video provides clear instructions and includes screenshots to help viewers follow along.


B2B videos can be a powerful tool for businesses looking to promote their products or services, establish themselves as thought leaders, and build credibility with potential customers. With so many different types of videos available, businesses can choose the type of video that best suits their needs and goals.

By incorporating videos into their marketing strategy, businesses can increase engagement, reach a wider audience, and drive more leads and sales. However, it's important to remember that the success of a video marketing campaign depends on more than just the type of video used. The content and messaging must be well-crafted, targeted to the right audience, and optimized for search engines.

As businesses continue to navigate the challenges of the digital age, B2B videos can be a valuable tool for reaching and engaging potential customers. By choosing the right type of video and investing in high-quality production and distribution, businesses can stay ahead of the competition and achieve their marketing goals.


1. How do I know which type of B2B video is right for my business?
The type of B2B video that is right for your business depends on your goals and audience. Consider what message you want to convey and who your target audience is when choosing the type of video to create.

2. How do I optimize my B2B videos for search engines?
To optimize your B2B videos for search engines, include relevant keywords in your video title, description, and tags. Also, provide a transcript of your video to make it easier for search engines to crawl and index the content.

3. Can B2B videos be used for lead generation?
Yes, B2B videos can be used for lead generation by including a call-to-action (CTA) at the end of the video that encourages viewers to provide their contact information or visit a landing page to learn more.

4. What equipment do I need to create high-quality B2B videos?
To create high-quality B2B videos, you will need a camera, microphone, lighting equipment, and video editing software. However, the specific equipment you need may depend on the type of video you are creating.

5. How can I measure the success of my B2B video marketing campaign?
To measure the success of your B2B video marketing campaign, track metrics such as views, engagement, and conversions. Use this data to identify areas for improvement and make adjustments to your strategy as needed.