What videos should a B2B company make, and do they work on LinkedIn?

What B2B buyers actually want to see

A B2B purchase usually involves more than one person and more risk than a consumer decision, so buyers watch video looking for proof, not inspiration. A customer explaining, in their own words, the problem you solved for them is worth more than any statement of your values. A short, specific explainer from someone on your team, answering one real question a buyer has, builds more trust than a long company overview. A product demo showing the actual thing working removes doubt faster than a description ever could. And a clip from a real event, a conference stand, a talk your team gave, shows you're an active part of the industry rather than a name on a website.

The common thread across all four is specificity. A vague film about 'transforming the industry' answers nothing a buyer actually asked, while a two-minute customer story about one particular problem, with real numbers where the customer's comfortable sharing them, answers the exact question the next prospect in that same situation has.

LinkedIn: native clips versus the company film

These aren't competing, they're different tools. A longer company film, two to four minutes, belongs on your website, where a buyer who's already interested wants the fuller picture: what you do, how you work, proof through customer stories. LinkedIn rewards something shorter and more native: a 30 to 60 second clip that makes its point quickly, posted directly rather than as a link out to somewhere else, since links tend to get shown to fewer people.

Cut both from the same footage where you can. An interview filmed for your website case study often contains the exact 40-second clip that works best posted natively on LinkedIn a few weeks later.

Personal profiles usually travel further than the company page

This surprises a lot of B2B founders, but a post from a real person on your team, with a face and an opinion, generally reaches further and gets more genuine engagement than the same content from the company page. People connect with people first, then find out what company they work for. That doesn't mean abandon the company page, it means treat it as the archive and let individuals on your team, especially founders and salespeople, be the ones actually posting and appearing in the video content.

It also spreads the effort. If posting falls entirely on one founder's profile, it stalls the moment they're busy. Two or three people on the team each posting occasionally, using footage from the same shoot, keeps a steady presence without relying on one person's spare time.

Using video inside the sales process, not just for awareness

B2B video does some of its best work outside of social media entirely.

• In proposals: a short, specific video attached to a proposal, addressing that prospect's situation directly, stands out from a static PDF.
• In follow-up emails: a 30-second personal video after a first call reminds a prospect who you are far better than a text-only recap.
• At trade fairs: a looping demo or customer story on a screen at your stand does the explaining while your team talks to whoever's stopped by.

A realistic rhythm for a small B2B team

Most small B2B teams don't need daily content, they need a small amount posted consistently. One customer story or expert clip every one to two weeks, cut into two or three shorter pieces for LinkedIn, is realistic without turning into a full-time job for someone. Plan shoots around events that are already happening, a conference, a customer visit, a product launch, rather than trying to invent reasons to film.

Keep a running list of moments worth filming as they happen: a customer mentioning a specific result on a call, a milestone the team's proud of, a question a prospect asks repeatedly. That list becomes the shot list for the next shoot, rather than staring at a blank page trying to think of content.

Getting started

I've filmed everything from a full stage talk to individual customer interviews, and I also write the copy and email that often goes alongside the video, which matters for B2B since the video is rarely the whole campaign on its own. A promo film from €790 is a solid starting point for a website piece, and if you're weighing this against event coverage or a recruitment push, is it worth filming your business event and recruitment video for a small company cover those specifically.