Many companies still think B2B video is boring. So how do you do it differently? How do you actually get people to watch a corporate video?
Sure, you’re B2B — but that doesn’t mean you have to act like it’s life or death. At the end of the day, your viewers are still people. They like to be entertained. They face the same challenges as you. The key is not to take yourself more seriously than necessary. People aren’t dying to hear about “synergies” and “cutting-edge solutions.” Most of them don’t even understand half of it. They want something that grabs them, makes them smile, or helps them solve a problem.
So how do you pull that off?
Forget the generic handshake footage and cliché voiceovers. Show real situations. Add a bit of humor. Tell a story with a strong punchline. These days, you’ve got less than three seconds to catch someone’s attention — so the opening of your video is everything.
What’s the biggest video disaster you've seen?
It all goes wrong when there’s poor preparation and mismatched expectations between the client and production team. If things aren’t clear before the shoot, you’re heading for trouble. And then there's this classic: when a video has to be approved by ten people with ten different goals. The result? A bland, boring compromise.
Where should you start when making a video?
Start with the objective. If the only reason you want a video is because your competitor has one, do yourself a favor — grab a coffee and do something more useful. A video should sell, educate, or build your brand. If it doesn’t, it’s not worth making.
What’s the biggest myth about B2B video?
The idea that “we’re B2B, we don’t need to make things look pretty — that’s for candy bars and fashion brands.” But look at companies like Monday.com or Wix — they built massive growth on creative, engaging video content. B2B can (and should) be fun, human, and visually bold.
What are some B2B videos that you actually enjoy?
Internationally, I love the HR campaign by SodaStream, and the ads from Monday.com or Lusha. In the Czech Republic, the Jobka campaign was really well done. And when it comes to EGC (employee-generated content), UOL and Foxdeli are doing a great job.
