At its core, video is a bridge. It takes the abstract, technical world of B2B and gives it a human face. While a blog post tells someone what you do or shares a specific insight, a video shows them who you are. In an era where trust is the primary driver of a sale, that distinction is everything.

Your marketing engine

Video has become the backbone of modern marketing because it does the heavy lifting that text simply can’t. It captures attention in a crowded LinkedIn feed and simplifies complex ideas in seconds. More importantly, it is your most versatile asset.

We see too many brands treat video shoot as a one-off event. That’s a mistake. One that limits your ROI. A single, well-structured interview with a subject matter expert is a content goldmine. From 30 minutes in front of a camera, you can extract:

• The hero film: A 3-5-minute deep-dive for your website.

• Social snippets: Bitesize clips featuring hot takes or quick tips.

• Written content: A long-form blog post and several LinkedIn captions.

• Audio: A standalone podcast episode or audiogram.

• The Transcript: Mine the transcript for insights to create sales beat sheets or objection management scripts

• PR: Write and share key learnings in thought leadership coverage 

One shoot. A whole campaign’s worth of assets. Total funnel coverage.

1. Trust is the only currency that matters

Nobody buys from a logo. They buy from humans they like and trust. A slick, voiceover-heavy brand film with slow-motion shots of office windows does nothing for trust, which is built when an expert gets on camera and explains a concept with passion. It proves there’s a pulse behind the URL, with 87% of consumers saying video content has convinced them to buy a product.

2. Information retention: Show, don't just tell

If you want your message to actually stick, text is a struggle. Viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. This isn't just a preference – it's biology. The human brain processes visuals 60,000 times faster than text. By using video, you ensure your value proposition is remembered long after the browser tab is closed.

3. Video increases brand engagement

We’re all scrolling through a sea of images and text. Video is the pattern-interrupt. It stops the thumb because it's dynamic. When you give your audience something to watch rather than something to read, you aren't just getting a view – you're getting their undivided attention.

4. Video simplifies complex messaging

If your product is technical, a PDF download can feel like homework. Video allows you to use visuals, pacing, and tone to break down the how and why in a way that’s easy to digest. On platforms like LinkedIn, video posts are shared 20x more often than any other content format. If you can’t explain it in a 60-second video, the message is likely too complicated for your buyers.

5. People and search hate static pages

Safe is risky. If your website is just a wall of text, your bounce rate will prove it. Google rewards time on page, and nothing keeps a prospect around longer than a compelling video backed up with supporting content. Including video on a landing page can increase time-on-page by 88%. Beyond SEO, video allows you to control the narrative. Don’t leave it up to the reader’s imagination to figure out your tone of voice – show them.

6. Video engages audiences for ROI

Video is an investment, not an expense. Because it keeps people on your site longer and builds a stronger emotional connection than a static ad, the conversion rates are naturally higher. It’s a tool that works 24/7 to warm up leads before they ever speak to your sales team.

7. People buy from people: People-first video is authentic

The corporate veil has passed – 77% of consumers are more likely to engage with content that feels genuine. Thankfully. B2B buyers don't want to buy from a faceless building – they want to buy from experts they like. Prioritising human over polished means showing the real people in your office. Authenticity – even with the occasional "um" – builds a layer of trust that a sterile script never will.

8. Interview videos are impossible to fake with AI

In a world increasingly flooded with AI-generated content, how do you prove you’re real? You get on camera. An interview-based video captures the spontaneity, the eye contact, and the genuine passion of a human expert. It’s the ultimate proof of life for your brand.

Bottom Line

Video marketing is the most efficient way to scale your brand’s personality and expertise. By focusing on authentic, interview-based content, you generate a campaign's worth of assets that simplify your message and prove you’re the real deal in a digital world.