You don’t need to be an influencer to engage your audience.
What B2B Businesses can do instead for more visibility
Thoughts from BS Marketing Co-ordinator, Eva Baghoumian
You don’t have to be a famous influencer to make content.
These days, if you have an iPhone and some good lighting, you can make a pretty killer video.
The way people consume content is very different to how it was a few years ago. Quick, snappy videos are how audiences learn, engage and decide what’s credible. They’re becoming one of the most effective ways for corporate and B2B brands to educate their audiences and build authority.
If short-form video isn’t part of your strategy yet, now is the time to change that.
Why this matters now
As a Gen Z myself, if I don’t get hooked within the first couple of seconds of a post, I’m clicking off.
My mind is constantly hunting for the next piece of content that’s going to teach me something or make me laugh.
That’s why short-form video works. It delivers value quickly and clearly, matching the way people increasingly consume content online.
Video content is more engaging while being effective at capturing attention, improving recall and driving action.
Where short-form video fits in a B2B strategy
Short-form video is a strategic tool that can support your entire marketing funnel.
Used properly, it helps you get seen, build trust and move people closer to a decision.
Here’s how it plays out:
Get attention. Top of funnel
Hooks: Your one chance to grab attention. Fail this part and you’ve lost a viewer.
Industry takes: Opinion-led insights that build reputation and show your audience you know your space.
Pattern interrupts: Rogue or bold statements that challenge someone’s existing belief or interpretation of something.
Get trust. Middle of funnel
FAQs: Answering the questions your audience is already asking builds confidence in your expertise.
Explainers: Breaking down complex topics into simple, digestible insights makes your offering easier to understand.
Thought leadership clips: Opinion-led insights that show depth, perspective and real experience.
Drive action. Bottom of funnel
Case snippets: Short examples of your work that show what you can actually deliver.
Objection handling: Content that addresses common hesitations and makes it easier for potential clients to say yes.
“Why us” content: Clear messaging that shows what sets you apart and why it matters.
What actually works
These are the types of videos we’ve found work best for corporate and B2B content:
Quick insights from industry experts: These position your team as credible and reinforce your expertise.
Common client questions answered: These reduce friction and address hesitations early.
Short explainers on complex topics: These make difficult concepts easier to understand and more engaging.
Behind-the-scenes content: This builds transparency and shows how your services actually work, not just what you say you do.
How to actually make this part of your strategy
Short-form content should be consistently woven into your content system.
For corporate and B2B brands, that looks like:
Aligning video topics with key business priorities and services
Using video to support every stage of the marketing funnel
Repurposing content across LinkedIn and Meta to maximise reach
Reinforcing the same key messages consistently over time
You don't need to make more content…
Creating a bunch of content for the sake of it can overwhelm your audience and do the opposite of engaging them.
Instead, focus on meaningful, well-thought-out content that teaches your audience something and gives them a reason to keep watching.
In this case, less can be more.
How to avoid team burn out with short-form video
As someone who goes to every single client shoot in our team, the biggest takeaway I’ve got is that organisation is key.
Pre-planning scripts, briefing the talent and getting all relevant approvals sorted are important for ensuring shoot day goes as smoothly as possible.
That, and doing the shoots at the beginning of the month.
Fresh month, fresh information and fresh headspace for the team to feel their most confident in front of the camera.
This also gives us time to film, edit and plan content properly, with space for approvals and refinements.
Why this works for busy corporate teams
We know how busy corporate and B2B clients are.
That’s why the process is simple and efficient.
A typical shoot looks like this:
We arrive and set up
We organise lighting and location
Thought leader interviews take place
We pack up and leave
That’s it. A small time investment that creates consistent, high-quality content.
My top production tips
The non-negotiables
Lighting matters: No one wants to watch a dull or shadowed video.
Sound matters just as much: If people can’t hear you clearly, they’re gone.
Location matters too: Clean, simple backgrounds work best.
Crisp. Clean. Minimal.
These are the foundations of strong short-form content.
Yes, editing can improve things, but the best results always start with good raw footage.
What’s working for Brandshake clients
Interview-style videos ranging from 20–30 seconds, led by strong thought leaders.
This format simplifies complex offerings and makes them easier to understand, helping build engagement and trust.
We’re seeing this land especially well on LinkedIn, where decision-makers are looking for quick, valuable insights.
We’ve also noticed that videos with a more playful angle are landing well.
Team challenges, Celebrity Heads or pulling questions from a jar. The format can be fun while the information stays relevant to the brand and what they do.
Corporate content doesn’t always have to feel corporate.
My no BS take
If your content isn’t educating, building trust or guiding someone towards a decision, it’s noise.
Short-form video, done properly, can do all three.
In a competitive B2B landscape, that’s no longer optional. It’s expected.
