The Ultimate Guide to B2B Video Marketing Trends in 2025
What if your next sales call didn’t need a salesperson? What if a 15-second clip could outperform your best-performing landing page? And what would happen if your most effective pitch was delivered by AI while you slept?
Welcome to the new era of B2B video marketing, where storytelling, automation, and micro-moments collide to reshape how businesses sell, educate, and build trust. In 2025, video is no longer an accessory to your strategy—it is the strategy.
Buyers want clarity, speed, and authenticity. And with inboxes flooded and attention spans shrinking, video is the only format cutting through the noise at scale. But video marketing isn’t a one-size-fits-all play any more. Success depends on how you adapt to emerging formats, tech, and behaviours, and that’s exactly what this guide is here for.
In this in-depth report, we’ll uncover the most critical B2B video trends for 2025, backed by real tools, tactics, and examples you can start using immediately to stand out, scale up, and sell smarter.
Ready to future-proof your marketing? Let’s dive in.
Key Trends Shaping B2B Video Marketing in 2025
1. AI-Powered Video Personalisation
AI isn’t just improving video—it’s reshaping the entire B2B buyer journey (not just this, but the world in general).
We’ve moved past the era of generic messaging. Today, personalised video content is being dynamically tailored to individual users at scale, with AI doing the heavy lifting. Whether you’re sending a prospecting email or onboarding a new client, AI now allows businesses to deliver hyper-specific messaging in a matter of minutes.
Tools like Sendspark, Synthesia, or Veed Studio can auto-generate customised videos for every contact in your CRM. Want to greet each client by name, reference their company’s challenge, and suggest a unique solution—all in video form? That’s no longer science fiction.
On the editing side, platforms like Snapy, Klap and Wisecut are transforming raw footage into polished, branded content automatically. These tools remove silences, generate captions, and even auto-reframe videos to fit multiple aspect ratios for social sharing. This drastically reduces turnaround time and costs, letting marketers focus on messaging and storytelling instead of technical hurdles.
Pro Tip: Combine AI voiceovers with branded motion graphics for scalable onboarding, product demos, or account-based marketing. It saves time and reinforces professionalism without sacrificing personalisation.
2. Micro-Influencer Collaboration
In B2B, trust is currency, and micro-influencers are the new high-value brokers.
Big influencers are losing interest as they are less and less relatable. Unlike mainstream influencers, micro-influencers (1,000–50,000 followers) maintain tighter communities, higher engagement, and stronger credibility. Their niche audiences listen because the relationship is more personal.
In B2B, this means identifying professionals who lead conversations in very specific verticals, think HR tech consultants, SaaS growth advisors, or logistics automation experts. A shoutout, tutorial, or honest review from these voices often holds more weight than polished brand ads.
Alex Hormozi’s example of a micro-account making $1M/year proves a powerful point: influence isn’t about numbers, it’s about resonance. For B2B, it’s the right 1,000 people that matter, not 1M random ones.
This gathers the best of all worlds, being authentic, engaging, and cost-effective content. Nevertheless, it is important to do good research beforehand and ensure the micro-influencer‘s community will be interested in your services or products.
How to Start:
- Use tools like Modash, Upfluence, or even LinkedIn filters to identify micro-influencers relevant to your industry.
- Vet them for engagement quality, content tone, and audience overlap.
- Offer value: knowledge, partnerships, or commissions—not just cash.
Bonus: Repurpose influencer videos as paid ads, case studies, or onboarding explainers. UGC (user-generated content) is gold in B2B too.
3. Short-Form Video Dominance
Let’s be honest, attention spans in 2025 are microscopic.
Whether we like it or not, short-form video (under 60 seconds) continues to dominate every B2B platform, from TikTok to LinkedIn. These snackable clips don’t just entertain, they convert. They’re ideal for product teases, case study highlights, myth-busting, or FAQs.
Because every major platform favours short-form content, this trend is a growth engine for B2B marketers. From repurposing long webinars into “video nuggets,” to turning white papers into reels, this content style feeds the algorithm and your funnel.
Essential Tools:
- Descript for AI editing
- CapCut for mobile-first edits
- Pictory or Veed.io for auto-creating social snippets from longer content
Tactical Framework:
- Hook (0–3s): Ask a disruptive question or state a bold claim
- Value (4–30s): Offer an insight, tip, or surprising stat.
- CTA (30–60s): Invite them to learn more or take a next step.
4. Augmented Reality Videos
Augmented reality (AR) is no longer limited to gaming or retail. In B2B, it’s an emerging powerhouse for product education, training, and remote selling.
Imagine a potential client placing a 3D model of your machinery in their workspace using their phone—or an engineer receiving real-time support via AR overlays. These experiences drastically reduce friction and improve buyer confidence.
Tech like Zappar, 8thWall, and Blippar now allow businesses to create lightweight AR experiences without deep technical skills. But success here depends on your audience.
When to Use AR:
- For complex products that require spatial visualization (think engineering, architecture, medical devices)
- For trade shows or remote demos where tactile experience is missing
- For immersive storytelling or showcasing use-cases in real-world environments
Caution: Don’t adopt AR just to look trendy. Test interest, measure adoption, and validate ROI before scaling.
How to Implement These Trends
Step 1: Creating a Strategy for Video Personalisation
If your team lacks time or tech confidence, working with a production partner ensures smooth execution without guesswork.
AI can help you plan content and analyse what is being posted and what is relevant, and it can help you come up with ideas tailored to your business and niche.
Once the planning is done, content creation starts. AI will automatically turn a plain video into an engaging piece of content. Adding effects, music, and subtitles. Colour grading and deleting silences. These are only a few examples of what can be done with AI if you are on a tight budget.
- Audit your content library: Identify existing videos that could be personalised with AI.
- Use automation tools: Platforms like Sendspark and Synthesia make it easy to scale personalised outreach in email and LinkedIn.
- Test & track: A/B test personalised videos vs. generic ones to optimize for CTR and conversion.
If you want to make an impact with your videos and show the quality of your brand, a production agency like we, (AKA: Impress Video) is still the go-to way to smooth, stress-free, and professional content creation.
This is an example of one of our projects:
Step 2: Building Relationships with Micro-Influencers
The first step to working with micro-influencers is identifying their audiences and their content styles to make sure they align with your company’s values and value proposition.
Once a fitting micro-influencer is identified, the next step is to create a relationship of trust and mutual benefit. Collaboration and communication are essential, so setting the basis of the relationship early will agilise the process.
The approach varies depending on the platform, but usually, a direct message or an old-reliable email with good intentions will be enough to start on the right foot.
Step 3: Optimising Short Videos for Social Media
- Scripting: Hook viewers in the first 3 seconds, keep it concise, and use batch scripting.
- Filming: Use vertical orientation, prioritize authenticity, and add branding elements.
- Editing: Employ quick cuts, captions, and vibrant visuals.
Platforms to Prioritize in 2025:
- TikTok: Leverage trends and interactive features.
- Instagram Reels: Focus on visually appealing content.
- YouTube Shorts: Repurpose longer content into bite-sized clips.
- LinkedIn: Tailor to professional audiences with thought leadership content.
Using AR Technology Effectively
Choosing the adequate AR tool to use is important. You can get an overview of some of them and pick the one that fits your needs in the following video:
Successful cases of AR implementation are seen in campaigns by brands like Nike with AR Try On and Ikea with their Place app.
Conclusion: Embrace the Future Trends of B2B Marketing
As we move into 2025, B2B video marketing continues to evolve, offering innovative ways to engage audiences and drive results. From AI-powered video personalization that tailors content to individual viewers to the rise of micro-influencer collaborations that build trust and authenticity, the opportunities are vast. The dominance of short-form videos across platforms like TikTok and LinkedIn and the immersive potential of augmented reality videos further highlight the versatility of video in modern marketing.
Now is the time to act. Start implementing these trends to stay ahead of the competition. Explore additional resources, experiment with new tools, and join communities to share insights and refine your strategies. The future of B2B marketing is here—embrace it!
Need Expert Help to Execute These Trends?
At Impress Video, we help B2B companies cut through the noise with smart, modern, and strategic video content. From ideation to production and distribution—we’ll guide you through what works, what’s next, and what’s worth investing in.
Let’s talk about elevating your B2B video marketing strategy. Contact us now to stay ahead of your competition in 2025 and beyond.
