More and more B2B brands are pressing play on video content, and it's redefining how companies engage online.
Fully 78% of B2B marketers currently use video in their programs, and 56% plan to increase their investment in B2B video marketing within the next year, according to the 2025 B2B Marketing Benchmark Report from LinkedIn and research firm Ipsos.
What's more, almost half of B2B marketers say short-form social video content delivers the highest ROI, according to the same report, which also found that about 58% of marketers choose B2B influencers based on authenticity and credibility, while nearly half prioritize industry relevance and subject-matter expertise.
Short-Form Video and Subject-Matter Experts
You don't have to look far to see those findings in practice. Many of today's leading B2B brands are prioritizing short-form video content in their marketing strategies, in large part due to its effectiveness in building trust and connecting with target audiences.
And most of those videos feature subject-matter experts (SMEs) who provide insights on specific topics and areas of specialization.
Consider Salesforce's Instagram strategy. Some of the company's most-viewed reels showcase influencers or in-house experts demonstrating Salesforce products in ways that are both compelling and easy to understand.
For example, one Salesforce reel with around 15,200 views spotlights an SME at Salesforce explaining how to land an entry-level role with AI.
Authentic, expert-led short-form videos can effectively engage B2B audiences, ultimately driving real results.
Expert-driven, bite-sized videos are a valuable tool for reaching key decision-makers.
To stay ahead, creatives working with B2B brands may want to focus on mastering SME-centered strategies tailored for TikTok, Instagram Reels, and other forms of short-form video content.
Four Ways to Use Short-Form Video
Here's how marketers and creatives can effectively integrate SMEs into their short-form video campaigns to maximize reach, engagement, and trust with the companies they serve.
1. Emphasize information-sharing and education
SME-driven content should be informative and practical, and it should provide viewers with a clear takeaway related to a specific technology, topic, or issue.
That approach helps potential buyers understand how a product works, the value it can bring to their organization, or the broader problem it addresses. It can also help current clients discover products they aren't yet using but may want to add to their existing services.
Shopify is a great example of a brand using short-form video content to inform and educate its audience. In a recent reel highlighting "underrated features" in its Theme Editor, Shopify clearly demonstrates tips and capabilities that many users may not have discovered on their own.
The video could also help convert prospective clients who were previously on the fence but became convinced after seeing the Theme Editor in action.
Expert-led content can also help educate audiences on broader global issues they may not be familiar with, while highlighting how a company is addressing those challenges.
Consider the Siemens reel highlighting the company's microgrid project on Terceira Island, developed in collaboration with Fluence. The video not only introduces the microgrid initiative but also explains its potential impact, exploring how the microgrid can "cut diesel use by over 1,150 metric tons each year" and lower "CO2 emissions by more than 3,600 tons annually."
The video's 20,000 viewers have gained insight into the project's significance and into Siemens' capabilities in building sustainable energy solutions.
SME-centered, short-form video content that focuses on actionable knowledge helps prospective clients make informed buying decisions, shows current customers new ways to get more from the services they already use, and gives all viewers a clearer understanding of the company's work and impact.
As a result, this type of content drives B2B brand engagement while serving as a trusted resource for both current and future stakeholders.
2. Highlight actual, relatable experts
Another way to maximize the impact of SME content is to be highly intentional about which thought leaders are showcased.
IBM executes this seamlessly across its social media platforms. In a recent "We're Mainframers" TikTok post, which has around 16,000 views, the company spotlights real mainframers who explain their jobs in a fun, approachable way (tapping into the popular "We're XYZ-type of person" TikTok trend).
By introducing real experts, using a popular trend, and making the content relatable, IBM draws viewers in with an entertaining format and keeps them engaged by revealing what mainframers do and why their work matters.
Companies can also showcase customers in different industries who use their products. Adobe regularly employs the tactic on TikTok, and it pays off.
Adobe's TikTok on Mato Wayuhi, who uses Adobe for their music, has over 2.3 million views. Similarly, the brand's TikTok showcasing Likha Filipino Kitchen using Adobe to create the restaurant's daily menu has more than 700,000 views.
Those videos provide viewers with a glimpse into the ways professionals can apply Adobe's suite of products for a range of use cases.
Featuring genuine, relatable professionals as experts not only adds authenticity to short-form video but also helps audiences connect with the content on a deeper level and builds trust. And it drives engagement by making products accessible through entertaining, real-world stories.
3. Keep content relevant
Just as important as sharing pertinent information and picking the right SMEs is making sure the content you're creating is relevant. As noted earlier, IBM's "we're mainframers" video is one successful example of how to create effective content that's connected to what's currently relevant.
However, smaller marketing teams or B2B brands without the bandwidth to keep up with constantly shifting news and trends can still stay relevant without needing to monitor every development in real-time.
One example is the enduring popularity of "day in the life" videos, which have evolved from longer-form vlogs audiences have closely followed on YouTube for nearly a decade. For instance, Upwork's "Day in the Life" Reel of a parent who uses the platform for freelancing has over 11,000 views.
Such videos continue to resonate because they offer a relatable, behind-the-scenes look that remains timely, even as platforms and formats change.
4. Lean into creativity
One thing many of the most popular TikToks and reels from B2B brands have in common? They aren't stale. They attract eyeballs through artful visuals, clear captions, and well-thought-out concepts in addition to the practical wisdom and informative insights.
And although a large marketing budget can help produce polished videos, it's hardly a requirement, and it's not always what resonates most. As in the IBM and Upwork example, a client filming their workday or an employee recording on an iPhone in the office can be just as effective, if not more so, than a highly produced video.
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Authenticity, expertise, and creativity can go a long way when optimizing short-form video strategies.
By sharing educational content, spotlighting real experts, and tapping into trends, complex topics are made accessible and businesses build trust with key audiences.
Invest in genuine expertise, and brand engagement won't just follow, it'll flourish.
