5 Videos Every B2B Brand Needs (And a Roadmap to Get Them Made)
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Most B2B companies don't have a video problem. They have a priority problem.
There's no shortage of video content you could make. Brand films. Explainers. Testimonials. LinkedIn clips. Behind-the-scenes reels. Animated product walkthroughs. Company culture videos. Event highlights. Interview series. The list is endless, the budget is not, and most marketing teams end up paralysed between the options or defaulting to whatever the last agency pitched them.
After years of working across brand communications, government campaigns, advertising, and corporate video production, I've distilled it down. There are five videos that form the essential foundation of a B2B brand's video presence. Not five nice-to-haves. Five videos that do specific, measurable jobs — and when they exist and work together, they create a content ecosystem that attracts the right clients, builds trust before the first conversation, and makes your sales process significantly shorter.
This post walks through all five. If you want the full planning framework — including a priority guide, budget indicators, and a production checklist — I've put it all in a free downloadable guide at the end of this post.
Why Video Specifically?
Because the B2B buyers you're trying to reach have changed how they make decisions. Research consistently shows that B2B buyers complete 60–70% of their decision-making process before they ever make contact with a vendor. They're researching independently, forming opinions, building shortlists — and the companies that show up during that research phase with clear, credible, human video content are the ones that make the shortlist.
Text can describe what you do. Video lets people experience who you are. In a world where most B2B companies sound and look identical on their websites, video is one of the few mediums that can communicate personality, conviction, and trustworthiness in a way that written content can't replicate.
These are the five videos that do that work most effectively.
Video 1: The Brand Story Film
The video that answers: 'Why should I trust this company?'
This is your foundation. Before anyone understands what you do, they need to understand why you do it — the conviction, the origin, the belief that drives the company. The Brand Story Film is the piece that makes a first-time visitor feel something about your business rather than just learning something about it.
It doesn't need to be long. The best brand story films I've produced are under three minutes. What they share is a clear narrative arc: a problem that existed before the company, the moment someone decided to do something about it, and the proof that it's working. People, purpose, and evidence. In that order.
What it does: Establishes trust, communicates values, differentiates you from competitors who all say roughly the same thing. Lives on your homepage, your About page, and your LinkedIn profile.
Who it's for: Every type of buyer at the very beginning of their decision process. This is the first impression at scale.
The mistake to avoid: Making it about your services instead of your story. Features have no place in a brand story film. This is not a sales video. It's a trust video.
Video 2: The Explainer
The video that answers: 'What exactly does this company do?'
If your product or service takes more than two sentences to explain at a dinner party, you need an explainer video. The goal is not to explain everything — it's to explain the most important thing in the simplest possible way.
The best explainers don't start with the solution. They start with the problem. They describe the world as it is — the frustration, the inefficiency, the gap — and then reveal the product or service as the natural answer. This structure works because it meets the viewer in their existing experience before introducing something new.
What it does: Accelerates understanding, reduces friction in the sales process, and answers the 'so what?' question that every prospect has before they engage further.
Who it's for: Prospects who already know they have a problem and are evaluating whether your company can solve it. Lives on your homepage, product pages, and sales decks.
The mistake to avoid: Trying to say everything. One problem, one solution, one clear next step. Under 90 seconds. If you can't explain it in 90 seconds, the script needs another draft.
Video 3: The Client Story
The video that answers: 'Can I trust that this actually works?'
This is the most underused video type in B2B, and it consistently delivers the highest return of any content investment. Not because it's the most impressive to produce, but because it does something that nothing else can: it puts the trust signal in the mouth of someone who has nothing to gain from lying.
A client, on camera, talking about what changed for their business because of your work. Not reading from a script. Not reciting sanitised talking points. Actually speaking — with their own words, their own emotion, their own specifics — about the before and after.
When I produce client story videos, I don't give subjects a list of things to say. I give them three questions and enough time to think. The best moments are never planned. They're the pause before an honest answer. The specific detail that wasn't in any brief. The moment someone says something their leadership team hadn't heard before.
What it does: Converts consideration into confidence. Provides third-party proof that your work delivers real results. Shortens sales cycles significantly.
Who it's for: Prospects who are already interested but not yet convinced. Lives on your case study pages, proposal documents, and LinkedIn.
The mistake to avoid: Scripting it. The moment a client story sounds rehearsed, the trust signal evaporates. Create the conditions for an honest conversation, then film the conversation.
Video 4: The Thought Leadership Series
The video that answers: 'Does this company actually know what they're talking about?'
This is the video type that builds authority over time. Not a single video — a series of short, consistent pieces where your experts share a perspective, challenge a conventional assumption, or offer an insight that demonstrates genuine expertise.
The format is intentionally simple: one person, one idea, one to two minutes. What matters isn't the production value — it's the quality of the thinking. A company whose team regularly produces content that makes people smarter or think differently builds a form of trust that no amount of marketing spend can buy.
I worked with a tech company that started a monthly series where their founder shared candid observations about their industry. No scripts, no sets, filmed in their office on a decent camera. Within six months she was receiving speaking invitations from conferences she'd never applied to, because the videos had established her as a voice worth listening to.
What it does: Builds long-term authority, creates consistent reasons for your audience to return, positions your people as industry voices rather than just service providers.
Who it's for: Your entire target audience — but particularly people who are in the early research phase, not yet ready to buy but beginning to build preferences. Lives on LinkedIn, YouTube, and your website's insights section.
The mistake to avoid: Treating it as a production project rather than a content habit. The value of thought leadership is consistency. One great video is marketing. Ten consistent videos over six months is authority.
Video 5: The Founder Origin Story
The video that answers: 'Who are the people behind this company and why does it exist?'
This is the most powerful video most companies never make. And the reason they don't make it is the same reason it works so well when they do: it requires genuine vulnerability.
The Founder Origin Story is not a company overview with a founder narrating it. It's a person — the founder, a key leader, someone whose conviction built the company — talking honestly about why they started it. Not the polished elevator pitch version. The real version. The thing that kept them up at night before the company existed. The risk they took. The moment they almost quit. The thing they believe that most people in the industry aren't willing to say.
In B2B, where most brands communicate in corporate language designed to minimise offence and maximise apparent credibility, a founder who speaks with genuine conviction and specific honesty is arresting. People forward it. They share it. They reference it in the first sales conversation.
What it does: Creates human connection at scale. Builds a brand from a person rather than a logo. Attracts clients who share your values — the ones you most want to work with.
Who it's for: Everyone. But particularly the decision-makers who buy with both their head and their gut — which is most of them.
The mistake to avoid: Scripting it or having it approved by committee. This video only works when it's real. The fastest way to destroy its power is to make it sound like everything else.
So Where Do You Start?
The most common question I get after clients understand this framework is: which one first?
The honest answer is: it depends where your biggest gap is. If people don't know you exist, start with the Brand Story Film. If people know you but don't understand what you do, start with the Explainer. If you're losing deals to competitors who seem more credible, start with the Client Story. If you want to build long-term authority in your market, start the Thought Leadership Series. And if you're ready to do something brave — something that will genuinely change how your market sees you — make the Founder Origin Story.
But the truth? The most effective approach isn't choosing one. It's having a plan for all five and building them in the right order for where your business is right now.
I've put that planning framework into a free downloadable guide — a practical roadmap that walks through each video type, what it requires, how to prioritise based on your current situation, and what to have ready before you brief a production partner.
Or if you'd rather skip straight to the conversation — tell me where your business is right now and I'll tell you which video to make first.
Get in touch: hello@jaideeandko.com
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