Short-Form Video in B2B Marketing: What TikTok, Reels, and Shorts Mean for Corporate Brands

For years, short-form video platforms like TikTok, Instagram Reels, and YouTube Shorts were seen as playgrounds for consumer brands, perfect for viral trends, influencer marketing, and entertainment. As digital consumption habits evolve, corporate brands are beginning to see the potential of bite-sized video content to engage B2B audiences. 

The way professionals consume content is changing, and short-form video is at the heart of this shift. Attention spans are shorter than ever, and decision-makers are just as likely to scroll through TikTok or Instagram Reels during a break as any other audience. The challenge? B2B brands need to shift their approach, moving away from traditional, long-form corporate messaging to more dynamic, engaging formats that resonate with today’s professionals. Some of the biggest players are already adopting this strategy, proving that short-form video isn’t just a passing trend, it’s an essential tool for modern brand storytelling.

Unlike traditional corporate content, social media video content allows brands to cut through the noise, delivering insights in a format that’s quick, engaging, and memorable. It also humanises B2B companies, making them relatable and accessible rather than always feeling overly polished or distant. The algorithms of LinkedIn, Instagram, and YouTube increasingly favor video, meaning brands that embrace this format gain greater reach with less effort. Additionally, as Millennials and Gen Z continue stepping into leadership roles, their preference for fast, digestible content will only accelerate this trend. In a world where brand trust and authenticity matter, short-form video is emerging as an essential way for corporate brands to connect with their audience in a meaningful and modern way.

B2B brands that succeed in social media video marketing don’t just repurpose existing content, they create platform-native videos that resonate with professional audiences. Here’s how they’re doing it:

Thought Leadership in 60 Seconds

Executives and industry leaders use TikTok and Reels to share quick insights, predictions, and actionable advice. Luke Anear, the Founder of SafetyCulture documenting his capital raising journey in short-form video illustrates this really well.

Behind-the-Scenes & Culture Content

Brands showcase their workplace culture, office environment, and day-in-the-life employee videos to attract talent and humanise the brand. Salesforce are a great example of this with their ‘We Work at Salesforce’ Instagram Reels

Customer Success Stories in Snackable Formats

Instead of long case studies, B2B brands are creating 15- to 30-second customer testimonial videos highlighting key wins. Moving away from the traditional corporate-style testimonial videos, brands are starting to show a bit of personality whilst still maintaining their brand tone of voice.