Graphic of a phone with the video icon and social channels

If you’re on social media, you’re no stranger to video content — it’s continuing to dominate all platforms. Instagram, a historically image-driven platform, now shows a Reel on your feed every few posts. Facebook is following suit by also sharing Reels on the platform.

Video trends and changes are constantly evolving. We’ve outlined a few trends that you can apply to your B2B social media strategy:

The Rise of Short-Form Video

We’re no stranger to TikTok trends and trending audio. Across all social media platforms, TikTok-style content has taken over, with quick, catchy, and memorable content. Trending audio clips are constantly getting stuck in your head. Dances are easily memorized. The same type of content is coming up again and again on your For You Page — and it is blowing up.

How to apply it to your B2B social media: Determine if the sound bite, dance, challenge, etc., is relevant for your company and to your audience. For example, while it might be funny to get someone out in the field doing the viral dance to Charli XCX’s “Apple,” the audience may not understand the relevance of this.

Silent Video Optimization

Social media sites are making it easier for video content to be consumed by everyone. Accessible marketing can help your message reach a wider range of audiences and be appreciated by more users. Social media sites have added alt text and closed captions to photo and video content to improve accessibility.

How to apply it to your B2B social media: Utilize closed captions for videos by either using the platform’s integrated closed captions or adding your own directly to the video. Adobe Premiere has AI-based automatic transcribing that can be used to quickly create captions for a video. As always, make sure to proofread your captions before sharing.

These trends highlight the growing importance of short, engaging, and mobile-friendly video content.

Facebook's Vertical Video Focus

Facebook is attempting to compete with TikTok with their Facebook Reels section. As Facebook continues to encourage users to upload videos in a vertical video format, companies will need to adjust.

How to apply it to your B2B social media: Ensure that you always create multiple video sizes. We recommend 1080x1080 and 1080x1920 in addition to the horizontal video.

YouTube Shorts

In addition to Facebook, YouTube is also attempting to compete with TikTok by developing their own alternative: YouTube Shorts. Over 122 million users per day use YouTube, so adapting your social media strategy to include sharing on YouTube Shorts is a wise decision.

How to apply it to your B2B social media: B2B brands can leverage YouTube Shorts by cross-sharing their content from Instagram Reels or TikTok. You can also use this platform to share short clips from your YouTube videos, quick explainer videos, product demos, customer testimonials, and more.

How-to and Explanation Videos

Since the beginning of video on social media, how-to videos have been popular. They’ve adapted forms and are now polished, step-by-step videos on TikTok and Instagram Reels. These videos still perform extremely well and should be a part of your social media strategy. In addition, explanation videos are also popular on TikTok, especially now that videos can be up to 60 minutes long. Users create these to explain niche historical events, complex issues, etc.

How to apply it to your B2B social media: Integrate vertical how-to videos into your social media strategy. Whether they’re simple product demonstrations or niche product uses, they’ll find their audience and will be a staple in your strategy.

UGC/Cell Phone Video

Users right now appreciate when companies’ videos look less polished and not professionally shot. By creating vertical video or utilizing quick clips shot on a phone, you can help your company videos blend in more on social media.

How to apply it to your B2B social media: Capture content on both professional camera equipment and cell phones to have a wide variety of content.

The Takeaway: Embrace Agility and Experimentation

These trends highlight the growing importance of short, engaging, and mobile-friendly video content. B2B brands should be willing to experiment with new formats, embrace a touch of authenticity, and adapt to platform-specific preferences. By staying agile and creative, you can leverage the power of video to connect with your audience, build trust, and achieve your marketing goals.

Looking to elevate your B2B video marketing strategy? Connect with us.

2RM Sr. Videographer/Editor Max Cavett contributed to this blog.