B2B video marketing is often limited to dry product demos, webinars, or corporate explainers. While consumer brands have long embraced engaging storytelling, B2B brands should also invest in video content that educates and entertains.
Fara Rosenzweig, Head of Marketing at social chat commerce platform ZEALS, has spent years mastering content strategy across both B2B and B2C—her storytelling skills have even landed her an Emmy Award. In this episode of the Global Marketing Leaders podcast, she explains why B2B brands need to break out of outdated, overly formal approaches and embrace video storytelling.
B2B Brands Need to Stop Playing It Safe
For years, B2B companies have operated under the assumption that their audience wants strictly professional, information-heavy content. Fara believes this is a huge missed opportunity.
“B2B has traditionally been boxed in, you couldn’t get too creative, and you had to be careful with language. But that's changing now.”
The reality is that B2B buyers are still human and consume content just like any other audience. The brands willing to take creative risks—whether through humor, hot takes, or interactive formats—will be the ones that stand out.
Fara urges brands to think beyond explainer videos and case studies. Instead, they might consider behind-the-scenes content, industry satire, or interactive Q&A sessions
Long-Form Video Is Not Dead, If It’s Done Right
A common misconception in B2B marketing is that video content should always be short to grab attention. While short-form video is valuable, Fara argues that high-intent audiences will watch long-form content, so long as it’s interesting.
“People will watch long-form content. If it’s interesting, if you have a strong point of view, and if you create curiosity, they’ll stay engaged until the end.”
Instead of focusing on arbitrary video length, marketers should focus on quality storytelling that keeps viewers engaged. Thought leadership videos, deep-dive discussions, and even well-produced educational series can hold audience attention if they provide real value.
Fara highlights that long-form content also helps build brand authority and trust. If a potential customer is willing to spend 10-20 minutes watching your content, they're already highly engaged.
‘Edutainment’ is the Future of B2B Video
The most successful B2B brands blend education with entertainment—a concept Fara calls edutainment. By making learning enjoyable, brands can turn passive viewers into engaged customers.
“If you're able to create content that's educational and entertaining in the B2B world, people are going to actually watch that content.”
Edutainment helps brands stand out in an industry where most content looks the same. Examples of effective edutainment could include:
Industry parody videos that highlight common challenges in a humorous way
Story-driven explainers that use real-world scenarios to illustrate key concepts
Live Q&A or expert roundtables that make learning interactive and engaging
Companies that embrace edutainment create a more memorable brand experience and build stronger relationships with their audience—which can result in more engagement, greater trust, and ultimately, higher conversion rates.
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