Is the video you have in mind the one you actually need?
In the businesses we work with, a video budget may only be approved once in a year. If the film arrives and nothing moves, the next one is harder to ask for, and choosing the wrong format is often part of why. Fifteen B2B formats here, sorted by the stage they actually move.
Start here
Where is the friction right now?
Pick the closest one, and we will point you at the formats built for that stage.
The planning happens before the camera does.All fifteen, at a glance.
| # | Type | Stage | Length | Primary metric |
|---|---|---|---|---|
| 1 | Brand storytelling film | Awareness | 60-180s, plus 15-30s cut-downs | Brand search lift, view-through rate, qualitative recall |
| 2 | Founder or executive thought-leadership video | Awareness | 60-120s for social, 3-8 minutes long-form | Profile follower growth, comment quality, inbound enquiry mentions |
| 3 | Industry trend or educational explainer | Awareness | 60-180s | Organic impressions, time on page, AI search citations |
| 4 | Short-form social video | Awareness | 15-90s | Reach, average view duration, share rate |
| 5 | Animated concept or category-creation video | Awareness | 60-120s | Concept recall in sales conversations, share rate within target accounts |
| 6 | Product or service walkthrough | Consideration | 90s-4 minutes | Completion rate, downstream conversion to demo or sales conversation |
| 7 | Webinar or panel discussion | Consideration | 30-60 minutes live, cut to 5-15 minute on-demand clips | Registration conversion, live attendance, post-event qualified-lead rate |
| 8 | Customer testimonial video | Consideration | 60-180s | Use rate by sales team, influence on closed deals |
| 9 | Behind-the-scenes or process video | Consideration | 90-240s | Engagement rate, qualitative buyer feedback |
| 10 | How-it-works or methodology video | Consideration | 90s-3 minutes | Sales cycle length, buyer-stated reasons for selecting the brand |
| 11 | Case study video | Decision | 90s-4 minutes | Use rate in proposals, win rate on deals where it was shared |
| 12 | Comparison or "how to choose" video | Decision | 3-6 minutes | Organic and AI search citations, engagement from late-stage prospects |
| 13 | Live product demo | Decision | 5-15 minute master, plus 60-90s cut-downs | Demo-to-close conversion rate, time spent in cut-downs by stage |
| 14 | Onboarding or implementation preview | Decision | 90s-3 minutes | Reduction in late-stage stalls, qualitative buyer-stated confidence |
| 15 | Personalised 1:1 sales video | Decision | 30-90s | Reply rate, meeting-acceptance rate, deal velocity for accounts where used |
Read the full guide, with a 12-month planning approach and answers to the questions people ask most.
Most of it starts with a conversation.Happy to help you plan it.
If it would be useful, we can look at the next few months with you and work out which of these formats would actually earn their place. The Pilot Session is the easiest way to start: one filming session, a hero film and a series of short-form videos for social, normally eight to ten pieces in all, delivered within three weeks.