It’s a no‑brainer that video content continues to be the dominant format for B2B brands to connect, engage, and stay relevant across external audiences and internal teams alike.
What’s less straightforward is how to do it well. When asked what video format, style, or approach can best be leveraged to achieve not only marketing goals but also communications and business development objectives, there’s no one‑size‑fits‑all solution.
And though many marketers dream of an AI-driven future, we must admit that having a human in the loop remains essential. While technology continues to advance and many of us spend hours training and prompting our AI martech tools, we believe there will always be a human role required in production.
AI Services can support these stories
By speeding up editing, enhancing visuals or audio, or generating supporting digital assets. These workflows assist, but never replace the authenticity of people speaking directly on camera.
At 90 Seconds, we’ve been able to analyze real order data from clients across our platform in 2025.
90 Seconds has delivered over 25,000 real-world video shoots
For hundreds of the world’s leading brands, through our global creator network, across more than 100 countries. Every frame led by a human creator. That work continues.
We’ve identified clear patterns in the video formats and approaches delivering the most value at scale. Here is a set of practical video content trends for 2026 – designed to help you plan smarter and consider in the new year as part of your content plan.
According to 90 Seconds platform data, these were top 5 most ordered B2B video formats in 2025:
While it’s clear that many brands have long been investing in these video formats, what’s changed is how they’re being used. Rather than relying solely on mission statements and brand-led narratives, companies are increasingly putting real people front and centre – with customers, employees, and leaders sharing their real stories, in real locations, and in their own words.
Even enterprises with traditionally corporate communication styles are rethinking their approach. The focus has shifted toward retaining authenticity and introducing stronger storytelling that cuts through the noise with these scalable formats. While decision-makers may still gravitate toward polished, product-led videos, marketing teams are pushing to think more social-first – adapting tone, pacing, and structure to better reflect how audiences actually consume video today.
As a result, companies are using these formats in more versatile ways: humanising the brand, embedding video into training and internal communications, and empowering employees to contribute user-generated content that feels genuine and relatable. Increasingly, these videos are lightly scripted, or not scripted at all, encouraging more natural storytelling. And while that may sound simple, achieving authenticity at this level requires careful planning, visualisation, dry runs, and iteration.
Authentic stories cut through the noise.
In a world filling with auto-generated content, 90 Seconds remain committed to telling human stories. Nothing compares to a real person sharing an authentic experience. It’s what make it human.
Taken together, this reflects a broader shift among creative and communications leaders. They’re actively exploring new ways to balance resource constraints, rapid technological change, and a growing emphasis on quality over sheer volume, without compromising brand standards or consistency.
In 2025, customer stories remained as the clear first choice for our clients. They continue to be essential for showcasing partnerships, highlighting real-world successes, and building a credible library of case studies and proof points. But the most effective marketers understand that customer stories do more than demonstrate outcomes, they’re also the most powerful way to introduce storytelling into enterprise communications.
Traditionally, customer stories have focused on showcasing a brand’s capabilities and outcomes. Moving into 2026, many businesses are evolving this format toward a more editorial or documentary style, one that prioritises lived experience over polished sales messaging to leverage the power of storytelling.
Rather than relying on numbers and on-screen metrics to carry the narrative, many brands are shifting toward more unfiltered conversations. Video podcasts, fireside chats, and Q&A-style interviews are increasingly being used to create space for open dialogue, allowing insight, perspective, and personality to come through naturally.
These formats work best when a brand has a clear and credible face to represent it, whether that’s a leader, expert, or recurring host. When done well, organisations are extending these conversations into structured series, publishing long-form content on platforms like YouTube and repurposing cut-downs for social channels. LinkedIn, in particular, continues to be a primary focus for enterprise-level audiences and remains a key distribution channel heading into 2026. By building repeatable interview formats into the content calendar, marketers can create an always-on stream of content, driving more stable traffic, impressions, and engagement over time.
Tip: With 90 seconds, videos like this can be easily productized to allow for one click orders in the future.
Alongside this evolution, brands are placing a stronger emphasis on video-led thought leadership. While many organisations have traditionally approached this through quarterly reports, annual updates, and formal corporate communications, that model is shifting.
While people stories are, at their core, simply stories about individuals, often used to share personal journeys that can be applied for recruitment purposes, they are now increasingly being used to promote a person’s expertise. This shift highlights and reinforces an organization’s thought leadership within the industry.
Instead of featuring leaders delivering numbers on camera, companies are leaning into people-focused narratives that explore how success was achieved – sharing behind-the-scenes insight, educational context, and real experiences that audiences can learn from. Central to this shift is showcasing C-suite executives as approachable, credible teammates rather than distant figureheads. When leaders are willing to show personality, even moments that don’t feel perfectly polished, they become more relatable while still serving as a trusted face for the brand.
As a result, new formats are emerging. Short, repeatable videos such as “30 or 60 seconds with” have become especially popular on LinkedIn. These pieces are often filmed in informal settings, offices, lounges, or break rooms, but are increasingly captured on the move, at conferences, in transit, or even recorded casually at home. Designed to be quick, human, and consistent, these formats allow enterprise leaders to show up regularly with insight, without the overhead of traditional productions.
Not every company has a clear or recognisable face to represent it. As a result, many teams are turning to enablement, asking us to provide self-shooting guides that can be shared across departments and regions. These guides empower marketing teams to activate employees, founders, and executives as contributors, building a growing library of user-generated video content that can be edited, refined, and repurposed over time. Rather than relying on a single spokesperson or tightly scheduled shoots, brands are distributing video creation across the organisation.
Looking ahead to 2026, this approach is becoming increasingly deliberate. B2B brands are actively encouraging individuals within the business to grow their own presence, build credibility, and earn trust with audiences. The result is content that may feel lo-fi in execution, but high-impact in effect – more human, more authentic, and often more engaging than highly polished alternatives.
Tip: Don’t wait until there’s a specific video project in mind. Encourage teams to gather all assets – video snippets, photos, screenshots of media coverage, and social media shares, and build an asset library. This preparation ensures you’re ready for tight turnarounds, reducing the need to rely solely on stock footage or build animations from scratch.
In today’s social-first distribution landscape, short-form video continues to dominate attention. But long-form video remains essential for building trust, and it continues to earn its place in every video content calendar.
There’s a reason audiences continue to binge-watch long-form and episodic content. Depth builds familiarity. Familiarity builds trust. And continuity creates a reason to return. For brands, applying this episodic mindset to video creation helps transform individual videos into connected narratives, strengthening engagement over time rather than chasing one-off attention.
Longer-form formats are particularly effective for case studies, interviews, and well-planned storytelling. They create space to explore more than just outcomes and metrics, allowing companies to unpack the challenges, trade-offs, and moments of uncertainty that sit behind success. When structured well, these narratives naturally lead to a clear resolution and a meaningful call to action, grounded in credibility rather than promotion.
As more brands adopt media-style content teams, long-form video is being treated differently from short-form. It’s produced less frequently, but with far greater intention. Rather than chasing volume, these videos act as anchoring content, designed to carry deeper narratives, explain complex ideas, and deliver lasting value.
Long-form formats typically require a higher level of craft and planning, but they repay that investment by offering clarity and depth that short-form cannot. They can stand alone as flagship campaign pieces, support advertising efforts, or live permanently across owned channels such as YouTube and company websites, providing a stable foundation for broader content ecosystems.
Documentary-style brand stories are particularly effective in this context. Beyond marketing, they play a valuable role in employer branding, training, and onboarding – helping teams understand not just what the company does, but who it is. When grounded in enduring truths, topics such as brand history, timelines, and legacy become powerful long-form narratives that can be repurposed across both marketing and HR objectives.
Annual galas, town halls, and flagship events continue to be some of the richest opportunities for video content. Our enterprise clients rely on 90 Seconds for fast turnarounds, capturing the event and delivering edits ready to go live on the day. But increasingly, they’re also looking beyond immediate delivery. The focus has shifted toward maximising each event as a long-term content asset.
When it comes to event highlights, brands are no longer focused on producing a single piece of video content. Marketers, particularly those under pressure to do more with less, now see events as opportunities to capture value before, during, and after the moment itself, ensuring every interaction is fully utilised.
This goes well beyond creating multiple cut-downs from a traditional highlights reel. Increasingly, we encourage teams to make the most of leadership and C-suite presence at events. These individuals are often difficult to schedule for dedicated video creation, making events a rare opportunity to capture them naturally – whether that’s preparing behind the scenes, engaging with attendees, sharing candid reflections, or stepping onto the stage.
Footage like this can stand alone as authentic, high-impact content, or be repurposed as versatile b-roll across future videos. Approached strategically, event coverage becomes less about documenting what happened and more about building a reusable content library that supports ongoing storytelling long after the event has ended.
During live events, one of the most common missed opportunities is audio. Unless planned for upfront, many highlight videos fail to capture usable sound from keynotes, panels, or interviews, significantly limiting how that footage can be used later.
Ensuring audio is recorded opens up far more flexibility. Teams can layer soundbites into highlight edits, extract short clips for social video, or repurpose quotes into simple, high-impact graphics. With minimal additional effort on the day, a single moment can fuel multiple content outputs across channels.
Post-event content also benefits from a shift in perspective. While recap videos are standard, those told through the lens of attendees often resonate far more than host-led summaries. Formats such as vox pops, casual “street interview”-style reactions, or curated user-generated content help capture atmosphere and authenticity. Even simple approaches like timelapses can be highly effective, creating a sense of energy, momentum, and FOMO that extends the life of the event well beyond its closing moments.
Finally, social cutdowns are one of the most consistent and in-demand outputs for our brand customers. We’re producing these not only from video creation delivered by 90 Seconds, but also from footage supplied by in-house teams and, in many cases, partner agencies working on specific initiatives.
Most enterprise brands are already comfortable specifying format requirements – horizontal, vertical, or square – and are increasingly focused on what it means to design content for social. This includes introducing a clear, social-first hook within the opening seconds, even when the subject matter is complex or industry-specific.
To support this shift, one of the most effective and accessible starting points we recommend is visual enhancement. Techniques such as dynamic supers, animated captions, split screens, and simple transitions help modernise social cutdowns without fundamentally changing the core message. These approaches are often an easier step for management to approve, while still delivering a noticeable lift in performance and engagement.
While none of these techniques are new, their adoption in B2B contexts marks a meaningful shift. For brands, they offer a practical way to evolve beyond the static, familiar formats leadership has relied on for years. And for teams with greater flexibility, we’re seeing a growing willingness to embrace a more casual, interactive style – introducing props, bold questions, conversational moments, and borrowed cues from industries such as media, fashion, and technology to make social cutdowns feel more native to the platform.
Tip: Enterprise-level brands should consider developing a few contrarian ideas that the company truly believes in. Use these as hooks to kick off upcoming social cutdown videos and make an impact right from the beginning.
Regardless of industry, marketing teams are already paying close attention to competitor content and drawing inspiration from formats outside their category. That part isn’t new. The real challenge lies in how open leadership is to testing new ideas in order to stay relevant year after year.
The most effective teams strike a balance. They start by assessing the assets they already have, building a strong and reusable content library, and making small, thoughtful creative adjustments within existing formats that are already part of the content calendar. At the same time, they actively look for opportunities to trial something new without disrupting consistency or overextending resources.
It’s also important to recognise that ideation doesn’t need to sit solely with an in-house team, nor does it need to be fully outsourced to an agency.
At 90 Seconds, we partner with enterprise brands not just to deliver end-to-end video creation, but to support content planning as well. Drawing on patterns, formats, and learnings from the thousands of videos we create globally, we introduce new ideas grounded in real-world execution. This gives our clients access to accumulated insight, helping them move faster, make informed decisions, and land on best-fit solutions with confidence.
Get in touch with us today to chat about your next project.
Get in touch with us today to chat about your next project.
