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The biggest problem with video isn’t the creative – it’s the lack of strategy
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Video has become the most powerful way for B2B brands to connect. In 2025, we’ve seen short-form clips flood LinkedIn, AI avatars move into training, and employees step up as creators. The pace of change is only speeding up.
Heading into 2026, it’s not just about creating more video. It’s about creating smarter content in the right formats, for the right platforms, with the right support.
This post breaks down the key 2026 video marketing trends B2B marketers need to know. It includes 90 Seconds data on what brands actually ordered most in 2025. It also shares fresh insights from the recent Campaign In-Housing Summit, where content and creative leaders discussed adapting to resource constraints, tech shifts, and the push for quality over quantity.
Short-form video: a 2026 B2B marketing essential
Short-form video continues to dominate. Think 30 to 90 seconds, vertical, mobile-friendly. It performs best across almost every social platform. B2B buyers are no different from anyone else scrolling LinkedIn or YouTube Shorts. They want fast, clear, engaging content that earns their attention in seconds.
We’ve seen this firsthand. Short-form content is the default top-of-funnel play for many of our clients. It’s also the easiest way to scale reach, test messaging, and showcase brand personality.
Tip: Plan to cut multiple short clips from any long-form recording. Get weeks of content from one shoot.
Customer and People Stories still lead the way
According to 90 Seconds platform data, these were top 5 most ordered B2B video formats in 2025:
- Customer stories
- Event highlights
- 사람 이야기
- Brand stories
- Social cutdowns
That’s a clear pattern. Brands want to show real people. Customers in their own words. Employees talking about the mission. Founders sharing what drives them. No scripts. Just genuine storytelling.
These videos humanize the brand. They also give prospects something to relate to. And they tend to perform better than overly polished product videos.
Long-form video content builds trust in 2026
While short-form hooks people, long-form video content builds trust. Think five to fifteen minutes. Interviews. Behind-the-scenes. Deep dives. Case studies.
Viewers are watching again when the story is strong. The key is to make long-form worth the time. Be specific. Be real. Show something the audience doesn’t already know.
B2B brands are using long-form as anchor content. Then they cut clips for social, email, and landing pages. It’s not either/or. You need both.
Events become year-round content engines
Event highlight videos were among the most produced format last year for 90 Seconds clients. And it’s not hard to see why. Events are an investment. But when captured properly, they become months of content.
One event can become:
- A 2-minute recap for social
- A long-form panel replay
- 5 to 10 vertical clips for LinkedIn and Shorts
- GIFs for email
- B-roll and voiceover for your next brand piece
Tip: Record everything. Then reuse it. Brands that treat events as content machines get more value from the same budget.
Influencers, executives and employees will take center stage
Your people are your most credible storytellers. In 2026, B2B brands are empowering employees, founders, and executives to show up on camera and build their own followings. Audiences trust people more than logos. That’s why brands are leaning into influencer-style content from the inside.
Thought leadership clips from the CEO. A product manager walking through a new feature. A customer success rep sharing real wins. These videos are often lo-fi, but high in impact.
Employee-created content also scales well. People across the company can shoot short updates, insights, or behind-the-scenes moments. Marketing can curate and distribute the best bits. It’s efficient. It’s authentic. And it helps everyone feel like a part of the brand story.
Vodcasts and B2B podcast video trends for 2026
Video podcasts (or vodcasts) are becoming a go-to format for thought leadership. They’re low-lift, high-trust, and repeatable.
Interview internal experts, customers, or partners. Keep it conversational. Then repurpose each episode into:
- Audio podcast
- Full video for YouTube
- Clips for TikTok, Shorts, or LinkedIn
- Quote graphics for blog or email
If you’re short on resources, this is one of the best ways to create consistent, high-value video content for B2B marketing in 2026.
Personalization and interactivity add real value
Viewers want content that feels made for them. That’s where personalized video is heading. Think small touches like using the viewer’s name. Or bigger things like tailoring product examples by industry.
Interactive video takes it further. Letting the viewer choose what they want to see. Click-throughs. Quizzes. Choose-your-path demos. These formats keep people watching longer and give you data in return.
You don’t need to do this for every video. But using personalization for Account-Based Marketing or interactive explainers can help you stand out.
Repurposing is key to a B2B video content strategy
One of the biggest 2026 video marketing trends? Teams are creating less content from scratch. Instead, they’re repackaging and extending what they already have.
A great example of this is our Customer Stories Framework. It’s a scalable, strategic model for turning one customer shoot into multiple high-impact formats. It helps teams turn a single session into long-form hero stories, short social clips, pull quotes, and cutdowns for multiple platforms.
From one vodcast or webinar, you can produce:
- 10 short clips for TikTok and YouTube Shorts
- A summary blog post
- Audiograms or GIFs for email
- Pull quotes for LinkedIn
This approach is budget-friendly and helps internal teams scale without burning out. You don’t need more shoots. You need better systems to reuse what you’ve got.
In-house teams need flexibility, not just headcount
At the recent Campaign In-Housing Summit, creative leaders said their biggest challenge was resource management. Not just people, but also workflows, systems, and capacity.
Many teams are now using hybrid models. Some content is created in-house. Some via partners. Some are templated or automated. The goal isn’t to do everything. It’s to do the right things, with the right support.
Creative quality still matters. Internal teams are being asked to prove they can deliver work that’s fast, distinct, and on-brand. Not just high-volume. That’s why flexible resourcing is key.
AI supports speed, but doesn’t replace creative
AI was a big topic at the in-housing event. It’s helping teams move faster. Automating edits. Generating transcripts. Suggesting hooks. Even creating first-draft versions of social clips.
But AI isn’t replacing humans. The creative ideas, the tone of voice, the cultural insight — those still need people. The winning model for 2026 is simple. Use AI to move faster, and use human creativity to make it matter.
Final word on 2026 video marketing trends
2026 will be a year of smarter content, not just more content. B2B marketers are embracing short video, long video, podcasts, personalization, and reuse, all with limited resources and rising pressure to prove ROI.
The most successful teams will be the ones who get creative with formats and flexible with production. You don’t need a massive team to build a standout video presence. You need the right strategy, the right systems, and the right partners.
If you’re planning your 2026 content roadmap, 90 Seconds is here to help. We make video production scalable and flexible in over 100 countries. Let’s bring your stories to life.
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