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Why B2B Video Works: A Q&A with BizClik’s Head of BizClik TV & Broadcast Operations

B2B video content, successful short-form video, executive storytelling, and the future of content marketing

In today’s B2B landscape, video is a proven driver of engagement and influence.

According to recent data, 87% of B2B marketers include video in their strategy¹, and brands that use video grow revenue 49% faster than those that don’t².

Meanwhile, 63% of tech buyers say expert-led short-form video influences their purchasing decisions³.

To explore why video works and how BizClik turns content into campaigns, we sat down with Kieran Waite, BizClik’s Head of BizClik TV & Broadcast Operations.

Why is video such a powerful tool in B2B marketing today?

"Most people don’t realise that video is a tool. But once you treat it like one, it becomes incredibly effective, especially in B2B marketing.

Whether it's a 30-second social clip or a 60-minute webinar, video gives you the power to share insight, personality, and thought leadership in a way other formats can’t. It helps you connect on a human level, build trust, and stand out in crowded markets.

The real power of video is in its versatility. One piece of content can be repurposed across platforms, short clips for social, key moments for email campaigns, or deeper dives for internal use.

In B2B, where relationships and credibility matter, video puts real people front and centre. To me, this makes all the difference."

What types of video content perform best for B2B audiences?

"Short-form video works really well in B2B. Promos, trailers, vertical social clips, the kind of content people watch without even thinking. A 60-second snippet can be all it takes to spark interest and lead someone to a full webinar, demo, or deep-dive session.

Thought leadership content and event interviews also perform strongly. When people hear sharp, useful insights straight from experts or industry voices, it builds credibility and keeps them coming back for more.

The best results come from mixing different types of video. Short-form grabs attention quickly, then deeper content helps educate your audience and build trust over time."

What makes BizClik’s approach different?

"Very few companies do what we do, especially at the scale we do it. Events, Digital Magazines, Podcasts, and now BizClik TV. It’s all part of a connected content ecosystem that keeps growing. And video is right at the heart of it.

What sets us apart is how video supports and elevates our other products. A single interview or snippet can feed into a full article, social post, podcast segment, or even an event highlight reel. It's all connected and it drives serious reach, upwards of 250,000 viewers across our platforms.

This isn’t just about producing content. It’s about building smart, integrated stories that cut through. And this is only the beginning. The video team is just getting started."

Do you have a favourite campaign you’ve worked on?

"There are honestly too many to choose from. We’ve had the privilege of working with some incredible thought leaders, each bringing their own unique perspective and energy. That’s what makes every project so rewarding. No two are ever the same.

One of my favourite parts is capturing those insights on camera and transforming them into meaningful, engaging content that resonates with an audience. Every time we hit ‘publish’ on a story that inspires or informs is a highlight for me."

Can you hint at anything exciting that is to come?

"A lot is happening behind the scenes at the moment, with the planning of BizClik TV being the main one. We can’t give away all the details just yet. What I can share is that we’re preparing to launch a brand-new site page alongside fresh strategy plans designed to create even more engaging programmes for our B2B audience.

It’s all part of our mission to deliver impactful, high-quality content in new and exciting ways. And if you’re passionate about video, storytelling, and creative production, keep watching. Some big opportunities are coming soon."

What advice would you give to brands new to B2B video?

"The best advice for brands new to B2B video is to just get started. The power of video lies in its ability to tell your story in a memorable way, and all you really need is a clear message and the confidence to share it. There are many accessible ways to begin, such as a video call with a dedicated editor from our team in the comforts of your own home, or an in-person interview with a film crew.

Video is incredibly effective; it's up to 10 times more memorable than a still image and can lead to 49% faster revenue growth for B2B brands that use it.

While video is a powerful tool, you can also leverage our expertise in Broadcast Media Production and Distribution to create many other creative content formats that can help you achieve your goals."

Want to see what strategic video can do for your brand?

Explore our Content & Video Services or speak to the team about your next campaign.

FAQ

What types of B2B video does BizClik produce?

We create short-form social clips, executive interviews, event highlights, thought leadership segments, and long-form webinars, all tailored to engage decision-makers and support brand goals.

How is BizClik’s approach different from other providers?

Our video production is part of a connected ecosystem including events, magazines, podcasts, and BizClik TV. A single video can be integrated into articles, social posts, podcasts, and event promotions, amplified to over 2 million monthly users worldwide.

Who will my video reach?

Our network reaches more than 2 million monthly unique users, 610,000+ social media followers, and over 500,000 newsletter subscribers, spanning 18+ global business brands.

What if I’ve never used B2B video before?

You can start small, such as a remote video interview with our editors, and scale up as your confidence grows. We handle all technical and creative elements.