And how to do it right!
Many B2B companies think that storytelling is mainly something for consumer brands. Too emotional, too creative, too vague. B2B is all about facts, processes and results, right? That is partly true, but that is precisely why storytelling works so well. Even in B2B, people make the choices. People who want to understand, trust and seek certainty. Storytelling helps make that connection, without losing the content.
B2B is about people, not companies
Behind every B2B decision is a person. Someone who weighs risks, has to convince colleagues and wants to know if a collaboration feels right. A list of services says little. A story shows how you work, what you stand for and what someone can expect from you. With storytelling, you give context to your expertise. You show how your solution works in practice and why clients choose you. You add an extra layer to your video; a gripping story that you then build up with images. In B2B, trust is crucial. Decisions are often not made in a single moment. People compare, deliberate and doubt. A good story helps support that process. Consider:
- customer stories showing how you work together
- staff explaining how they address problems
- project videos focusing on the process
- Branding videos that powerfully convey your company’s story
These forms of storytelling show that you have experience and that you understand the customer’s business. For example, check out our recent video for Uniflowers, which does a great job of highlighting not only the company, but also the people behind it.
Storytelling does not mean less content
A misconception is that storytelling would be superficial. The opposite is true. Storytelling makes complex information easier to follow.
Instead of telling everything at once, you build the story logically. You take the viewer step by step. This works especially well with technical products, services or processes.
With clients in sectors such as engineering, education and security, we use storytelling to make complicated topics clear. Read more about that in our article In these sectors, safety really makes a difference.
How do you apply storytelling in B2B video?
Start not with the camera, but with the message. Ask yourself three questions:
- What is my target audience’s problem?
- How do we solve that?
- What does that yield in practice?
Don’t tell this as a sales pitch, but as a story. Get people talking. Use real situations. Show how it works, not just what it is. Video helps with this because you see faces, hear voices and experience atmosphere. This makes the story believable and relatable.
Think in multiple stories, not one video
Storytelling is not a one-time action. You build a story by showing multiple moments. Short videos, interviews, product stories and updates reinforce each other.
In our blog How to get the most out of one day of shooting, read how to capture multiple stories in one production that together strengthen your brand.
In conclusion
Storytelling works in B2B because it’s human. You help your target audience understand who you are, how you work and why you are trustworthy. That makes decisions easier and collaborations stronger. Want to discover what storytelling looks like for your B2B brand? Contact QuickWorks sometime to see how we can translate your story into a video that works.