How to Turn Subject-Matter Expertise Into Engagement: B2B Short-Form Video Content
More and more B2B brands are pressing play on video content, and it's redefining how companies engage online.
Fully 78% of B2B marketers currently use video in their programs, and 56% plan to increase their investment in B2B video marketing within the next year, according to the 2025 B2B Marketing Benchmark Report from LinkedIn and research firm Ipsos.
According to the same report, 58% of marketers choose B2B influencers based on authenticity and credibility, while nearly half prioritize industry relevance and subject-matter expertise. Short-form social video content also delivers the highest ROI, according to almost half of B2B marketers. Short-Form Video and Subject-Matter Experts
You need not look very far to see how those findings are applied. Short-form video content is being prioritized by many of the leading B2B brands of today in their marketing strategies, in large part due to its effectiveness in establishing trust and connecting with target audiences. And most of those videos feature subject-matter experts (SMEs) who provide insights on specific topics and areas of specialization.
Consider Salesforce's Instagram strategy. Some of the company's most-viewed reels showcase influencers or in-house experts demonstrating Salesforce products in ways that are both compelling and easy to understand.
For instance, a Salesforce reel with approximately 15,200 views features a Salesforce SME demonstrating how to acquire an entry-level position using AI. Join StackAdapt for a 30-minute lowdown on Cannes
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B2B audiences can be effectively engaged by authentic, expert-led short-form videos, resulting in real results. Videos that are concise and led by experts are a useful tool for reaching important decision-makers. To stay ahead, creatives working with B2B brands may want to focus on mastering SME-centered strategies tailored for TikTok, Instagram Reels, and other forms of short-form video content.
Uses for Short-Form Video in Four Ways Here's how marketers and creatives can effectively integrate SMEs into their short-form video campaigns to maximize reach, engagement, and trust with the companies they serve.
1. Emphasize information-sharing and education
SME-driven content should be informative and practical, and it should provide viewers with a clear takeaway related to a specific technology, topic, or issue.
That approach helps potential buyers understand how a product works, the value it can bring to their organization, or the broader problem it addresses. It can also help current clients discover products they aren't yet using but may want to add to their existing services.
Shopify is a great example of a brand using short-form video content to inform and educate its audience. Shopify clearly demonstrates tips and capabilities in a recent video highlighting "underrated features" in its Theme Editor that many users may not have discovered on their own. 2025-Ann-Dates.jpg
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The video could also help convert prospective clients who were previously on the fence but became convinced after seeing the Theme Editor in action.
Expert-led content can also help educate audiences on broader global issues they may not be familiar with, while highlighting how a company is addressing those challenges.
Consider the Siemens reel highlighting the company's microgrid project on Terceira Island, developed in collaboration with Fluence. The video not only introduces the microgrid initiative but also explains its potential impact, exploring how the microgrid can "cut diesel use by over 1,150 metric tons each year" and lower "CO2 emissions by more than 3,600 tons annually."
The 20,000 people who watched the video now know more about the significance of the project and what Siemens can do to build sustainable energy solutions.