Video continues to dominate B2B marketing. Here are the product video trends reshaping how companies tell their story and drive demand.
The Rise of Product-Led Video
B2B buyers increasingly expect to see products in action before committing to a conversation with sales. Product video has evolved from nice-to-have marketing collateral to a critical component of the buyer journey.
Trends Shaping Product Video
From short-form vertical video to interactive product demos, the way B2B companies showcase their products is changing rapidly. These trends reflect broader shifts in how buyers consume content and make purchasing decisions.
- Short-form video — Bite-sized product highlights optimized for social feeds
- Interactive demos — Self-guided product tours replacing static screenshots
- Customer storytelling — Real users sharing authentic product experiences
- AI-powered production — Faster, more affordable video creation at scale
- Platform-native formats — Content designed for specific channels rather than repurposed generically
Making Video Work for Demand Gen
The most effective product videos do not just showcase features — they connect product capabilities to the business outcomes buyers care about. Learn how leading B2B companies are integrating video across their demand generation strategy.