4 common mistakes B2B marketing teams make with video (and how to fix them)

B2B video marketing is more competitive than ever. As brands recognize the power of high-quality video content in building trust, engaging audiences, and ultimately driving sales, many teams are making avoidable mistakes that limit their video’s impact.

Here are four key mistakes we see B2B marketing teams make when producing video content—along with how to avoid them.

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1. Skipping video strategy

Once you decide you need a video (which you do), the instinct is to jump straight into scripting and production. But without a clear video strategy, even a beautifully shot video can fail to deliver results.

There are two key levels of video strategy:

  1. Overall video marketing strategy – How video fits into your wider B2B marketing efforts.
  2. Individual video strategy – The specific goals and messaging for each video you create.

Before hitting record, ask yourself:

  • Who is this for?
  • What is the goal of this video?
  • What will success look like?
  • Where in the buyer’s journey will people see this?
  • Is this the most effective type of video we could create right now?

At a minimum, you should define:

  • Key objectives
  • Target audience
  • One clear message (don’t overload your video with too many ideas)

A solid strategy is the foundation of a high-performing video. Skipping this step means missing out on the true power of video marketing to drive business growth.

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2. Bringing in a video production team too late

Once you’ve planned your video, the next step is execution. While it's obvious that a specialist video production company will deliver a more polished result than filming in-house, many businesses wait too long to bring in the experts.

Too often, we see companies approach us with a fully planned video - only for us to identify major flaws in the concept that could have been avoided with earlier input.

To prevent costly revisions and wasted effort, consider engaging a video marketing expert early in the process - even if it’s just for a consultation. They can:

  • Identify weak spots in your concept before production begins
  • Ensure your messaging is clear, engaging, and audience-focused
  • Advise on the best mix of visuals, script, and storytelling techniques

Another common mistake? Focusing too much on product features rather than addressing customer pain points. A professional team helps ensure your video speaks directly to your audience’s challenges—making it far more effective.

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“Obvious realisation: Content that starts as video, can be downgraded to audio (in your pocket or as podcast), which can be converted to text (via transcription or blog). But content can’t flow in other direction. Therefore, to max audience for any content, start with video.”

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3. Posting the same video everywhere without optimisation

Making one video and uploading it to LinkedIn, YouTube, TikTok, and Instagram without adjustments isn’t an effective strategy.

Each platform has different:

  • Technical requirements (aspect ratio, length, captions, etc.)
  • Audience expectations (entertainment on TikTok vs. thought leadership on LinkedIn)
  • Content preferences (short-form clips vs. long-form storytelling)

For example:

  • TikTok users want fast, engaging, and visually striking content - not direct sales pitches.
  • LinkedIn users prefer informative, value-driven content that helps them in their work.
  • YouTube viewers are more likely to watch in-depth, educational videos.

A good rule of thumb is to tailor your content for each platform instead of taking a one-size-fits-all approach. It’s like showing The Exorcist at a 5-year-old’s birthday party - it’s just not the right fit.

4. Forgetting the viewer

Too many B2B videos focus on the company, the product, the features - without considering what the viewer actually cares about.

No one enjoys sitting through a sales pitch disguised as content. Instead, your video should answer:

  • Why should they care?
  • How does this solve their problem?
  • What value does this provide them?

Your audience is busy. If your video doesn’t engage them immediately and provide value, they’ll scroll past. You don’t need gimmicks or forced humor, but you do need to create content that’s engaging, insightful, and relevant to your audience’s needs.

The key to standing out is putting your audience first. If you wouldn’t watch your own video, why would they?

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The Bottom Line

A strong video marketing strategy doesn’t just mean making visually appealing content - it means creating targeted, audience-first videos that drive real business results.

By planning strategically, involving experts early, optimizing for each platform, and focusing on the viewer, B2B brands can create videos that engage, educate, and convert.

Avoid these mistakes, and your video content will stand out—not just as “another corporate video,” but as a powerful marketing tool that drives action.

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