How B2B Companies Boost Trust and Engagement with Interview-Style Marketing Videos

Video content can be a powerful tool for B2B companies to communicate and connect with their target audience. For example, marketing videos can help demonstrate the value a brand brings to the table, how a product or service works, or what makes a brand unique in a crowded or competitive marketplace — and video can help you achieve this in a way consumers want and expect, as more than 50% of consumers prefer to discover products through some form of video content.

While there are several different types of B2B video content, one of the common threads in each is using interview footage to help create a narrative that connects with a customer and drives them to take a desired action. We frequently work with our B2B clients to create interview-style videos in the form of customer testimonials or product videos, which means we’ve learned a thing or two about how and why high-quality marketing videos can make a real impact in the B2B space.  

Here are a handful of reasons why interview-style marketing videos help B2B companies boost customer trust and grow engagement.

Marketing videos act as social proof

One of the biggest ways B2B companies can boost trust with customers is through social proof, or evidence that other customers have found a product or service to be helpful. Interview-style videos in the form of customer testimonials can be powerful social proof, especially when these videos use interview footage and b-roll to construct a compelling narrative.

Focusing on real-life applications with real people who have you used your product or service or interacted with your brand connects with customers in a more profound way — this approach can, in a sense, humanize your brand, and that goes a long way toward revealing what makes a company, product, or service special.

One example of this is a recent video testimonial we did for Renaissance Historic Roofing. This project included multiple interviews and a lot of on-site video capture to tell the story of a 100-year-old structure. While the goal was to create a piece of social proof, a byproduct was creating an engaging story of how one particular building came to be the centerpiece of a community.

Social proof is not only great for marketing products and services; it’s also helpful for boosting your employer brand. See how we used high-quality video to help Industrial Pump & Equipment Corporation attract new talent.

Marketing videos can help increase engagement with other kinds of content

One thing interview-style marketing videos are really good at is giving audiences a behind-the-scenes look at how products are made, how they work, or how a service can help you do the work you do better or more efficiently. 

Product demo videos, step-by-step guide videos, or explainer videos can foster increased engagement on website pages, landing pages, or blogs, and this enhanced engagement ups the chances that your ideal customer will engage with your other content. 

For instance, interview-style marketing videos that tap into a customer’s need to solve a specific problem or overcome a certain challenge can boost engagement in the form of podcast downloads or subscriptions, case study or white paper downloads, or RSVPs to live and virtual events. Plus, interview-style videos can also pique your audience’s interest in the rest of your video library, increasing overall video views. 

Using video to demonstrate the concrete benefits customers will experience by working with you also makes it more likely that your target audience will remember you. First impressions are everything, and I think marketing videos can be an effective method of introducing yourself to customers and communicating in a way that helps your brand stick with customers longer. 

Marketing videos can help you introduce yourself in a big way

Speaking of first impressions, nearly 40% of people discovered a new product or service in 2024 by watching a video. Whether you’re launching a new product or service, unveiling a new brand identity, or simply looking to make a splash by formally introducing a product that’s been around for a while, interview-style video content can help you differentiate yourself from competitors by leveraging the power of visual storytelling. 

One example that jumps to mind is our video work with Gorilla Drum®, a manufacturer of hazardous material containers. Gorilla Drum® has a very unique, playful brand, and the company wanted to launch this brand with a humorous yet substantive video demonstrating the creativity and innovation of their container solution. 

The videos we created helped announce Gorilla Drum® to the company’s target audience in a way that reflected the bold nature of their branding and set the tone for subsequent pieces of a larger content marketing strategy, including social media posts, blogs, and white papers.

One last thing: High-quality, longer-form videos do still have a place

With the rise of short-form video content on social media platforms like TikTok or Instagram, I’ve been thinking a lot lately about the place of longer form marketing videos, and whether this type of content still has value for B2B companies when it’s often quicker and easier to film a 30-second video on a smartphone and publish it on social sites. 

The answer is yes — high-quality marketing videos that incorporate strategic messaging, thoughtful interviews, and purposeful post-production are still valuable for companies in simplifying complex topics and using traditional storytelling principles to communicate ideas that resonate with an audience. 

Learn more about our video production services.