By Ann-Marie Reacord

Video has become the heartbeat of modern brand storytelling, not just because it’s popular, but because it connects in ways static content never could. Short-form video on platforms like LinkedIn, TikTok, Instagram Reels and YouTube Shorts has transformed how people discover, trust and relate to brands.

For The Listening People, video isn’t simply a format, it’s a window into brand truth. It brings personality, emotion and authenticity to the surface, helping audiences feel what a brand stands for rather than just read about it.

Used with intention, video has the power to build real communities around shared meaning. It humanises digital marketing, giving brands the opportunity to listen, respond and grow in ways that static content rarely achieves.

The shift: From broadcast to belonging 

The rise of TikTok, Reels, and YouTube Shorts didn’t just change content formats, it changed expectations. Audiences no longer want polished perfection; they crave immediacy, relatability, and storytelling that feels real.

At The Listening People, we see this as a cultural shift rather than a technological one. People engage with people, not logos. Video gives brands a chance to show their humanity in motion: to let audiences see, hear, and feel the people behind the promise.

Recent data reinforces this. In 2025, short-form video accounts for over 60% of all social media engagement, and posts featuring people, rather than products, perform 3x better in recall and share rates (HubSpot, 2025).

The real insight? Video converts best when it listens first, when it reflects what audiences care about and frames the brand story through that lens.

Proof in motion 

One of our clients, initially sceptical about “putting themselves on camera,” created a short behind-the-scenes video introducing their event team. The result? A 3,500% engagement increase compared to their usual posts.

But more importantly, the comments section filled with conversations, people recognising faces, expressing pride, and sharing excitement. That’s the unseen value of video: it doesn’t just get clicks, it creates community.

Listening People principles for video that works 

1. Start with purpose, not platform. Understand why you’re making the video before deciding where it will live. Purpose-driven storytelling outperforms trend-chasing every time.
2. Be authentic. People don’t want actors, they want you. Unscripted moments, real voices, and imperfect lighting often outperform overproduced content.
3. Keep it concise and meaningful. Under 90 seconds works best for most platforms. Lead with value in the first 3 seconds.
4. Tell a story. Whether it’s a team moment, a product in action, or a client impact, every video should move from setup → story → takeaway.
5. Design for sound-off. Subtitles and visual cues are essential, 80% of social video is watched with the sound muted.
6. Plan, then play. Consistency beats spontaneity. Plan your video calendar, but leave space to respond to cultural moments or audience input.
7. Measure emotion, not just engagement. At The Listening People, we look beyond vanity metrics. True success is when audiences feel something, and say so.

These principles reflect The Listening People’s broader approach to content: purposeful, authentic and insight-led. Video is how we bring that to life, translating brand truth into stories that connect emotionally and consistently. It’s not just about what we create, but how it reinforces our key message: that listening deeply leads to clarity, trust and lasting engagement. 

AI-generated video making it easier 

The emergence of generative AI in video production is a game-changer, especially for brands looking to be agile, resourceful and relevant. Some of the key developments:

• According to the 2025 State of Video Report by Wistia, the use of AI in video production has more than doubled year-on-year.
• A report by IAB found that 86% of advertisers are already using or planning to use generative AI for video content, with projections that GenAI will drive 40% of all video ads by 2026.
• One market overview shows that AI-powered video tools can reduce production costs by up to 60%, while adoption rises sharply across industries.
• Moreover, cutting-edge research shows that AI-generated metadata (titles, tags) can boost viewership by 7.1% and watch-duration by 4.1%, when properly co-created with humans.

For B2B brands (and smaller agencies) this isn’t just nice to have, it’s a practical advantage. AI tools lower the barrier to entry, speed up time-to-publish, and free your team to focus on strategy, insight and story, rather than just production.

Why this matters now 

2024 was the year video cemented its dominance; 2025 is the year AI meets authenticity. Generative tools can now help script, edit, and optimise videos faster, but the standout brands will use these tools to enhance, not replace, human creativity.

The opportunity is no longer about being first to use video, but about using it with insight and empathy. Audiences are saturated; what they respond to now are stories that reflect shared human truth, something algorithms can’t fake.

What this means for B2B brands 

For B2B organisations, video has moved far beyond product explainers and case studies, it’s now a key driver of reputation, relevance, and relationships. The brands winning attention today are those using video not just to talk, but to listen, to understand what matters to their audiences and reflect it back through authentic storytelling.

Whether it’s a thought-leadership clip on LinkedIn, a behind-the-scenes culture story, or a live conversation with clients, video helps turn business communication into human connection.

At The Listening People, we believe the future of B2B marketing belongs to brands that use video to build trust, show purpose, and spark meaningful dialogue, because when you tell your story well, the right people don’t just watch… they engage. 

FAQs

1. Why is video more effective than static posts in 2025?
B2B audiences are made up of people who want to connect with clarity and authenticity just as much as consumers do. Video humanises complex ideas, brings leadership and expertise to life, and makes brand stories more memorable. It’s a way to cut through the noise and build trust quickly.

2. How can smaller brands compete with big-budget video content?
Authenticity wins over polish. A short LinkedIn video explaining a new approach, a behind-the-scenes look at a project, or a human story from your team can often outperform big productions. What matters most is relevance, not resources.

3. What role does AI play in video marketing now?
AI can streamline editing, captioning, and idea generation, but it can’t replace genuine insight or human warmth. The best results come from using AI as a creative assistant, not a director.

4. How can brands ensure their video content aligns with their purpose?
Every video should reflect your brand’s voice, values, and reason for being. Start by identifying what you want your audience to feel and think, as well as do.

5. How does video support B2B sales and reputation building?
Video builds emotional familiarity before a conversation even begins. From explainer clips to thought-leadership interviews, it helps teams communicate expertise clearly and consistently across touchpoints, strengthening brand recognition and trust throughout the buyer journey.

6. What’s next for video marketing?
The next wave of B2B video will focus on interaction and authenticity, think virtual events, live LinkedIn sessions, and purpose-led storytelling that connects people to your brand’s values. The future belongs to those who use video to listen, not just broadcast.