Top marketing trends for 2023: B2B influencers and short video content

6 minutes read
Sarah - 04.11.2022
Top marketing trends for 2023: B2B influencers and short video content

We asked marketing leaders what they anticipate to be the most impactful trend of 2023.

Here's what Devyn Bellamy, HubSpotter and Black@INBOUND, had to say 👏

Short content from B2B influencers is the marketing trend to watch out for in 2023. 

In this blog post, we'll share the impact B2B influencers have on today's market and which platforms they should look for content creation. We'll also explore how your B2B SaaS business can create an affiliate program of B2B influencers that drive your revenue growth and drive brand awareness.

Short-form video content has taken over the world of marketing, and there's no stopping it. There's a reason why so many brands are using short-form content to connect with their target audiences.

Short-form content is easy to consume, can be produced quickly, and is highly shareable. When Tik Tok first gained popularity in 2020, it was seen as a platform for just consumers. It's no surprise that Tik Tok's audience has adapted to the same works of Instagram, Twitter, Facebook, and YouTube. These platforms are no longer just for consumers, but also hold a place for B2B brands.

But what does this trend mean for B2B marketers?

As a B2B marketer, you might be thinking that short-form content isn't for you. After all, your target audience is made up of other businesses, not consumers.

But that's where you're wrong.

Behind every business is a person. That person has emotions, needs, and challenges. Your short content should resonate with that person and target a specific persona.


Types of Short Form B2B video content

Short-form content can take many different forms, but some of the most popular include:

  • How-to videos
  • Product demonstrations
  • Customer testimonials
  • Industry news
  • Event coverage
  • Interviews
  • Cultural videos
  • Advertising videos
  • Feature updates


All of these types of content can be repurposed and shared across multiple social media platforms.

Repurpose Repurpose Repurpose

Short-form content is easy to repurpose. At the basic level, you can take a single video and break it down into smaller pieces that can be used across multiple social media platforms.

This not only saves you time but also allows you to reach a wider audience with your content.

For example, if you have a 2-minute video, you can:

  • Create a 60-second teaser for Instagram
  • Edit down to a 1-minute version for Twitter
  • Post the full video on YouTube
  • Post a YouTube Short
  • Share clips on LinkedIn


This strategy also works well if you have a series of videos. You can take one video from the series and break it down into multiple pieces that can live on different social media platforms.

Repurposing content also allows you to create a consistent message across all of your social channels.

The Impact of Influencers to the B2B market

When it comes to B2B video content, influencers can have a major impact.

Studies have shown that 92% of B2B buyers are more likely to purchase after watching a video.

And when it comes to social media, videos are one of the most shared pieces of content. In fact, tweets with videos are 6x more likely to be retweeted than those without.

How to create successful short-form content

When it comes to creating B2B content, there isn't one, singular formula. However, there are some best practices you can follow to create successful short-form videos.

Here are a few tips:

Adjust the content you create to the specific social media platform. For example, LinkedIn and Twitter are great platforms for how-to videos or feature releases.

Whereas Instagram might be good for quick, behind-the-scenes content.

Think about the type of content your audience on that platform wants to see and then produce accordingly.


B2B brands that have done Tik Tok Right



it's a rollercoaster of emotions

♬ original sound - TheDisInsider



We worked with@jakethomasparkerart to make the new European VAT rules a breeze for his ecommerce business.#BossYourBusiness

♬ original sound - Sage



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