And you know what each of these companies also has in common, their B2B social media content includes videos, and specifically videos that feature their employees.

We’re not talking about overly produced and edited videos. These are casual, authentic, low-lift pieces of content that speak directly to the viewer – your target audience.

And since it’s enough to simply make the prediction, we’re sharing with you actionable, practical tips to get started.

Who – Your employees! And I’m not just talking about the executive and marketing teams. The most obvious group of people after that is your sales team – the people who are most likely and most often talking to your prospective customers. And from there we add your account execs. But we also know that everyone loves a good behind the scenes, so we’ll add your developers, HR, financial… you get the picture. 

What (type of content) – Any content that the person can talk about in their sleep – aka, confidently and without really having to think about it. That’s the content that they’re going to feel good about sharing and is going to be the easiest to film. 

* Skip to suggested topics for each employee *

Why – Normally this part would come at the bottom but it’s too important to put last. Why should you create video content that features your employees? Because this is the content that people want to consume, from the people they want to consume it from! Just think about your own social media habits (try to put aside your B2B marketer hat for a minute) – what type of content do YOU want to see? I’m going to put a big bet that it’s not corporate-y, overly produced, impersonal content. You want to learn from real people, doing real jobs, sharing their real, personal expertise. Your ICP does too.

Where – Anywhere! Feel free to get creative with where you’re filming, but don’t over do it. If you spend your days in the office, pick a quiet, well-lit space to film in. If you all work from home, have everyone film themselves from their home office. Having an offsite? Great! Schedule time to film in the wild.

How – Great question, so glad you asked. 

With your phone. Every phone camera now is good enough to take high enough quality videos for social media. Everyone always has a phone on them, and once you’ve filmed, sharing the video is easy peasy.

Take it up a notch by using a small microphone and tripod. My personal favorites are ones that sit on the desk in front of you because they can fit in your backpack. If you’re going to need more options for height, there are great options like X, X and X.

That’s it. Really. These are the tools we use to film with our clients.

I already know what question you’re asking me in your head:

What about a teleprompter?

There are 2 ways to look at this:

On the one hand, pretty much everyone who reads from a teleprompter looks like they are reading from the teleprompter. You lose a lot of the authentic, off the cuff, natural element.

On the other hand, sometimes you want something specific said. I get it. In those cases, I recommend downloading a teleprompter app onto an ipad. There are a lot of free versions and they are super easy to use. I suggest using an ipad because it’s bigger and easier to read from than a phone. Have someone hold the ipad as close to the phone camera as possible so they’ll look like they’re looking at the camera and not at a teleprompter.

Bonus tip – it’s ALWAYS easier to film a video when someone else is there. Most people feed off of other people’s energy so the person being filmed will seem more confident and natural if the setting is more conversational than formal. Also, just to have a cheerleader with you is always nice.

And lastly, where are all these videos going to go?

Everywhere!

Bonus tip – If you’re filming only for TikTok or Instagram, film vertically. But if you’re filming for different platforms, film horizontally. This gives you more options for editing.

Every single social media platform is doubling down on video content for 2025.

Just to give you some examples of updates about videos that I’ve seen in the last 2 months:

You’ve probably already seen LinkedIn’s new video feed, Instagram’s new carousel feature that allows for multiple videos and the fact that YouTube now allows for longer shorts (which I wish they called pants lol)

But there’s so much more:

LinkedIn Video Posts Generate 3X More Reach, Study Finds

LinkedIn added a more prominent “Follow” button on videos in its immersive video feed

On LinkedIn, the mute/volume button has been replaced with a ‘Save Post’ button

Facebook has switched to “Views” as its primary metric

Instagram metric that shows how many % of viewers watched past the first 3 seconds

Instagram has also added a new “Views over time” metric in their analytics

X (Twitter) has added a cool new “Pinch to zoom” feature on videos

Threads is finally letting users watch videos in landscape

And YouTube has launched “Data stories” for first-day video metrics

And the platforms themselves are even putting out content about how to capitalize on video content next year:

LinkedIn

TikTok