Most B2B video strategies have a top.
Thought leadership clips. Founder POVs. Event snippets. Social video. The stuff built to stop the scroll and get the right people to look.
They also usually have a bottom.
Testimonials. Case studies. Demo clips. Customer proof. The stuff built to say, “See? We’re not making this up.”
But the middle? That’s where things get… suspiciously quiet.
And unfortunately, that’s also where buyers are trying to figure out if they actually understand what you do, why it matters, how it works, and whether they can trust you enough to keep moving.
→ Awareness gets buyers to look.
→→ Proof helps them believe.
→→→ But the middle helps them understand.
Most B2B teams have built video for two very obvious jobs:
Get attention.
POV clips, social cutdowns, founder videos, podcast moments, paid creative.
Prove credibility.
Testimonials, customer stories, case studies, demos.
Both matter. But between “I’ve heard of you” and “I trust you,” buyers still need to understand:
What would this actually look like for us?
How is this different from the other options?
What tradeoffs should we understand?
Can I explain this internally without sounding like I forwarded a sales deck?
That matters because buyers are narrowing the field faster. In 2025, 38% of buyers narrowed their shortlist to just 2–3 vendors, up from 28% in 2023.
Getting discovered is not the same as getting seriously considered.
That’s where most video strategies are underbuilt.
Most B2B video strategies are overbuilt for reach, underbuilt for evaluation, and overly dependent on proof to close the gap.
That’s a problem because the production side of video has gotten easier. Companies with in-house video teams jumped from 36% to 54% in two years.
More teams can make video now. More marketers, strategists, and SMEs are involved.
Good.
But more production capacity does not automatically create a better video strategy. It usually creates more assets: more clips, edits, posts, mor “we should turn this into something”.
But the teams getting video right are not just publishing more. They’re building a mix that matches how buyers actually move.
That’s why the strongest video types right now are not only social clips. Companies are also doubling down on product videos, webinars, and educational videos.
That mix matters.
Social video creates reach.
Educational video builds understanding.
Product video clarifies fit.
Webinars give buyers context.
That’s the real shift: video is not just a visibility play anymore. It’s becoming evaluation infrastructure.
The tricky part is that evaluation-stage video usually does not look like the obvious winner. It may not get the highest views or be the funniest clip or be the post your team screenshots and shares in Slack.
These middle videos are designed to create movement. The mistake is judging both by the same scoreboard.
A strong evaluation video might be:
a use-case breakdown
a “how we approach this” video
a comparison between two approaches
an objection-handling clip
a POV explainer
a customer story built around the decision, not just the praise
a video ad that shows your testing philosophy instead of just saying you run ads
(psst. You guys get to see this video before it’s live! More to come.)
That video is not just saying, “Sweet Fish makes video ads.”
It shows how we think.
We test multiple versions. We care about creative performance. We do not treat video ads like one precious masterpiece launched into the void and judged by vibes.
That matters because serious buyers are not only asking: “Can you make this look good?”
They’re asking: “Do you know how to approach this strategically?”
That’s what good evaluation-stage video does: it shows the buyer how you think before they ever talk to sales.
Before you make more video, audit the video you already have. Take your last 20 videos and sort each one by the job it actually does.
We do video audits like this for all our clients. Want the template? Or a free video audit? Reply to this email and I’ll hook ya up.
1. Awareness: Make the right people care
This is where most teams are strongest.
Think: POV clips, social video, founder moments, podcast cutdowns, event snippets, paid creative.
The job: create attention, familiarity, and relevance.
Question it answers: Why should this audience care right now?
2. Middle: Help buyers understand, compare, and build confidence
This is where most teams are underbuilt.
Think: use-case videos, POV explainers, comparison content, objection-handling clips, “how we think” content, customer story breakdowns, sales enablement clips.
The job: turn interest into understanding.
This is the layer that helps buyers pressure-test your approach, compare their options, explain the idea internally, and build confidence before they ever talk to sales.
3. Decision: Reduce risk and prove the promise
This is where proof gets sharper.
Think: testimonials, case studies, demos, results breakdowns, implementation stories, executive validation.
The job: make the buyer feel safer choosing you.
Proof matters. But proof works harder when the buyer already understands the problem, the approach, and why your way makes sense.
4. Expansion: Reinforce value after the sale
This is the layer almost everyone forgets until retention gets weird.
Think: onboarding videos, customer education, rollout content, adoption stories, customer storytelling, success milestone videos.
The job: keep trust compounding after the deal closes.
Because video should not disappear after the sale. That is not a buyer journey. That is a cliff.
The quick audit
Take your last 20 videos and tag each one: Awareness. Middle. Decision. Expansion.
Then ask:
Where are we overbuilt?
Where are we missing support?
Which buyer questions are going unanswered?
Which videos help sales conversations?
Which videos help buyers explain us internally?
Which videos are we judging by the wrong metric?
If everything is awareness, you have a visibility engine. If everything is proof, you have a credibility library.
But when the middle is built intentionally, you have something stronger:
A video system that helps buyers keep moving.
The middle of the buyer journey is where attention turns into confidence, and most B2B video strategies are underbuilt exactly where buyers need the most help.
P.S. Want to know where your video strategy has gaps? We’re offering a free video audit.
We’ll look at what you’re making, where it fits in the buyer journey, which buyer questions are going unanswered, and where competitors may be doing a better job supporting the evaluation process.
