👋 Introduction: The Case for Authentic Video
AI tools have made it easier than ever to produce content, but not connection.
B2B buyers are tuning out anything that feels scripted, polished, or generic.
Authenticity — especially through real people and stories — is what cuts through.
This short guide helps you plan five high-impact, low-stress video types that build trust, authority, and emotion — without requiring a massive production budget.
🎥 1. Customer Story / Testimonial Video
What It Is
A 1–3 minute interview-driven piece featuring a real customer sharing their experience and results.
Why It Works
- Builds credibility through social proof
- Humanizes your value proposition
- Performs exceptionally well on LinkedIn and sales decks
How to Produce
- Identify a customer with an amazing success story
- Interview your customer on Zoom, or ideally in-person (15–20 min)
- Ask specific, pre-determined questions to build the narrative
- Capture b-roll and product visuals to add visual interest
Pro Tip
Edit for clarity, not polish. Keep it real, not scripted. Authenticity > perfection.
🧠 2. Expert Explainer Video
What It Is
Your subject-matter expert (CEO, product lead, strategist) explains a core concept in 60–90 seconds.
Why It Works
- Builds thought leadership
- Positions your brand as a trusted educator
- Fuels organic engagement when posted as “face-to-camera” content
How to Produce
- Identify key talking points, consider using a teleprompter with script
- Record your expert speaking naturally to camera
- Add b-roll, captions, and brand logo in post
Pro Tip
Hook in the first 3 seconds:
“Most B2B marketers waste money on video. Here’s how to avoid it.”
💬 3. “Day in the Life” or Culture Mini-Doc
What It Is
A 60-90 second peek behind the curtain — showing your team collaborating, brainstorming, or on-site with clients.
Why It Works
- Builds trust through transparency
- Great for recruiting and brand perception
- Shows you’re real people solving real problems
How to Produce
- Capture candid moments and key groups in the workplace
- Interview a variety of employees discussing why they love what they do
- Add music and b-roll
- No script, no pressure — just moments
Pro Tip
Consider adding narration to fill in the gaps between interview sound bites
🚀 4. Product Demo
What It Is
A short visual walkthrough showing your solution solving a real-world problem.
Why It Works
- Converts mid-funnel prospects
- Reinforces key differentiators
- Perfect for paid campaigns and website embeds
How to Produce
- Record a screen demo or live action of your product in use
- Add text overlays and/or voice over
- Incorporate brand elements
Pro Tip
Keep it to 90-seconds or less.
🎯 5. Leadership Message or Vision Video
What It Is
A sincere, personal message from a founder or executive — talking about mission, milestones, or gratitude.
Why It Works
- Humanizes leadership
- Inspires both customers and employees
- Helps anchor your brand in values, not just features
How to Produce
- Focus on clarity, tone, and sincerity
- Add music and b-roll for a creative touch
- End with a forward-looking message (“Here’s what we’re excited about next…”)
Pro Tip
Film one per quarter and share across LinkedIn, email, and internal channels.
📘 Want Help Planning Yours?
At Free Radical we specialize in working with B2B brands to produce high-quality, authentic content. We’d love to connect and share ideas for bringing your videos to life.