Short form video for B2B founders: generate leads with one clip a week

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Why short form video fits B2B right now

Decision makers scroll on the train, between meetings, and late at night when planning the week. Short clips help them learn fast and feel who they want to work with. A single useful video per week can do more for awareness and trust than a handful of text updates scattered across channels.

This approach suits founder led teams. You can record on a phone, talk about real problems, and keep each clip under one minute. Publish where your buyers already spend time, then bring the most interested people back to clear next steps on your site.

What buyers want from your clips

People watch to solve a problem, avoid a mistake, or see how something works. They save and share when they feel a small win or a moment of recognition. Keep it practical and plain spoken. Avoid vague claims. Show how you think and what working with you feels like.

Clarity in the first three seconds: say who it is for and what they will get. Hook examples appear below to make this easy.
One point per clip: do not cram five ideas into fifty seconds. Go narrow and specific.
Named proof: refer to a client type or a real outcome where possible. Obvious fake or generic claims reduce trust.
Simple next step: a one line call to action that points to a helpful resource, a demo, or a calendar link.

Formats that work for B2B without a studio

You can rotate a small set of repeatable formats each month. Consistency beats novelty. Pick the formats you can keep up with and run them on a rhythm.

Problem, fix, next step: 10 seconds of context, 30 seconds of how to, 10 seconds of where to go next.
Before and after breakdown: show a quick story arc, what life looked like, what changed, and the first action you took.
Show the screen: narrate a process or teardown with a screen recording, for example how to clean CRM data or how to structure a pricing page.
Myth to truth: name a common misconception, explain why it trips teams up, and demonstrate the better approach.
One question, one answer: read a real buyer question and answer it clearly.

Hooks you can copy and adapt

Say the hook out loud as if you were talking to one ideal buyer. Keep the first line tight so someone scrolling on silent understands it.

For heads of operations: If your onboarding is losing a week, try this simple checklist.
For SaaS founders: Three pricing page tweaks that stop free trial drop off.
For HR leaders: How to get managers to actually use your learning platform.
For e commerce teams: The product page mistake that quietly kills conversions.
For professional services: What to send after a discovery call to keep momentum.

Simple scripts that keep you on track

Use these as starting points. Speak in your own words and do not aim for perfection. Clear beats polished.

Script A, problem to fix

Hook, say who it is for and the win they will get. Example, For CFOs at Series A companies, here is how to shorten your monthly close.
Why it matters, one sentence on the cost of not fixing it.
The fix, three quick steps that someone could try this week.
Next step, point to a relevant page or a checklist.

Script B, mini case

Hook, who it is for and the change achieved.
Starting point, what was not working.
What you changed, one to two moves only.
Result, one number or clear outcome.
Next step, where to learn more or book time.

Script C, screen demo

Hook, the job to be done.
Show the screen, focus on the one part that matters.
Call out a common mistake to avoid.
Next step, link to a resource or a template.

Phone first filming that looks professional enough

You do not need a studio. A few small choices make phone footage look clear and intentional.

Light: face a window or use a desk lamp at eye level. Avoid strong backlight.
Framing: keep eyes on the top third of the screen and leave space for captions.
Sound: quiet room, move closer to the phone, or use a simple lapel mic.
Stability: rest the phone on books or a tripod. Do not hand hold if you move a lot.
Take one: if you stumble, pause and start the line again. Cut the gaps later.

Editing, captions, and brand feel in minutes

Keep editing light. Trim the start and end, remove long pauses, and add captions so people watching on silent can follow. Title text should restate the hook. Use your brand typeface only if it remains easy to read on a small screen.

Captions: high contrast, large enough to read on a phone. Keep lines short.
Trim ruthlessly: aim for 40 to 60 seconds on LinkedIn and YouTube Shorts. Many buyers watch to the end when the point is clear.
B roll and cuts: add a quick cut or a screen shot to break up talking head if the concept is visual.
End card: one line next step and a clear URL or CTA. Do not crowd the screen.

Distribution that matches B2B behaviour

Post natively where your buyers already spend time, then embed or link back to a helpful page on your site for context. If you cannot keep three channels alive, choose one primary and one secondary.

LinkedIn: strongest for many B2B buyers. Post from the founder profile, then from the company page later in the day. Add a short story line in the caption, not just a link.
YouTube Shorts: a useful archive for evergreen clips and screen demos. Add your best search terms to the title and description.
TikTok: useful when buyers are younger or product led. Focus on teaching, not trends, and be ready to engage in comments.
Website: create a simple hub page with your best clips. Group by topic so people can explore without hunting through feeds.
Email: a monthly round up that curates the most helpful clips. Invite replies to start conversations.

Turn views into pipeline gently

The aim is not to chase virality. The aim is to earn attention with usefulness and then offer a natural next step. Small, steady signals of interest compound into pipeline when the path is clear.

CTAs that feel helpful: try download the checklist, book a 15 minute fit call, or see the full teardown. Match the CTA to the topic of the clip.
Landing pages that match the promise: if the video is about pricing pages, link to a landing page about pricing page fixes, not your generic homepage.
Lead capture that respects time: short forms and calendar links convert better than long questionnaires. Offer an option to learn more without booking.

Metrics that show real progress

Track a small set of numbers that represent real movement. Review weekly and decide one small change to test next.

Reach: unique viewers and percentage watched to the end.
Saves and shares: stronger signals of usefulness than likes.
Profile actions: website clicks, follows, and direct messages after a clip goes live.
On site behaviour: time on the linked page, sign ups, demo requests, or call bookings.
Pipeline indicators: named opportunities that reference a specific clip or topic in conversations.

A weekly rhythm that fits into a busy schedule

Keep it light so you can keep going. Book the same one hour slot each week and treat it like a meeting with your future customers.

Listen, note two questions from customers and choose one to answer on video.
Script, write the hook and a few bullet points for the body and the CTA.
Record, two or three takes max, then move on.
Edit, trim edges, add captions, and upload.
Distribute, post to your two chosen channels, then embed on your site.
Review, check the metrics above and note one improvement for next time.

Examples to spark ideas

Consulting firm: founder posts weekly before and after teardowns of client onboarding forms. Clips lead to short audits, then to retained work.
SaaS tool: product lead records one minute demos that show hidden features and integrations. Clips boost trial activation and reduce support tickets.
Training company: head coach answers one learner question on camera each week. Short clips drive registrations for live workshops.

Common blockers and how to get past them

Nerves on camera: start with screen recordings and voiceover. Move to talking head once you feel comfortable.
No quiet space: record in a parked car or a small room with soft furnishings. Turn off fans and notifications.
Perfectionism: set a fifteen minute recording limit. Publish the best take from that session.
Low reach at first: improve the hook, tighten the edit, and keep the topic useful. Invite partners or customers to duet or stitch your clip where relevant.

Repurposing without extra effort

Each video can fuel multiple touchpoints. Plan the repurpose when you pick the topic so you capture the right assets during filming.

Text post: turn the clip into a short checklist with the key steps.
Newsletter snippet: add a one line summary and the embed, invite replies with a question.
Sales enablement: include the clip in follow up emails after discovery calls.
Website embed: group related clips on a resources page and link them from relevant service pages.

Governance and brand safety for small teams

You can be fast and safe at the same time. Set a few simple rules and review them quarterly.

Topics to avoid: list sensitive areas and competitive details you will never share.
Approvals: for case content, get written permission before naming a client. When in doubt, anonymise details and focus on the lesson.
Accessibility: always use captions and write descriptive alt text where you embed videos on site.

FAQs

Do you need to post every day? No. One useful clip per week is enough to build recognition and trust when it answers real questions.

What if you dislike being on camera? Use screen demos, product hands, or voiceover. Clarity and usefulness trump polish.

Which platform should you start with? Pick the one where your buyers already comment and share. For most B2B teams, that is LinkedIn, with YouTube Shorts as a useful archive.

How do you measure success? Look for saves, shares, and specific replies, then track clicks to a matching landing page and named opportunities that reference a clip in conversations.

Next steps

Choose one format and one channel. Record a clip that answers a real buyer question. Keep it to one point, add captions, and post. Then repeat weekly. Small, consistent effort will carry you further than sporadic bursts.

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