Video Marketing for Tech Companies: How to Drive Growth in 2025

In today's digital era, video has become a non-negotiable growth driver for tech companies in 2025, especially for business-to-business (B2B) marketing. Visual storytelling can cleanly deliver your message to potential clients, such as Google Partner buyers, at various stages of the sales cycle. 

Discover the importance of video marketing for tech companies and how it can raise your brand awareness and authority. 

Why Video Is Essential for Tech Company Growth

Video content can significantly elevate your tech marketing strategies, differentiating your brand from the competition and giving potential consumers a deeper understanding of your product. The best tech videos break down and simplify complex information in easy-to-understand ways, such as by showing viewers exactly what they can do with your software. This can shorten the sales cycle by answering potential questions as soon as customers learn about your product. 

Some of the best types of video content for tech marketing include:

• Explainer videos: Usually up to two minutes in length, these informational videos cover extensive information with engaging visuals and voice-over. Explainers can elaborate on specific aspects of your product, such as its advanced hardware, or they can provide a comprehensive overview of the entire offering. 

• Product demos: These videos show viewers exactly how to use your product and how it benefits them, such as by demonstrating how easily users can set up Microsoft integrations. Unlike tutorials or walkthroughs, which are typically targeted at current customers, basic product demos normally prioritize benefits and capabilities to encourage an immediate purchase. 

• User-generated content: Videos made by customers and popular content creators can boost your credibility by giving viewers an unbiased source to learn from. Some of the best user-generated tech videos include testimonials, product reviews, and software tutorials.

Understanding Time-Strapped IT Buyers

B2B video marketing typically requires you to advertise to two types of customers at once: 

• The customer who may not need your product quite yet

• The customer who is actively looking for a solution like yours

To appeal to both parties, your video should address immediate questions and pain points while leaving a lasting impression of your product and brand. Appealing to information technology (IT) decision-makers, in particular, requires you to spotlight your product's technical details and any marketable numbers you may have. Analytics such as increased transfer speeds or performance rates hone in on how your tech upgrades can support businesses' return on investment (ROI) and scalability. 

Raise Credibility as a Microsoft Partner

Many software companies benefit from being certified as "Microsoft Partners," which authorizes them to develop solutions or technical support for Microsoft products. This proof of expertise immediately boosts trust with time-strapped buyers and reassures them that your solutions can integrate easily with their existing tech. 

Video Formats That Build Trust and Authority

Trust, credibility, and thought leadership are crucial for B2B video marketing, as they give potential clients confidence that your solutions actually meet their needs. Various video formats can enhance your brand's authority by highlighting your company's strengths and demonstrating how your products have tangibly supported other businesses.

For example, Charter & Co produced a product video showcasing Magnesium Solutions' integration with Microsoft Places. The content immediately addressed the key pain points of managing hybrid work and highlighted the different ways the brand's solutions could simplify and improve workflows. It combined an interview, voice-overs, stock footage, software screen recordings, and relevant Microsoft logos to deliver as much information as possible within two engaging minutes.

The best video formats for B2B tech marketing include:

• Case studies: These videos use interviews and analytics to share other businesses' success stories, highlighting the specific problems your solutions resolved. For example, a business could share how a web design company elevated their online presence and search engine optimization (SEO) while providing web traffic data to prove it.

• Customer testimonials: These user-generated videos let clients and customers share their experiences using your IT solutions. The best testimonials share the particular pain points your solutions addressed and the features that stood out to their business the most. 

• Demo walkthroughs: These types of demos offer step-by-step instructions for using your solutions, whether that's for a general interview, initial setup, or a particular capability. This appeals to customers at different points in the sales funnel, whether they're still learning about your solution or currently setting it up during a trial period.

• Industry insights and reports: Videos discussing changes in the tech market and other relevant industries elevate your brand's authority and thought leadership, proving that you stay up-to-date with the latest trends. For example, you could create a social media video highlighting the latest advancements in artificial intelligence (AI) and how you've incorporated it into your solutions.  

Strategic Video Planning for B2B Tech Marketing

When planning video marketing for tech companies, start by developing a cohesive content pillar strategy. This approach categorizes different aspects of your content marketing map into distinct "pillars" or themes. 

Some of the best content pillars for tech and IT include:

• Industry-relevant content: Insider insights, industry updates, and other videos that boost your thought leadership and authority can increase your brand awareness with other professionals.

• Educational content: Videos such as demos and walkthroughs appeal to customers in the "Consideration" stage, such as potential customers using free trials. 

• Success stories: Testimonials, case studies, and user-generated content raise your credibility and can convert customers in the "Decision" stage. 

• General social media content: Product teasers, behind-the-scenes (BTS) clips, and entertaining videos can further raise awareness and keep you on potential clients' minds. 

Align each pillar with key performance indicators (KPIs), such as social media engagement, click-through rates (CTRs), and sales trends. KPIs establish a clear framework, including your most significant areas for growth, and let you measure your campaign's performance over time. 

Mastering Production for Tech Brands

Visual storytelling delivers your message in clear and engaging ways, but video production isn't as easy as turning on a camera and talking. The best tech video productions require extensive planning, coordination, and creative effort, especially when trying to stand out from the competition. A professional video production team can help you through each stage of production and provide you with the resources you need to capture your vision. 

Developing a Pre-Production Strategy

During pre-production, your team will plan everything your production needs, including equipment, crew, and a fixed budget. The pre-production stage begins with a discovery process to learn about your target audience and relevant market trends. These insights will help you define your video marketing goals and construct a clear, impactful message, which should influence the rest of your production process. 

Animation vs. Live Action

Tech marketing videos often cover complex topics, such as how your hardware is constructed or the different processes your software uses to simplify operations. This requires you to consider multiple video styles and formats to effectively deliver your message.

Live action and animation videos both offer unique benefits, depending on what you're trying to capture. Live-action videos provide a crucial level of realism, highlighting the real-world impacts of your solutions. For example, real footage could show your hardware in action, while interviews can appeal to clients on a human level. 

Meanwhile, animation can bring schematics, blueprints, screen recordings, and diagrams to life, showing customers parts of your solutions that no cameras would be able to capture. For example, if you're advertising internet solutions, video animation could compare speeds between fiber cables or show how effectively radio waves travel through an office.

Fortunately, you don't have to just choose one strategy. Many of the best B2B marketing videos effectively combine live-action and animation, demonstrating how solutions work both internally and externally.

Internal vs. Outsourced Production

Internal video production uses your business's own resources and creative team, which may only be the people on your marketing team if you're still getting started. On the other hand, outsourced video production places most of the work in the hands of an external video production company, which can help make the best possible content based on your vision and goals.

The benefits of investing in a dependable in-house production team include:

• The ability to produce regular video content, which may be crucial if your marketing campaigns revolve around social media and other visual platforms

• Better affordability when producing consistent content

• Optimal control over your creative vision

The benefits of outsourced video production include:

• Established expertise and resources

• Reduced upfront costs since you won't have to pay for in-house production equipment and video training

• Opening up your production to new creative ideas and solutions, such as the ideal background music or the best way to frame a particular shot

Once again, you may not have to just choose one option. For instance, you could produce your smaller projects, such as social media content, in-house while outsourcing your larger video projects, such as product launches. Partnering with a professional team can also show you everything you'll need to develop your own. Your best options may ultimately depend on your anticipated video production ROI.

Ready to Scale with Video? Let's Talk

Tech marketing videos answer customers' questions, build trust, and give your brand a competitive edge in the ever-evolving B2B market. Charter & Co can create a scalable video content engine for Microsoft-aligned tech firms, helping you boost awareness, credibility, and thought leadership. Get in touch today to learn more about video marketing for tech companies.