Introduction
When it comes to B2B animated video marketing, many firms default to the classic homepage explainer video, a solid start, but only a single trick in a much larger book. In 2025, video has become an indispensable tool across the B2B customer journey. Over 90% of businesses now use video in their marketing, and 73% of B2B organizations report positive ROI after integrating video into their strategy. In the UK and globally, B2B teams are discovering that animation isn’t just for product overviews or quirky B2C ads. It’s a versatile medium that can educate, engage, and inspire at every turn, from attracting new leads on social media to rallying employees around a company vision.
Below we explore 10 creative ways to use animated videos in your B2B marketing strategy (beyond the obvious homepage explainer). For each use-case, we’ll explain what it is, how to implement it, and why it’s effective. By the end, you’ll see how animated content can be the not-so-secret weapon that takes your B2B marketing (and communications) from good to bloomin’ brilliant. Let’s dive in!
1. Short-Form Social Media Videos
B2B marketers are increasingly turning to short-form social media videos to boost engagement and reach new audiences. Platforms like LinkedIn, Instagram, and even TikTok (yes, TikTok for B2B!) are awash with bite-sized animated clips that grab attention in the feed. In fact, 83% of B2B marketers now use short-form video, and 71% say it delivers their highest ROI of any content format. These snackable videos, typically 30 to 60 seconds, distil complex business messages into punchy, visual stories perfect for busy decision-makers scrolling on mobile.
How to implement it:
Repurpose your existing content into quick-hit animations. Got a whitepaper or blog post? Turn a key insight or statistic into an eye-catching animated infographic for LinkedIn. Launching a product update? Create a 45-second teaser with bold motion graphics rather than a text post. Optimise these videos for mobile (square or vertical formats), include captions (since many watch on mute), and lead with a hook in the first two seconds to stop the scroll. Consistency helps too, establish a series or style (e.g. weekly 30-second tips) so your content is recognizable in the feed.
Why it’s effective:
Short animated videos bring life and clarity to topics that might seem dry on paper. They allow you to convey just one key message or insight in a memorable way, which is often all you need to spark interest. Professional audiences appreciate concise, visually engaging content just as much as consumers do. An informative yet playful animation can cut through the noise of text-only posts, making your brand part of the conversation (and even giving stodgy B2B a bit of personality). The results speak for themselves: social videos generate high engagement and shares, extending your reach. They’re a low-commitment way for prospects to consume your message – and a great first step to draw them into deeper content. In B2B animated video marketing, a 30-second clip on social media can be the small spark that leads to a big business opportunity.
2. Personalised Sales Outreach & ABM Videos
In B2B sales, personalisation is king, and animated videos offer a dynamic way to tailor your message to individual prospects or accounts. In Account-Based Marketing (ABM) campaigns and one-to-one sales outreach, a personalised video can be the secret sauce that makes your company stand out. Think of an animated clip that greets the viewer by name, references their company’s pain points, or even incorporates their branding. Rather than a one-size-fits-all demo, you’re delivering a bespoke experience. The impact can be huge: 93% of companies using personalized video content report an increase in conversion rates, and sales emails with a video have been shown to drive 8× higher click-through rates and 4× higher reply rates than traditional text emails.
How to implement it:
Leverage your prospect data to craft videos that speak directly to the viewer. This could be as simple as an animated video business card in which your sales rep introduces themselves and mentions the prospect’s name and company. Or go further with modular animations that swap in different scenes or voiceover lines depending on the viewer’s industry or role. Modern video platforms make it easier to merge personalization tokens (like Company Name) into videos at scale. For example, an SaaS provider might send a 1-minute video to a targeted account that visually embeds the prospect’s logo and showcases features relevant to their use case, instantly signalling, “Hey, we made this just for you.” You can host these videos on a landing page personalized to the client and share the link through email or LinkedIn messaging. (Tip: When emailing, use a thumbnail image from the video with a play button overlay, people are naturally curious to click it.)
Why it’s effective:
No one likes feeling like just another number in a mass marketing blast. A personalised animated video is the antidote to the generic pitch, it shows you’ve gone the extra mile, and it speaks your prospect’s language. The viewer gets a tailor-made story that addresses their challenges and how you can solve them, which is far more compelling than a cold call or a plain PDF attachment. Animation gives you creative freedom to visualise the prospect’s world (e.g. illustrate their problem scenario and then show it being happily resolved) in a way that PowerPoint slides or plain text never could. This human, conversational approach helps build trust and rapport before you even hop on a call. It’s a strategy that can cut through the noise of crowded inboxes, after all, how many other vendors are sending a fun, bespoke cartoon to the head of procurement? Done right, personalised videos in sales and ABM outreach go down a treat with prospects, often dramatically improving response rates and accelerating deal timelines. It’s B2B selling with a human touch, at scale.
3. Internal Communications Videos
Marketing isn’t only outward-facing, some of the most impactful messaging you’ll create is for your internal audience: your employees. Animated videos can revolutionise internal communications, turning clunky memos or dense slide decks into engaging visual stories that your team will actually want to watch. From the CEO’s quarterly update to a rundown of next year’s strategy, animation helps ensure everyone is informed and aligned. In fact, studies show 75% of employees prefer video for internal communication because it’s easier to digest than text-heavy emails. Instead of a long all-staff email (that many won’t read), imagine a snappy 2-minute animation outlining your company’s new initiative, complete with icons, characters, and maybe a dash of humour. It can transform top-down communications from a chore into something that goes down a treat.
How to implement it:
Identify key internal messages that tend to suffer from TL;DR syndrome (too long; didn’t read), strategic plans, policy changes, performance results, company values, etc. and convert them into video form. An internal comms animated video could take many forms: a friendly cartoon explainer of the annual goals, a motion-graphics chart pack showing last quarter’s sales figures, or even a lighthearted “culture video” featuring a mascot guiding staff through new HR benefits. Keep internal videos concise (typically 2–3 minutes) and make them easily accessible (post on the intranet, chat channels, or email with a clear link). Since these videos are for your team, you can use an informal tone or inside jokes that resonate with your company culture, something that text memos struggle to achieve. Be sure to include captions or on-screen text for those who prefer to watch without sound at their desks. And don’t hesitate to inject personality: animation gives you the freedom to be more playful and human, even when covering serious topics.
Example:
Saint Francis Hospice, a UK charity, used an animated video to communicate its long-term vision and goals to staff and volunteers. Instead of a dry strategic document, the video portrayed the hospice’s future plans through simple graphics and a warm narrative, making it easy for everyone to grasp the “big picture” and feel inspired by the road ahead. This is the power of internal video, it can bring your strategy to life in a way that rallies your team around a common vision.
Why it’s effective: Engaging internal videos can dramatically boost message retention and employee engagement. Viewers retain up to 95% of a message when delivered in video form, compared to just 10% via text, a staggering difference that means your important announcements are more likely to stick. By using animated characters or visuals, you also ensure a consistent message (everyone hears the same explanation, not varying interpretations from manager to manager). For a workforce that might be remote or spread across regions, a video creates a shared experience and can even inject a bit of fun into the workday. It’s one thing to read a bland email from leadership; it’s another to see a colourful animation with perhaps a caricature of the CEO walking you through new company values. The latter not only informs but also builds a sense of connection and culture. In short, turning internal comms “video-first” can improve clarity, morale, and alignment. Your team is likely to feel more “in the know” and motivated, which ultimately translates into better service for your customers and a stronger business.
4. Employee Training & Onboarding Videos
Getting new hires up to speed and ensuring employees stay informed about processes is a constant challenge in B2B organizations. Enter animated training and onboarding videos, a far cry from the old binder of SOPs or endless slide shows. Whether you’re teaching staff about a complex product, demonstrating compliance procedures, or onboarding a newbie on day one, animation can make the learning experience engaging and effective. Short of having a personal mentor for each employee, a well-crafted training video is the next best thing: it provides clear, consistent instruction that learners can absorb at their own pace. No wonder companies are increasingly adopting a “video-first” approach for training content.
How to implement it:
Start by identifying training areas where people struggle with traditional materials. This could be software tutorials, safety and compliance training, or internal process how-tos. Break the content into bite-sized video modules rather than one long video, for instance, a series of five 3-minute clips is easier to digest (and update) than a single 15-minute monolith. Use animation to illustrate concepts that are hard to show in real life: abstract software workflows, hypothetical customer scenarios, or microscopic processes, for example. Many B2B firms create animated explainer videos as part of onboarding, giving new employees a friendly overview of the company history, values, and product lineup in their first week (much more fun than reading an HR manual). For skills training, consider a mix of formats: animated infographics for stats and tips, character-driven stories for roleplays (like a customer service training scenario), or even cartoon screencasts that highlight features of a tool with an animated cursor and callouts. Interactive elements can be included too, some training platforms let you insert quiz questions or clickable choices into videos, turning passive watching into active learning.
Why it’s effective:
Animated training videos make learning engaging, convenient, and memorable. Employees can pause, rewind, or rewatch on demand, which is ideal for complex topics or for refreshing knowledge later. The consistency of video means every team member gets the same quality of training, unlike live sessions that can vary. Crucially, animation helps in simplifying complex information. Instead of plodding through a dry technical document, employees see concepts visualised in a clear way, for example, a flowchart literally “flows” on screen, or a troublesome work scenario plays out in a relatable cartoon skit. This not only boosts understanding but also retention: as noted earlier, people remember far more from video than text. The result? Better-trained staff who feel more confident in their roles. Plus, you save time and resources in the long run, a one-time video can train hundreds of employees without scheduling dozens of workshops. For B2B companies that need to keep teams skilled up on ever-evolving products or regulations, animated training content is just the ticket. It turns learning from a tedious task into an experience that employees might even… dare we say… enjoy.
5. Customer Onboarding & How-To Tutorials
Your marketing efforts paid off and you’ve signed a new client, fantastic! Now, how do you ensure they actually use your product or service effectively and stick around? Animated customer onboarding videos and how-to tutorials can play a pivotal role here. In B2B, a sale often isn’t a one-off transaction; it’s the start of an ongoing relationship. Helping your customers get the most out of your solution is key to retention and satisfaction. Short explainer videos, tutorials, and tips tailored for existing customers can make complex products easy to adopt. Instead of expecting busy clients to wade through manuals or lengthy training calls, you provide on-demand visual help that empowers them to succeed.
How to implement it:
Map out the critical steps a new customer must take to get value from your product (for example: initial setup, main features, best practices). Create a series of bite-sized how-to videos, each focusing on one step or feature. Animation is ideal here because you can highlight interfaces, draw attention to important buttons, or use visual metaphors to explain abstract concepts. For instance, if your B2B software has a complex dashboard, an animated tutorial can zoom into each section with callouts explaining what it does, guiding users through common tasks. Deliver these videos through your onboarding emails (“Day 1: Getting Started” with a 2-minute welcome animation), your knowledge base/FAQ site, or even within your app (many SaaS platforms embed “watch how this works” videos directly in the UI). Don’t stop at onboarding, consider an ongoing “how-to series” or webinar-recording-turned-animated recap for advanced tips. As one B2B video expert put it, how-to tutorials are a great place to start because they both showcase your product and educate your customers. Think beyond the basics: short “hack” videos or pro tips related to your solution can be hugely shareable and valued by users.
Why it’s effective:
Animated how-to videos increase customer satisfaction while reducing support load. Your clients are likely to have varying learning styles and paces, video tutorials let them learn by watching, pausing, and trying things out themselves. This self-service education means fewer panicked calls to your support line because the answers are already at their fingertips (and in a more user-friendly format than a technical PDF). It’s also a marketing win: a well-onboarded customer is more likely to renew, upgrade, or become an advocate. By proactively addressing common questions through engaging visuals, you demonstrate excellent customer care. Moreover, these videos can double as marketing content for prospects. For example, a prospect evaluating vendors might be impressed to see you offer a library of polished tutorial videos – it signals that you’ll support them post-sale. Overall, using animation to guide customers step-by-step transforms their experience from confusion to “aha!” moments. They can clearly see how to get value, leading to deeper product adoption. And a client who fully grasps your solution’s benefits is a client who sticks around. It’s B2B animated video marketing at work after the sale, nurturing the relationship and building loyalty through helpful, informative content.
6. Video-Enhanced Email Marketing Campaigns
Email remains a staple of B2B marketing, from monthly newsletters to lead nurture drips. But inboxes are crowded places, how do you get busy professionals to actually engage with your emails? One answer is by incorporating video content into your email campaigns. Simply mentioning or including video can significantly boost email performance. For instance, just using the word “[Video]” in a subject line has been shown to lift open rates (everyone loves a sneak peek), and more importantly, linking to a video in the email can skyrocket click-through rates. One study found that emails with an embedded video or animated thumbnail drove a 41% higher click-through rate on average. Even better, readers who watch a video tend to stick aroundvmarketers have observed a 37% reduction in unsubscribes for email series that include video content. In short, adding some motion to your email ocean can make your messages far more compelling.
How to implement it:
Most email clients don’t support auto-play video inside the email, so the best practice is to use a thumbnail image or GIF that looks like a video player and links out to the actual video on your website or a landing page. Create an enticing thumbnail (e.g. a freeze-frame of an intriguing moment, overlaid with a play button icon) and hyperlink it to a dedicated page with the full video. Keep the thumbnail file size small so it loads quickly in the email preview. Alternatively, use a short animated GIF for a quick preview, showing a few seconds of the video content, which can tease the recipient to click through. In your copy, make it clear there’s a video inside (e.g. “Watch a 1-minute demo” or “See the story in action”). Use video in emails where it adds value: client welcome sequences (a warm personal intro from your team via animation), product announcement emails (show, don’t just tell, the new feature), or newsletter roundups (e.g. “video of the month” spotlight). As always, ensure the landing page or video player is mobile-friendly since many execs skim email on their phones.
Why it’s effective:
Video has a way of humanizing communication and piquing curiosity, which is exactly what you need in the inbox. Rather than a static wall of text, an email with a video feels like it has something extra for the reader. The promise of a quick payoff (learning something new, seeing a product in action, or hearing someone speak) can dramatically increase engagement. That’s likely why leveraging video in email can yield such impressive lifts in CTR and conversion. One survey even reported that including an animated video thumbnail in outreach emails can result in 8× higher click-through than standard text emails. The great thing for B2B marketers is that video emails don’t just get more clicks, they often lead to more meaningful interactions. Recipients who watch your video are spending more time with your content and brand, which warms them up for the next step (be it visiting your site, signing up for a webinar, or contacting sales). Additionally, by tracking video plays, you gain insight into which prospects or clients are most engaged (many email platforms and video hosting services integrate to provide this data). In essence, video + email = a one-two punch in delivering your message: email provides the direct line to your audience, and video delivers the engagement and persuasion that text alone might lack. It’s a savvy way to breathe new life into an “old” channel and make your B2B emails impossible to ignore. (For more detailed tips on this, check out our guide on using video in email marketing, which covers best practices to maximise impact.)
7. Educational & Thought Leadership Videos
In B2B marketing, establishing your company as a thought leader can greatly influence buyers who are researching solutions. Educational animated videos, those that inform rather than overtly sell, are a brilliant way to share thought leadership content. These might take the form of an animated infographic presenting industry research, a whiteboard-style explainer of a complex concept, or a short documentary-style animation about a trend affecting your clients’ business. By offering valuable insights with no hard sell, you build trust and credibility. In fact, 73% of B2B buyers say that thought leadership content is a more trustworthy basis for assessing a company’s capabilities than traditional marketing materials. In other words, teach your audience something useful, and they’ll be more inclined to do business with you when the need arises.
How to implement it:
Look at the knowledge within your organization, your analysts’ reports, your subject matter experts’ insights, or any original data you have, and identify stories worth telling. Animated “insight” videos can simplify and visualise this information. For example, if you’re a cybersecurity firm, you might create a 2-minute animation titled “The Future of Ransomware: 3 Trends to Watch,” translating your experts’ knowledge into an accessible, graphics-rich video. Use clear narration and engaging visuals (charts, icons, metaphors) to break down the topic. Another approach is the mini webinar or Q&A in animated form: take key points from a webinar or conference talk and present them in a punchier animated video (perhaps with the speaker’s voice snippets over illustrated visuals). You can also animate hypothetical scenarios or case studies to highlight a point, e.g. a supply chain solutions company could animate “A day in the life of a logistics manager in 2030”. Publish these videos on your blog, LinkedIn, YouTube, and include them in newsletters. They serve as top-of-funnel content to attract and educate potential leads looking for expertise. Keep the tone informative and avoid overt pitching, the goal here is to educate and build trust, showcasing your company’s knowledge in the field.
Why it’s effective:
Thought leadership videos help potential customers grasp the bigger picture and see your brand as a knowledgeable and reliable advisor. B2B buyers tend to consume a lot of content before ever contacting a vendor, if your videos are among the resources they find (and find valuable), you’ve essentially started the relationship before the sales pitch. Animation makes complex or dry topics more engaging, which means viewers are more likely to actually finish watching and absorb your message. It’s a chance to demonstrate, rather than just declare, your expertise. For example, a well-crafted animated video explaining a new regulation will not only draw viewers seeking that info, but also leave them with the impression that your company really knows its stuff. When the time comes to consider solutions, who will they remember? The brand that helped them grasp the issue at hand. Additionally, educational videos are highly shareable, industry peers or even media might share a particularly insightful animation, extending your reach (earned media via content marketing). In essence, providing value with no strings attached builds goodwill. As a bonus, it also gives your sales team something credible and non-salesy to share in follow-ups (“Thought you might find this 2-minute explainer useful…”). All of this feeds into the ultimate goal of thought leadership: trust. And trust, especially in B2B, is priceless, it’s what turns a casual viewer into a lead, and eventually into a loyal client who sees your firm as a knowledgeable partner rather than just a vendor.
8. Animated Case Studies and Testimonials
Nothing speaks to prospects quite like the success of your existing customers. Animated case study videos and customer testimonial animations are innovative ways to showcase those success stories. Instead of asking busy executives to read a 3-page case study PDF, you present the highlights in a compelling video narrative. You can animate the customer’s journey: the challenge they faced, the solution you provided, and the results, all brought to life with engaging visuals and maybe even direct quotes or voiceovers from the client. As for testimonials, consider an animated format where key soundbites from a happy customer’s interview are combined with on-screen text and graphics that emphasise their words or show data points. This format is especially useful if getting high-quality live-action footage is difficult – you can use an audio clip of the customer and let animation do the visual storytelling. Trust and social proof are the currency here: 72% of customers trust a brand more when they see positive testimonials and reviews, and B2B decision-makers are no exception.
How to implement it:
Identify a few stellar customer success stories that would resonate with your target audience. Script a concise story arc: Problem -> Solution -> Outcome. For a case study animation, you might use simple characters or icons representing your client and their industry, showing how their problem (e.g. inefficiency, high costs, etc.) was solved by your solution, and then illustrate the results with bold typography or charts (like “25% cost reduction!” popping up in an animated style). Keep it short, 2 minutes is plenty to convey the key points. If doing a testimonial, you can either animate the customer themselves (some brands have made fun animated caricatures of their clients speaking), or more straightforwardly, play audio of their quote against kinetic typography (animated text) and imagery. Another approach is a “before and after” split-screen animation: the left side shows the chaotic before state (in red, perhaps) and the right side shows the improved after state (in green) once your product is in use. Visually, that communicates the value quickly. Make sure to get the customer’s approval and input on the story to keep it accurate and relatable. Once created, use these videos in sales meetings, on landing pages (“See how we helped X Corp”), and on social media to build credibility.
Why it’s effective:
Animated case studies and testimonials combine emotion with information, which is a potent mix for persuasion. Prospects watching see a storyline they can identify with, a company like theirs had a challenge, partnered with you, and achieved great results. It’s far easier to grasp and remember than reading a text case study full of jargon. The visual nature of video means you can highlight the most impressive outcomes in ways text might bury, huge numbers can zoom into focus, quotes can appear next to a friendly avatar of the speaker, and key milestones can be shown as a journey. This keeps viewers engaged and drives the message home. Importantly, it builds trust: seeing is believing, as they say. A prospect is more likely to trust the words of a fellow customer, and video delivers that testimonial with authenticity and clarity. This social proof can directly influence buying decisions, many marketers have found that adding video testimonials to their sales pages increased conversion rates (some report uplift as high as 80% in conversions). The retention rate of information in video is high, so the success story will stick in the viewer’s mind. Plus, producing an animated testimonial avoids some pitfalls of live-action ones: there’s no concern about awkward camera presence or mediocre footage; you have full control to make it polished and on-brand. Ultimately, these videos reassure potential clients that “others like me have succeeded with this solution”, easing fears and encouraging them to take the next step with you.
9. Trade Show and Event Videos
When you’re investing in a presence at a trade show, conference, or industry event, you want to make a splash. An animated video for events can be your secret weapon to attract and engage attendees. Picture a busy exhibition hall: booths everywhere, people milling about, distractions galore. A large display screen playing a vibrant, intriguing animation can be a magnet for eyeballs in that environment. Whether it’s a looping demo reel, a bold animated backdrop, or an interactive display, using motion graphics at your booth helps you stand out from the sea of static banners. Beyond trade show booths, consider event presentations: kicking off your keynote or seminar with a brief animated intro can set the tone and captivate the audience from the get-go. In short, animated videos add pizzazz to your events and ensure your message doesn’t get lost in the crowd.
How to implement it:
For trade show booths, design a looping animated video (with no sound or only background music, since audio is often impractical on a noisy floor) that runs on a screen. Focus on visuals and key phrases, you want to hook passersby in a few seconds. Think of it as a billboard in motion: use bold text to pose a provocative question or state an impressive fact (e.g. “Reduce your logistics costs by 30%?”), accompanied by dynamic graphics or short clips of your product in action. Keep the loop fairly short (1-2 minutes) so it refreshes quickly for new onlookers, attention spans are short in these venues. If you have multiple offerings, you can have different “scenes” in the loop highlighting each, separated by title cards or transitions. Ensure branding (logo, tagline) is visible but not overbearing throughout. For presentations or seminars, an animated opening video (30 seconds or so) can introduce the topic in a fun way, perhaps using an animated character or scenario that illustrates the problem you’ll be discussing. You can also pepper animated explainer segments into your live talk to underscore points, essentially switching from PowerPoint to a short cartoon to keep things lively. Another idea: create an event recap video after the show, using photos/video from the event mixed with animation and share it on social media, it’s a great way to extend event ROI and engage those who couldn’t attend.
Why it’s effective:
In event settings, attention is the ultimate commodity, and animated videos are real attention-grabbers. Movement naturally draws the human eye, so even a quick glance at your booth can turn into a longer look as people become curious about the animation playing. A well-crafted video can communicate your value prop faster than a booth staffer might with a rehearsed pitch, especially for those who are a bit shy to approach immediately. It serves as an ice-breaker: attendees step up to watch the screen, giving your team an opening to start a conversation (“Hi there, let me tell you more about what you’re seeing…”). Visually, it also conveys an image of a modern, innovative company, you’re showing that you invest in clear communication and technology. For conference presentations, an animated element can prevent death by PowerPoint. It resets the audience’s attention clock and helps illustrate points in a memorable way, which improves information retention (audiences remember visual stories much more than bullet points). Furthermore, having an animation in your talk differentiates you from other speakers, it’s a bit of a showmanship move that can make your session more enjoyable and thus more impactful. Finally, the content you create for events can be repurposed beyond: that trade show loop video can live on your website as a promo, or the animated intro from your keynote can be shared on LinkedIn to summarize your speech. So you’re not just investing in event day, you’re creating marketing assets that keep working long after the booth is packed up. All in all, using animated video in B2B events helps attract, engage, and imprint your message on attendees, making your time and effort there far more effective.
10. Brand Storytelling & Company Culture Videos
Every company has a story to tell, why you exist, what you stand for, and who the people are behind the logo. Animated brand storytelling videos offer a creative canvas to paint that story for your audience. Unlike a straightforward explainer or product ad, a brand video is more about why you do what you do and how you do it, in a way that resonates emotionally. It could be the origin story of your startup told through a charming animation, a mission statement brought to life with powerful visuals, or a day-in-the-life peek at your team illustrated in a fun way. Similarly, company culture videos (which often overlap with brand story) showcase your values, your workplace vibe, and your team in action, valuable not only for customers, but for recruiting new talent as well. Using animation here lets you transcend reality a bit and use metaphors or a distinctive art style to really make your brand identity unforgettable. It’s an opportunity to be a little playful or poetic, depending on your brand voice.
How to implement it:
Start with your core brand message or narrative. Are you trying to convey innovation and bold thinking? Maybe an abstract motion graphic piece with metaphorical imagery (e.g. rockets for growth, lightbulbs for ideas) could work. Is your story one of heritage and expertise? Perhaps an animated timeline of your company’s journey, showing milestones with a dash of nostalgia in the visuals. Some companies create a mascot or character that embodies their brand persona, then use that character in an animated brand video to guide viewers through “who we are.” If you want to emphasise the human side (faces of your team, etc.), you might blend animation with real photos or footage, e.g. animated frames around team photos, or a sketch-animated office tour. For culture, you could do something fun like an “employee spotlight” animated series where each episode introduces a team member via a quirky animation (think of it as a cooler version of those static staff bios on websites). These videos can live on your About Us page, Careers page (if recruitment is a goal), and be shared during onboarding for new employees or in PR outreach. Keep them relatively short (1-3 minutes) and true to your brand’s personality, nimation gives you limitless style options, so choose one that matches your tone (be it sleek and modern, or whimsical and folksy). Don’t be afraid of emotion and humor: if there’s a heartwarming anecdote about your founder’s inspiration, animate it with warm characters; if your office culture is full of banter, let that shine through with a humorous script and lively visuals.
Why it’s effective:
Brand and culture videos humanize your B2B company in a way that product-centric content doesn’t. Remember, B2B buyers are still people, they form impressions and connections beyond just feature lists and pricing. Seeing your story and values through animation can create an emotional affinity (“I like what these folks are about”) which can tip the scales in a competitive market. Animation is particularly useful here because it can simplify and amplify: it strips away the bland stock-office visuals and instead uses symbolism, color, and storytelling to make your message stick. A company timeline told via a clever animation is far more memorable than a paragraph on an About page. Moreover, these videos help maintain consistency in brand messaging; every salesperson, recruiter, or partner can share the same beautifully crafted story rather than each giving their own diluted version. They also signal professionalism and creativity, if a prospect sees you’ve invested in a high-quality brand animation, it subconsciously tells them you take pride in all that you do. From an internal perspective, culture videos can boost employee pride and alignment, reminding everyone what the company stands for. And in recruitment, a fun culture animation can set you apart: 75% of job seekers consider a company’s brand before even applying, and a standout video can make them think, “This looks like a place I’d love to work.” In essence, animated brand videos help you connect on a human level with both customers and future team members. They say “this is us” in a format that’s enjoyable and easy to consume. Given that 90% of marketers credit video with boosting brand awareness and 88% say it improved understanding of their product or company, it’s clear that storytelling through animation isn’t just kid’s stuff, it’s a strategic tool for building a brand that people trust and remember.
Conclusion
As we’ve seen, B2B animated video marketing is so much more than just slick explainers on a homepage. From the first touchpoint with a prospect, through the sale, and into internal communications, animated videos can infuse clarity, creativity and emotion at every step. The ten use-cases above are just the beginning, an imaginative marketer (with the right creative partner) can undoubtedly find even more places where “content that moves” can make a difference. The common thread through all these examples is that animation helps to simplify the complex and humanise the dry. B2B products and services are often intricate, abstract, or even a bit intimidating; animation turns them into engaging narratives that stick in the mind.
In 2025 and beyond, one thing is clear: animated video is no longer a novelty in B2B, it’s a cornerstone of effective communication. It can capture attention in a crowded social feed, personalise your outreach in a way no generic brochure can, train your team better than any manual, and breathe life into your brand story. The companies that embrace these diverse video strategies are finding it easier to educate buyers, inspire employees, and build lasting relationships on all fronts. Meanwhile, those who don’t are at risk of coming across as flat and forgettable in a world increasingly used to dynamic media.
The good news is, getting started has never been easier. Whether you dip your toes with a single use-case (perhaps a short LinkedIn animation or an internal video message) or dive in head-first with a comprehensive video content plan, the results can be transformative. So brainstorm with your team, prioritise a few ideas, and give it a whirl. With a bit of creativity, you’ll soon be turning out B2B videos that are informative, entertaining, and impactful, and most importantly, you’ll be helping your clients visualise success every step of the way. In a market where everyone’s vying for attention, let your content be the one that truly moves people , literally and figuratively. Your B2B strategy will be all the stronger (and more fun) for it.
