How has B2B video marketing changed?
It went from one expensive video for everything to a whole new playing field of formats. Meg Dalessandro of Wistia explains why there's now a place for both...
It went from one expensive video for everything to a whole new playing field of formats. Meg Dalessandro of Wistia explains why there's now a place for both cinematic brand video and scrappy social clips.
Quick Answer
- Five to ten years ago, there was usually just one high-production video used everywhere.
- Now there's a whole new playing field of different video types, from cinematic to webcam.
- Both still matter: a catchy hook earns attention, and substantial video earns time and trust.
How the playing field opened up
Meg describes a clear before-and-after in how companies make video.
"Five, ten years ago, all there was was just one really high production video, and that was used for sales, customer success, social... but there's also a whole new playing field of different types of video." — Meg Dalessandro
That doesn't mean polished video is dead. Meg warns against swinging all the way to memes, because a brand needs substance to be remembered.
"It's one thing to be relevant, but you also need to make sure that what you have has sustenance and that you're actually differentiating." — Meg Dalessandro
Her model is a two-step: a catchy short-form hook gets someone to opt in, and then the deeper assets, like case study videos and product walkthroughs, are where people spend "more time and intention with you." The evolution added new lanes without erasing the old ones.
Frequently Asked Questions
What did B2B video look like five to ten years ago?
Meg Dalessandro says it was usually one high-production video, reused across sales, customer success, and social. There was far less format variety.
What changed?
A whole new playing field of video types opened up, from cinematic brand pieces to scrappy webcam and social clips. Lower-cost tools made many formats viable.
Does cinematic video still matter?
Yes. Meg warns against devolving to just memes. A brand still needs substance and differentiation, and deeper videos are where people spend real time with you.
Watch the full interview
Meg Dalessandro and Dane Frederiksen go deeper on video-first content and AI search in the full interview.
Work with Digital Accomplice
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Dane Frederiksen, CEO / Creative Producer
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Want the full conversation?
Watch the full interview with Meg Dalessandro or jump straight to the YouTube video.