Introduction
Most sources across the web will tell you that video is on the rise in digital marketing. I would go as far to say it’s become essential, especially for web design agencies and software development companies:
- Video is much more effective for explaining complex services
- Premium videos help you stand out from your competitors
- They drive organic traffic
- Videos help build better connection with the audience and boost conversion
In this post, I’ll walk you through 10 highly effective strategies to use video in your marketing, so you can see what’s working and how to apply it in your business.
B2B Agency Videos Examples, Explained
1. Video Sales Letter (VSL)
What is it
Video Sales Letter, also known as VSL is a persuasive video used to explain a service or an offer. The end goal is to encourage viewers to act, for example, to book a consultation call or purchase straight away.
The key to a good performing VSL is of course the script:
- Hook: This is the first 30 seconds of the video. This part has to capture attention quickly and to make a strong promise – why should the viewer care watching till the end?
- Body: It must dig deep into audience’s pain points, desires, and to present the services as the solution to all these problems. Along the way it should also provide valuable insights so the audience builds trust with your company.
- Call to Action: CTA is the ending part of the video and it’s goal is to motivate viewers to act – book a discovery call or make a purchase.
However, these videos can get lengthy, 10 – 30 minutes, so the video editing also has to be on point. Premium animations will help explain complex concepts and keep viewers’ engaged, while the music and sound design will set the tone for the video.
Best use case for software/web agencies
- Showcasing complex services such as web design, or software and app development.
- Lead generation and warming up prospects before a discovery call.
- Differentiation from competitors and standing out in the crowd.
Real-world example: Flow Ninja
2. Case Study
What is it
You probably already have written case studies on your website, but with the power of video, you can transform them into a visual presentation.
Basically, a case study video breaks down how your agency developed a specific project. The goal is to build trust by proving that your team can deliver real-world outcomes, not just talk the talk.
The usual structure:
- Challenge: What was the client’s original pain point? This section sets up the context and makes the viewer think, “That sounds like us.”
- Solution: Walk the viewer through your agency’s processes and how you tackled the issue. This is your chance to explain your methodology without sounding like a pitch.
- Outcome: Show the results - increased conversions, better UX, faster loading speeds… whatever KPIs matter most to your target audience. Ideally, this is backed by metrics or a client quote.
Strong visuals and pacing are critical here. B-roll, screen recordings, and team interviews will keep the video dynamic. And ideally, you want to have a video testimonial from your client that you can include as well.
Best use case for software/web agencies
- Turning past projects into a repeatable sales asset that you can share in emails, landing pages, or pitch decks.
- Increasing conversion by building credibility and trust.
Real-world example: Red Panther
3. Showreel (portfolio video)
What is it
A Showreel is a fast-paced, visually engaging video that presents a collection of your agency’s best work. Think of it as a case study compilation. The goal is to impress quickly and establish credibility by showing your expertise through past projects.
The best showreels are short, from 30 to 90 seconds, and leave the viewer thinking: “These guys know what they’re doing.” To achieve that effect:
- Curation: Since you're time-limited, show only your best work.
- Pacing & rhythm: Whether it's fast and punchy or smooth and elegant, the editing style should match your brand. Music selection and sound design are key here.
Best use case for software/web agencies
- Perfect for website homepage, portfolio page or LinkedIn to instantly showcase your capabilities
- Stand out from competitors by highlighting your unique strengths
- Use it as a sales asset – impress prospects before a discovery call even begins
Real-world example: Tonik
4. Testimonials and Client Interviews
What is it
Testimonial videos feature your actual clients talking about their experience working with your agency. These are social proof on steroids, hearing directly from satisfied clients builds trust in a way no sales pitch ever can.
They can be short (30–90 seconds) or extended client interviews (2–20 minutes) and can be recorded either remotely or on-site. Some even mix interview footage with clips of the project, behind-the-scenes shots, or product demos for added context.
Here’s a common structure for testimonial videos:
- Before: The client explains what kind of problem they were trying to solve before working with you
- Experience: They describe the collaboration with your company, how the process looked like, and what they loved in particular
- Results: What changed after the project? Did they see any specific, measurable improvements?
These videos work best when they feel unscripted, authentic, and specific — and ideally, when the client is someone your audience can relate to.
Best use case for software/web agencies
- Excellent for middle and bottom of funnel marketing, especially for prospects who are close to deciding
- Overcoming objections, especially in expensive projects where trust is a major barrier
- Great follow-up material after a discovery call to reinforce confidence in your agency
Real-world example: Vega IT
5. Short-form content
What is it
Short-form videos are typically under 60 seconds. They are designed to grab attention fast and deliver quick value nuggets. Think about Instagram Reels, YouTube Shorts, TikToks, or even short LinkedIn videos.
Here’s the winning strategy for short-form videos:
- Strong hook: The first 3 seconds determine whether viewers keep watching. Strong visual hooks or provocative statements work best.
- One idea per video: Since you’re time limited, it’s better to focus on one specific point.
- Native editing: Use subtitles, snappy transitions, trending music and vertical format to optimize for the platform you’re posting on.
Best use case for software/web agencies
- Ideal for increasing brand visibility on social media platforms.
- Builds thought leadership and personality, especially when the founder or team members are on camera.
- Sends viewers to long-form content (which drives conversions)
Real-world example: Deltologic
6. Long-form YouTube videos
What is it
Long-form YouTube videos are typically 5–15+ minutes long and focus on educating your audience. They’re built to deliver real value, build authority, and funnel viewers towards your website where they can book a discovery call or purchase a service.
However, the goal here isn’t immediate conversion. Think of it as a video version of SEO. If the videos are optimized correctly, they’ll rank high on YouTube search, get recommended by the algorithm, and continue driving traffic for months or even years.
What makes long-form content work:
- Educate: Go deeper than surface level advice to build trust and authority in your industry.
- Packaging: A good thumbnail and title are key to success on YouTube.
- Story: Nobody is going to watch a video that’s full of pure facts. Good copywriting skills are a necessity when it comes to planning video ideas.
Best use case for software/web agencies
- Great for building SEO authority and appearing in YouTube and Google search results.
- Attracts top of funnel and middle of funnel traffic and directs them to your website.
- Positions your agency as a trusted expert in your niche.
Real-world example: Blazity
- Blazity helps organizations to architect, optimize, and deploy high-performance Next.js and React applications at scale.
- Click here to watch
Not sure whether you should be recording long-form or short-form content? Check out our guide to choosing what’s best for your business.
7. Brand Story Videos
What is it
A brand story video explains who you are, what you do, and why it matters. Unlike a sales video, it’s not about pushing your services, it’s about connecting emotionally and expressing your agency’s values, mission, and personality.
The goal is to differentiate your agency in a crowded market by showcasing your why. It's the type of video that makes potential clients think, “I want to work with these people.”
Advice for making a good brand story video:
- Origin story: Share how your agency started. Nowadays, people are starving for zero to hero success stories.
- Purpose: Talk about your why, what you believe in, and what problems you’re obsessed with solving.
- Visual identity: Video editing that matches your company’s branding and strong visuals (your team, office, behind the scenes) are key to deliver your message with impact.
Best use case for software/web agencies
- Great for recruiting, it helps potential hires connect with your vision and team culture.
- Perfect for differentiating from generic competitors, especially in saturated markets like design or dev.
- Builds emotional resonance with prospects who care about your values, not just your services.
Real-world example: Avenga
8. Company Culture Videos
What is it
Similarly to the brand story videos, the goal here is to connect with your audience on an emotional level and to give viewers a peek into the people and processes behind your agency.
Company culture videos can be used on your Careers page and social media. Here’s a few tips on how to make one:
- Authenticity: Keep it genuine. It’s better to be real than overly produced.
- People-first storytelling: Focus on the faces behind the work. Highlight your team’s personalities and values.
- Culture: Showcase the perks that differentiate your agency.
Best use case for software/web agencies
- Helps with recruitment by showcasing your agency as a great place to work.
- Humanizes your brand — great for building trust in long-term, collaborative client relationships.
Real-world example: Digidop
9. Tutorials & How-Tos
What is it
Tutorials and how-to videos are designed to teach a specific skill, tool, or process. These can be screen recordings or technical walkthroughs that show how to solve a specific problem, step by step.
The main goal is to build brand awareness and to position your agency as the leaders in a specific field.
What makes a tutorial video great:
- Specific topic + clear outcome: "How to build a landing page in Webflow" works better than “Tips on good design.”
- Engaging pacing: Tutorials can be dry. Keep them interesting with clear visuals, zooms, on-screen text, and a few jokes in between.
Best use case for software/web agencies
- Great for top of funnel content marketing, driving organic traffic and brand discovery.
- Useful for demonstrating your agency’s expertise with specific tools or platforms.
- Improving SEO by targeting specific problems your target audience faces
Real-world example: Finsweet
10. Social Media Ads
What is it
Social media ads in general have been on the rise in the last 20 years. They are currently the most effective way of advertising. And utilizing videos can increase your results even more.
These videos can be used to build awareness, generate leads, or drive conversions – depending on the funnel stage. They are also great for retargeting your website visitors.
How to make great video ads:
- Strong hook: You’ve got only 2-5 seconds to catch viewers’ attention. Utilize animations, bold statements or a provoking question.
- Call to Action: Have a clear next step for the viewer, whether that’s to follow your social media profile, subscribe to your newsletter, or to book a consultation call.
- Use correct format: Different platforms use different resolutions and formats. It’s important to follow the guidelines for best performance.
Real-world example: Perfectial
How to Choose the Right Video Type for Your Agency
With so many video formats available, one of the biggest challenges is knowing where to start. The key is to align your video content with a specific business objective.
Here’s a general framework to help you choose the right type of video based on your current goal. However, keep in mind that this depends on many other variables like your target audience, resources, etc.
If your goal is lead generation…
Focus on content that attracts and educates potential clients before they even contact you:
- Tutorials and how-tos
- Social media ads
- Short-form videos
- Long-form YouTube videos
These formats position your agency as a helpful expert while expanding your reach through search and social.
If your goal is building trust and authority…
The best approach is to showcase proof, not just promises:
- Case study videos
- Client testimonials
- Brand story videos
They demonstrate how you work, who you are, and why clients enjoy partnering with you. This is especially important for service-based businesses where trust plays a major role in decision-making.
If your goal is conversion…
Here you would need videos that are built to persuade:
- Video Sales Letter (VSL)
- Portfolio showreel
- Social media ads
- Long-form YouTube videos
These videos explain your offer clearly, answer objections, and reinforce the value you bring — all while prompting viewers to take action.
If your goal is recruiting and improving brand image…
Create videos that showcase your company’s vision and values:
- Company culture videos
- Brand story videos
- Short-form videos
- Long-form videos
These videos showcase your work environment. They also make your brand more discoverable and appealing to future employees.
Final thoughts
As you’ve seen, there are plenty of ways for tech companies to implement video in their marketing strategy. But if it feels overwhelming, here’s the key takeaway: you don’t need to do all 10. Start with 1-2 that match your goals.
If you’re unsure where to begin and want help figuring out the best fit — or if you already know what kind of video you need and just want it done right — let’s talk. We’ll analyze your case and help you build out a video strategy for your business.
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