After 15 years of doing this, 2025 feels different. Not just a little different – foundationally different. We're not just tweaking tactics anymore. The whole playing field is tilting.

Here are the three biggest ways I see B2B video marketing evolving right now – and what to do about it.

1. The Liquid Death-ification of B2B

It finally happened. Funny is in.

B2B brands everywhere are suddenly aspiring to be Liquid Death or Duolingo. And hey, as someone whose agency sits in the comedy lane, that's great for us. But before you start dressing your brand up in memes and mascot costumes, ask yourself one thing:

Should your brand be funny?

There's this concept in branding called archetypes. One of them is "The Jester." Liquid Death and Duolingo? 100% Jesters. But just because they're crushing it doesn't mean your brand should suddenly start juggling and cracking jokes.

What those brands did right – which is key – was not slapping humor on top of who they are. They built their brands from an honest place. Their DNA is funny. It's authentic.

Your job is to figure out your brand's truth. What are you at your core? Are you a sage? A hero? A caregiver? Or, yeah, maybe a jester. But it starts with honesty, not trend-chasing.

Before Liquid Death and Duolingo, everyone was looking at Apple and Nike. In five years, people might be looking at you – if you have the courage to embrace who you are and lean into it fully.

2. The Corporate LinkedIn Profile Is Dead (Sorry)

This one hurts. For years, we worked hard to build followers on our agency's LinkedIn profile. And now?

It's basically a vanity metric.

Organic reach on company pages is comically low. If you want your video seen, you're gonna have to pay.

So, what does that mean for video distribution?

It means B2B marketing is getting personal. Literally. Instead of your brand account pushing content, it's now about real people sharing content through their personal profiles – your CEO, subject matter experts, and customers.

That changes the whole calculus.

Who posts? When? What tone? It's a shift from "brand voice" to "actual human voice," and honestly, that's a good thing. It's scarier, yeah – but it's also more effective.

The era of hiding behind a logo is over. Welcome to the human age of B2B marketing.

3. AI Video Is Here. So Is AI Slop.

Let's talk about the elephant in the server room: AI-generated video.

Right now, there's this gold rush happening. People are building AI agents that crank out 25 videos a day. They're spinning up faceless YouTube channels with millions of views. They're automating content at scale.

And yeah, some of it works. Some of it even goes viral.

But here's the problem: None of it is branded.

Your cybersecurity company chasing a viral ASMR video of someone slicing into a glass fruit? That doesn't build trust. It builds noise.

And there's already enough AI slop out there to flood the feed.

In 2025, the winners in B2B marketing will be the ones who resist the siren call of meaningless reach and stay true to their brand. That doesn't mean ignoring AI – it means using it through the lens of your brand.

Your brand should be a lighthouse. Amidst the chaos of auto-generated everything, it should feel solid. Human. Intentional.

TL;DR: Be Real, Be Personal, Be Consistent

The best B2B brands of 2025 will do three things well:

• Be honest about who they are (funny or not).
• Get personal with distribution and thought leadership.
• Use AI as a tool – not a replacement for strategy or soul.

‍

There's a storm coming. And most marketers will chase the latest thing and drown in it.

You? You can be the brand people remember, trust, and follow – because you stay grounded in what matters.

Now, let's make something worth watching.

‍

Listen to this article's companion podcast: