
7.3.2025
creative
The three things all great B2B video ads have in common
If you want your B2B video ad to rise above the usual corporate white noise, you need three essentials baked in:
1. Characters with a point of view
Characters shouldn’t just recite brand lines. They need beliefs, attitudes, and convictions – something that gives them purpose and makes the story worth following. Whether they stand for the new way or cling to the old way, that perspective drives your spot forward.
2. One message
Focus on one thing. Trying to cram in a laundry list of key messages guarantees no one will remember any of them. The best ads commit to a single, clear message. Supporting ideas can tag along, but everything should orbit that one core point.
3. Conflict
Conflict is what makes people keep watching. If your video is all smooth sailing, there’s no tension, no stakes, and no reason to care. Opposing points of view, challenges, and obstacles – these spark interest and give your story energy.
If your B2B video ad nails these three – strong characters, one message, and real conflict – you’ll be far ahead of most of the boring, forgettable corporate videos out there.
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