Why B2B Marketers Should Embrace YouTube's Potential for Engaging Content
Let's be honest with ourselves. Most B2B YouTube channels are where entertainment goes to die. And that might not matter much, if it weren't for the fact that YouTube is a goldmine of opportunity for B2B brands.
Think about your own YouTube habits. The platform has become part of our daily routines. You might browse the app on your mobile when you have a moment to spare. Maybe your smart TV remote has a YouTube button and you’re one of many viewers now using YouTube like a streaming service. Globally, these people are racking up 1 billion hours of content watched daily on their TV screens.
So what's stopping B2B brands from making the most of this huge audience? It's not a lack of resources. Many B2B companies have the talent, budget, and expertise to create high-quality content. The issue lies in their approach. They often focus too much on showcasing products, services, or company news. This type of content might appeal to a small group of people, but it won't resonate with a wider audience.
There's a time and place for a 45-slide, data-packed presentation–even on YouTube. But sometimes you want to learn more about your career and industry. And you want to do it without being bored to tears.
That’s the moment a lot of B2B content misses. When someone's watching YouTube in that sweet spot between work and play, when they're open to work-adjacent content as long as it’s not too heavy. They might be watching during their commute, or at home on the weekend or in the evening. Whatever the moment, they're in a different headspace—they’re in the "edutainment zone".
So why are so many B2B brands still approaching video content with a formula that doesn't match how we actually consume information?
It's time to move past typical corporate methods and make YouTube content that people really want to see. After all, the platform is extremely competitive, with over 500 hours of content uploaded each minute. If you want to succeed, you need to be up there with the best and competing with your viewers' favourite creators.
Keeping that in mind, let's explore what makes some of our favourite YouTube channels binge-worthy. You’ll learn some lessons that any traditional B2B brand can use and, if nothing else, add some great channels to your subscription list.
Be an Authority
James Hoffmann is the go-to resource for coffee enthusiasts. A former World Barista Champion and co-founder of Square Mile Coffee Roasters, Hoffmann is one of the most trusted voices in the coffee world. His YouTube channel offers expert insights delivered with clarity and depth.
Why does this work? People trust expertise, but only if it’s presented well. Hoffmann doesn’t just know his subject—he communicates it with precision. Whether he’s reviewing espresso machines or explaining complex brewing techniques, his content is authoritative without feeling inaccessible. His measured, thoughtful delivery builds credibility, while his meticulous testing and unbiased reviews reinforce trust.
B2B marketers can learn a lot from this. If you want your audience to see you as an authority, you have to act like one. You can’t just talk about what you do. You need to know your subject, communicate it clearly, and let your knowledge do the heavy lifting. Break down complex topics in a way that makes them digestible. Be transparent about your processes. Show your audience why they should trust you instead of telling them.
Be clear and precise. Expertise is valuable, but only if people can understand it.
Back up your insights. Use real data, case studies, or demonstrations to prove your points.
Stay objective. Hoffmann’s credibility comes from his willingness to critique as well as praise—don’t be afraid to address industry flaws.
Develop a recognisable style. Hoffmann’s calm, methodical approach makes his content instantly identifiable. Find a tone and format that fits your brand.
Go Deep on a Topic
If you thought that YouTube was purely for shorter, more lightweight content - think again. Wendover Productions’ subscriber numbers prove that there’s not only an appetite but an enthusiasm for something more meaty.
Wendover Productions specialises in deep dives into the mechanics of the world—aviation, logistics, economics, and geopolitics. Each video takes a meticulously researched approach, combining strong narratives with data-driven insights. Whether explaining how airlines make money or how global supply chains work, Wendover breaks down complex subjects in a way that’s both accessible and compelling.
Why does this work? Depth builds authority and engagement. Instead of churning out quick-hit videos that barely scratch the surface, Wendover goes all-in on each topic. The combination of sharp writing, thorough research, and strong visual storytelling makes sure viewers walk away with real understanding.
B2B marketers can learn from this by moving away from the shallows and committing to depth. Respect your audience’s intelligence and attention span and create long-form content that fully unpacks an issue. Offer detailed insights, real-world examples, and nuanced analysis that your audience can’t get anywhere else. Trust that thoughtful, well-researched content wins over quick, forgettable takes.
Go beyond the obvious. Instead of repeating common knowledge, dig into the real details that matter.
Use data and storytelling. Facts alone aren’t enough—Wendover makes complex topics engaging by weaving in compelling narratives.
Take the time to do it right. High-quality, in-depth content builds credibility and keeps viewers coming back.
Make the complex simple. Break down big ideas into clear, digestible explanations.
Give People a Peek Behind Closed Doors
Architectural Digest’s YouTube channel is built on exclusive access. Through series like Open Door and Inside Iconic Homes, they take viewers inside some of the most extraordinary buildings in the world—whether it’s a Hollywood star’s personal retreat, a historic architectural masterpiece, or a cutting-edge modern home. Instead of just showcasing glossy images, they offer an intimate, behind-the-scenes look at spaces that most people will never experience firsthand.
This feeds into people’s curiosity. AD doesn’t just feature architecture—it pulls back the curtain and lets viewers explore how these spaces are designed, lived in, and experienced. The combination of expert insights, visual storytelling, and human-driven narratives makes the content aspirational and engaging.
If you want your audience to be more invested in your brand, don’t just tell them what you do—let them see it for themselves. Whether it’s a factory tour, a deep dive into your design process, or a walkthrough of how a major project came together, giving people access to something they wouldn’t normally see makes content feel exclusive and valuable.
Pull back the curtain. Show what goes on behind the scenes in your industry.
Give access to extraordinary things. Whether it’s a unique product, a high-stakes project, or a complex process, invite your audience in.
Make it visually compelling. AD’s success comes from strong cinematography and storytelling—your behind-the-scenes content should be just as engaging.
Feature the people behind the work. Seeing the faces and stories behind a project makes it more relatable and memorable.
Tell A Great Story
Beau Miles is an Australian filmmaker, adventurer, and storyteller whose YouTube channel transforms unconventional challenges into compelling narratives. Whether he’s running a marathon one mile at a time over 24 hours or testing the practicality of Kramer’s bottle deposit scheme, his videos capture curiosity, resilience, and the joy of creative problem-solving.
Miles doesn’t just document his experiments—he finds meaning in them. His videos are driven by personality, perspective, and are packed with humour, struggle, and unexpected insights. This creates rich storytelling that elevates his often oddball ideas into something deeply engaging. It invites his audience into his thought process, making them feel like participants in his journeys rather than just passive viewers.
Too often, brand content focuses on what the company does instead of why it matters. A good story doesn’t have to be about massive success or radical transformation—it can be about the problems you encounter, the way you tackle them, the unexpected lessons, and the moments of human connection that happen along the way.
If you want your audience to care, give them a reason to be invested. People don’t just remember facts—they remember stories. So tell a great one.
Make the unusual relatable. Instead of just showcasing what you do, highlight the journey, the challenges, and the unexpected insights.
Show, don’t just tell. Use real footage, real experiences, and real challenges instead of overly polished corporate messaging.
Find the human angle. Your audience connects with struggles, quirks, and unexpected wins—so lean into them.
Break from convention. Try a fresh perspective, whether it’s a first-person experience, a unique experiment, or an unusual format.
Make a Strong Argument
Not Just Bikes is a channel about urban design, transport, and why Dutch cities are some of the best in the world. But it’s not just another educational channel—it’s an argument-driven channel. Every video makes a case, using research, data, and sharp storytelling to challenge assumptions about how cities should be designed. Whether he’s exposing the problems with car dependency or highlighting the benefits of cycling infrastructure, creator Jason Slaughter presents clear, compelling arguments that make his audience think—and often rethink their own perspectives.
Why does this work? Great content doesn’t just inform—it persuades.
Not Just Bikes doesn’t just present facts; it builds an argument with a mix of evidence, emotion, and narrative. The channel taps into frustration, challenges conventional wisdom, and takes a clear stance, making it one of the most engaging urban planning channels on YouTube.
For B2B brands that want to stand out, don’t just educate—convince. Take a stand, make your case, and create content that gets people thinking. Instead of just sharing information, take a position. Challenge industry norms. Call out common mistakes. Present a strong, well-supported argument. Make people see things differently. Content that sparks debate or provokes thought is far more memorable than neutral, middle-of-the-road messaging.
Make a case. Don’t just share information—craft an argument that persuades.
Use evidence. Facts, data, and real-world examples strengthen your credibility.
Challenge assumptions. Content that questions conventional wisdom is more engaging.
Tap into emotion. Not Just Bikes succeeds because it’s not just about logic—it connects with frustration, aspiration, and a desire for change.
Work In Seasons
Jet Lag: The Game is a travel competition series where creators Sam Denby, Adam Chase, and Ben Doyle turn the world into their playground. Each season brings a fresh challenge—whether it’s playing tag across Europe or hide-and-seek in Japan—keeping viewers hooked with new formats, game mechanics, and unpredictable outcomes.
But what keeps their fans coming back isn’t just the concept or the chemistry—it’s the structure.
Instead of releasing random videos, Jet Lag runs in seasons, giving each new series a clear beginning, middle, and end. This builds anticipation, makes content feel like an event, and keeps audiences engaged for the long haul.
And they don’t go quiet when a season ends. Between launches, they have a behind-the-scenes podcast, tease what’s coming next, and work with other content creators—ensuring the hype never fully dies down.
B2B marketers can take the same approach and think like a showrunner, not just a marketer. Great YouTube channels don’t just post—they plan. Give your content a rhythm, and your audience will keep tuning in. Instead of treating content as a constant grind of one-off videos, structure it into seasons.
Build anticipation. A structured series makes each release an event, giving people a reason to subscribe and return.
Keep it fresh. New seasons allow you to experiment with new themes, building momentum but evolving your content over time.
Stay visible between launches. Off-seasons are a chance to refine ideas, keep your audience engaged with other content, and collaborate with others.
Make production sustainable. Working in cycles makes high-quality content more achievable without burning out your team or resources.
Create Recognisable Formats
Sorted Food has built their success on recognisable formats—repeating the same core video structures while keeping each episode fresh with new twists. Whether it’s their Chef vs. Normal challenge, Pretentious Ingredients taste tests, or Food Trends series, viewers always know what to expect, but they never get bored.
Why does this work? Familiar formats make content easy to consume. New viewers can immediately grasp what a series is about, while returning fans have a reason to come back—they know what they’re getting, and they like it. The balance between consistency and variety keeps the content feeling fresh without reinventing the wheel every time.
B2B marketers can use the same approach. If you want people to binge your content, don’t start from scratch every time. Establish recurring formats that become part of your channel’s identity. A structured Q&A series, industry myth-busting, expert breakdowns, or content recommendations—whatever suits your audience best—can turn your channel into a viewing habit rather than a one-off discovery.
Make content instantly familiar. Repeatable formats make it easier for new viewers to jump in and understand the premise.
Encourage repeat engagement. When people know what to expect, they’re more likely to come back for the next instalment.
Streamline production. A set format reduces creative guesswork and makes content creation more efficient.
Balance consistency with variety. Keep the structure the same while changing the topics, guests, or challenges to keep things fresh.
Use a Segmented Show Format
Unlike most photography channels that focus on single-topic videos, Photography Online takes a more broadcast style approach to content. Each episode is structured like a TV show, with multiple segments covering different aspects of photography stitched together into a seamless viewing experience.
This keeps content varied and engaging. Instead of relying on a single subject to hold the viewers attention, Photography Online mixes multiple segments into one cohesive episode. This approach allows them to cater to different interests within their audience and offer enormous value, making each video feel like an event rather than just another YouTube upload.
Ambitious B2B brands can take inspiration from this format. If you want to elevate your content, don’t just create one-off videos—build an experience that feels polished, premium, and worth coming back to.
Instead of releasing one-off videos, build episodes featuring a mix of interviews, case studies, how-tos, and thought leadership. This approach makes content more dynamic, keeps audiences engaged longer, and provides multiple entry points for different types of viewers.
Keep it varied. Mix different types of content to appeal to a broader audience.
Structure it like a show. Organise content into clear, repeatable segments.
Increase watch time. Viewers are more likely to stick around when content flows smoothly between engaging topics.
Make it feel premium. A magazine-style format gives your content a polished, professional feel.
B2B Doesn’t Have to Be Boring
Most B2B brands don’t lack what it takes to succeed on YouTube. They’ve got the expertise, the stories, and the resources to make it work for them. What they lack is the right approach.
The best creators, whether individuals or businesses, don’t assume anyone cares about what they have to say. They work to earn attention. They experiment, refine, and make something worth their viewers’ time.
The question isn’t whether YouTube works for B2B. It’s whether your content deserves an audience. Ask yourself: Would I watch this in my own time? If the answer is no–if your videos feel like a chore to sit through–why should anyone else?
Playing it safe doesn’t work. YouTube is a competitive, attention-driven platform where every video competes for a place in someone’s queue. If you want people to stick around, you have to give them a reason to. That means ditching the formulaic approach, experimenting with storytelling and formats, and making videos that feel as engaging as anything else in a viewer’s feed.
The opportunity is there. The audience is waiting. The only thing left is to make something they’d actually choose to watch.
Stop making content people endure. Start creating content they choose. Book a meeting with 1827 Marketing today and transform your B2B strategy from corporate to captivating.
YouTube isn’t just a video platform; it’s the world’s second-largest search engine and a major source of business influence. Yet most B2B brands squander its potential with uninspiring content. Here’s how to create videos that actually get watched.