You’ve heard it before: post more videos. But knowing that and doing it are two very different things. It can feel impossible to create video that looks professional and performs well without eating up your whole quarter.
Between budget limitations, small teams, and packed schedules, many companies skip video altogether, assuming it requires a full studio and production crew to make it right. That assumption is common and understandable.
But avoiding video means missing out on one of the most powerful ways to connect emotionally with prospects, build trust, and stand out in a crowded market.
To unpack what authentic, effective video looks like in a B2B setting, I sat down with Chad Fortenberry, Director of Production at Massive Mission. Chad has helped countless brands craft video content that connects — not because it’s flashy, but because it’s real. And when it comes to video, that mindset change is everything.
Authentic video marketing tells stories, shows emotion, and builds trust. It’s about making a human connection rather than flawless edits or cinematic lighting. In this post, I’ll walk through how to start small, tell better stories, and use the tools you already have to make video work.
Why Authenticity Matters in B2B Video
The first thing Chad emphasized? Story beats polish, every time.
Small teams don’t need complex productions. What matters is content that connects. And connection comes from showing something true.
Chad shared an example from a healthcare-related project. Instead of producing a polished brand video, his team followed a chief nursing officer through her daily routine. It wasn’t flashy or staged. However, it showed — in real time — how the company’s product made her job easier. That story landed harder than any list of features ever could.
That approach still stands out to me. The most effective B2B videos aren’t about reciting benefits but about showing what life looks like after working with your company.
If time is tight, start with a real customer. Show their challenge and how your product or team helped solve it. That emotional connection is what people remember.
Start Simple with Video Podcasts
If your team is strapped for time and short on help, start with conversations.
Chad made a compelling case for using video podcasts as a low-barrier entry point. “Start with a podcast or internal interview,” he told me. It might be the simplest way to create valuable content.
There’s no script to write, no complex setup — just two people talking, whether teammates, customers, or subject matter experts. Unscripted conversations are easier to pull off than a formal campaign and are often more engaging. Viewers get to hear authentic voices, honest challenges, and practical insights.
Even better? A single 40-minute conversation can turn into a week’s worth of content. You can clip highlights for social media, embed short quotes into blog posts, or share key takeaways in your newsletter. With minimal effort, you’ve got a whole batch of human, story-driven video content that doesn’t feel like marketing.
Because these clips feel conversational, not overly polished, they often perform better than heavily scripted content. This is especially true for B2B audiences, who are craving clarity and connection over production value. And for teams juggling a dozen priorities, that kind of return on effort is hard to beat.
Leverage Existing Resources (Your Phone!)
When I asked Chad what equipment teams should use to start filming, he didn’t hesitate to say, “Use what you already have.” For most of us, that means a phone.
Modern smartphones shoot in high definition. That’s more than enough to create a clear, professional-looking video — especially when your story and message are strong. A DSLR camera or studio lighting isn’t necessary to capture a leadership insight or record a customer testimonial. All you need is a quiet space, a steady hand, and a few minutes of focused attention.
Editing can be just as simple. Chad recommended free tools like CapCut, which let you trim clips, add captions, and export for social or email in minutes. You can do it from your phone or desktop; no video editor is required.
Some of the most honest, compelling content I’ve seen has come from a phone camera in a well-lit room. It feels personal. It feels accessible. For B2B audiences scrolling through LinkedIn during a packed day, that kind of authenticity stands out.
If your team has been holding back on video because of equipment, this is your green light. You’re probably already holding the only tool you need.
Elevate Content with Strategic Upgrades
Once you’ve gotten comfortable recording and publishing with basic tools, small upgrades can make a big difference.
Chad shared how his team sometimes sends out “Go Kits”— simple bundles with an upgraded webcam, a clip-on mic, and a clean backdrop. Practical cost-effective upgrades can level up video quality without complicating the process. If you’re filming testimonials, customer interviews, or leadership content regularly, a kit like this pays for itself quickly.
For remote recording, Chad also recommended platforms like Riverside.fm. These platforms deliver cleaner video than standard conferencing platforms, helping you avoid choppy footage or lag during recording. Plus, they’re designed to simplify editing for non-video teams.
Still, even if you reach the point of hiring a production company, Chad emphasized strategy first. “Before you buy gear or book a shoot, get clear on what stories you want to tell—and why,” he told me. Planning matters more than any lighting setup.
You don’t have to go all-in at once. Just add the pieces that make your workflow smoother and your content stronger. The best upgrades are the ones that will help your team focus on what actually matters: the message.
Conclusion
You don’t need perfect conditions to create a meaningful video. You don’t need a production team, a massive budget, or a ton of free time. What matters most is the story — and the willingness to hit record.
Start small. Film a conversation. Share a behind-the-scenes moment. Use your phone, a free editing app, and your existing resources. Focus on what your audience needs to hear, not how perfect the shot looks.
Authentic video works because it builds trust. It gives people a reason to believe in your company, because they see the people behind it.
Want to hear more? Check out my full conversation with Chad Fortenberry on the Content Logistics podcast. We dig into how small teams can create impactful videos with limited time, from practical tools to simple shifts in how you approach storytelling.
FAQs
What’s the best way for a small team to start using video?
Start with what’s sustainable and straightforward: record a conversation. Internal interviews, video podcasts, or unscripted discussions are easy to produce and highly reusable.
Do I need expensive gear to make professional-looking videos?
Not at all. Your smartphone is more than capable of capturing high-quality video. Good lighting and clear audio matter more than expensive equipment.
What free or affordable tools can help with editing?
CapCut is an excellent free editing app that’s user-friendly and works well for short-form content. Tools like Riverside.fm are a smart next step for higher-quality recording.
How do I make sure my videos resonate with B2B audiences?
Focus on storytelling. Highlight real people, customer challenges, and honest solutions. Skip the feature list and show what life looks like after using your product.
How much video content can I realistically produce with one recording?
A 30–40 minute video can yield multiple social media clips, blog embeds, internal updates, and email content. Think quality session, broad output.
Should I worry about SEO when posting videos?
Yes, but keep it simple. Write clear, descriptive titles and summaries with relevant keywords. This helps your content get found without adding much work.
When should I consider bringing in outside help?
If you’re unsure how to shape your strategy or want help with higher-quality production or distribution planning, consider scheduling a consultation with a partner like New North.
