5 Brands That Use Documentary Style Video Content toDrive B2B Conversions

Documentary Video for b2b conversions

5 Brands That Use Documentary Style Video Content to Drive B2B Conversions
In some video content marketing strategies, the “shorter is better” approach works. But if you need really tell your full story for B2B purposes, long-form documentary-style video can be a great marketing tool for your business. They are an engaging and creative way to drive conversions for your business. Documentary-style video allows marketers to take a story-telling approach in presenting their customer’s success and history. Compared to graphs and charts, documentaries let you share information with a more human element to it, while still keeping your brand in focus. Documentaries can also help you create brand awareness, educate your customers and build trust and credibility for your business.

Video production and video production companies are a large investment in both time and money, so make sure you know the style and the format that would have the most impact on your audience/customers. To help you with this, we are sharing how five of today’s leading brands are using documentary-style video to drive B2B lead conversions.

Uber Eats created a mini-documentary series that tells the story of its restaurant partners. These videos show how each restaurant and their customer experiences have benefited from their partnership with Uber Eats. Rather than leading with the Uber Eats brand, the videos focus on the restaurants and their story.

This example of a documentary-style video is from Uber Eats Australia and it features the modern Asian cuisine restaurant Miss Chow’s. It is narrated by the owner, Jacquie Chan and it  begins with her explaining the history of the restaurant while also showcasing video of their cuisine and the behind-the-scenes operations of the restaurant. Chan discusses how Uber Eats incorporates with their business - from making sure food travels well to helping them reach a wider pool of customers. The video ends with, “Become and Uber Eats partner today.”


Google Small Business’s video stories show how their advertising products can help support the business and marketing goals of small companies and startups.

This video example shows how William Painter, a small sunglasses startup form San Diego, uses YouTube Ads to introduce their product and grow their sales. It begins with the two co-founders, Matt DeCelles and Patrick Eckstein talking about their brand’s mission, goals and challenges. There is no mention of YouTube Ads until about half-way through the video when they explain how TrueView for Action helps them balance both revenue and reach. The video concludes with an outro frame featuring the Google logo and AdWords website.

Slack is a communications platform for companies to use when they want to organize all forms of internal communications and tools together in one app, eliminating the need for emails, text messaging and instant messaging for your team. Slack’s documentary-style videos integrates the brand more than the previous two examples. They do so in a way that keeps the focus on B2B customers and their individual brand stories.

This video highlights SaaS company Cvent and takes us through the scenes of their daily workplace, stopping for interviews with various team leaders and leaders. The company’s chief information officer, Pradeep Mannakkara explains how the company’s more than 4,300 employees across 22 offices and remote workplaces all use the platform Slack. This video shows how Cvent’s employees benefit from the efficiency and engagement of using Slack. Cvent’s leaders also discuss how Slack integrates into product releases and communications with customers. Each video in the Slack series follows the same format as this video and showcases the partnership between the company and Slack through the video footage.

InVision’s Design Disruptors documentary is along the lines of a more traditional documentary in terms of its storyline, length and content. Design Disruptors reveals a never-before-seen, in-depth look on the successful design approaches of more than 15 industry-leading companies and how they are overtaking their billion-dollar industries through design. Such companies include Netflix, Facebook and Google. This is an unbranded and high-production approach to documentary-style videos may feel like a change from traditional marketing. But, by creating an interesting long-form video about design innovators, InVision is seen as a thought leader and advocate of design innovation, appealing to new and prospective customers in the process.


Popular anti-virus, anti-malware software company Norton developed a two-episode series, The Most Dangerous Town on the Internet. These videos report on the reality of cybercrime and the effect digital threats have on the real world. It features international hackers and scammers in the Romanian town of Râmnicu Vâlcea.

This video is a good business move in that it increases awareness of the security threats that can compromise businesses, which Norton’s anti-virus and security software products can help prevent against. They also have a companion website for the documentary to help drive conversion and engagement.

Each of these examples of documentary-style video shows the flexibility and uniqueness that documentaries can offer marketers. Video content marketing is an successful way to drive B2B lead conversions, attract a broader audience and develop industry authority, especially when videos feature customers or take an unbranded, moviemaking approach.

For any and all of your video marketing needs, visit us at ultimo-media.com.