Adapting Short-Form Videos for B2B: Analyzing IT Companies' Perceptions and Strategic Use of TikTok, Instagram Reels, and YouTube Shorts

Abstract

This bachelor thesis assesses the application of short-form video (SFV) platforms, TikTok, Instagram Reels, and YouTube Shorts, in B2B IT marketing. Though SFV formats are extensively implemented in B2C communication, their application is not adequately researched in B2B. The study aims to investigate how IT firms are utilizing these platforms, on which objective each platform is best suited, what are the challenges and costs incurred by companies in production, and what do firms and agencies perceive about the future role of SFV in B2B. The research is based on two interlinked components: empirical interviews and desk research. Desk research draws on business and scientific literature to explore the current knowledge about SFV adoption, algorithmic dynamics, and marketing value across B2B settings. It includes the increasing role of short videos in attention grabbing, customer engagement, and recruitment, and sketching out barriers like algorithmic transparency, difficulty of measuring ROI, and organizational resistance. Empirical study comprises semi-structured interviews of respondents representing four IT companies from the United States, the United Kingdom, Ukraine, and Azerbaijan, as well as two content production agencies from Croatia and Slovakia who collaborate with B2B IT firms. All four firms produce their content in-house but to varying maturity and clarity levels. Agency interviews provided external information on hybrid production models and creative labor. Data was coded and processed with MAXQDA to determine recurring themes and relative proportion of SFV adoption and obstacles that arise during the adoption and usage. The results show a shared recognition that SFV is an increasingly required tool for B2B IT firms. Companies utilize short videos mainly for describing complex products, portraying company culture, and reinforcement during recruitment. Platform preferences vary slightly by context: TikTok is generally considered best for recruitment and employer branding, Instagram Reels for corporate and thought leadership branding, and YouTube Shorts for education and customer service. There were exception, however, with the US company naming Shorts as an option for recruitment or Instagram for education as well, all of which noted that platform strategies are not one-size-fit-all. The study also identifies the obstacles and challenges: • Delays in approvals and shortage of resources in companies; • Brand restriction and risk aversion; • Problems with timing in aligning content with events; • Continuing difficulties in measuring ROI. Agencies mentioned the difficulties for their customers lie in aligning the content with bot technical accuracy and creative storytelling, proposing hybrid approaches where in-house teams take careof the subject-matter knowledge while agencies provide flexibility and platform-specific tailoring. In the future, firms and agencies see SFV as becoming the hub of B2B communication strategies. Businesses expect to shift from text-heavy formats such as blogs to video-led content, create dedicated production roles or departments, and more directly connect SFV with lead-gen pipelines. The use of AI-powered avatars and automated editing is set to further speed up production.

Date of Award	2025
Original language	English
Supervisor	Georg Feichtinger (Supervisor)