Something fundamental has shifted in how businesses can use video. But maybe not for the reasons you might think.
Here's how the story usually goes: attention spans are short, video is the solution. And whilst it most certainly does that—this blog points to a quiet revolution in the way video for B2B sales is being created and deployed.
Traditionally, marketers think of video as a means to solve a single problem. They approach a video production company and ask:
"We need an explainer video to help our clients understand our product."
This is still absolutely a wonderful use case. However, over the last few years, that's been quietly, yet profoundly changing. And two technologies are at the heart of it: Lottie files and AI video.
What most of us haven't appreciated is that video has become the default way younger people consume and share information.
Instagram and TikTok have essentially trained entire generations to expect motion and story in their feeds.
Have you noticed that new LinkedIn video feed toggle they've been testing? That's a direct response to trying to appeal to this younger base—video posts generate 5x more engagement than text posts. Even email platforms are optimising for embedded video because it can boost open rates by 19% and click-through rates by 65%.
And there's good reason for this demand. Video works. It's a rich medium with amazing potential for storytelling and capturing emotion. We're biologically wired to respond to movement and narrative. Motion draws our attention, story creates connection, and the combination is remarkably powerful for communication.
B2B marketers know this, and see this reflected in their strategies, which is why 89% say video has improved their lead generation, and 87% report it's increased website traffic. This isn't a trend anymore—it's the new baseline expectation for B2B marketing videos.
The desire to use video is as strong as ever. What's changing is the way in which you can use it.
It all comes down to strategy.
Rather than thinking of video as a means to solve a single problem, it can now be used to create an entire brand experience. And for less than you think.
Think about your customer journey. Website visitors, social media followers, email subscribers, sales prospects, existing customers—each touchpoint is an opportunity for strategic visual communication.
Consider that prospects who watch demo videos are 64% more likely to convert, and video on landing pages can increase conversions by up to 80%.
Previously, you'd have opted for video or animation and tried to address one business pain point. This is what's been quietly shifting thanks to two technologies: Lottie files and AI video.
Understanding what actually drives results in animated videos for business becomes crucial when building this ecosystem approach.
Static images have long been the tool of choice for SaaS brands. They can showcase your features in stylistic ways. Of course, animation is inherently more engaging. The problem has always been that adding motion to websites came with major trade-offs.
GIFs are heavy files that slow down websites. And embedding mp4s doesn't create a very appealing visual look.
Lottie animations for websites change this entirely. They're code-based animations that let you replace static images with engaging motion without any performance penalty.
When ET Money switched from static images to Lottie animations, their click-through rates jumped from 2-3% to 8-9%, with some campaigns hitting 11%.
Gojek cut animation file sizes by 89% while improving app stability by 99.6%. These aren't marginal improvements—they're step-change results that compound across every user interaction.
Lottie files take website experience to a whole new level.
And here's a big upside: Lottie files can often be adapted from existing video materials. That explainer video you commissioned? It can become a library of micro-animations for your website, social media, and email campaigns.
AI video for business offers B2B marketers something that's quite frankly absolutely remarkable.
What would have required a full production crew, location scouting, and tens of thousands of pounds can now be created from a brief and some creative direction.
But the real change is creative freedom. AI video lets you communicate in ways only big brands had access to. This opens up storytelling possibilities that were simply too expensive or logistically complex before.
What's particularly interesting for us is how well animation studios are positioned to take full advantage of AI for their clients. In many ways, AI video is simply another tool in our creative arsenal. And we already have the creative processes that align well with working with AI video.
Consider a SaaS company building their video ecosystem. This is how it might all look together with traditional video formats:
Brand videos sit at the top level—explaining why the company exists, what problem they're solving in the world, and the change they're trying to create. This builds emotional connection and helps prospects understand the mission beyond the product.
Animated explainer videos focus on products and features—demonstrating how the software works, what problems it solves, and why prospects should care. These are conversion-focused tools designed to move people from interest to action.
Lotties are supplemented across the website—guiding users through interfaces, highlighting key features, creating moments of delight in the user experience. They can also become social media assets, email graphics, and presentation elements.
AI video expands creative possibilities—showing the software in realistic environments, visualising complex workflows, or creating compelling scenarios that would be too expensive to film. This adds production value and helps prospects envision themselves using the solution.
Each format serves a specific strategic purpose, but together they create a cohesive visual language that reinforces the brand at every touchpoint.
And of course, social becomes an extension of this.
Implementing video like this has an added benefit too. Because you're not just creating standalone content, you're creating a motion brand experience.
When prospects encounter your brand multiple times across different video formats—a Lottie animation on social, an explainer on your website, a brand story in a presentation—they're experiencing multiple highly branded touchpoints, each delivered in your brand's tone of voice.
This creates something powerful: depth and consistency that builds trust and familiarity. Video has become a core sales enablement tool—research shows that it takes 5-7 touchpoints before a prospect remembers your brand, but B2B sales video content is 12 times more likely to be shared than text and images combined.
The systematic approach to B2B sales video across touchpoints creates a compound branding effect that traditional marketing approaches simply cannot match.
As we mentioned earlier, animation production companies are perfectly suited for these technological shifts (the strategic ones anyway).
Lottie files can be adapted from existing content or created from scratch. Either way, production studios understand how to make content both informative and engaging.
This is why partnering with a video animation agency that understands both traditional animation and AI capabilities gives you the best of both worlds.
AI video fits naturally into animation production workflows too. When you're used to creating visuals from scratch, AI video tools feel like a natural extension of that creative process.
Working with an explainer video company that understands both traditional animated video production and these emerging technologies gives you access to the full spectrum of possibilities.
For comprehensive guidance on how to find the best animated video production agency that can deliver this strategic approach, the evaluation criteria go far beyond portfolios and pricing.
If you're already working with an explainer agency already, sound them out and see how they can make your assets work harder.
For marketers who understand the value of video and are looking for more ways to improve brand communications, this blog should be music to your ears.
The tools are available now. The creative possibilities are broader than they've ever been. The performance benefits are measurable and significant.
But the real opportunity isn't in any single video format—it's in understanding how strategic visual communication can transform every aspect of how your business connects with prospects and customers.
While most agencies stop at making an explainer video, forward-thinking studios build complete ecosystems that work across every touchpoint.
The question isn't whether B2B sales video should be part of your strategy. It's whether you're thinking systematically enough about how these new capabilities can work together to create something much more powerful than traditional marketing approaches.
This isn't about replacing other marketing activities—it's about enhancing all of them with strategic visual thinking rooted in what really drives video engagement through psychographics rather than surface-level demographics.
The businesses that recognise this shift now will gain an advantage that becomes increasingly difficult for competitors to match.
Video creates trust and human connection in ways that text and static images cannot match. It makes abstract solutions tangible, accelerates the buyer journey, and helps prospects understand complex products more quickly. With video content being 12 times more likely to be shared than text, it also extends your reach organically.
The most effective approach combines multiple video types strategically: brand stories for emotional connection, explainer videos for product understanding, Lottie animations for website engagement, and AI video for creative expansion. Each serves a specific purpose in your marketing ecosystem.
AI video dramatically reduces production costs while expanding creative possibilities. You can visualise abstract concepts, show software in realistic environments, or create scenarios that would be expensive to film. This opens up storytelling approaches that were previously cost-prohibitive for most businesses.
Lottie files are lightweight animations that load like static images but engage like video. They can increase click-through rates by up to 300% while improving website performance. For businesses, they're perfect for micro-interactions, social content, and extending the life of existing video assets.
Book a discovery call to explore what's possible for your brand. Or get our guide to learn more about our approach and pricing.
