Lights, Camera, Action! How to Create Winning B2B Video Content

In this episode, Niki Kostova, Head of Social Media at SUSE, shares her top tips for B2B video content–from topic selection to ideal video length – all while keeping people at the heart of her strategy.

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Episode Summary

Video marketing is one of the most effective ways to connect with your audience and influence decision-making.

The proof is in the statistics: 90% of B2B buyers prefer video content as their go-to content type for learning, and 85% of B2B marketers find it a highly effective method for capturing online attention.

But how do you create an engaging video that brings in optimal results?

In this episode of Behind the Post, we sit down with Niki Kostova, Head of Social Media at SUSE, as she reveals her best practices for crafting videos that stop the scroll on social media.

From selecting the right video topics to finding the ideal video length, Niki shares how her team discovered the perfect formula for producing videos that drive results. Her secret? Putting people at the heart of their video strategy.

Rather than relying solely on polished, professional content, Niki and her team focus on authentic, personal videos featuring SUSE employees sharing their expertise. After all, people trust people—and that’s the principle driving SUSE’s video success.

Hot Topics:

• The role of video content in SUSE’s social media strategy
• Why thought leaders are central to their video approach
• Best practices for creating standout social media videos
• How frequently video content appears in their content mix

Meet Niki

Niki Kostova is the Head of Social Media at SUSE, a leading open-source software company. Niki has more than 8 years of experience in social media marketing, spanning from B2C and employer branding to B2B in the last 5 years.

Niki is passionate about bringing a human-first approach to social media marketing and helping tech companies tell their unique stories in an authentic way. Her areas of expertise include storytelling, building holistic content social strategies, and leveraging employee advocacy.

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