How to Make B2B Tech Videos Engaging: Fun Strategies for Maximum Viewer Retention

Why Most B2B Tech Videos Fail to Capture Attention

Here’s the problem: Most B2B tech videos are about as exciting as watching paint dry. They’re packed with jargon, overloaded with PowerPoint slides, and painfully forgettable. The worst part? They fail at their only job—keeping the audience engaged.

And yet, video is one of the most powerful marketing tools in a tech company’s arsenal. Done right, it can make complex concepts digestible, showcase a brand’s personality, and build trust faster than any whitepaper ever could.

So, what’s the fix? Injecting fun, creativity, and interaction—without losing credibility. This is about mastering the balance between entertainment and professionalism to make your B2B tech videos compelling, shareable, and, dare I say it, enjoyable.

Let’s break down exactly how to do that.

1. Storytelling: Make It About the Viewer, Not the Tech

What Most B2B Videos Get Wrong

Most tech videos open with a list of product features and company achievements. Bad move. Nobody cares—at least, not yet. Instead, the key is to hook your audience by making the story about them.

How to Do It Right

• Start with a relatable problem – Instead of “We’re the leading provider of XYZ software,” try “Ever had this frustrating experience?”
• Use a hero – Introduce a character who embodies your ideal customer, facing a problem they desperately need to solve.
• Build tension, then resolve it – Make the stakes real. Show the pain, then show how your product is the clear solution.
• Keep it simple – If you can’t explain your message in a way that a non-techie can understand, rewrite it.

🎬 Example: Salesforce’s video “Welcome to the Salesforce Economy” uses narrative storytelling and animation to make CRM software feel dynamic and approachable.

2. Humor: Lighten Up Without Losing Credibility

Why It Works

People remember funny things. Science backs this up—humor boosts retention and makes information easier to recall. The trick is using the right kind of humor in the right dose.

Types of Humor That Work in B2B Tech

• Witty analogies – Explain tech concepts with surprising, relatable comparisons.
• Situational humor – Exaggerate industry pain points in a lighthearted way.
• Self-deprecating humor – Make fun of common misconceptions about your industry (but not your product).

What to Avoid

• Overused jokes – If you’ve seen it in a corporate webinar 50 times, skip it.
• Forced memes – Using last year’s meme trend makes you look out of touch.
• Inside jokes – If only your engineers get it, it’s probably not worth it.

🎬 Example: Slack’s “So Yeah, We Tried Slack” video exaggerates office communication problems with humor while seamlessly showcasing their product as the hero.

3. Interactivity: Turn Passive Watchers Into Active Participants

Why It Works

People don’t just want to watch—they want to interact. Adding clickable elements and engagement features increases watch time and retention rates.

Ways to Add Interactivity

• Quizzes and Polls – Ask viewers to test their knowledge mid-video.
• Clickable Product Demos – Let viewers explore product features without leaving the video.
• Choose-Your-Own-Adventure Style – Interactive branching allows users to pick content relevant to them.

🎬 Tools to Use:

• Wistia – Add CTAs and interactive elements directly into your video.
• Vidyard – Great for personalized video content with engagement tracking.
• H5P – Open-source tool for adding interactive layers to videos.

4. Gamification: Make Learning Fun

Why It Works

Humans love rewards, challenges, and competition. Adding game mechanics to your video content can turn dry material into an engaging experience.

Ways to Gamify Your Video Content

• Points & Badges – Reward viewers for watching key segments or answering questions.
• Leaderboards – Show rankings based on engagement or knowledge test scores.
• Timed Challenges – Introduce a countdown for answering a question to increase engagement.

🎬 Example: IBM used gamification in their cybersecurity training videos, leading to higher retention rates and a more engaged workforce.

5. Pop Culture References: Tap Into Shared Knowledge

Why It Works

When done right, referencing movies, games, or cultural phenomena creates instant relatability. But it needs to feel natural—not forced.

How to Do It Right

✅ Pick evergreen references – Star Wars, The Matrix, and Mario Bros. will still be relevant in 10 years.

✅ Tie it back to your message – A pop culture reference should reinforce your point, not distract from it.

✅ Use visual cues – A quick image or soundbite does more than an over-explained joke.

🎬 Example: IBM’s “Watson: The Debater” frames their AI tech as a contestant in a debate show—leveraging a familiar format to make complex AI accessible.

6. Real-World Examples: Learn From the Best

Here’s a quick breakdown of how top companies are already nailing B2B tech video engagement:

DON’T:

❌ Overcomplicate – Keep it simple and digestible.

❌ Overdo humor – Stay professional and audience-appropriate.

❌ Ignore engagement metrics – Test what works and adapt.

If you’re in B2B tech, the real challenge isn’t just making a video—it’s making one that people actually watch. Implement these strategies, and you’ll not only capture attention but create content that people remember, share, and act on.

Now, go make your tech videos fun—without making them cringe.

Written by: Tony Zayas, Chief Revenue Officer

In my role as Chief Revenue Officer at Insivia, I am at the forefront of driving transformation and results for SaaS and technology companies. I lead strategic marketing and business development initiatives, helping businesses overcome plateaus and achieve significant growth. My journey has led me to collaborate with leading businesses and apply my knowledge to revolutionize industries.