by
Christian Fischer
B2B marketing has changed a lot in recent years. Attention spans are shorter, and expectations are higher. Businesses are not only competing with their offers, but also with how clearly they present them.
Visual content, especially video, has become more important across channels. Still, not all content delivers the same results.
Understanding what tends to work and the best ways to leverage a stock media platform like Shutterstock can help teams create campaigns that are more effective and easier to manage.
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People in B2B roles usually don’t spend much time exploring content. They are often focused on solving a specific issue and want to quickly understand if something is relevant to them.
Because of this, content that performs well usually:
The goal is not to impress visually, but to communicate clearly.
Across different formats, some patterns appear quite often in content that works better:
These factors become more important in paid campaigns, where there is limited time to capture attention.
Shutterstock has exactly the type of content needed to create attention-grabbing, conversion-driven ads.
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Even when the message is similar, the way content is presented needs to change depending on the platform.
Adapting content to each space can make a noticeable difference.
Many teams struggle to keep up with the demand for new content. Creating everything from scratch can take time and resources that are not always available.
Custom production can still be useful, but it often involves:
Using pre-made visual assets from Shutterstock can help reduce some of this pressure by making it easier to build and adjust campaigns.
Another issue that can slow things down is uncertainty around how content can be used.
If teams are unsure about permissions:
Working with content that clearly states how it can be used helps avoid these situations and keeps things moving. Shutterstock’s clear licensing terms are a great help.
There has been a gradual shift toward more natural-looking visuals. Recently, this has become even more noticeable.
With more artificial-looking media appearing online, people tend to respond better to content that feels familiar and believable.
This type of content can:
For B2B communication, this can have a real impact.
Instead of aiming for highly polished output every time, many teams are focusing on what is useful and manageable.
That usually means:
Using ready-made visual resources from Shutterstock can support this approach by making it easier to move from idea to execution without overcomplicating the process.
Exclusive: 15% off all standard subscriptions and packages from Shutterstock!
Get 15% off all standard subscriptions and packages from Shutterstock now!
Shutterstock: 15% Off Video Packs and Subscriptions
Enjoy a 15% discount on any video subscription or video pack!
THE AUTHOR
Christian Fischer
Modern marketing has a production problem. Brands are expected to create more content, for more channels, at a faster pace than ever before. A single campaign may need dozens of visual assets before it reaches all of its intended audiences. Yet many creative workflows still begin in the same place: zero. Every new campaign starts with sourcing, […]
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Marketing has evolved into a constant flow of content. Brands are no longer producing visuals occasionally—they are producing them continuously. This shift has transformed how businesses approach imagery. What used to be a simple choice between stock photos and custom photography has become a strategic decision tied to performance, scalability, and speed. Both options have distinct strengths, and […]