Video in 2026: The Missing Link in B2B Food & Nutrition Supplier–Buyer Alignment

Why does video matter now? Buyers in B2B food and nutrition are doing their homework long before they visit your stand or reply to your email, typically consuming three pieces of content before making contact. They shortlist using evidence, then use events to confirm what they already believe (Smartcore's B2B Food and Nutrition Marketing Report 2026). That means your digital content must carry proof, not just promotion. Video can help you deliver this proof early and clearly. Paired with the right channels and timing, it puts you on the shortlist of exhibitors to check out well before the show doors open. 

Short- and long-form video (think webinars) can play a standout role here when they deliver what buyers actually want: clear specifications, visible certifications, and real success stories. Use them to surface trust early, keep momentum through the event cycle, and make follow-up effortless to execute. 

Our blog post explores the rise of video in 2026, especially within B2B food and nutrition marketing. You'll learn how to use video to close the supplier-buyer alignment gap and give buyers what they want. Let’s get started.  

Who are we? An Informa Markets brand, Smartcore is your best-in-class B2B food and nutrition marketing solutions partner for smarter digital campaigns that help ingredient suppliers reach their buyers and drive business growth. Download our Digital Media Kit to explore our products, packages, and prices.

The Rise of Video in B2B Food and Nutrition Marketing 2026

So, how does video fit into the 2026 B2B food and nutrition marketing picture?

Buyers want proof they can trust, quickly. Smartcore's Report tells us the most valued asset types are verification‑first: technical specifications and documentation, industry reports/whitepapers, and case studies that mirror their needs. They also typically seek reassurance in a sequence: confirmation → product‑fit → proof, and their preferred engagement channels include trade shows and events, email, industry media, webinars and videos, and social. Plus, timing cues to keep in mind are that they plan their event visits based on pre‑event research and organiser emails, and shortlists are formed before badges are printed; events are for ticking final boxes and deepening conversations. 

Video can help you surface these specs, approvals, and cases in a short, digestible way—37% of suppliers already use video for lead generation, and short-form video is identified as a key marketing trend by 21% of suppliers. 

External data from HubSpot's 2026 State of Marketing report supports the rise of video in 2026: Short-form videos generate the highest ROI and are the most-leveraged content format (104% more marketers named it their most valuable channel compared to 2024), and it's where teams plan to invest the most for 2026. Additionally, social media growth is centred around short-form video on platforms like LinkedIn, YouTube, and Instagram.

Finally, long-form videos (think webinars) still remain a meaningful buyer channel when they deliver targeted, verifiable substance, with 33% of the suppliers we interviewed using it to generate the best quality leads. On the other side, 22% of the buyers interviewed said webinars were the best place to research new suppliers and 30% listed webinars among their preferred engagement channels. So don't shut down long-form video content just yet. 

Where to Fit Video in the B2B Food and Nutrition Buyer Journey

As we've seen, both short‑form and long-form videos are ideal for today’s B2B food and nutrition buyer journey. But where and when you use what matters.

Short‑form videos are engaging and quick to consume for busy teams. Not only are they perfect for 'trust packs', but they're easy to embed in websites, emails, organiser co‑marketing campaigns, and event microsites. They also support the three‑touch path before a B2B buyer reaches out. Use short-form videos to: 

• Make certifications, approvals, and technical specs easy to grasp at a glance.
• Meet buyers on channels they trust and use to shortlist solutions.
• Show real‑world outcomes via concise case stories.

On the other hand, complementing your short-form video visibility, long-form videos (think webinars) satisfy the demand for deep, educational content. They build trust, authority, and confidence, accelerate the complex research process, and deliver high-quality leads by allowing buyers to evaluate your ingredients, products, or services before speaking with sales. Use long-form videos to:

• Educate and build thought leadership with detailed, evidence‑led content.
• Bring your operations and quality to life with transparent walkthroughs and onsite highlights.
• Create evergreen resources that support year‑round discovery and nurture.

Six Short- and Long-Form Video Ideas You Can Plan

What to show in short-form video (under 60-90 secs):  

1. 'What this ingredient, product, or service is and where it fits':  Buyers are evidence‑led and self‑qualify early. A concise spec snapshot answers the 'product‑fit' question first, helping you make the shortlist sooner. 
2. 'Is it approved? Where? Which standards?': with clear, on‑screen badges. Certifications and approvals are core proof points in regulated markets. Making permitted uses and regional coverage clear reduces the 'trusted information' gap. 
3. 'Who has used it and with what outcome?': via short, single‑problem case clips. Case studies resolve the credibility question. A good case showcases the experience the buyer can expect.

What to show in long-form video:  

1. Factory walkthroughs: Share a transparent look at how you produce, test, and ship. This builds confidence in your supply chain and reduces perceived risk. 
2. Deep‑dives with proof overlays: Demos are a top lead‑gen asset for suppliers; pairing the walkthrough with specs and approvals shifts from persuasion to verification and accelerates consideration. 
3. Ingredient or product innovation and sustainability stories: Show what’s new, what’s approved, and what impact you’re making. Onsite event highlights can also act as evergreen clips you can reuse across your channels for months.

How to Leverage Video in B2B Food and Nutrition Marketing in 2026

Pre‑event: get on the shortlist

1. Publish short, clear 'trust packs' comprising a certifications snapshot, spec video explainer, and 2–3 case clips.
2. Host a focused webinar on a topic your audience is researching now; make it easy to discover via organiser co‑marketing and industry media. 
3. Make sure each asset is searchable and easy to judge without gating.

At the event: confirm and deepen

1. Use concise demo videos and case‑based clips to speed conversations on‑stand. 
2. Point visitors to a clearly labelled digital 'proof hub' (specs, approvals, cases) they can easily share with stakeholders.

Post‑event: keep momentum while intent is hot

1. Plan your follow‑up before the show, including messages and emails, timing, and logic for each segment.
2. Personalise with context buyers remember (e.g. Remember you downloaded…). Repurpose event footage and webinar segments into short clips for ongoing nurture.

Partner with Smartcore

The time to invest in video marketing is now. B2B food and nutrition buyers are evidence‑led—they decide early. If your proof is easy to find and simple to watch, you move up the list. By putting verification‑first video at the front of your sequence, using trusted industry channels to reach buyers where they look, and keeping the momentum built at events going so intent doesn’t cool after the show, your videos will help you move from awareness to shortlisted to selected. 

If you're looking for an industry-specialised editorial team to help you with your video content and video marketing strategy, check out our solutions:

1. Custom Content Production: Crafted by specialists dedicated to your success in a competitive landscape, your 'sponsored video content' is seamlessly integrated alongside our editorial content on Fi Global Insights or Vitafoods Insights, and includes one email newsletter feature, as well as targeted promotion to the chosen brand's LinkedIn group.
2. Custom Webinars: Lead the development yourself or collaborate with our specialised team to bring your webinar vision to life. Reach and educate your ideal audience through a 45-60 minute interactive session, including polls, surveys, and live Q&A, while generating 150+ qualified, GDPR‑compliant leads. 

Explore our success stories and testimonials featuring Smartcore clients such as PLT Health Solutions, Zooca, and IMCD Food & Nutrition. If you’d like to experience the power of our video marketing solutions, get in touch today.