5 B2B Video Lessons from Maersk’s YouTube Channel

YouTube and a 121-year-old Danish delivery and logistics firm.

It looks like an odd couple.

But it surely’s a sensible advertising and marketing technique for Maersk, which operates in over 130 nations and boasts over 100,000 workers.

And it’s removed from the one B2B model to suppose so. Nearly 80% of B2B entrepreneurs say they use YouTube, in accordance with CMI’s 2025 B2B research.

So, how does a B2B model benefit from the Google-owned video platform? What ought to it chorus from doing? Let’s have a look at some classes from the Maersk YouTube channel.

Maersk has completed nicely in attracting dedicated viewers; its channel boasts over 134,000 subscribers. Since 2010, it’s posted over 1,500 movies, netting greater than 30.7 million views.

1. Profit from the channel’s description web page

Maersk makes use of 218 of the 1,000 characters allowed in its full-length description of the channel:

“A.P. Moller – Maersk is an built-in transport and logistics firm with a number of manufacturers and is a worldwide chief in container delivery and ports. We make use of roughly 100,000 workers throughout operations in 130 nations. Subscribe to our YouTube channel for the most recent updates on our numerous actions all over the world.”

The primary 80 or so characters seem on the house web page (highlighted in daring above).

The succinct description works nicely. Guests aren’t keen to learn prolonged descriptions. They need to know if the channel pertains to their wants and pursuits. On this case, guests can shortly perceive the business (transportation and logistics) and the corporate’s dimension (100,000 workers and operations in 130 nations).

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The outline’s final sentence is a call to action. Maersk asks readers to subscribe to the channel and explains what they’ll get in the event that they do. Making the ask and setting expectations are important in profitable B2B advertising and marketing.

Beneath the outline, Maersk lists its digital channels — web site, LinkedIn, Fb, Twitter (it doesn’t use the X identify), Instagram, TikTok, and link-in-bio web page.

More and more, YouTube is a go-to analysis supply, not only a house for watching movies. By together with all their digital websites, Maersk well lets viewers know the place to seek out them.

2. Arrange content material with the viewer in thoughts

YouTube permits a channel to put up as much as 12 customized classes on its web page. Maersk shows eight:

That is a large breadth of content material that appeals to a number of audiences, together with workers, potential hires, prospects, potential prospects, and business professionals. Most of its class labels spell out what viewers will get. 5 of the classes additionally embrace useful intro explanatory textual content.

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Maersk brings human faces to the forefront with classes like Life at Sea and Life at Maersk. That’s an all-important issue for B2B firms that as a rule are seen as faceless manufacturers. This short video features the story of Capt. Beate Stelzer.

Nevertheless, the design isn’t constant. Whereas a lot of the movies have the identical Maersk model colours and font, they do not all the time observe a typical format. The identical concern exists for video titles.

You possibly can see what I am speaking about within the highway to decarbonisation class.

As mirrored within the screenshot beneath, the titles embrace:

Some pictures embrace a video title in a blue field on the left, whereas others embrace full-screen pictures with a title.

After I noticed the class identify, I mistakenly assumed “highway to decarbonisation” was a sequence title. Nevertheless, the class does embrace a sequence — All The Method To Zero. It could have labored higher to dedicate a class to that sequence. Mixing it amongst different movies is a disservice to the funding in sequenced storytelling.

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Additionally, standardizing the sequence title and episode names from the start is essential to information viewers. I like how Maersk often begins the title with the episode quantity. Since YouTube controls the order of movies in a class, it’s particularly useful to incorporate the episode quantity. Sadly, with Maersk’s sequence of movies, it’s hit and miss whether or not the episode identify is included within the video title.

TIP: Whereas YouTube automates the order of movies, channel creators can regulate the order of the classes on the house web page.

3. Plan forward for video viewing

Evidently, Maersk doesn’t do lots of livestreaming. However when it does, it makes use of the YouTube channel. Within the screenshot above, it revealed two movies of firm conferences, a naming ceremony for a container vessel crusing on inexperienced methanol, and the arrival of the world’s first inexperienced methanol vessel.

Maersk appears to make use of livestreaming as a simulcast function, permitting individuals to view in actual time the massive or public in-person occasions hosted by the corporate. That is sensible for a enterprise that operates in over 130 nations and employs 100,000 individuals.

At most B2B firms, conferences and bulletins aren’t probably the most visually beautiful, not to mention participating, content material. However that’s OK as a result of info is a priceless commodity to ship in itself. These 4 movies noticed between 1,500 and 5,100 views every — viewers who most probably watched to be taught the knowledge, to not be entertained.

If Maersk wished to up its livestream game, it might plan for a video model on the similar time it plans the in-person presentation. For instance, as an alternative of displaying a display cut up of somebody standing at a podium alongside a static presentation slide for 10 minutes, the video might intersperse related B-roll with the dwell speaker voiceover or animations that illustrate what the speaker is explaining.

4. Add the podcasts

Maersk hosts its podcast Past The Field — Logistics 101 on its YouTube channel. It consists of 19 episodes and seems as a devoted class on its house web page. It additionally reveals up underneath the podcast tab on the header.

YouTube is the most popular listening platform for podcasts and counts 1 billion month-to-month common customers for podcasts on the platform. The title Past the Field is a enjoyable identify, provided that the model is within the container delivery business. Maersk additionally makes use of constant branding, creating thumbnails that function the episode matter together with the audio system. Viewers (or listeners) know precisely what to anticipate.

The podcast additionally consists of audio system outdoors of the Maersk household. That creates a extra credible expertise for viewers and permits the model to additional improve its status as a priceless useful resource for business info.

Many episodes embrace a static slide on the display all through the episode, just like the one above for a latest episode on tech transformation within the world provide chain. It consists of the audio system’ headshots with their names and titles.

That visible makes , constant thumbnail, but it surely does nothing for individuals watching the episode. Happily, some episodes embrace movies of the podcast being recorded. That’s higher than a static slide, particularly given how a lot nonverbal communication tells a narrative, too.

To make it much more participating, Maersk might incorporate different visuals into the podcast video. After the audio is recorded, somebody and even an AI device might determine potential visuals from the Maersk content material library and put collectively a visible presentation that works nicely with the prevailing speaker recording video and audio.

5. Elevate your buyer tales

Maersk dedicates a YouTube house web page class to buyer insights. It consists of 5 movies (as proven above):

Each B2B channel ought to put buyer tales entrance and middle. If patrons are your channel’s audience, they need to see themselves and so they need to know the way you’ve got helped remedy the ache factors of others like them.

The primary video incorporates the division retailer Macy’s in its title. That recognizable model instantly connects with these within the retail business, and the remainder of the title identifies the issue and answer — automation for a extra versatile provide chain.

Sadly, Maersk solely showcases 5 movies, all of which have been revealed over a yr in the past. That doesn’t instill confidence in viewers that Maersk desires to inform their prospects’ tales.

Plus, apart from the Macy’s video, the others aren’t about prospects. They’re simply doubtlessly fascinating subjects for prospects. For instance, the video about tips on how to make a reserving on the Maersk web site is effective info for purchasers, however not match for the class.

Apparently, Maersk already has higher buyer tales. I discovered a playlist labeled customer stories underneath the logistics and provide chain class. It incorporates 29 movies, together with one revealed three months in the past. It could make sense so as to add these to the extra prominently featured buyer insights class.

Present and showcase tales

Maersk clearly understands the facility of video in B2B content material advertising and marketing. With over 134,000 subscribers and tens of tens of millions of views, its YouTube channel stands as a testomony to the potential success B2B entrepreneurs can see with movies of their advertising and marketing combine. By studying what labored for Maersk and what may very well be improved, you possibly can ship video content material extra successfully on YouTube on your viewers and the model.

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