Not just office space: Campus X helps leverage modern B2B storytelling through video and podcast production

Let’s be honest – regardless of how entertaining we try to make this article, most of you won’t stick around until the end. In fact, stats say that just 11% of readers finish blog posts.

On the other hand, if we had brought you this story in a video or podcast format, the retention rate could be as high as 40% or more.

So, let’s cut to the chase while we still have you. The following paragraphs are a wake-up call on why your business can’t afford to ignore the power of podcast creation and video marketing in 2025. And once the data and stats convince you, we will focus on how our latest partnership with Mute Madness Studio can help you amplify your voice, accelerate your mission, and become unmissable in a world that’s getting increasingly hard to cut through.

The rising power of video marketing and podcast production in B2B and B2C communication

Video is no longer a "nice-to-have." It's the most effective way for businesses of all shapes and sizes - from the e-commerce website to the rapidly growing startup or the established enterprise - to educate, engage, and convert their audience. 

But don’t trust us - let’s have the numbers do the talking:

• 90% of all businesses use videos as part of their overall marketing strategy

• 87% have been convinced to buy a product or service by watching a video, while 81% have bought or downloaded an app after watching a video about it

• 78% say they prefer video as a way to learn about a new product or service, compared to just 9% for articles and even less for other formats

• 17 hours a week is what audiences are spending on average to watch videos online

• 505 million people will listen to podcasts by the end of 2025

• 60%+ of internet users now listen to podcasts at least once a month—up from just 45% in 2020

• 40% of listeners prefer video podcasts, with the numbers continuously growing

• 48% of the video podcast audience earns $75,000 or more on average annually

Point made. But to build upon the numbers, let’s dive into why video and video podcasts work so well.

5 reasons why video and watchable podcasts are growing in popularity

1. The human brain processes visuals 60,000 times faster than text. 
   

2. Our attention spans are shrinking while noise is increasing - psychology researchers estimate attention spans have dropped from 2.5 minutes in the 2000s to less than 40 seconds today, while a Microsoft study claims it is even lower, at 8 seconds.
   

3. Visual storytelling helps build a connection with the other side - people increasingly crave authenticity and a personal touch, which written content might often lack.
   

4. Videos better accommodate our shifting habits - stats reveal that over 86% of people worldwide prefer to listen to podcasts on mobile, which is a consequence of being always on the go and seeking to multitask at all times (sorry, content writers, but you can’t be of help here).
   

5. They’re perfect for repurposing means across channels - YouTube, LinkedIn, Instagram, email, and even your company website, a single 30-minute podcast episode can generate dozens of content pieces: clips, quotes, reels, audiograms, transcripts, blog summaries, and more. You know - one stone, so many birds!
   

A differentiator in the era of AI-generated content

Video content and podcasts give you the means to future-proof your brand and emerge on top in the battle for authenticity. Let’s not forget that audiences are growing increasingly skeptical of faceless, automated messaging—they’re craving human-centered content and more impactful storytelling. In this landscape, well-crafted video content isn’t just a nice touch; it’s your brand’s strongest defense against becoming noise.

Video puts a face, voice, and personality behind your message. And while algorithms may reward quantity, human audiences still respond to quality—especially when it feels real. One builds trust; the other blends in.

Generative content tools flood our feeds with articles, social captions, and templated outreach. Written content can fool into demonstrating expertise, but video allows you to embody it. No AI can replicate your facial expressions, unscripted moments, or the chemistry of a live conversation between humans, which is where the emotional connection is formed and what audiences will remember.

“But video and podcast production is hard, isn’t it?”

Well yes. And no.

Yes, producing quality video content takes planning, equipment, editing, lighting, scripting, and distribution. And for small teams at startups or marketing divisions at big organizations that have their hands full at all times, it can be overwhelming. In fact, studies reveal that companies consider not knowing where to start the biggest barrier to adopting video content as part of their digital marketing efforts. Next comes the lack of time.

And now about the “No” - you know us, at Campus X, we leave no stone unturned when trying to support our members. And our latest initiative in collaboration with the pros at Mute Madness Studio makes video and podcast production a seamless, stress-free part of your workflow. But it's not just about simplifying content creation; it's about unlocking new levels of visibility, credibility, and creative freedom for your brand. 

Campus X brings video and podcast production in-house 

From concept to final cut, our members now have direct access to a state-of-the-art studio, a skilled production crew, and expert post-production services — all under one roof. 

The studio features:

• Pro-level lighting and sound

• A multi-camera setup

• A minimalistic and customizable backdrop

• Dedicated spaces for interviews, podcasts, webinars, and product demos

But enough about the bones - let’s focus on the heart and soul of the initiative. Mute Madness Studio, a creative powerhouse with over a decade of experience in B2B video production, handles everything: filming, lighting, sound, editing, post-production, and even content repurposing.

“We’re excited to support the local tech and innovation ecosystem with high-quality visual storytelling,” notes Jordan Mihajlov, founder of Mute Madness Studio. “In today’s digital world, video is the easiest and fastest way for even small-market companies to become globally visible. That’s what drives us to help businesses punch above their weight.”

The benefits for our members

The Campus X x Mute Madness Studio collaboration makes it easier for member companies to create high-quality video and podcast content without ever leaving the building or disrupting their daily workflow. 

That way, they can benefit from:

• Faster time-to-content: No need to coordinate external shoots. Have an idea today? Record it tomorrow while it’s still hot (unless another member beats you into booking the studio, that is). The studio is part of your daily workflow — not a disruption to it.

• Lower production costs: In-house studio access eliminates expensive rentals.

• Content velocity: Quickly test formats, ideas, and platforms. Iterate faster.

• Boosted credibility: Polished, pro-grade content builds brand authority.

• A magnet for talent: High performers want to work with leaders with a vision, and video gives you a platform to articulate that vision and instil trust.

• Repurposing made easy: Turn one podcast into various content assets across formats and platforms and maximize your ROI.
  

But the initiative isn’t just about convenience, explains our COO, Vladimir Lalov.

„It’s about equipping our founders with the tools to build trust, share bold ideas, and stay in flow. This space goes beyond content creation; it marks a shift in how stories are told, shared, and scaled.”

What sets Campus X and Mute Madness apart: We know the story behind your story 

There’s no shortage of content studios out there—but very few are built into the DNA of a startup and innovation ecosystem like Campus X. This isn’t just a studio you rent by the hour. It’s an extension of a thriving entrepreneurial community, designed specifically to serve the needs of founders, builders, and growth-stage teams.

“By bringing professional-grade production in-house, we’re giving our community a real edge and proving once again why Campus X is the driving force of innovation in Bulgaria,“ says Mihajlov, the beating heart of Mute Madness Studio.

Unlike traditional production houses that may treat your project as a one-off job, here, you aren’t outsourcing your voice. The team at Mute Madness understands the long game of brand building and is well-versed in highlighting the competitive advantages that make Campus X’s member companies stand out. As a result, they can provide you with not just the gear but the context as well - from framing your message to how content fits into your funding journey, talent acquisition, or product launch strategy.

And finally, we’re not just tech-savvy — we’re tech-native. The Campus X team and our production partners have been immersed in Bulgaria’s innovation scene for years. We understand your audience, investors, hiring challenges, and global ambitions. As a result, every video or podcast you produce won’t only be high-quality but also deeply relevant.

What can you use the Campus X video production studio for

Whether you’re a founder with a bold message, a marketer ready to launch a new campaign, or a sales leader trying to close a major deal, there’s a way for you to put the Campus X studio to work. Here are just a few ideas:

• Founder updates and behind-the-scenes videos – Share your journey in real time. Let your customers and investors in on your big milestones, lessons learned, and honest reflections. Transparency builds trust.

• Video podcasts and expert interviews – Host thought-provoking discussions with industry leaders, team members, or partners. Establish your brand as a hub for insight and innovation in your field.

• Product demos and explainers – Show, don’t tell. Use the studio’s pro lighting and multi-camera setup to showcase how your product works, what makes it different, and how it solves real problems.

• Customer success stories – Nothing builds credibility like a satisfied customer. Invite your best clients to share their story on camera. 

• Training content and onboarding materials – Create consistent, high-quality internal content that can help you scale your processes. Train new hires, explain your culture, or roll out new tools in a way that’s engaging and easy to consume.

• Webinars and virtual events – Host polished, interactive webinars to educate your audience, launch new features, or build community around your brand. The studio’s professional setup ensures that your webinar looks as sharp as your ideas sound.

• LinkedIn video series and thought-leadership content – Break down trends, share tips, or comment on industry news to keep your brand top-of-mind and position your team as go-to experts.

With so much flexibility and expert support from Mute Madness, the studio is whatever you need it to be—a stage, a classroom, a broadcast desk, or a pitch room. The only limit is your imagination.

Time to show, not just tell

We live in a world where attention is the most valuable currency, and text alone is no longer enough (but thanks for making it this far). To truly connect with your audience, you must show them who you are through the content that they actually want and need.

Do you remember when we discussed how companies consider time and not knowing where to start the two biggest barriers to adopting video? Well, now that we’ve brought them down for you and the camera is waiting, are you ready to hit record?