LinkedIn Goes All-In on B2B Video

Marketers and brands can leverage video for Sponsored Content and Company Pages to reach and engage the right audiences, the right way

March 29, 2018

As a B2B marketer, capturing your audience’s attention has never been harder. Video is a proven tactic for engaging decision-makers, but the challenge has been finding a quality environment to reach them. Over 42% of the digital B2B advertisers that LinkedIn surveyed in EMEA described this as a top challenge when running video campaigns on other platforms.

Today, we’re excited to announce two major updates that solve this challenge by helping you to tell visually compelling stories through sight, sound and motion on LinkedIn. These updates are video for Sponsored Content and Company Pages. They build on the momentum of member video, which we launched in August.

Bring Your Campaigns to Life with Video for Sponsored Content

Native video ads represent the next evolution of LinkedIn Sponsored Content that lets you  engage with business decision-makers throughout the buyer’s journey on Linkedin. Unlike pre- or post-roll video ads, video for Sponsored Content lives directly in the news feed as a standalone post.

Video for Sponsored Content helps you achieve your marketing objectives across the funnel by:

  • Building brand awareness through telling rich, visual stories in the premium context of LinkedIn
  • Driving traffic to your desktop or mobile website, and
  • Collecting high-quality leads with a persistent “call to action” button or through our integrated Lead Gen Forms product.

Without accurate targeting, your ads won't be seen by the right audiences. With LinkedIn’s suite of B2B targeting capabilities available for video for Sponsored Content, you can find your audience by traits like job title, seniority, company name, industry, skills, and more. What’s more, the integration with our Matched Audiences solution ensures you can target your Sales team’s highest-priority accounts with account-based marketing (ABM) campaigns.

Since launching our private beta in October, over 700 advertisers have tested video for Sponsored Content to highlight not only their products and services, but also their company mission, customer success stories, and thought leadership content. These videos are helping marketers deepen engagement with their brands: on average, the time LinkedIn members spend watching video ads is almost 3x longer than the time they spend with static Sponsored Content.

Video on LinkedIn allows us to reach professional audiences in an unparalleled business context -Mark Gurney, Global Media Manager at Shell, based in the UK.

Marketers understand that everything hinges on delivering greater ROI and they are using video to deliver measurable results against a range of marketing objectives. With video for Sponsored Content, you can measure your campaign’s success through insights and detailed breakdowns about the types of professionals watching, engaging with, and even converting on your video ads. Through LinkedIn’s proprietary Conversion Tracking tool, you can measure the number of leads, sign-ups, website visits, and other valuable actions that your video content generates.

“Video is the new king of content and video ads on LinkedIn contributed to 66% of our earned media -Johanna Mimoun, Digital Lead at Philips HealthSystems France.

Make Connections with Company Page Video

LinkedIn members have embraced organic native video as a new and creative way to share knowledge and express themselves. Today, we’re also making video sharing available for all companies and publishers.

With Company Page video, organisations can now share first-hand looks into their:

Companies are also showing how they're effectively attracting talent, and driving engagement, and conversation with professional audiences right from their Company Page on LinkedIn. Company Page video is 5x more likely than other types of content to start a conversation among members, based on results in our beta program.

Video for Sponsored Content and Company Pages is rolling out now, and will be available to all businesses in the next few weeks.

As a part of Video for Sponsored Content, we’ve signed an agreement with Oracle’s Moat to offer third-party video measurement and viewability, and intend to make these services available to customers later this year.

For more information, go to To learn more about best practices we’ve compiled from the more than 300 million video impressions and 7,500 ad campaigns, visit our video ad tips page.