In the age of AI, you've got to see to believe.
Maybe this explains why video only continues to become a higher priority in the B2B marketing content mix. LinkedIn's 2024 B2B Marketing Benchmark found that video was the top content type being used for marketing efforts, and also led all tactics for planned future use.
On LinkedIn, video viewing has increased 36% in just the last year, and video creation is growing at 2x the rate of other original post formats. The opportunity is ripe, but the rise of video marketing also raises the bar for quality, creativity and differentiation.
Brands and marketers can use video on LinkedIn in a variety of different ways, including:
- Video posts from the LinkedIn Page: Share native videos as an organization to appear in the feeds of your followers and boost organic engagement.
- Employee-generated video content: Provide behind-the-scenes glimpses of your culture and work through the lens of your talented team, reaching their networks authentically.
- Video Ads: Amplify and promote your video content to engage targeted audiences.
- LinkedIn Events: Broadcast live and bring your community together in real time
- CTV Ads: Target a professional audience with creative ads through the streaming content they love.
There are plenty of ways to deliver on your audience’s appetite for B2B video content, but also plenty of other brands and creators competing for attention. Incorporate these 13 expert tips to stand out and achieve your goals with video on LinkedIn.
1. Think outside the box when it comes to adding value with video
With more flexibility when it comes to how you capture B2B video for LinkedIn, it pays to think laterally about the ways it can add value for your audiences. B2B video content should never just mean another talking-head interview.
How about sharing the sights and sounds of conference events you’re attending? Filming a short video guide to a hack that could save your audience time? Recording your views on the current issues in an off-the-cuff style? Or demonstrating a new piece of technology? Remember, you can easily try different video content styles and optimize your strategy around those that drive the most engagement. Experiment!
2. Be timely
The ability to upload video straight from your phone invites you to be more flexible and creative about the role it plays in your content strategy. It also enables you to turn around video content quickly to help set the agenda around news and events.
3. Plan for mobile viewing
Smartphones are the most common way people watch digital video these days, so it comes as no surprise that mobile-friendly formats are gaining steam. As Petra Hailu recently shared, vertically-oriented videos (9:16) are showing a 24% lift in click-through rates, while simple selfie-style videos are boosting engagement by 11 percent.
4. Record horizontally or vertically – but not both at once
Whether you’re recording your video vertically or horizontally, don’t change your mind halfway through. Be consistent in how you frame your shot to avoid irritating viewers.
5. Keep things steady with a tripod
If you’re creating video content by filming yourself, consider investing in a simple tripod to keep the camera (or phone) steady. You’ll get a more professional result.
6. Use microphones to cut out background noise
When you’re recording video, be aware of the noise environment around you. Too much background sound feels unprofessional – and it makes for a frustrating viewing experience. It’s also relatively easy to reduce, using either a headset or an external microphone.
You can find our guidance on creating professional video content from home, including tips for audio, lighting, production, and more.
7. Learn some simple video editing techniques
Invest some time in learning how to use simple video editing software such as iMovie or Camtasia. Taking the time to edit videos before uploading them helps you control the pace and the length of your film, ensure you keep your audience’s attention and take a more creative approach to your content.
LinkedIn’s new app for Canva makes it easier than ever to create and edit video ads in a highly user-friendly design platform, so make sure to give it a try!
8. Add subtitles if you can
Research shows that 92% of people watching videos on mobile devices do so without sound. This makes subtitles, which also support greater content accessibility, a valuable addition to any video that you share in the feed.
9. Be creative, be different, be funny
Business buyers are people, and people like to see humor and creativity in video content. It’s worth bearing in mind that senior executives often engage with the LinkedIn feed outside of traditional office hours. In that context, they’re far more likely to respond to something that intrigues them or makes them laugh. Don’t be afraid to aim for the funny bone.
10. Don’t demand too much of your audience’s time
The maximum length for native video in the LinkedIn feed is 15 minutes. However, the optimum length is usually much shorter. When it comes to video ads, LinkedIn recommends keeping ads between 15-30 seconds for top-of-funnel awareness campaigns. Deeper engagement formats can run longer but ideally under 2 minutes.
For all the engagement that it generates and the entertainment it can provide, watching video is not the most time-efficient way of accessing information. Senior audiences in particular don’t want to watch more than three minutes in order to find out what you have to say – and they are likely to check the length of the video when they first start viewing it. Keep things short to ensure decision-makers make the decision to stick with you.
11. Make the first six seconds count
If your video is a minute long, you might only have a few seconds to make your case for why it’s worth watching in full. Make those seconds count by getting straight to the point.
Work in a hook designed to capture people’s attention if you can, or use subtitles to signpost why what they are watching matters. Traditional intro boards or bumpers (where you display introductory copy on screen before the video begins) are likely to cut into your six-second window. They are worth dispensing with if you can.
Read more on our blog: The Thumb Stopper: 3 Traits of Highly Engaging B2B Creative
12. Create LinkedIn video content with extensibility in mind
Right now, marketers are highly focused on doing more with less. Planning ways to extend the value and impact of your video from the start is a great way to maximize your investments. This might mean breaking it up into shorter shareable parts — great for a Sponsored Content campaign — or finding ways to repurpose your video content into different formats and themes.
13. Get text and video working in partnership
Don’t rely on video to do all of the work for you. Use the text of your updates to introduce, tease and frame the content that you’re sharing. Also bear in mind that video isn’t always the best format for communicating detailed information in depth. Play to its strengths around engaging, compelling and entertaining content, and it will deliver even better results for you.
More resources to help your video marketing on LinkedIn
- Best practices for video ads | LinkedIn Ad Tips
- B2B Video Marketing in 2025: Top Trends and Tactics
- Reel Potential: Short-Form Video's Role in Reshaping B2B Marketing
- Amp Up Your Impact: Creativity Dos and Don'ts for B2B Marketers
- The B2B Video Revolution: Speaking the New Language of Business
Looking to take your B2B video strategy on LinkedIn to the next level? Learn about Video Ads and what they can do for your marketing.
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