If you lead growth at a tech company, prioritize your video strategy.
We say this in light of YouTube’s growth, as well as a new LinkedIn report that highlights the value of video content for B2B marketers, explaining that video “has become the primary way that businesses connect, persuade, and grow” on LinkedIn.
Below we summarize the findings in the report, including the ingredients to successful B2B video ads on LinkedIn.
Note: If you’re considering LinkedIn ads, read our post that explains the merits of a full-funnel approach.
No Other Content Type Keeps Pace With Video
Video generates more engagement on LinkedIn than any other content type:
- Video posts on LinkedIn are shared 20x more than any other form of content.
- Video viewership on LinkedIn grew 36% in 2024 to reach 154 billion views.
Also, consider the incentives. Like other social media apps, LinkedIn wants to keep users engaged on its platform as long as possible. Video helps retain users, particularly compared to posts with links.
In our experience, posts with links that send users off LinkedIn generally receive fewer organic impressions than videos. As a hack, users often publish their links in the comments section of their LinkedIn posts instead of in the description copy as a way to fool the algorithm.
Video has become the definitive language of influence in B2B. Those who harness its full potential, grounding their approach in authenticity, cultural relevance, and compelling narratives, will achieve long-term success.
-LinkedIn Creative Labs
Video Is Important, So Now What?
Recognizing that video is valuable to B2B marketers is half the battle. Knowing what videos to produce and building a cohesive video strategy is more daunting.
In fact, 40% of marketers say they struggle “when it comes to creating an effective video strategy.” Some of the questions that marketers ponder include:
- How do you know what types of videos to produce?
- What level of production quality is necessary?
- Which audiences respond best to short-form videos?
- Which creative levers are most impactful?
To address these questions and others, LinkedIn used human-guided AI to analyze video ads on LinkedIn at scale and identify the elements of storytelling that matter most.
What they learned is that 73% of video completions on LinkedIn and 49% of video engagement on LinkedIn come down to creative decisions that brands make about video content.
The Elements of Effective B2B Videos on LinkedIn
What makes impactful video storytelling in B2B? Per LinkedIn, there are 5 principles that drive views and business value across each stage of the funnel from awareness to conversion:
1. Cultural Coding
Videos that tap into the cultural zeitgeist to make content relatable boost engagement by up to 111%.
Reference: We leaned into the zeal for AI in this prelaunch sizzle reel for Reasoner.
2. Human Touch
Videos with real people and authentic stories have 78% more engagement.
Reference: We used cell phone footage and remote interviews to create this inspiring story documenting Liquibase’s trip to Ukraine.
3. Expert Takes
Videos with credible specialists drive up to 53% more engagement.
Reference: We interviewed Hapax CEO Hank Seale, founder of Q2, and produced social cutdowns like this speaking to AI’s impact on the banking industry.
4. Attention Hacking
Bold visuals and dynamic text can boost engagement by double-digits.
Reference: Our UGC showreel mixes creator content with motion graphics and dynamic text treatments to add an extra pop.
5. Inspiring Imagination
Cinematic storytelling beyond features, such as emotionally resonant brand films, increases engagement by 67%.
Reference: We used voiceover and archival footage to contextualize Apptronik’s mission in this brand video.
Out of more than 13,000 B2B video ads, only 7% featured any human emotion. For many brands, this remains a missed opportunity for driving engagement and connection.
-LinkedIn Creative Labs
Do you need help with your video strategy? Want to discuss your LinkedIn ads? Reach out to us at [email protected] for a free consultation.
