LinkedIn Videos: Why Your B2B Brand Needs it
Capturing attention in B2B marketing has never been harder.
Especially on platforms flooded with content and short attention spans.
Yet one format consistently cuts through the noise on LinkedIn: video.
LinkedIn video isn’t a passing trend or a shiny new tactic. It’s one of the most effective ways B2B brands build visibility, credibility, and meaningful engagement with real decision-makers.
With Millennials now forming the majority of B2B buyers, video has become a core part of how professionals discover, evaluate, and trust brands on the platform.
In this guide, we’ll break down why LinkedIn video works, how the platform’s algorithm and ad formats amplify it, and what it takes to create LinkedIn videos that actually resonate with B2B audiences—organically and through paid distribution.
Why LinkedIn Video Matters for B2B Brands
LinkedIn, often regarded as the professional networking giant, has witnessed a seismic shift in videos' influence within its unique ecosystem. Unlike generic other social media platforms, LinkedIn serves as a social network, a platform, and a digital hub for professionals (everyone has linkedin profile now) to gather, connect, exchange knowledge, and access and explore job opportunities.
LinkedIn has 950 million members in more than 200 countries and territories worldwide. Most importantly, over 60% of them are millennials - the majority of B2B buyers today!
Source: LinkedIn
So let's dive deeper into this transformative phenomenon with some concrete statistics and insights, providing you with a compelling rationale to harness the power of LinkedIn videos:
LinkedIn Actively Prioritizes Video Content
LinkedIn has been investing heavily in video for years, and its algorithm shows it. Video posts are more likely to appear in feeds, reach relevant professionals, and stay visible longer than static content.
Business impact: increased organic reach and visibility
Video Drives Higher Engagement and Conversations
Native LinkedIn videos consistently outperform text posts and static images. They generate more engagement, longer dwell time, and crucially, more conversations between professionals.
Reports indicate that video posts generated 300 million impressions on LinkedIn in a year, boasting three times the engagement of text posts and five times the likelihood of starting conversations among members.
Business impact: stronger engagement, more inbound conversations
LinkedIn Video Reaches Real B2B Decision-Makers
With over 950 million members worldwide, and more than 60% of them Millennials, LinkedIn is where today’s B2B buyers already spend their time. Video allows brands to meet them with content that feels relevant, useful, and human.
Furthermore, the integration with Matched Audiences empowers you to execute precision-focused account-based marketing (ABM) campaigns, guaranteeing that your content reaches the highest-priority accounts for your Sales team.
Business impact: higher-quality audience, better relevance
Paid LinkedIn Video Combines Precision and Scale
Yes, LinkedIn ads can be more expensive, but they offer unmatched targeting. Job titles, seniority, industries, companies, skills, and ABM audiences allow you to put video directly in front of the people who matter most.
LinkedIn provides a robust set of analytics tools that go beyond traditional metrics, allowing you to gain deep insights into the performance of your campaigns.
Business impact: efficient spend, better-qualified traffic and leads
If LinkedIn is a priority channel for your B2B growth, video shouldn’t be an afterthought.
The biggest gains usually come from getting the strategy right before hitting record.
Getting LinkedIn Videos Right Matters
LinkedIn isn't your ordinary platform; it's a realm of substantial opportunities.
It goes beyond the routine content creation and posting; here, the real game lies in crafting an approach that profoundly resonates with your audience.
It's not merely a task to check off; it's a strategic imperative.
Establishing Credibility and Trust
In the business world, credibility and trust are priceless commodities.
A LinkedIn video provides a unique opportunity to bolster your brand's credibility. When thoughtfully crafted, these videos serve as a powerful showcase of your expertise, your status as a thought leader, and your unwavering commitment to your industry.
The Head of Owned Channels (CRM Marketing & Online Service) & Partnership Marketing - Digital Marketing at KLM Royal Dutch Airlines, Renske Siersema, emphasizes the significance of harnessing LinkedIn video content to connect with their audience of business travelers.
She explains that video marketing is impactful because it doesn't just convey information and ideas; it vividly illustrates them.
Hence, videos stand out in an environment saturated with business-related content, particularly on the LinkedIn platform.
Connecting on a Personal Level
One of the distinguishing features of a LinkedIn video is the capacity to facilitate personal connections with prospective customers. Today, personalization is key to forging meaningful client relationships.
By putting a human face and voice to your brand, these videos create a deeper connection with your audience.
The result? A deeper sense of connection with your audience.
When your audience feels a genuine connection, they are more likely to watch and engage with your content and more inclined to convert into loyal clients.
Maximizing Visibility and Engagement
Understanding the nuances of the LinkedIn algorithm is pivotal for unlocking the full potential of your videos.
As described earlier, LinkedIn's algorithm is designed to reward videos that keep viewers engaged, which means that videos with higher engagement rates are more likely to feature prominently in the feeds of your target audience.
Therefore, crafting videos that captivate, inform, and engage is not just a suggestion; it's a strategic necessity.
The more engaging your videos, the more visibility they garner, increasing the chances of attracting and retaining a dedicated audience.
In the upcoming sections, we'll provide actionable tips and strategies to ensure your LinkedIn videos shine and resonate with your B2B audience.
Tips on How to Make a LinkedIn Video That Your Clients Will Notice
With the significance of a LinkedIn video in mind, let's explore practical strategies for crafting videos that captivate your clients and truly make an impact.
Know Your Audience
We have said it before and will say it again and more tailored in the LinkedIn context. Before hitting 'record,' immerse yourself in audience research tailored to the LinkedIn environment.
Understanding your LinkedIn audience's pain points, preferences, and professional aspirations is crucial. This deep understanding forms the bedrock of your videos.
By crafting videos that directly address these specifics, your content becomes not only germane but remarkably engaging in the LinkedIn professional sphere.
For example, see how we crafted a video for Accenture for prospective employees.
Effective Video Planning
When it comes to videos, success begins with a well-thought-out plan and captivating storytelling.
Start by setting clear objectives for your videos, defining their purpose and target customers.
Craft a structured outline or storyboard to ensure your videos stay concise and on point.
The art of creating engaging scripts cannot be underestimated; incorporate storytelling techniques that make your content not only informative but also relatable and memorable. Storytelling humanizes your brand, allowing your viewers to connect more emotionally.
Crafting Engaging Content
This is crucial, and it requires detailed understanding.
Following are a few relevant points to consider; however, we recommend that you read more about how to craft engaging content: here, here, and here.
Diversify Content: Keep your audience engaged by using a mix of video styles, such as interviews, event highlights, and how-to guides. For instance, you can share a brief video showcasing a key takeaway from a recent industry event.
Stay Relevant: Monitor video industry trends and news to create timely videos. Respond to current events or trending topics in your niche with insightful video commentary.
Optimize for Mobile: Since most users watch videos on mobile devices through the LinkedIn app, design your videos with mobile app viewers in mind. Shoot vertical videos when appropriate to enhance the mobile video experience.
Maintain Visual Consistency: Consistency is key. Ensure your camera framing remains uniform throughout your video to provide a professional and distraction-free viewing experience. Avoid switching from vertical to horizontal mid-video.
Enhance Audio Quality: Improving audio quality is essential. Use headsets or external microphones when recording to minimize background noise, as clear audio contributes to a more professional presentation.
Not sure what kind of LinkedIn videos your audience would actually engage with?
That’s a common problem... you know, and one we help B2B teams solve every day :)
Upload and Engagement Strategies
Your work isn't finished once the video is created; optimizing how you present it is equally crucial.
Begin by ensuring that your video titles, descriptions, and tags (add captions, too) are optimized for search visibility within LinkedIn. Choosing attention-grabbing thumbnails can significantly impact click-through rates.
Moreover, don't forget the social aspect of social media – promote your videos within your LinkedIn network by sharing links to them strategically and engaging with comments and discussions.
Engaging with your audience fosters a sense of community and encourages more meaningful interactions.
Distribution Strategies
When planning your distribution strategy, it's essential to consider LinkedIn's unique characteristics, including its cost-effectiveness and targeting capabilities.
While awareness campaigns can be relatively expensive, they serve a critical role in brand building.
On the other hand, re-marketing video campaigns are a popular choice due to their cost-effectiveness and high conversion rates.
Re-marketing allows you to re-engage with audiences who have already shown interest in your content or brand, increasing your chances of conversion.
The Re-marketing Advantage
Among the tools in LinkedIn's arsenal, re-marketing video campaigns shine brightly. They are a popular choice for marketers, and rightfully so.
Re-marketing campaigns enable you to re-engage with users who have already interacted with your content or visited your website.
This audience has shown a genuine interest in your offerings, making them more likely to convert. Consequently, re-marketing campaigns are a cost-effective strategy for bolstering conversions and maximizing your return on investment (ROI).
Creating Tailored Campaigns
The precision of LinkedIn's targeting enables you to fine-tune your audience to a remarkable degree.
You have the power to ensure that your videos land in front of precisely the right individuals, those who are most likely to resonate with your message.
This capability has profound implications for your video marketing and content strategy.
Consider crafting multiple video campaigns, each meticulously tailored to cater to a specific segment of your target audience.
By doing so, you can deliver content that speaks directly to each group's unique interests and needs, ultimately yielding superior results and engagement.
Conclusion
To summarize, LinkedIn videos are a strategic imperative for your brand in the dynamic digital landscape.
They offer enhanced visibility, impressive engagement, and precise targeting capabilities. Embrace awareness and re-marketing campaigns for brand building and conversions, and tailor campaigns for specific audience segments.
Key Takeaways:
- LinkedIn videos boost visibility and engagement.
- Targeting capabilities and native video ads offer value.
- Videos establish credibility and trust.
- Craft impactful videos with the aid of experts, engage with your audience and promote strategically.
- Consider awareness and re-marketing campaigns.
- Tailor campaigns for specific audience segments.
LinkedIn video isn’t about posting more... it’s about posting with intent.
We help B2B brands design and produce LinkedIn videos that build credibility, spark conversations, and support real business goals—organically and through paid campaigns.
Ready to make LinkedIn video work for your brand? Let’s talk.
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