The latest LinkedIn Marketing Benchmark Report has been released, drawing on insights from 1,500 senior marketers to identify the content formats and tactics most effective in building trust and driving results on the platform.
The report confirms a growing consensus among B2B professionals: trust remains a critical factor in marketing effectiveness, with 94% of respondents agreeing it is essential to success. To that end, the study highlights specific content types that contribute most to credibility and audience engagement — particularly on LinkedIn itself.
Short-form video emerges as leading trust-building format
According to the data, short-form video now plays a central role in B2B content strategy. Video consumption on LinkedIn has grown 36% year-on-year, with short-form video creation increasing at twice the rate of other formats. These videos are also shared 20 times more than other post types, signalling strong user preference and algorithmic favour.
Brand storytelling and customer testimonials also scored highly as tools to humanise brands and increase buyer confidence — both of which can be integrated effectively into video or creator-led campaigns.
Influencer partnerships and creator content gaining traction
The report also explores the role of creator partnerships in enhancing brand trust, particularly when those creators bring domain expertise or niche credibility. LinkedIn outlines key considerations for working with B2B creators, including authenticity, audience alignment, and content collaboration.
Key takeaways for B2B LinkedIn marketing
In addition to the data, LinkedIn has summarised several strategic recommendations for B2B marketers:
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Prioritise short-form video in content planning
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Leverage brand storytelling and testimonials to demonstrate credibility
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Collaborate with credible creators to build trust and expand reach
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Align content format with audience intent and platform behaviour
The findings support a broader shift in B2B content strategy: favouring human-led, high-frequency content formats over more traditional static messaging.
The full B2B Marketing Benchmark Report is available via LinkedIn.
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