LinkedIn continues to play a central role in B2B marketing, with the platform steadily evolving to better support marketers – particularly in the realm of video.
Insights from LinkedIn’s Business of Influence report show that video has become the most persuasive content format in the B2B buyer journey. To use it effectively, businesses must move beyond simply posting videos and adopt a strategic approach tailored to audience expectations and platform behaviour.
1. Share content that provides genuine value
The most effective LinkedIn videos are those that educate, inform or solve a specific problem for your target audience. Start by understanding your audience’s challenges, then produce content that offers clear, practical solutions.
Think about videos that spotlight your team’s expertise – whether that’s through customer success stories, behind-the-scenes insights into your products or services, or interviews with founders and team members. Content that includes clients or respected industry voices also adds authenticity and helps humanise your brand.
2. Embrace short-form video to drive engagement
Short-form video is particularly powerful on LinkedIn, with 63% of B2B buyers saying it helps them in their purchasing decisions. Attention spans are limited – so it’s important to get to the point quickly.
Aim for videos between 30 and 90 seconds. Hook your audience in the first few seconds, avoid drawn-out intros, and focus on highlighting a problem and how your brand can solve it. End with a clear, simple call to action.
3. Use live content to build connection
Live video – whether through livestreams or webinars – offers real-time interaction that pre-recorded content can’t replicate. Hosting Q&As, panel discussions, or even sharing insights into company culture can foster deeper connections with your audience.
Live formats are ideal for product launches, thought leadership discussions or topical industry debates. They invite dialogue and can spark engagement that builds trust and accelerates decision-making.
4. Tailor content to specific audiences
Generic messaging won’t cut through. Personalised video – particularly when created using AI tools – can resonate far more effectively. For example, a tech firm working with healthcare clients might produce targeted videos addressing sector-specific pain points, such as digital transformation or data compliance.
Adapting video content to suit the audience’s industry, job role or current challenges makes your brand more relevant and positions you as a problem-solver, not just a vendor.
5. Track results and refine your approach
Success in video marketing depends on understanding what’s working – and what’s not. Use LinkedIn’s analytics tools to monitor key metrics like view time, engagement, and conversion rates.
These insights will help you adjust your video topics, formats, and posting times for better performance. It’s not just about creating content – it’s about creating the right content at the right time, with the right message.
Strengthen your B2B strategy with video
Video continues to be one of the fastest-growing content formats on LinkedIn, and its importance in B2B marketing shows no signs of slowing down. When used strategically, it can inform, inspire, and influence – turning prospects into long-term customers.
By adopting a smarter, more intentional approach to video content, B2B marketers can enhance visibility, build trust and ultimately drive growth.
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