LinkedIn Video Marketing for B2B: Simple Steps to Double Your Engagement

LinkedIn Video Marketing for B2B revolutionizes the way companies connect with buyers. Short-form social video content shapes 63% of B2B buyers' purchasing decisions.

Video content stands out as the most compelling format buyers use to make purchasing choices. LinkedIn's Business of Influence research backs this trend. The platform's video uploads have grown by 34% year-over-year, making videos LinkedIn's fastest-growing content type.

LinkedIn users share videos 20 times more often than other content types. The platform records 154 billion video views each year. These numbers show huge potential, yet 81% of B2B ads struggle to capture attention or drive recall. This gap between potential and execution in B2B LinkedIn marketing strategies needs attention.

B2B companies need to master video best practices to succeed in their LinkedIn marketing efforts. This piece shows clear steps that double engagement through proven B2B video marketing techniques, from creating content to measuring performance.

Why LinkedIn Video Matters for B2B Marketing

The numbers paint a clear picture - video has become the life-blood of successful B2B marketing strategies on LinkedIn. Wyzowl's research shows 89% of businesses use video as a marketing tool, and 95% of video marketers see it as vital to their strategy.

Video is the most trusted content format

B2B purchasing decisions rely on trust, and video builds this trust better than other content formats. Brightcove's research reveals 95% of executives believe video is vital to showcase an organization's capabilities. The trust factor grows even stronger as 93% of B2B buyers rank video as key to establishing brand trust.

This becomes especially significant when you have 73% of B2B decision-makers trusting expertise content more than traditional marketing materials. So nine out of ten B2B decision makers respond better to sales outreach from companies that regularly produce quality video content.

LinkedIn's growing video engagement stats

Video engagement on LinkedIn has seen remarkable growth. Uploads are up 34% year-over-year, making video the platform's fastest-growing content type. Members share video content 20 times more often than other posts, which magnifies organic reach substantially.

The engagement numbers tell an impressive story:

• Video posts get 5 times more engagement than text or image posts
• LinkedIn video ads keep viewers watching 3 times longer than static ads
• Brand awareness jumps 50% with LinkedIn video content
• Videos generate 3.2 times more reactions compared to image-only posts

LinkedIn has emerged as the top lead generation platform for B2B marketers. B2B brands get 80% of their leads through this network. A notable 59% of B2B and B2C social media leads come from LinkedIn.

How B2B buyers consume video content

B2B buyers' interaction with video content shapes marketing success. Research shows 63% of B2B buyers say short-form social video content shapes their buying decisions. This number reaches 66% for Indian buyers, while holding strong at 59% and 49% for US and UK buyers respectively.

Videos featuring industry influencers rank as the most trusted format among 80% of B2B buyers who watch video content. This trust converts to action - 67% of buyers consuming B2B influencer content say it builds brand trust and highlights different products and solutions.

Demographics reveal key patterns. Gen Z buyers lead the pack - 90% of those familiar with influencer marketing interact with B2B influencer content monthly, 11% higher than other groups. The IT sector shows similar trends, with 67% of B2B buyers rating industry experts as key during consideration.

LinkedIn's evolution as a B2B marketing platform has made video a strategic must-have. With half of all surveyed B2B buyers planning to watch more expert videos over the next three years, becoming skilled at LinkedIn video marketing grows more important each day.

Top Performing Video Types on LinkedIn

B2B marketers who succeed on LinkedIn know that video content performs differently. Companies need to understand which formats get the most attention to use their resources wisely. Videos on LinkedIn get 5 times more attention than text or image posts, making format choice a vital part of maximizing results.

Explainer and how-to videos

Explainer videos are great at simplifying complex B2B products into easy-to-understand information. These videos grab attention by giving viewers immediate value. HubSpot reports that 96% of people watch explainer videos to learn about products, and 89% say these videos affect their buying choices.

Explainer videos work well on LinkedIn because they:

• Split complex ideas into bite-sized chunks
• Use stories and visuals to grab attention fast
• Help prospects understand offerings quickly
• Lead viewers toward buying decisions

Research shows explainer videos should stay under 2 minutes to keep viewers watching. These videos are a great way to get results in LinkedIn outreach by adding personal touch that builds real connections with potential customers.

Customer stories and testimonials

Video testimonials are among the strongest formats in B2B marketing on LinkedIn. Video reviews feel more genuine than written ones because viewers can see the actual person talking. They show real customers solving problems with your solution.

Customer testimonials are powerful because they:

• Build trust and keep your brand memorable
• Show potential buyers what they can achieve
• Create genuine marketing that drives sales
• Make your brand more credible through customer proof

The best testimonial videos feature people your audience relates to, tell compelling stories, and stay brief—between one and three minutes works best.

Behind-the-scenes and team culture clips

Behind-the-scenes (BTS) content helps make B2B brands more approachable on LinkedIn. These videos show what happens inside your company, featuring real people and processes. They feel more authentic compared to polished content.

BTS videos work because they:

• Make brands more relatable through stories
• Help build stronger customer connections
• Turn employees into brand champions
• Show what your brand stands for

LinkedIn data reveals that simple selfie-style videos increase engagement by 11%, which proves authenticity matters more than production quality.

Event highlights and expert interviews

Expert interviews and event content help you establish authority while giving valuable insights to your LinkedIn audience. This format lets B2B brands share industry knowledge and expertise through conversations with internal or external experts.

Event videos and interviews work well because they:

• Share educational content that builds trust
• Boost awareness through expert connections
• Make brands more approachable through live interaction
• Capture attention in the first few seconds

Studies show LinkedIn users like event content, and live videos work especially well for launching products, discussing industry topics, and hosting expert debates. You can later turn these recordings into shorter clips to use in multiple posts.

Best Practices for LinkedIn Video Marketing

Creating videos that work on LinkedIn needs specific best practices to get more engagement. B2B marketers can stand out in busy feeds and achieve real results from their linkedin video marketing for B2B by mastering these techniques.

Keep videos short and focused

Short videos are vital for success on LinkedIn. LinkedIn's research shows videos under 30 seconds get 200% more complete views. Shorter videos will give a better impact for brand awareness and consideration goals. Different content types need different lengths:

• Brand awareness videos work best under 30 seconds
• Upper-funnel marketing content shines at 30-90 seconds
• LinkedIn lets you post videos up to 10 minutes, but viewer attention drops by a lot after just a few seconds

Your video should stick to one topic or message. This helps viewers stay interested and understand your content better.

Use captions for silent viewing

85% of social media videos play without sound, which makes captions a must-have. LinkedIn users watch 80% of videos on mute. About 41% of professionals prefer to watch content on their phones with no sound.

LinkedIn's auto-caption feature creates captions in many languages like English, Spanish, Portuguese, French, German and more. Videos with captions not only help accessibility but also get 7% more views on average. People also tend to watch these videos until the end.

Hook viewers in the first 6 seconds

First impressions matter most on LinkedIn. Research shows viewer attention drops fast after 10 seconds. Your video's best content should appear in the first 6-10 seconds.

A powerful hook needs four elements:

1. Visual hook - movement or visual signals that catch the eye
2. Verbal/audio hook - strong opening words
3. On-screen text - key message emphasis
4. Caption hook - message support

Maintain consistent branding and quality

Your brand's video content should look and feel the same every time. Key branding elements are:

1. Visual identity - brand colors, fonts, and logos in text
2. Lower thirds - branded text to introduce people
3. Video idents - quick branded intros/outros (under 10 seconds)
4. Production quality - great audio, lighting, and camera work

These elements create your brand's unique style that people remember.

Include a clear call to action

Every LinkedIn video needs a clear next step for viewers. Videos without good CTAs leave customers confused about what to do next. The best CTAs are short (under three words), use action words like "Request Demo" or "Sign Up," and create urgency.

Instapage found that videos with captions get 26% more clicks on calls to action. Your CTA should match your video's goals and fit with your marketing strategy.

Personalize and Repurpose for Maximum Reach

B2B marketers who want to maximize their LinkedIn video results must go beyond basic content approaches. Smart marketers know that personalization and repurposing strategies can substantially increase reach and get more people involved without raising production costs.

Tailor content to specific industries or roles

B2B video marketing succeeds through personalization. Research reveals that 70% of B2B buyers feel frustrated when content doesn't match their specific needs. Your video messages should speak directly to particular industries, positions, or pain points to create meaningful connections. Technology companies can customize content that helps healthcare clients tackle their digital transformation challenges. This targeted approach builds trust quickly by showing prospects you understand their unique situation rather than offering one-size-fits-all solutions.

Use AI tools to create personalized clips

AI-powered platforms make it easier to create customized LinkedIn videos:

• Steve.AI provides over 1,000 LinkedIn templates, auto-generated scripts, and rich graphics that tell stories instead of pushing sales
• Predis.ai lets you create branded videos in bulk with your colors, logos, and fonts, plus voiceover options in 18+ languages
• Vizard spots attention-grabbing segments and creates LinkedIn-ready posts that complement your videos

These tools help marketers scale their personalization efforts without spending more time on production.

Repurpose webinars and podcasts into short videos

A 60-minute webinar can power your content calendar for 6-8 weeks. Smart repurposing includes:

• Making 3-5 minute highlight reels of key takeaways
• Pulling out quotable one-liners and data statements
• Converting audio into LinkedIn-optimized video clips with captions

This method reaches up to 75% more people since audiences consume content differently. Better yet, repurposed content costs only 10-25% compared to creating new pieces.

Test different formats and hooks

Your specific audience's preferences emerge through testing. Each 60-minute webinar can yield 3-5 text posts, 10-15 short video clips, and 7-10 quote graphics. Microsoft research shows attention spans drop after just 8 seconds, so test different hooks in the first 6 seconds. Watch time, engagement, and conversion metrics will show which approaches work best with your target audience.

Track Performance and Optimize Strategy

B2B marketers who excel at LinkedIn video campaigns know that success comes from data. A well-rounded video marketing strategy needs three pillars: creation, distribution, and performance measurement.

Key metrics to monitor: watch time, engagement, conversions

Your audience's response becomes clear when you track the right metrics. These essential indicators will tell you what works:

• Watch time and view duration: Quality content shows in how long viewers stay watching
• Completion rate: Strong content gets more viewers to watch until the end
• Engagement metrics: Audience interest shows through likes, comments, and shares
• Click-through rates: CTRs reveal how many viewers want more information from your calls-to-action
• Conversion tracking: Use the 0.61% conversion rate of LinkedIn Ad Campaigns as your standard

Use LinkedIn analytics to refine content

LinkedIn's strong native analytics tools help optimize your video strategy. Campaign Manager shows you:

• Performance metrics: Your spend, clicks, and average CTR at a glance
• Delivery data: Your ad reach and how often people see them
• Conversion metrics: Your conversion rates and cost per conversion

Content analytics help you spot engagement patterns and see how each post performs through impressions, clicks, reactions, comments, and shares. These numbers show which topics, formats, and messages work best with your audience.

A/B test different video styles and lengths

A/B testing works like a science experiment - start with a theory, run controlled tests, and let data guide your next moves. Your results will improve when you:

• Test one variable at a time (audience, creative, timing)
• Look at video length (shorter videos get 200% higher completion rates)
• Try different thumbnails that make strong first impressions
• Switch up on-screen text, music, and CTA wording
• Test various video styles to find what appeals to your audience

Regular performance tracking and applying what you learn will help you build an informed approach. Your LinkedIn video marketing results will keep getting better.

FAQs

Q1. How effective is video marketing on LinkedIn for B2B companies?

Video marketing on LinkedIn is highly effective for B2B companies. Studies show that 63% of B2B buyers report that short-form social video content directly influences their purchasing decisions. Additionally, video posts on LinkedIn generate 5 times more engagement than text or image posts.

Q2. What types of videos perform best on LinkedIn for B2B marketing?

The top-performing video types on LinkedIn for B2B marketing include explainer and how-to videos, customer stories and testimonials, behind-the-scenes and team culture clips, and event highlights and expert interviews. These formats effectively capture attention and provide value to viewers.

Q3. What are some best practices for creating LinkedIn videos?

Key best practices for LinkedIn videos include keeping them short and focused (ideally under 30 seconds for brand awareness), using captions for silent viewing, hooking viewers in the first 6 seconds, maintaining consistent branding, and including a clear call to action at the end.

Q4. How can B2B marketers personalize their LinkedIn video content?

B2B marketers can personalize LinkedIn video content by tailoring it to specific industries or roles, using AI tools to create customized clips, repurposing webinars and podcasts into short videos, and testing different formats and hooks to see what resonates with their target audience.

Q5. What metrics should B2B marketers track for LinkedIn video performance?

Important metrics for LinkedIn video performance include watch time, view duration, completion rate, engagement metrics (likes, comments, shares), click-through rates, and conversion tracking. Using LinkedIn's native analytics tools can help refine content strategy based on these metrics.