Table of Contents
LinkedIn video marketing has become essential for B2B businesses seeking to differentiate themselves in the increasingly competitive professional marketplace of 2025. This article covers how to build a focused B2B video strategy, create compelling LinkedIn video content, boost engagement with practical tips, and leverage video to generate qualified leads consistently.
Have you ever wondered why some B2B brands thrive on LinkedIn while others struggle to get noticed? In today’s fast-paced digital landscape, simply posting text and images is no longer enough. LinkedIn video marketing has emerged as a powerful way to capture attention, build trust, and drive meaningful engagement with business decision-makers.
This article will explore proven LinkedIn video marketing strategies designed specifically for B2B businesses in 2025. You’ll learn how to craft a focused B2B video strategy, create compelling LinkedIn video content that resonates with busy professionals, and implement LinkedIn engagement tips to boost visibility and lead generation. You can learn more about LinkedIn here: https://donemaker.com/the-linkedin-algorithm-in-2025-what-actually-works/
Whether you’re new to video or looking to refine your approach, this guide will help you harness the full potential of LinkedIn video marketing to fuel your growth and stay ahead of the competition.
For broader insights on B2B marketing trends, see LinkedIn’s official 2025 B2B Marketing Benchmark Report.
Why LinkedIn Video Marketing Is Essential for B2B Growth
LinkedIn Video Marketing in 2025
In 2025, video marketing has transformed from an optional add-on to a central pillar of B2B marketing on LinkedIn. LinkedIn’s recent benchmark report confirms that video became the most popular marketing format last year and the top planned content type for this year.
Video posts get up to 3 times more engagement than text or image posts on LinkedIn, and B2B buyers retain 95% of the message when it’s delivered via video compared to only 10% via text. This makes video uniquely suited to cut through the busy schedules of business buyers who often skim written content.
Research from LinkedIn shows that 75% of marketers believe short-form video helps them reach decision makers, while 77% agree video builds trust with their audience. Videos also generate 5 times more conversations than text-based posts, making them invaluable for sparking meaningful dialogue.
For example, Salesforce’s LinkedIn video ad campaigns have reported over 70% unique reach through video, demonstrating how brands can exponentially increase their visibility by focusing on authentic storytelling. Brands that publish compelling LinkedIn video content also benefit from improved brand recall, 93% of marketers rate video content as memorable and essential for long-term relationship-building.
LinkedIn is investing heavily in video tools, partnering with Adobe Express to provide customized video ad templates and also supporting vertical and connected TV (CTV) video formats, enabling B2B brands to create high-quality content without excessive production costs. For detailed video marketing statistics and trends, explore LinkedIn’s article on 2025 B2B Video Marketing Trends and Tactics.
Practical tip: Commit to one short-form video series on LinkedIn (30–60 seconds per clip) where you answer common client questions or share quick insights tied to your expertise. Keep it authentic and text-only captions-friendly, since most users scroll with sound off.This approach does 3 things at once: it positions you as a trusted thought leader, aligns with LinkedIn’s algorithmic push for video, and creates a consistent stream of “micro-touchpoints” that build familiarity with decision makers over time.
Building a B2B Video Strategy for LinkedIn
A clear, purposeful strategy is key to LinkedIn video marketing success. Many brands rush to create videos without a plan, leading to disappointing or inconsistent outcomes. Here’s how to develop an effective strategy for B2B:
Set Clear, Measurable Goals
Define precisely what you want your videos to achieve. Your objectives might include:
- Boosting brand awareness in a new market segment.
- Generating qualified leads for your sales team.
- Nurturing existing prospects through educational content.
- Supporting customer retention with thought leadership.
Having clearly defined goals guides content creation and helps determine what success looks like.
Know Your Audience Intimately
Successful B2B video content answers the questions your target buyers have. Conduct buyer persona research to understand pain points, priorities, and preferences. For example, a SaaS provider targeting finance executives might focus content on ROI optimization and compliance best practices.
Maintain Consistency Over Quantity
Posting regularly builds audience familiarity and engagement. Even posting once or twice a week with well-crafted videos outperforms sporadic, low-quality posting.
Diversify Content Formats
A mix of video styles keeps your audience engaged and addresses different stages of the buyer journey:
- Quick educational “tip” clips (under 90 seconds)
- Deep-dive webinars or interviews with thought leaders
- Customer success stories that humanize your solutions
- Product demos showcasing key benefits
- Interactive LinkedIn Live sessions for real-time engagement
HubSpot provides an excellent overview on video strategy basics in their Video Marketing Strategy Guide.
Use Clear Calls to Action
Every video should include a next step for viewers, whether it’s downloading a resource, booking a consultation, or joining a webinar. Well-placed CTAs help convert views into meaningful opportunities.
Creating Compelling LinkedIn Video Content
Content quality drives engagement. Here’s how to make videos that resonate with busy professionals:
Hook Viewers Immediately
You have seconds to hook a LinkedIn audience scrolling through their feeds. Start with a startling fact, a provocative question, or a bold statement connected to their challenges.
Example: “80% of companies fail digital transformation projects. Here’s how to be in the successful 20%.”
Evidence from LinkedIn’s Creative Labs shows that emotionally resonant, narrative-driven videos generate 129% more engagement.
Keep It Brief and Focused
Viewers prefer videos under 90 seconds, with the highest completion rates around 30 seconds. A focused, clear message improves retention and impact.
Optimize For Mobile Viewing
Since over half of LinkedIn video views come from mobile devices, shoot videos in landscape mode, use readable font overlays, and always add captions so your message gets across without sound.
Showcase Authenticity
Show real people behind your brand, customers, employees, and product experts, to foster trust. Candid, behind-the-scenes footage or casual interviews humanize your offering.
Leverage Storytelling
Stories stick better than facts alone. Share customer journeys, problem-solving examples, or industry trends framed as narratives to create emotional connections.
Provide Accessibility
Add subtitles or captions to support muted viewing and accessibility. LinkedIn allows you to upload caption files, vastly improving comprehension.
End With a Strong CTA
Guide viewers to take action, sign up, download, request a demo. Clear direction converts viewers into leads.
For deeper content creation tips, see 13 Tips for Compelling B2B Video Content on LinkedIn.
Example: A marketing director who previously added vendors during a project but no longer works with them and finds their content irrelevant can safely remove those contacts to streamline their feed and focus on active partnerships.
LinkedIn Engagement Tips for Video Content
Engagement drives algorithmic reach. Boost engagement on LinkedIn videos with these tactics:
Post During Peak Times
LinkedIn users engage most early in the week, particularly Monday and Tuesday mornings during business hours. Learn more about LinkedIn Content Strategies here: https://donemaker.com/linkedin-content-framework-turning-engagement/
Use Strategic Hashtags
Hashtags related to your industry and content topic make your videos discoverable to new relevant audiences.
Respond Quickly to Comments
Interaction sparks more visibility. Prompt, thoughtful replies deepen viewer relationships and encourage further conversations.
Tag People and Collaborators
Mentioning guests, clients, or internal experts featured in your videos increases exposure as their networks see the post.
Combine Organic and Paid Strategies
Organic content builds trust; paid LinkedIn video ads precisely target buyer personas and accelerate pipeline development. This hybrid approach maximizes reach and ROI.
Try LinkedIn Live
LinkedIn Live videos deliver 7 times more reactions and 24 times the comments compared to pre-recorded video, offering dynamic, real-time audience engagement.
Lindsay Arnett’s article on LinkedIn Engagement Tips That Actually Work provides actionable advice for deepening video interactions.
B2B Lead Generation Benefits of LinkedIn Video
LinkedIn Video as a strategy
LinkedIn video is not just for branding, it’s a powerful driver of B2B lead generation:
- Builds trust rapidly and reduces buyer skepticism.
- Educates prospects on complex products or services, speeding decisions.
- Increases profile visits and inquiries due to longer content dwell time.
- Amplifies employee advocacy when teams share relevant videos.
- Drives conversions with compelling calls to action.
LinkedIn’s research shows video campaigns yield up to 50% more qualified leads and a 30% lift in conversion rates over static content.
Explore LinkedIn’s Guide to B2B Video Ads for lead gen insights.
A Practical Example of a LinkedIn Video Campaign for B2B
Imagine a SaaS provider offering project management tools to construction companies aiming to reach decision makers like operations managers and VPs.
Their LinkedIn campaign might include:
- A quick 60-second video emphasizing how their software reduces project delays and costs.
- Weekly tips on improving project efficiency via bite-sized videos.
- Customer testimonial videos showing clients’ success stories with measurable benefits (e.g., “Reduced delays by 25%”).
- Live Q&A sessions with product experts to answer prospect questions dynamically.
- Targeted LinkedIn video ads focusing on industry job roles and geographic locations.
- Active engagement by responding to comments and messages promptly.
This multi-format, consistent approach nurtures leads and builds trusted relationships, powering pipeline growth.
Final Recommendations
LinkedIn video marketing in 2025 isn’t just about producing more content, it’s about creating the right content consistently, with clear goals and a deep understanding of your audience. To maximize impact:
Start small, but stay consistent. Commit to one or two high-quality videos each week instead of irregular bursts of content.
Focus on value, not volume. Every video should either educate, inspire, or solve a problem for your target audience.
Leverage storytelling. Humanize your brand with founder insights, customer success stories, and behind-the-scenes content.
Prioritize engagement. Actively reply to comments, tag collaborators, and encourage conversation to boost reach.
Use a hybrid approach. Combine organic video posts to build trust with paid campaigns to precisely target decision-makers.
Measure what matters. Track engagement, lead quality, and conversions—not just views—to refine your B2B video strategy over time.
By treating LinkedIn video as a long-term relationship-building tool rather than a one-off tactic, B2B businesses can differentiate themselves in a crowded marketplace, drive trust at scale, and turn attention into measurable growth.
FAQ
Video content drives 3x more engagement and higher message retention, making it ideal to reach busy business buyers effectively.
Keep videos under 90 seconds, ideally around 30 seconds for maximum completion rates, especially on mobile.
Educational clips, thought leadership interviews, demos, customer stories, and live sessions form a powerful content mix.
Video builds trust faster, educates prospects clearly, boosts profile visits, and increases conversions with compelling CTAs, driving more qualified leads.
