Observed Signal · May 26, 2026 · Product Update · Source: onlinemarketing.de · Impact: 4/5 · Sentiment: Positive
LinkedIn Shares Best Practices for High-Performing Videos
LinkedIn used its Create Video Newsletter to answer creators' common questions about video on the platform and to share practical guidance for better performance. The company recommends finding a sustainable posting rhythm (roughly two to five posts weekly, with one to two videos), prioritizing authentic perspectives, captions/subtitles and strong scroll-stoppers, and using repeatable format structures (e.g., how‑tos or behind‑the‑scenes). LinkedIn noted prior experiments with a short‑form video feed and plans to reintroduce a dedicated Video tab (initially rolling out again in Australia, Canada and the UK). Product leader Lakshman Somasundaram reported test users spent twice as much time in the tab and 60% more time per video. LinkedIn also highlights direct Canva creation and share with a “Made with Canva” deep link.
LinkedIn's product-level updates (video feed, Video tab rollout, Canva integration) affect creator behavior, inventory for short‑form video, and publisher/advertiser strategies within a major walled garden—impacting reach, engagement metrics and ad opportunities.
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Key Takeaways & Evidence Grounding
- LinkedIn's Create Video Newsletter answered creators' questions and shared video best practices.
- LinkedIn recommends a sustainable posting rhythm: about two to five posts per week, with one to two video posts.
- LinkedIn tested a TikTok‑style video feed in 2024 and plans to reintroduce a dedicated Video tab in Australia, Canada and the UK.
- Lakshman Somasundaram (Senior Director of Product, LinkedIn) said test users spent twice as much time in the Video tab and 60% more time per video.
- Canva integration lets creators build videos for LinkedIn and share them directly with a 'Made with Canva' deep link.
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Video Content on LinkedIn: 8 Principles for Impact
The article analyzes how LinkedIn video content can achieve real impact in B2B marketing, presenting eight principles from the LinkedIn Creative Lab analysis. It argues for human-centered storytelling over glossy production, and emphasizes authenticity, expertise, and strategic engagement. Key guidance includes using scroll-stoppers, leveraging trends and memes, and crafting narratives with a vision, including longer formats. The piece also highlights format choices (vertical for mobile, horizontal for longer form) and the value of cultural references. Quantitative findings cited include LinkedIn video content being roughly 20 times more shared than other formats, 71% of B2B buyers being Millennials or Gen Z, and a majority of engagement gains linked to authentic storytelling. Additional data show memes boosting engagement, and longer 31–60 second videos driving substantially more interaction. The overall message advocates a balanced mix of creativity and data-driven strategy for sustained impact.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
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