Observed Signal · Dec 8, 2025 · Guidance / Best Practices · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
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.
Provides practical eight-principle guidance for LinkedIn video strategy; not a platform-wide feature release or regulatory event.
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Key Takeaways & Evidence Grounding
- Eight principles for successful LinkedIn video strategies are outlined.
- LinkedIn video content is ~20x more shared than other content.
- 71% of B2B buyers are Millennials or Gen Z.
- Emotions play a role in only 7% of cases in a study of over 13,000 B2B video ads.
- Longer formats (31–60 seconds) generate nearly two-thirds more engagement.
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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 Goes All-In on Video for B2B
LinkedIn’s VP Marketing, Davang Shah, argues video is becoming the default format for B2B marketing because long purchase cycles require trust-building and sustained attention. Shah cites a typical B2B purchase journey of about 272 days, involving 22 people, with only 5% of buyers in-market at any time, and notes 71% of B2B buyers are Gen Z or Millennials—groups that consume large amounts of video. LinkedIn promotes video through products and partnerships: video has been on the platform since 2017 (ads from 2018), BrandLink (pre-roll placements with premium publishers and creators), and a CTV offering integrated with The Trade Desk and Amazon DSP. LinkedIn is also prioritising measurement (conversions API, company intelligence), expanded targeting, and simpler buying workflows for advertisers.
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.
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