The impact of LinkedIn’s video features on B2B marketing strategies


26 Sep 2023  •   3 minutes read

Author: Admin

The Impact of LinkedIn’s Video Features on B2B Marketing Strategies

In today’s digital age, video content has become an integral part of marketing strategies across various platforms. With the rise of social media networks, businesses are constantly exploring new ways to engage with their target audience and promote their products or services. LinkedIn, the world’s largest professional networking platform, has recognized the power of video and introduced several video features to help businesses leverage this medium for B2B marketing. In this article, we will explore the impact of LinkedIn’s video features on B2B marketing strategies and how businesses can benefit from incorporating video into their LinkedIn marketing campaigns.

LinkedIn Video Marketing Solutions

LinkedIn offers a range of video marketing solutions that can help businesses effectively promote their brand, products, or services to a professional audience. These solutions include:

1. Native Video: LinkedIn’s native video feature allows users to upload and share videos directly on the platform. This feature enables businesses to showcase their expertise, share product demos, conduct interviews, and create engaging content to connect with their target audience.

2. Sponsored Video Ads: LinkedIn’s sponsored video ads provide businesses with the opportunity to reach a wider audience through targeted advertising. These ads appear in the LinkedIn feed and can be highly personalized based on factors such as job title, industry, and company size. This level of targeting ensures that businesses can reach the right professionals with their video content.

3. Video for Company Pages: LinkedIn allows businesses to add videos to their company pages, providing visitors with an engaging visual experience. This feature can be used to showcase company culture, highlight employee testimonials, share thought leadership content, and more.

Benefits of LinkedIn Video Marketing

Integrating video into B2B marketing strategies on LinkedIn can yield several benefits for businesses. Let’s explore some of the key advantages:

1. Increased Engagement: Video content has been proven to generate higher levels of engagement compared to other forms of content. According to LinkedIn, native videos generate 5 times more engagement than any other type of content on the platform. By incorporating videos into their LinkedIn marketing campaigns, businesses can capture the attention of their target audience and encourage them to take action.

2. Enhanced Brand Visibility: LinkedIn’s video features provide businesses with an opportunity to increase their brand visibility and reach a wider audience. With the ability to target specific professionals based on their job title, industry, and company size, businesses can ensure that their videos are seen by the right people, thereby increasing brand awareness and recognition.

3. Improved Lead Generation: Video content can be highly effective in generating leads for businesses. By creating informative and engaging videos that address the pain points of their target audience, businesses can capture the interest of potential customers and encourage them to take the next step in the buyer’s journey. LinkedIn’s video features allow businesses to incorporate lead generation forms directly into their videos, making it easier for viewers to express interest and provide their contact information.

4. Showcase Expertise: LinkedIn is a platform designed for professionals to showcase their expertise and knowledge. By leveraging video content, businesses can position themselves as thought leaders in their industry. By sharing valuable insights, industry trends, and expert advice through videos, businesses can establish credibility and gain the trust of their target audience.

Best Practices for LinkedIn Video Marketing

While LinkedIn’s video features offer great potential for B2B marketing, it is important for businesses to follow best practices to ensure the success of their video campaigns. Here are some tips to keep in mind:

1. Keep it Short and Engaging: Attention spans are shorter than ever, so it is important to keep LinkedIn videos short and engaging. Aim for videos that are between 30 seconds to 2 minutes long, as this is the optimal length for capturing and maintaining the viewer’s attention.

2. Optimize for Mobile: The majority of LinkedIn users access the platform through their mobile devices. Therefore, it is crucial to optimize videos for mobile viewing. Ensure that your videos are mobile-friendly and can be easily viewed and understood on smaller screens.

3. Tell a Compelling Story: Storytelling is a powerful tool in marketing, and LinkedIn videos are no exception. Craft a compelling story that resonates with your target audience and evokes emotions. Use storytelling techniques to create a narrative that draws viewers in and keeps them engaged till the end of the video.

4. Include a Call to Action: Every video should have a clear call to action (CTA) that tells viewers what they should do next. Whether it is visiting a website, downloading a whitepaper, or subscribing to a newsletter, make sure to include a CTA that guides viewers towards the desired action.


LinkedIn’s video features have opened up new avenues for businesses to connect with professionals and promote their products or services. By incorporating video into their LinkedIn marketing strategies, businesses can increase engagement, enhance brand visibility, generate leads, and establish themselves as thought leaders in their industry. However, it is important to follow best practices and create videos that are short, engaging, and optimized for mobile viewing. By leveraging the power of video, businesses can take their B2B marketing efforts on LinkedIn to the next level and achieve greater success.

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