Struggling to get your B2B videos noticed on LinkedIn? You’re not alone—around 70% of B2B buyers and researchers engage with videos during their purchasing journey, yet most brands fail to leverage it effectively.
LinkedIn is the powerhouse of B2B marketing, connecting brands with key decision-makers, industry professionals, and high-value clients. As video content takes center stage, brands have an unmatched opportunity to grab attention, spark engagement, and drive conversions. But with so much content competing for visibility, how can your videos stand out? This guide dives into the strategies that will help you ace B2B advertising using videos on LinkedIn.
Why LinkedIn Videos Matter for B2B Advertising
- Higher Engagement: Studies have shown that LinkedIn videos receive five times more engagement than text or image posts, making them a powerful tool for B2B marketing.
- Decision-Maker Audience: Over 80% of LinkedIn users are decision-makers and influencers within their companies.
- Algorithm Favorability: LinkedIn prioritizes video content, making it more likely to appear in users’ feeds.
- Stronger Brand Authority: Video allows brands to showcase expertise, company culture, and success stories.
How to Use LinkedIn Videos to Ace B2B Advertising
Effective video production for LinkedIn advertising goes beyond just creating content—make videos that address industry challenges, align with LinkedIn’s algorithm, and strategically target decision-makers for maximum impact.
1. Create Videos That Solve Problems
B2B audiences seek solutions, not sales pitches. Your videos should:
- Address industry pain points: Create content that directly tackles challenges your audience faces.
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- Showcase real-world applications: Use case studies and customer testimonials to demonstrate success.
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- Educate, don’t sell: Position your brand as a thought leader by sharing insights, trends, and expert opinions.
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2. Optimize for LinkedIn’s Unique Audience & Algorithm
Unlike other social platforms, LinkedIn caters to professionals, so your videos should be:
- Concise yet impactful: Aim for 30-90 seconds for best engagement.
- Mobile-friendly: Over 57% of LinkedIn traffic comes from mobile users—keep text and visuals readable.
- Visually engaging: Use professional branding, graphics, and animation to capture attention.
- Subtitled for silent viewing: Many users browse LinkedIn without sound, so captions are a must. LinkedIn videos default to autoplay without sound, requiring users to enable audio manually. To ensure your message reaches viewers who may not activate sound, incorporating subtitles or closed captions is crucial.
3. Leverage LinkedIn’s Powerful Advertising Tools
To maximize reach and engagement, take advantage of LinkedIn’s video ad options:
- Sponsored Video Ads: Appear in LinkedIn feeds, helping brands promote thought leadership, case studies, product demos, and company updates. These ads drive brand awareness and engagement among professionals actively seeking insights and solutions.
- Message Ads: Previously known as InMail Ads, LinkedIn’s Message Ads let businesses send direct messages to targeted inboxes. While video files cannot be attached, you can embed video links or thumbnails. This allows businesses to send personalized, high-impact content such as product walkthroughs, customer success stories, and expert insights directly to decision-makers, increasing engagement and conversions.
- Video Retargeting: Keep your brand top-of-mind by re-engaging users who previously interacted with your videos. Retargeting ensures your content reaches prospects who are already interested, increasing the likelihood of conversions.
4. Encourage Action with Strong CTAs
Your videos should not just inform—they should drive action. Effective CTAs include:
- “Download our latest industry report for insights.”
- “Book a free strategy session with our team.”
- “Sign up for an exclusive webinar.”
- “Follow us for cutting-edge industry updates.”
5. Measure, Test, and Improve
B2B marketing is a long game. Use LinkedIn Analytics to refine your strategy:
- Track engagement: Likes, shares, and comments indicate how well your content resonates with your audience. High engagement suggests strong relevance, while low interaction may signal a need for content adjustment or better targeting.
- Analyze watch time: Pinpointing drop-off points helps refine video structure. If viewers disengage early, consider stronger hooks or more concise messaging to maintain interest.
- A/B test different formats: Test variations in video style, length, and messaging to determine what captures attention and drives action. Data-driven comparisons help refine your approach for maximum impact.
- Refine targeting: Use LinkedIn’s analytics to assess audience demographics and behaviors. Adjust targeting parameters to ensure your content reaches decision-makers most likely to convert.
Conclusion
Videos are a powerful tool for B2B advertising on LinkedIn. To make an impact, your brand needs high-quality, engaging content that speaks to decision-makers. A professional video production company can help you create videos that drive real results.
Start implementing these strategies today and optimize your LinkedIn video marketing for better engagement and conversions. Need B2B videos that are both affordable and professional? Contact us now to get started!
