Why video is key for B2B
When you think of video and social media, you may automatically go to TikTok, Instagram Reels or YouTube Shorts. But now, LinkedIn is throwing its hat in the ring by pushing video for B2B content.
'On platform value' has become the word of the day for LinkedIn's algorithm, with the platform placing much more weight on content that keeps users in the app. Content with external links or no clear messaging is now penalised heavily, leading to low impressions and engagement. Dwell Time has also become a hugely important metric. LinkedIn now judges your content not just on how many reactions or comments it has, but for how long people focus on it. With these changes, video has become one of the strongest formats on LinkedIn. Whether it's a 15-second tip or a 2-minute POV, grabbing users' attention with fresh new video will allow your posts to be well-received, and in turn increase their reach.
Across B2C and B2B content, we're seeing a shift from 'Brand to Brand' to 'Person to Person'. People buy from people. Video allows you to bring faces, voices and tone into the mix, something a static post can't do. It also gives prospects a better sense of who they're going to be doing business with, as videos can focus on thought leaders and experts in your company. 90% of people asked said that video helped them make buying decisions due to this (Wyzowl, 2025). So, when you're creating content or advertising a product/service, it is always worth keeping video at the top of your mind to showcase your offerings in a more friendly and in-depth manner.
Mobile is now the default across all of social, and on LinkedIn, 70-80% of users now solely access LinkedIn in the app. Gone are the days of the second screen being LinkedIn's core home. With this shift comes the push for more vertical format, and video is naturally suited to this new scrolling experience, as impactful videos can be short, visual and in most cases can be consumed without sound. Static posts can still serve a purpose in this new visual tonal shift, but when we want to grab attention instantly, video is the way to go.
Finally, video is the best way to tell a story: Complex ideas, product features, customer case studies and testimonials are hard to communicate in a static image, at least in a way that holds any real value without being over-designed. Video allows for your content to go deeper, letting us build a community and not just 'broadcast' yourself. With more and more decision makers using LinkedIn to make buying decisions, video allows us to cut through the noise and grab attention straight away.
If video isn't a part of your content plan already, it needs to be. They don't need to be Oscar-worthy, but even small pieces of content filmed on a mobile can go a long way to highlight a brand. Each of us has a camera right in our pockets, and I am a big believer that a powerful story and content outweigh the necessity of high-quality gear. Attention is the new currency, and video is how you earn it. Start filming today!