LinkedIn video for B2B companies
What kind of video works on LinkedIn for B2B companies, how long it should run and who should be in it. With numbers and examples.
Video on LinkedIn works when it speaks to one specific group about one specific thing. Everyone scrolls past a film “about our company”. A 40-second clip of an engineer showing how your machine cuts changeover time gets watched by exactly the person who has that problem.
The numbers favour video. Video posts on LinkedIn average 5.6 to 6 percent engagement by impressions, according to Socialinsider. Video impressions in the feed grew by more than 73 percent year over year.
Why LinkedIn for B2B
Because that is where the people who sign invoices are. 76 percent of B2B marketers name LinkedIn the most effective channel for thought leadership, ahead of newsletters and webinars, according to the Content Marketing Institute.
LinkedIn also works for ads when the audience is narrow. For Sterling Angels, a business angel network, the LinkedIn Ads campaign targeted investors only, because only they were meant to come to the event. No budget burned on reach that goes nowhere.
Which videos work
- A short product demo. 15 to 30 seconds of how something works. Faster than a paragraph of description.
- A client’s words. One sentence from a case study, said to camera. Proof that moves.
- Behind the scenes. The plant, the team, an install on site. People buy from people.
- An answer to one customer question. One question, one video, one minute. This is how expertise gets built.
How long, and how to start
Under a minute, with a hook in the first 3 seconds. Vertical, because most people watch on their phones. Longer only when someone deliberately chooses educational material.
Recording several videos at once gives the most. The 6-film package is one shoot day at your company and LinkedIn material for several weeks.
LinkedIn video for B2B companies works when it shows something concrete: the product in action, a client or an employee. At dabrowskimedia I combine it with the fractional CMO role: content strategy, script, shoot and edit by one person, and every video has a clear goal, leads or candidates.
The film portfolio is on the video production page.
Does video work better on LinkedIn than images and text?
Usually yes. Video views and engagement grow faster than other formats. The condition: the video says something specific.
How long should a LinkedIn video be?
Under a minute, with a strong opening in the first 3 seconds. Longer formats only for educational content.
Who should appear in the video: the owner or the employees?
It depends on the goal. For an expert brand, the owner or a decision maker. For recruitment and company culture, the employees themselves.
How much does a LinkedIn video series cost?
Five talking-head reels up to 60 seconds cost 3,000 zł net. Six films from one shoot day at your company cost 6,000 zł net. Pricing is on the video production page.
Not sure where to start on LinkedIn? Book a free online presence audit.