LinkedIn video for B2B companies

Yes, video performs better on LinkedIn than most other formats, as long as it speaks to one specific audience instead of talking about the company in general. Video posts now average 5.6 percent engagement by impressions, according to Socialinsider’s analysis of over a million posts, and video views on LinkedIn grew more than 73 percent year over year. For a B2B company that means a product film or a team story now has a better chance of reaching the right person than a static post.

LinkedIn video works best for B2B companies when it shows one specific thing: a product in action, a customer or employee talking, not a generic brand film about the company. At dabrowskimedia I run this as part of the Fractional CMO role: content strategy, script and edit of the video in one person, with a clear goal, whether the video is meant to bring in leads or candidates.

Why LinkedIn favours video specifically

LinkedIn is now the main content distribution channel for B2B marketers: 87 percent of them use the platform, Content Marketing Institute’s 2026 research found, and 76 percent name LinkedIn as the single most effective channel for building thought leadership, ahead of newsletters and webinars. The algorithm favours video over plain text because people stay on a video longer than they spend scrolling past a slide.

What kind of video works in B2B on LinkedIn

• Short product demos. Fifteen to thirty seconds showing how something works convinces faster than a paragraph of description.
• Customer testimonials. A short quote from a case study, said on camera, works as social proof in motion.
• Behind the scenes of production or the team. Shows there are real people behind the logo.
• Short answers to customer questions. A format that builds expertise and keeps followers coming back.

What this looks like in practice

I start with who is meant to watch the video and what they should do after, ask for a quote, book a call or simply remember the brand. Then I pick the format: vertical, under a minute, a strong hook in the first few seconds. The full portfolio of films and reels for B2B clients is on the video production page.

Does video actually perform better on LinkedIn than photos and text?

Yes, for comparable effort. Video views and engagement on LinkedIn are growing faster than other formats, but it still depends on whether the content says something specific, not generic.

How long should a LinkedIn video be for a B2B company?

Under a minute, with a strong hook in the first three seconds. Longer formats only make sense for educational content that the viewer deliberately chooses to watch.

Who should be on camera, the founder or the employees?

Depends on the goal. For building the founder’s expert brand, the owner or a decision maker works best. For recruiting and showing company culture, the employees themselves work better.

How much does a LinkedIn video series cost for a B2B company?

A pack of five short, spoken reels starts at 3,000 zł net. Full pricing is on the video production page.

If your B2B company wants to use video on LinkedIn but isn’t sure where to start, book a free call.