Video on LinkedIn: a new shop window for B2B brands
As LinkedIn makes room for vertical video, B2B brands have a new opportunity. Which videos work and how to plan them.
For a long time LinkedIn was seen as the platform for text posts, articles and company announcements. Over the last two years that has changed. LinkedIn started featuring vertical videos in a scrollable feed in its app and gave video more room. For brands fighting for attention on Instagram and TikTok, LinkedIn is still a calmer place.
Who is watching?
People on LinkedIn are in a different frame of mind from people on Instagram. They scroll during working hours, while thinking about work. They expect information and a point of view, not entertainment. That does not mean the videos should be dull. A well shot, clear and short video stands out far more on LinkedIn, because most of the feed is still text.
Which videos work?
- Short videos where an expert answers one question
- Production, process and behind the scenes footage
- Customer or employee stories
- Event and trade fair footage
- Short explanations of a company decision or something new
Person or company?
Personal profiles on LinkedIn usually reach more people than company pages. So it makes sense to plan videos that managers or specialists share from their own accounts. We shoot these to match the company's visual language while still feeling like they belong to the person.
Format
Vertical or 4:5 video takes up more space on mobile. Subtitles are essential, because in an office most people watch with the sound off. We add a title or a line in the first second that says what the video is about.
Is posting the Instagram video enough?
Sometimes, but usually not. A separate LinkedIn edit from the same shoot tends to do better. The music can be calmer, the pace a little slower, the message clearer. The caption is written differently too: fewer emojis, more context.
Türkiye and Germany
In Germany, LinkedIn is a strong channel for B2B communication. For brands we work with from our Munich office, we also produce German LinkedIn content. Turkish and German versions from the same shoot save time and budget.
Getting started
Two or three videos a month is enough to start. One expert, one process, one story. After three months you can see what works. If you want a content plan for all your accounts, LinkedIn included, head to our social media management page.
Let us talk about this for your project.
Tell us about your project and we will send a tailored quote within 24 hours.
