When it comes to B2B marketing and lead generation, LinkedIn stands above the rest.
Every brand, big or small, is on LinkedIn, stepping up its brand video marketing game to capture leads from a pool of decision-makers and professionals.
But LinkedIn video marketing isn’t just about creating a great video and waiting for it to perform—it’s a data-driven game.
You need key insights on what works, what doesn’t, your audience preferences, and what drives engagement and leads.
To make this easier for you, we’ve put together this detailed blog that uncovers several LinkedIn video marketing statistics you need to fine-tune your strategy and make it more effective.
Image Credit: Wyzowl
According to a Wyzowl report, LinkedIn is the fourth most widely used social media video marketing platform, with 76% of video marketers trusting it. It ranks below the three major video platforms: YouTube, Facebook, and Instagram.
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The users are 20x more inclined to share video content than any other type of content on LinkedIn because of the visually engaging nature of video content.
Compared to other types of content shared on the platform, videos build stronger connections and resonate more effectively with users.
This is especially beneficial for brands aiming to increase their reach. As people share their video content, their visibility across user networks grows, enhancing opportunities for organic growth.
Compared to the conventional posts we see on LinkedIn, video posts get 5x more engagement.
In fact, according to a latest LinkedIn Benchmark Study by SocialInsider, visual posts on LinkedIn, majorly videos, contributed to a 3.85% engagement rate by impressions on the platform.
Image Credits: SocialInsider (Source)
Here’s why video posts on LinkedIn work.
These social media video posts capture users' attention, hold it longer, and encourage engagement through shares, likes, and comments.
When people engage more with your content, it gains greater visibility on user feeds.
This increased visibility sparks conversations, helping to build a stronger online community. Brands can leverage this community to foster discussions around their offerings and generate more traction.
LinkedIn is the ‘go-to hub’ for lead generation with B2B brands getting 80% of their leads through this platform.
Image Credits: Revnew (Source)
In fact, according to numbers from Revnew, 59% of B2B + B2C social media leads come from LinkedIn, followed by Twitter/X and Facebook.
Many brands are now using video content to take this advantage to the next level. They use videos to simplify their products or services, showcase their expertise, and build trust within their industry.
With compelling storytelling and engaging visuals, videos resonate with decision-makers.
In fact, if given a choice between video and text, 59% of executives agree they would opt for video content on LinkedIn.
So, investing in video ads is a great way for brands to drive qualified leads and fuel long-term business growth.
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Compared to static image ads and textual content, video ads on LinkedIn stand out, capturing attention 3x longer.
This extended attention span gives brands more time to convey their message, share detailed information, introduce products, and engage viewers effectively.
The increased attention also leads to higher conversions and more follow-up opportunities, maximizing your advertising ROI on the platform.
A 50% increase in brand awareness is a significant achievement, and brands should leverage this opportunity to create a lasting impact.
LinkedIn video ads provide a platform for brands to showcase their values, offerings, and expertise in a way that resonates with viewers and leaves a lasting impression.
By hitting the right notes, brands can boost their recall value, becoming more recognizable and influential among their target audience.
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Videos are already an essential part of any social media marketing strategy today, and LinkedIn is no exception.
With the growing popularity of videos, 74% marketers consider video as an important tool on LinkedIn.
Brands are also increasingly investing in videos to stand out, gain more engagement, and become recognizable to their audience.
They boost conversion rates by nearly 30% delivering your targeted message in a clear and engaging way.
Thus making it easier to drive user actions like inquiries, sign-ups, and purchases.
LinkedIn is a platform with an audience of professionals who are often pressed for time and don't have much opportunity to engage with long explanatory videos.
Therefore, using videos under 30 seconds have a 200% higher completion rate. Short videos with concise product highlights and quick call-to-action are more likely to engage professionals.
With over 67 million companies on LinkedIn and 4 out of 5 users being decisions makers, the platform is a goldmine for targeting corporate clients.
Creating and publishing apt video content, brands can seamlessly connect with and engage these key decision-makers.
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More than half of LinkedIn video views—57%—come from mobile devices.
Brands with video content that is well-optimized for mobile viewing are likely to get more views compared to those that aren’t.
This LinkedIn video statistic emphasizes the need for mobile-friendly content.
The audience on LinkedIn, being professionals, values insightful tips and educational content more than on other platforms.
So, videos with educational content gather 3x more engagement on this platform.
By sharing valuable educational videos, brands can increase engagement and position themselves as credible, reliable resources in their industry.
Storytelling is a key factor in determining whether your content resonates with your audience.
When your storytelling connects with viewers, they’ll find you more relatable and engage on a deeper level.
If not, you’re just another content piece they briefly glance at while scrolling.
On LinkedIn, social media videos with strong storytelling have a click-through rate (CTR) twice as high as those featuring direct or fact-based content.
When a brand shares its journey, success stories, values, and mission in a video, it creates an authentic narrative that viewers are more likely to explore further and remember.
In fact, storytelling in video ads increases retention by 2x.
LinkedIn is a leading B2B marketplace, so it's no surprise that 62% of buyers trust video content on the platform.
They view LinkedIn as highly credible and often base their purchasing decisions on the videos they watch there.
LinkedIn videos naturally encourage responses, questions, and discussions.
They bring professionals together to share ideas and talk about industry topics.
Thus, they are 5 times more likely to start conversations.
It is one of the most important LinkedIn statistics for business.
This 52% surge shows how many businesses are now dedicating a significant portion of their marketing budgets to creating video content, recognizing that videos drive better engagement and conversions.
Image Credit: LinkedIn Business Solutions
Yes, it’s not the standard videos but the live ones that receive 7x more reactions and 24x more comments.
In fact, users spend 3 times longer watching live videos than pre-recorded ones.
This happens because live social media videos allow brands to engage with viewers in real time.
Brands can host interactive workshops, Q&A sessions, and events, addressing viewers' questions as they arise.
This immediacy and authenticity create a dynamic experience, significantly boosting interaction rates.
Professionals on LinkedIn are always looking for content that adds value and supports their growth.
That’s why they are more likely to stick around and engage with training videos that offer quality educational resources.
By providing such resources, brands position themselves as valuable contributors in the professional domain.
Product explainer videos are highly visual, informative, and engaging.
They highlight the unique features of a product or service in a concise manner.
By showcasing products through videos, curiosity is sparked among prospective buyers, prompting them to make inquiries and encouraging their purchase decisions.
Company culture videos give prospective job applicants a glimpse into the workplace atmosphere before they even arrive.
This allows candidates to assess whether the company's values align with their own and reduces any uncertainty they may feel about a new workplace.
All of this encourages them to actively fill out the job application for the company.
Recruitment videos are highly effective at attracting top talent, resulting in impressive engagement rates.
Oneday states that job postings with videos see a 34% higher application rate compared to those without.
Job applicants appreciate the transparency these videos offer about workplace dynamics and their potential roles.
This LinkedIn video marketing statistic makes LinkedIn a great platform for B2B brands looking to increase their reach and visibility within professional networks.
By creating the right marketing videos with compelling storytelling, they can truly make an impact here.
What more could B2B brands ask for, right?
Higher conversion rates make LinkedIn videos a game-changer for lead generation and attracting new clients.
Compared to textual content, viewers retain 95% of the message when it's delivered through a video.
This LinkedIn video stat showcases how effective LinkedIn videos can be in ensuring that your message sticks with your audience.
By blending storytelling with targeted messaging, these ads make a strong and convincing case for viewers to consider a brand’s offerings.
Instead of just posting regular content, brands can gain a real advantage on this competitive platform by incorporating more video content into their posts.
Brands thrive on perception. If they can create a positive image in people’s minds, they’ll see more conversions.
Building that perception becomes much easier with video.
Videos visually showcase your brand’s values, offerings, and authenticity, which helps create a positive image in viewers' minds.
Videos also form an emotional connection with viewers, leading to higher loyalty and trust in the brand.
There’s a clear reason why people prefer videos when it comes to learning about a brand.
No one has the time to sift through pages of information about a product or service to understand its details.
Videos help here by quickly showcasing a product or service and its features in a shorter amount of time.
Most importantly, they make the information more digestible and less complex.
You as a brand should use it for video marketing because of these strategic benefits:
As mentioned earlier in the LinkedIn video statistics section, educational videos, company culture videos, storytelling videos, product demos, short-form videos, and explainer videos are the top-performing types of content on LinkedIn.
So, creating these types of videos for your social media marketing efforts on LinkedIn can truly be a game-changer.
And with that, we’ve covered all the key LinkedIn video statistics every B2B brand should know.
From understanding why video marketing on this platform is so impactful to identifying the types of video content that perform best and how video ads can boost brand awareness and engagement, the data speaks for itself.
These insights can be a game-changer as your B2B brand prepares for its next social media marketing campaign.
They provide the direction needed to refine your marketing strategies, ultimately bringing in more leads and driving conversions for your business.
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