Why Video Marketing on LinkedIn is Essential for B2B Success in 2025

Video content is no longer just an option on LinkedIn. It is quickly becoming a necessity for B2B marketers who want to stand out, reach decision makers, and build trust with their audiences.

Following recent updates from Lindsay Edwards, Vice President of Product Management at LinkedIn, it’s clear that the platform is prioritising video as a core part of its content and advertising strategy. Here’s what you need to know.

LinkedIn Is Going All-In on Video

LinkedIn has acknowledged that while many brands are testing video, other content formats like carousels and multi-image posts often perform better. That’s why they’re now working hard to give video content the visibility and performance it deserves.

In their recent B2B marketer sentiment research, LinkedIn revealed:

• 75% of marketers believe short-form video helps them reach decision makers

• 77% agree that video builds trust with their audience

• 93% say video content delivers better brand recall

• 80% of B2B marketers feel they need to use more creative tactics to stand out

As competition grows, breaking through the noise is more important than ever—and video is proving to be one of the most effective tools.

New Video Ad Features from LinkedIn

To support this shift, LinkedIn is introducing a range of new tools and ad formats designed to help marketers succeed with video:

1. Partnership with Adobe Express

LinkedIn is partnering with Adobe Express to make video creation easier. Marketers will now have access to:

• Customised LinkedIn video ad templates

• Easy export to LinkedIn Campaign Manager

• Vertical video optimisation

This makes it far simpler for B2B brands to create on-brand, effective video content without heavy production costs.

2. First Impression Ads

This new format allows marketers to reserve the first ad slot in the LinkedIn feed. It’s a powerful tool to make a great first impression, especially during key campaign moments. These ads support vertical video and are ideal for high-impact, single-day campaigns targeting professionals.

Why Vertical Video Matters on LinkedIn

With 71% of B2B decision makers now being Millennials and Gen Z, LinkedIn is adapting to the expectations of a digital-native audience. These users are comfortable with video-first content and platforms—and if your brand is not reaching them through video, you may be missing out entirely.

Vertical video, in particular, is gaining traction and is now supported more widely across LinkedIn’s advertising formats, including CTV (connected TV) ads.

The Momentum Behind CTV Ads

Since launching CTV ads, LinkedIn has seen impressive results. Brands like Salesforce have reported over 70% unique reach through these campaigns. With further enhancements on the way, CTV offers B2B marketers yet another channel to expand their reach.

Final Thoughts: Don’t Get Left Behind

LinkedIn’s own message is clear: they are “going all in on video.” If your B2B marketing strategy doesn’t include high-quality video, especially vertical and short-form formats, then it’s time to reassess.

Whether it’s organic content, paid campaigns, or thought leadership videos, now is the moment to lean into LinkedIn video marketing for B2B.