As a digital agency focused on cutting-edge B2B marketing, we have summarized a major…

As a digital agency focused on cutting-edge B2B marketing, we have summarized a major joint research study conducted with LinkedIn analyzing what drives video performance for B2B brands on their platform.

By studying over 38,000 video ads served on LinkedIn over a 10-month period, we have uncovered clear insights into the video strategies and creative approaches proven most effective. This guide details the specific video types, lengths, subjects, and techniques optimized for objectives at each stage of the B2B buyer journey.

1. Match video strategy to marketing objectives and funnel stage. Optimize for reach (VTR) at awareness stage, engagement mid-funnel, and clicks/conversions at bottom of funnel.

2. Shorter videos (15 secs or less) performing best for driving reach and awareness. Longer videos (up to 2 mins) better for conversions.

3 .Brand and people-focused stories achieve highest reach. Product-focused content converts better. Case studies work best lower funnel.

4. Balance information with entertainment. Funny, engaging videos capture attention but need informative element.

5. Use visual storytelling techniques even with sound off. Facial expressions, montages, captions can convey powerful messages.

6. Production value not crucial. Compelling idea executed simply often most effective. Series of micro-shorts can work well.

7. Continually test and optimize based on performance data. Identify best segments and creative approaches for your audience.

In summary, meticulously match video content and creative approach to objectives and audience. Entertain and compel viewers while educating. Test and refine.

Mastering visual storytelling techniques is shown to be key, as is balancing an entertaining style with informative content. While production polish matters less than strategic relevance, continually optimizing based on performance data is crucial. This guide empowers B2B marketers to radically sharpen their LinkedIn video strategy and realize the full potential of video for reaching, engaging and converting prospects.

The time for hesitation around B2B video is over.

As specialists in data-driven B2B marketing, we recommend applying these battle-tested video strategies tailored to LinkedIn across your activities, and rapidly gain an edge over competitors still reluctant to prioritize video.

Amit Lavi Israel Blechman Assaf Chemetz Barak Shapira Finkelstein what's your thoughts about video content on linkedin?

Originally posted on LinkedIn. View the original post