Is LinkedIn secretly becoming the best B2B video platform? The short answer: maybe. The longer answer? Let’s talk about it.
As of 2024, it’s estimated that individuals spend an average of 1 hour and 16 minutes daily watching short-form videos. (Source) To put this into perspective, this daily habit amounts to nearly 40 hours per month! The equivalent to a full-time workweek dedicated solely to consuming short-form video content.
LinkedIn has been quietly shifting gears in the video space, especially with short-form content. While TikTok, Reels and Shorts dominate the social space, LinkedIn offers something those platforms can’t: a captive B2B audience that’s ready to do business.
Let’s explore what’s happening, what the data says, and whether your business should care.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
If you want to know all the details invest under 20 mins and listen or watch the episode.
1. What’s Happening with LinkedIn Video?
One day, there’s a dedicated video tab. The next? Gone. Then it’s back, kind of. Welcome to LinkedIn’s short-form video feed: a feature that’s constantly evolving.
But even with the chaos, there’s one thing I am sure of: LinkedIn is all in on video. Especially now, as uncertainty continues to hang over TikTok’s future in the US, LinkedIn is eyeing a big opportunity.
👉 Bottom line: LinkedIn is experimenting, adapting, and watching closely how users engage with video. And where LinkedIn puts its energy? Follow the money. That’s where the opportunity is.
2. Stats That Matter for B2B Marketers
Still on the fence? Let’s talk numbers.
According to LinkedIn:
- Engagement on short-form video is up 34% – the fastest-growing content format on the platform.
- Users are 20x more likely to share video content – meaning better reach beyond your existing audience.
- Videos under 30 seconds get 200% higher completion rates – short, sharp, and to the point wins.
My advice? Don’t ignore the format just because it feels unfamiliar. Test, measure, and adapt based on what works for your audience.
3. Pros and Cons of Short-Form Video
Let’s break it down at the high level and yes this applies to both personal and Company Page content.
Pros:
- You come to life – Video adds energy, personality and builds real connection.
- Relatable > polished – Simple, helpful videos often outperform high-budget productions.
- It’s where LinkedIn is investing – Better discoverability and better promotion.
Cons:
- Fear of the camera is real – But you’re not alone. I nearly gave up on my very first 5-minute video assignment.
- High-quality video expectations – Especially in corporate, where over-branding can kill creativity.
- Doing it ‘just because’– never a reason to do anything.
At the end of the day a solid LinkedIn content strategy is what is important and this is just one piece of that puzzle.
4. Video Strategy Tips for B2B Brands
You don’t need a film crew or fancy equipment to get started with LinkedIn short form video but you will need a plan and the right tools.
Start with tools that make it easy:
- Descript – Edit videos as easily as you can edit a Word doc.
- CapCut – Great for mobile users.
- OpusClip– Repurpose long-form into snackable clips with the power of AI.
- Metricool– Schedule across LinkedIn Pages and Profiles as well as all other social media channels.
What makes a good short form video:
Ideally these vertical videos are 30 to 60 seconds, but can go up to 2 mins.
📌 Be helpful first. Educate. Share. Tell stories.
📌 Dial down the branding. Too much logo can feel like an ad and people scroll straight past.
📌 Add some fun. Yes, even on LinkedIn! Relatability is magnetic.
📌 Make the first 3 seconds count. Hook the viewer. Give them a reason to keep watching.
5. Don’t Overthink It. Just Start.
If you’ve never made a short-form video on LinkedIn, this is your permission slip. That first video is the hardest, and yes, my first LinkedIn video still makes me cringe a little. But if I hadn’t hit “post,” I wouldn’t be speaking on international stages today.
Don’t believe me? Here is that video from four years ago where I was going crazy because I couldn’t figure out where you needed to look. Great eyebrows though 😂
So go make your first one. Have a go at keeping it under 60 seconds. Tag me when you post it. I’d love to cheer you on. Remember you never know where you might end up!
And if short-form really isn’t your thing, that’s OK. LinkedIn Live is still my favourite. No scripts. No pressure. Just real conversations and community.
Cheers
PS Want to hear my LinkedIn updates first? Subscribe to b2bgrowthco.com/newsletter
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
