LinkedIn · Video Marketing · B2B Communication
Video is gaining ground on LinkedIn, and specialized creators are part of that evolution. For B2B brands, this shift opens up new opportunities to communicate expertise, build authority, and connect with professional audiences.
LinkedIn is no longer simply a platform for finding jobs, posting career opportunities, or building professional connections. In recent years, it has also strengthened its position as a space for content distribution and consumption.
Within that transformation, video is becoming increasingly prominent.
The platform has reported growth in both video uploads and consumption, while developing initiatives that connect brands, media organizations, and creators within its advertising ecosystem.
But the most interesting change is not only in the format. It is also about who communicates and from what position they do so.
Why Is Video Growing on LinkedIn?
Video makes it possible to condense ideas, explain processes, and present experiences differently from text, static images, or documents.
On a professional platform, these characteristics can be particularly useful for content related to expertise, leadership, technology, business, success stories, and professional experiences.
LinkedIn reported a 20% increase in video uploads and 36% year-over-year growth in video views during that period, signaling that the format was gaining traction across the platform.
However, publishing video does not guarantee better results on its own.
The format can capture attention, but the relevance of the message determines whether that attention has value.
Why Are Creators Important to LinkedIn?
Part of LinkedIn’s strategy involves giving a more prominent role to professionals and specialized creators who can develop content around specific industries, areas of expertise, and experiences.
In the B2B environment, this has a particular characteristic: the person communicating often also has professional experience in the subject they are discussing.
A specialist in marketing, technology, finance, leadership, or entrepreneurship can provide something that a traditional advertising piece may struggle to reproduce on its own: context, experience, and a recognizable voice behind the message.
This helps explain why brands are beginning to see creators not only as distribution channels, but also as participants in their communication strategy.
Video, Authority and Trust in B2B Marketing
In a B2B decision, communication often needs to address more complex questions than those involved in an impulse purchase.
How does a solution work? What problem does it solve? What experience does the company have? Why should I trust it? What results can it deliver?
Video can help answer these questions through different formats:
- product or service explanations;
- demonstrations and tutorials;
- success stories;
- interviews with specialists;
- trend analysis;
- professional experiences;
- educational content;
- opinions and thought leadership.
The value does not come simply from appearing in front of a camera. It comes from using the format to turn knowledge and experience into communication the audience can understand.
BrandLink and the Integration of Creators Into LinkedIn Advertising
This evolution is also reflected in BrandLink, the program through which LinkedIn connects content from publishers and creators with sponsorship opportunities for advertisers.
The initiative expanded a model that was initially more closely associated with media organizations and publishers to also include selected creators.
Brands such as AT&T Business, IBM, SAP, and ServiceNow participated in this ecosystem through sponsored content and formats.
The approach is relevant because it brings together two areas that traditionally could operate separately: professional content and advertising investment.
To explore this advertising evolution in greater depth, you can also read:
LinkedIn Bets on Video and Creators: What It Means for Brands and Advertisers →
What Does This Shift Mean for B2B Brands?
For a company, the growth of video on LinkedIn does not mean abandoning other formats or starting to produce videos simply because the platform is promoting them.
The opportunity lies in determining what information can be communicated more effectively through video.
For example, a technology company can demonstrate how a solution works. A consulting firm can explain a common client problem. An executive can develop a perspective on an industry trend. A team can turn a success story into an understandable narrative.
In each case, video serves a different purpose.
A B2B video strategy should begin with the message and the objective, not with the need to feed an algorithm.
Does a Brand Need to Become a Content Creator?
Not necessarily in the traditional sense of the term.
What is changing is the need for companies to develop a more consistent ability to communicate knowledge, experience, and value propositions.
This can be done through the brand itself, its executives and specialists, external creators, or a combination of different voices.
The choice will depend on the audience, the objectives, and the type of communication the company wants to build.
In many cases, professionals who already work within an organization can become an important source of content because they have first-hand knowledge of the problems, processes, and solutions within their industry.
The Challenge: Avoid Turning LinkedIn Into Another Platform for Generic Content
The growth of video also creates a risk.
When a format begins gaining visibility, more people and brands attempt to reproduce the same formulas. This can lead to repetitive, superficial content designed solely to capture attention.
LinkedIn has one characteristic worth preserving: its professional context.
The challenge for brands and creators will be to take advantage of video’s storytelling possibilities without losing the depth, usefulness, and credibility that make the platform different.
The Future of Video on LinkedIn Does Not Depend on Video Alone
LinkedIn’s evolution shows that audiovisual content will play an important role within its ecosystem, particularly as creators, specialists, and companies find new ways to participate.
But the growth of the format does not eliminate the fundamental principles of good communication.
A camera, dynamic editing, or a vertical format can help present a message. They cannot replace a weak idea, a nonexistent strategy, or content that provides no value to the person receiving it.
For B2B brands, that is probably where the most interesting opportunity lies: using video not simply to generate views, but to transform experience and knowledge into communication that builds trust.