Today’s decision-makers expect more than static content. They want dynamic, informative experiences that help them navigate the complexity of purchasing decisions. Video delivers on that demand.
While video’s impact is undeniable, creating content that resonates with B2B decision-makers — and ensuring it reaches the right audience — requires a thoughtful approach. LinkedIn’s expanding video ecosystem, combined with its powerful targeting capabilities and partner solutions, empowers marketers to build memorable campaigns that help grow their brands.
Our new ebook, How To Build Your Brand With Video on LinkedIn, dives deep into video strategies, creative best practices, and partner solutions to help you maximize your video marketing impact. This post offers a preview of what you’ll find in the full guide, including key ad formats and insights to help you create powerful video campaigns on LinkedIn.
Why video works for B2B marketing
Research consistently proves the power of video in B2B marketing:
- 70% of B2B buyers say video leads the way in creating awareness around business-related problems.
- LinkedIn Video Ads have on average 3x higher engagement rate than non-Video ads. (Source: LinkedIn internal data, April 2025)
- 95% of B2B buyers say video played a vital role along their path to purchase.
Unlike traditional static ads, video allows brands to simplify complex messages that create emotional connections and deliver information in an engaging, digestible format.
LinkedIn: The B2B platform for video marketing
LinkedIn’s professional network of over 1 billion global members provides an environment where business content is not only welcomed but actively sought out. With advanced targeting capabilities and a work-focused audience, LinkedIn helps brands get their message in front of decision-makers who are actively researching solutions.
In addition to video ads appearing in member feeds and across the LinkedIn Audience Network (LAN), LinkedIn continues to expand its video ecosystem with new advertising solutions and powerful marketing partner integrations making it easier than ever for brands to create and scale high-quality video content.
Video Ad Formats for Brand Building
Choosing the right video ad format can make a significant impact on your campaign's success. LinkedIn offers several powerful options designed to capture the attention of B2B decision-makers.
Video Ads
Video Ads in the feed and on LAN are versatile and ideal for a range of objectives, from awareness to conversion, and enable diverse messaging strategies and storytelling across products and customer testimonials. By showcasing solutions, sharing success stories, or breaking down complex ideas, these ads help build trust and inspire action. For instance, a B2B software company might use Video Ads to highlight product features or demonstrate a real-world use case to capture the interest of prospective buyers.
BrandLink
BrandLink is an opportunity for advertisers to run pre-roll video ads that play before premium content from publishers and creators in targeted members’ feeds and drive meaningful partnerships between brands, creators, and publishers. Members who first view a BrandLink In-Stream Ad are up to 18% more likely to become a lead.
Connected TV (CTV) Ads
Connected TV Ads offer a unique opportunity to reach decision-makers in a relaxed, high-attention environment. These ads combine the impact of traditional television with LinkedIn's precise targeting capabilities, ensuring your message reaches the right professional audience.
As an early adopter of this ad format, Palo Alto Networks successfully leveraged LinkedIn Connected TV Ads to amplify their cybersecurity message. By delivering targeted content directly to IT decision-makers in relevant industries, they increased brand visibility and engagement among key accounts. This campaign demonstrated how CTV Ads can effectively extend brand presence in non-traditional yet impactful spaces.
Event Ads
Event Ads are designed to boost attendance and engagement for both virtual and in-person events. By promoting event details directly within the LinkedIn Feed, brands can attract qualified attendees, drive registrations, and spark meaningful conversations before, during, and after the event.
For example, Salesforce utilized LinkedIn’s Event Ads to drive awareness and attendance for their Dreamforce event. By targeting industry professionals with tailored messaging, Salesforce maximized engagement and drew a highly relevant audience to their live sessions.
Thought Leader Ads
Thought Leader Ads provide a powerful way to showcase executive insights, establish industry expertise, and build credibility. By featuring leadership perspectives or subject-matter expertise from influencers, these ads position your brand as a trusted resource in your industry.
For example, a financial services firm could use Thought Leader Ads to promote their CFO’s perspective on economic trends, offering valuable insights to LinkedIn’s professional audience while reinforcing their brand’s authority.
Maximizing impact with the right format
Selecting the appropriate ad format depends on your goals. Use Video Ads for product storytelling, Connected TV Ads for broad awareness campaigns, Event Ads to boost attendance, and Thought Leader Ads to establish credibility. Combining formats strategically can help brands engage B2B buyers throughout their decision-making journey.
Elevate Your Video Ads with LinkedIn Marketing Partner Solutions
Creating effective video content is just the first step — ensuring it’s seen by the right audience, optimized for performance, and delivering measurable results is equally crucial. LinkedIn’s extensive marketing partner ecosystem empowers brands to achieve all of this with greater efficiency and impact.
High-impact video production
Crafting compelling video content that resonates with B2B audiences requires both creativity and efficiency. LinkedIn’s content and creative partners provide the tools and expertise to streamline production while ensuring content aligns with brand goals.
For example, TD Bank successfully leveraged QuickFrame to scale their video content creation, launching their first CTV Ad campaign. Together, they produced a series of high-quality, targeted video ads that connected with key decision-makers while maintaining brand consistency. This partnership allowed TD Bank to quickly generate engaging content at scale, enhancing their video marketing efforts without overextending internal resources.
Campaign management for optimized reach
To ensure video campaigns reach the right audience at the right time, LinkedIn’s campaign management partners provide powerful solutions for targeting, budget allocation, and campaign optimization. These partners help brands monitor performance in real time, adjust creative elements for better engagement, and maximize ROI across LinkedIn’s diverse ad formats.
Measurement that proves value
Proving video campaign success is essential for justifying spend and refining future strategies. Measurement partners provide trusted solutions for tracking brand lift, audience insights, and conversion impact. These insights help marketers understand not only how their video content is performing but also how it’s influencing broader business outcomes.
The combined power of LinkedIn’s robust video ad capabilities and trusted partner solutions means marketers can create, optimize, and measure impactful campaigns with confidence — ensuring every video investment delivers results.
How to Get Started with Video Ads on LinkedIn
Launching successful LinkedIn video ad campaigns requires thoughtful planning, strategic execution, and the right resources. These three steps can get you started creating impactful video content.
1. Define your campaign goals
Start by identifying what you want to achieve with your video campaign. Are you looking to build brand awareness, establish thought leadership, or strengthen brand affinity? Clear goals will guide your content strategy, format selection, and performance metrics.
2. Choose the right video ad format
Selecting the best format for your brand-building goals is crucial:
- Video Ads are ideal for showcasing product demos, sharing customer success stories, or driving engagement with storytelling content that highlights your brand identity and values.
- BrandLink is an opportunity to align your brand with in-stream, contextually-relevant content from premium publishers and creators.
- Connected TV Ads are perfect for reaching decision-makers in a relaxed, high-attention environment – ideal for thought leadership or other brand-building messages.
- Event Ads can boost attendance at webinars, conferences, or other virtual and in-person events, giving your brand the opportunity to interact directly with potential customers and partners.
- Thought Leader Ads effectively spotlight executive insights, reinforcing your brand's credibility and industry expertise.
3. Leverage LinkedIn partner solutions for support
For brands looking to elevate their content, LinkedIn’s marketing partners offer invaluable resources:
- Creative support: Partners like Adobe Express, Canva, and QuickFrame streamline video production and ensure content aligns with your brand identity.
- Campaign optimization: Solutions like Transmission, Scorch, and Sprinklr help you effectively plan, manage, and optimize your campaigns for maximum reach and engagement.
- Measurement tools: Partners such as Kantar and iSpot provide trusted solutions to gauge brand lift, audience insights, and ROI.
With thoughtful planning, creative expertise, and a measurement strategy, you can launch video campaigns that captivate attention and build the brand recognition you’re looking for with LinkedIn’s advertising and partner solutions.
Ready to take your LinkedIn video marketing strategy to the next level? Download How To Build Your Brand With Video on LinkedIn to explore in-depth how expert partner solutions can help you unlock the full potential of LinkedIn video ads.
Topics: LinkedIn Ads
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