There’s a video revolution happening in B2B – business-to-business marketing – and it’s hitting Linkedin in a big way. LinkedIn receives 154 billion video views annually, representing a 36% year-over-year increase. This isn’t a fluke – it’s a paradigm shift in how brands communicate. We were lucky enough to send one of our own, Ellie Hartranft, to Linkedin’s recent webinar: Mastering Video on LinkedIn: Trends, Tools & Tactics.

Here are our takeaways: 

The Attention Crisis Is Real: In today’s always-on world, attention is a rare commodity. People are scrolling fast and skipping quickly. However, video content receives 1.4 times more engagement, and viewers retain 95% of a message through video compared to just 10% for text. 

Why Video Works So Well: Humans are wired for storytelling and emotion, and video checks every box. It’s visual and memorable, and it taps into feelings. This is why short-term social video continues to deliver the highest return on investment (ROI) for B2B marketers globally. 

Trends that will shape B2B video:

• Native, authentic content: Brands are leaning into vertical videos, behind-the-scenes moments, and workplace culture memes. Content that feels human and relatable tends to perform best.

• Cinematic Storytelling: High-quality brand films, pop-culture-inspired content, and short-form series are growing in popularity. Audiences crave depth, narrative, and emotional resonance, even in professional spaces. 

• Brand Characters: Real or created characters help brands stand out and build ongoing narratives that audiences remember. 70% of brand characters rank #1 for uniqueness potential, outperforming every other brand asset 

• Everyone’s Voice Matters: Executives, employees, and experts are sharing educational and inspiring videos that deepen connections. CEO-led vertical videos see robust engagement.

• AI-driven creativity: AI is playing a role in personalizing and scaling video content, enabling brands to create more dynamic messages efficiently. 

Finding Your Brand’s Voice: The key is listening. Listen to your audience to understand them and find the stories that resonate with them. It isn’t just about the video format; it’s about choosing a style that fits your message and audience. Consistency and authenticity remain critical for standing out.