How to Leverage the Rise of Video on LinkedIn

Video content is thriving on LinkedIn, and if you’re not already leaning into this trend, you’re missing a major opportunity. As LinkedIn ramps up its focus on video, introducing features like larger in-stream video panels, the platform is positioning itself as a key space for video storytelling—especially as young professionals and displaced TikTok audiences turn to it for professional content in an engaging format.

So how can marketers make the most of video on LinkedIn? Let’s break it down.

Why Video Is Gaining Momentum on LinkedIn

Video is one of the most engaging content formats, and LinkedIn is investing heavily in making it a central part of the user experience. The rise of video ads, the introduction of Connected TV (CTV) ads, and the platform’s push for in-stream videos signal a growing shift in how professionals consume content. 

With more users embracing video, marketers have an incredible opportunity to stand out with creative, visually engaging, and authentic video content.

LinkedIn Video Ad Types to Know

1. Outstream Video Ads
   These standalone video ads appear natively in the LinkedIn feed. As the most commonly used format, they are ideal for delivering short, impactful messages to users scrolling through their feed.
   
   
   
   
2. Instream Video Ads
   These ads appear within video content on the LinkedIn Audience Network, similar to commercials. While they offer additional reach, they may not provide as much control or premium placement as other formats.
3. Connected TV (CTV) Ads
   Launched in 2024, CTV ads are a newer option for advertisers looking to build brand storytelling on premium streaming platforms. They provide advanced metrics like view-through rates and brand lift, making them a powerful tool for measuring the broader impact of video campaigns. If you’re looking for a unique opportunity to differentiate yourself, CTV ads are worth testing.

Best Practices for Video Ads on LinkedIn

• Make the First Two Seconds Count: With doom-scrolling rampant, your video needs to grab attention immediately. Start with a bold hook, include your company logo right away, and avoid slow build-ups.
• Keep It Short: LinkedIn recommends videos between 15 and 30 seconds to maximize compatibility with all placements.
• Leverage Video at the Top of the Funnel: Use video to introduce your brand and product in an easy-to-digest, engaging way. This sets the stage for retargeting efforts.
• Be Authentic and Creative:  A recent study for B2B found that audiences are tired of cookie-cutter ads. Whether it’s through thought leadership, storytelling, or clever design, make your content stand out by feeling human and relatable – think back to the TikTok trend: Gen Z employees edit their bosses’ videos.

The Case for Organic Video on LinkedIn

Organic video is just as important as paid ads. Thought leadership videos, in particular, are highly effective for LinkedIn audiences. Personal, authentic messaging from company leaders or team members can build trust and humanize your brand. Instead of skirting around your product or service, address it directly and with confidence, meeting your audience’s expectations head-on.

Key Takeaways for LinkedIn Video Success

1. Start Small, Experiment More: You don’t need a massive budget to succeed. Even simple, TikTok-style videos can be highly effective when done thoughtfully.
2. Educate and Entertain: Remember that LinkedIn is both professional and social. Balance informative content with creativity to keep users engaged.
3. Leverage Metrics: Whether using CTV or outstream ads, track performance metrics like view-through rates and engagement to refine your strategy.

LinkedIn’s surge in video content presents an exciting opportunity for brands to connect with professional audiences in dynamic and meaningful ways. Whether through paid ads or organic posts, a strong video strategy can set your brand apart in 2025.

Start experimenting today and see the impact LinkedIn video can have on your marketing results!