LinkedIn has published research that helps companies improve their video content. The study analyzes over 13,000 B2B video advertisements and highlights specific factors that lead to higher engagement.
Strong growth of video content on LinkedIn
The platform reports impressive figures for 2024: video watch time increased by 36% compared to the previous year. Short videos are growing twice as fast as other content formats, while video posts are shared 20 times more often than other content.
LinkedIn's 11-page report "Art and Science of Video Storytelling" is based on a thorough analysis of thousands of B2B videos. The research shows that successful videos do not necessarily have the highest production budgets, but are creatively targeted, emotionally grounded, and culturally aligned. The study identifies five core principles for video engagement: cultural connection, human authenticity, expert approach, attention retention, and inspiration generation. Videos that use memes generate 111% more engagement, while authentic emotion increases engagement for brand awareness by 78%.
Business implications for companies
These findings have direct implications for business strategies. Organizations that ignore video miss significant opportunities for reach and engagement. The research highlights that 73% of video completions and about half of all video interactions depend on how stories are told.
For B2B marketers, this means a shift from generic, corporate messages to more personal and authentic content. Companies need to invest in videos that showcase real people and use a conversational, accessible tone instead of formal presentations.
Practical recommendations for companies
LinkedIn identifies two effective video formats: cinematic brand films for brand awareness (129% higher engagement) and authentic conversational videos for building trust (103% longer viewing time). The research advises companies to strategically incorporate visual elements: bold color palettes increase engagement by 15%, dynamic typography by 14%. Videos perform best when they land quickly, maintain focus, and resonate, even when viewed silently.
For optimal results, companies should combine storytelling with real voices, allowing stories to lead and authentic individuals to follow. This approach builds credibility, fosters a sense of community, and keeps brands prominently present.