July 21, 2025
Capturing the attention of decision-makers has become increasingly challenging – but short-form video on LinkedIn has shown itself to be fundamental in how business professionals consume and interact with content.
Video posts now sit at a 5.60% average LinkedIn engagement rate, reflecting not just the platform’s algorithm favouring video content, but genuine user preference for this format. B2B’ers consume it regularly and it’s undoubtedly their preferred method of consumption.
Even more impressive, videos under 30 seconds achieve 200% higher completion rates, perfect for concise, effective communication. For B2B marketers who need to communicate complex ideas quickly, this data is game-changing, especially when 62% of B2B buyers trust LinkedIn video content.
A reminder: why B2B buyers are gravitating toward short-form video
Shorter attention spans make short video the perfect medium for today’s attention economy.
And B2B buyers aren’t just consuming content at their desks anymore – they’re watching videos during commutes, between meetings, and on-the-go. Short-form video is perfectly optimised for mobile consumption, fitting seamlessly into the busy professional’s day. That being said, there are a fair few LinkedIn business pages that see more visits through desktop than mobile.
So, what content types resonate with B2B buyers?
Quick Tips and Insights
Share industry insights, best practices, or quick tips that your audience can immediately apply. These bite-sized pieces of value establish your expertise while providing immediate utility.
Behind-the-Scenes Content
Show your team in action, share your company culture, or give a glimpse into your processes. This humanises your brand and builds trust with potential buyers.
Product Demonstrations
Brief product demos or feature highlights can effectively communicate value propositions. Focus on specific benefits rather than comprehensive overviews.
Customer Success Stories
Short testimonials or case study highlights provide social proof and demonstrate real-world impact. These are particularly powerful for B2B buyers who rely heavily on peer recommendations.
Industry Commentary
Share your perspective on industry trends, news, or challenges. This positions you as a thought leader while providing valuable context for your audience.
Best Practices for B2B Short-Form Video on LinkedIn
Keep It Concise
Aim for 15-30 seconds for maximum impact. Every second should add value or advance your message. If you can’t communicate your key point in this timeframe, consider breaking it into a series. That being said, there’s nothing wrong with a push to 45 seconds if you think the message is punchy enough!
Start Strong
You have mere seconds to capture attention. Start with a compelling hook, surprising statistic, or intriguing question that immediately engages your audience.
Most video views, completions and engagements suffer because the hook is not fit for purpose.
Focus on Value
Every video should provide clear value to your audience. Whether it’s education, entertainment, or inspiration, make sure viewers walk away with something useful.
Include Captions
Many professionals view content with sound off. Always include captions to ensure your message is accessible regardless of viewing conditions.
End with Purpose
Include a clear call-to-action or next step. Whether it’s visiting your website, downloading a resource, or simply engaging with the post, guide viewers toward the desired action.
Taking Action
The evidence is clear: short-form video on LinkedIn is essential. The combination of higher engagement rates, improved ROI, and alignment with how B2B buyers consume content makes it a critical component of any modern marketing strategy.
We’d advise that you start small – experiment with different formats, and focus on providing value to your audience. The investment in short-form video content will pay dividends in improved engagement, stronger relationships, and ultimately, better business results.
The question isn’t whether you should be using short-form video on LinkedIn, it’s how quickly you can integrate it into your B2B marketing strategy. Your buyers are already there, waiting for the content that respects their time while delivering the insights they need to make informed decisions.
Looking for more advice? Contact us today