Scrolling on LinkedIn is changing. Gone are the days of simple text posts and carousels: videos are now the secret weapon brands are using to capture the attention of professionals. — AFP Relaxnews
Popularised by TikTok, the vertical video format has quickly become the standard on social media. From generalist to more specialised platforms, everyone has embraced this trend.
Professional network LinkedIn is no exception, with short-form videos there generating increasing engagement. This format has even become a key lever for gaining visibility. This evolution is prompting creators and brands to rethink their content to capture users' attention.
Scrolling on LinkedIn is changing. Gone are the days of simple text posts and carousels: videos are now the secret weapon brands are using to capture the attention of professionals. According to the 2024 B2B Marketing Benchmark, published by LinkedIn, video is not only the most widely used format in B2B marketing, but also the one experiencing the strongest growth.
In one year, video viewing on the platform has jumped 36%, and video content creation has doubled compared to other formats. This strategic shift reflects changing usage patterns: in a world saturated with content, capturing users' attention now requires images, shrewd pacing... and a human touch.
A more personal touch
Long considered the preserve of written content and serious infographics, B2B marketing is opening up to more immersive formats, driven by entertainment and mobile trends. This change can be explained primarily by the rise of the mobile consumer: vertical videos (9:16 format), designed for smartphones, have a 24% higher click-through rate according to LinkedIn's internal data. And that's not all: videos filmed in "selfie” mode boost engagement by 11%.
A new visual language is emerging, and companies are being encouraged to embrace it. "B2B video content should never just mean another talking-head interview,” insists the LinkedIn guide. Whether through product demonstrations, mini event reports, spontaneous messages, quick tutorials, or behind-the-scenes looks at company life, brands are being encouraged to think laterally and experiment more to find what resonates with their audience.
Creating quickly, better and above all... differently
But the rise of video comes with another challenge: content overload. To stand out, you not only have to post, you have to engage people's interest. This requires following several golden rules, which LinkedIn details in its benchmark: pay attention to the first six seconds, which are crucial for grabbing attention; always add captions, as 92% of videos are viewed without sound; optimize for mobile devices with short, fast-paced, easy-to-understand videos; and focus on personality and spontaneity, including by involving employees.
Another challenge is reducing technical barriers. "If you’re creating video content by filming yourself, consider investing in a simple tripod to keep the camera (or phone) steady. You’ll get a more professional result," advises LinkedIn.
The platform is also relying on tools such as its integration with Canva, which facilitates video creation and editing, including for sponsored campaigns. The idea is to make video production accessible to marketing teams of all sizes.
"Use the text of your updates to introduce, tease and frame the content that you’re sharing. Also bear in mind that video isn’t always the best format for communicating detailed information in depth. Play to its strengths around engaging, compelling and entertaining content, and it will deliver even better results for you," says LinkedIn. – AFP Relaxnews
