LinkedIn recently analyzed over 13,000 B2B video ads in its 11-page Art and Science of Video Storytelling report. The aim? To uncover what truly boosts engagement. It turns out that:
- Video watch time grew 36% in 2024 📈
- Short-form content doubled in creation pace
- Video posts are shared 20× more than any other post type.
However, it’s not glossy production that wins—it’s creative intent, emotional resonance, and cultural insight.
1. Be Creatively Intentional
Great video ads aren’t about high budgets. They thrive on clear purpose and strategic creativity. Brands with intentional messaging consistently outpaced ones chasing slick visuals. LinkedIn’s research supports this, showing strategy trumps polish .
2. Connect Through Emotion
Next, videos with emotional grounding—like personal stories and challenges—stand out. They deepen viewer connection and move audiences more effectively. For B2B, it means shifting from features to human narratives.
3. Be Culturally In Tune
Cultural relevance—aligning content with your audience’s workplace context—also boosts engagement. Ads that reflect real challenges and industry norms perform best. Relevance builds trust and credibility in professional communities.
4. Keep It Concise & Clear
Short-form formats grew at twice the rate of other styles . Use succinct hooks within the first 1–2 seconds, and don’t exceed 30–60 seconds total. LinkedIn data confirms that shorter videos keep eyes glued longer.
5. Maintain Consistency Across Formats
Though the study focused on ads, the principles apply equally to organic video:
- Creative intent
- Emotional connection
- Cultural relevance
- Clear hooks
- Concise storytelling
Combining these elements not only works for ads but elevates content performance overall.
Practical Tips for Your Next Video
- Start strong: Lead with a challenge or question.
- Tell a story: Make it human, not feature-led.
- Be practical: Align with your audience’s moment and mindset.
- Shorten wisely: Aim under 60 seconds.
- Align formats: Use the same lens for organic and ad content.
🧩 Why It Matters
If you skip video, you’re missing out. Watch time soared 36% year-over-year. Visual content now dominates LinkedIn conversations and shares. As the platform continues to reward strategic and relatable storytelling, your video strategy must evolve too.
