LinkedIn video marketing for B2B companies
LinkedIn is the social platform where people show up in their professional roles. That makes it an ideal environment for B2B companies looking to build thought leadership, earn their audience's trust and strengthen their employer brand. Short-form video, quick to watch and to the point, is a natural fit for LinkedIn. When the content is high quality and genuinely useful, videos don't just stop the scroll: they start conversations and create business opportunities.
At Höyrymedia, we see LinkedIn as a key part of a multichannel short-form video strategy. Rather than putting everything into one channel, we recommend combining TikTok, Instagram, Facebook, YouTube and LinkedIn. That way every video gets the best possible reach and speaks to each audience in the right context.
Why does short-form video work on LinkedIn?
Short-form video has become a powerful format on LinkedIn because it combines information and emotional impact in a form that is quick to take in. Professionals don't spend time on LinkedIn to be entertained. They look for value, ideas and networks that move them and their business forward. That is exactly what short-form video delivers so well: in a nutshell, it gives users what they came to the platform for in the first place.
A well-crafted LinkedIn video:
- Gives the viewer a concrete insight or solution
- Reinforces your brand's expertise and credibility
- Encourages sharing, commenting and networking
- Works organically and in ad campaigns too
LinkedIn's own data backs this up. Videos under 30 seconds get up to 23% more engagement than longer content. Users are also 20 times more likely to share videos than other content. That makes video the most effective way to build visibility without extra investment.
B2B, employer brand and thought leadership, all in one video
LinkedIn lets you speak to several target groups at once. The same video can spark interest among potential clients, job seekers and partners alike. It can, for example, showcase your team's expertise, how you solve your clients' challenges and your company culture in an appealing way.
Example: Höyrymedia client Mika D. Rubanovitsch, known as “Ruba”, has used short-form video brilliantly to build a personal brand as an expert. Our work together started on TikTok but soon expanded to LinkedIn, where the videos have brought huge visibility to Ruba's coaching and strengthened that personal brand in the B2B sector.
From an employer branding perspective, LinkedIn is a unique platform. It's where job seekers look for genuine stories, not polished ads. A video in which your experts talk about their day-to-day work, or your company shares lessons from a project, can be the deciding reason a skilled professional applies to you. On top of that, your employees' networks multiply your reach.
Höyrymedia makes LinkedIn video production effortless
Want to be visible on LinkedIn but not sure where to start? Höyrymedia offers a turnkey service in which our team handles everything for your LinkedIn short-form videos:
- We help you come up with ideas and craft messages that resonate with a LinkedIn audience
- We film and edit the videos professionally, optimised for LinkedIn's format
- We publish at the right time, in the right tone and with well-judged captions
All of this is part of a multichannel strategy. The same video works just as well on LinkedIn as it does on TikTok or Facebook.
Book a free call and let's come up with a short-form video strategy that fits your business.
Short-form video packages
Frequently asked questions
LinkedIn's audience is used to consuming expert content. Carefully produced, concise videos get visibility when they inform and persuade. The platform also has a steadily growing number of video viewers, and users share videos significantly more than other content.
30–60 seconds is often enough to get a clear message across. On LinkedIn, videos under 30 seconds get up to 23% more engagement, and busy B2B audiences appreciate efficiency and brevity.
On LinkedIn, the goal is to build trust and professional credibility. Content should offer value and support your expert brand. An entertaining or relaxed style works well, as long as it supports your expertise.
Absolutely. Recruitment videos can show your company culture, the roles on offer and what everyday work feels like. They stand out from the mass of text posts and build your employer brand effectively.
A well-made, well-timed video can reach thousands or even tens of thousands of people organically.
Yes. Many people watch videos with the sound off, so subtitles make sure your message gets through. Subtitles also help busy viewers pick up the key points quickly.
For B2B companies, we recommend at least two high-quality short-form videos a week. Regular posting gives your audience something to look forward to, but the content must always add value.
Share what you've learned, how you solved a client's problem or what is changing the future of your industry. Use your own voice and share useful, practical content. Authenticity works better than a polished sales pitch.
Yes. On LinkedIn, influencers can be experts or industry thought leaders with a relevant following. It's worth making joint videos with them, for example in the form of interviews.
Video puts a face to your organisation and shows what it's like to work for you. When employees share content in their own networks, the message spreads widely. This strengthens your image as a reliable and attractive employer.
We look at views, watch time, viewer demographics (such as industry and job title) and engagement (likes, shares and comments). We use this data to optimise the content strategy.
Yes, and it doesn't need editing. Our content focuses on stories and engaging behind-the-scenes material rather than fluffy trends, so it appeals to several target groups.
After the first month, you'll already have an overall picture of how well the content resonates with your audience. Progress usually becomes clearer over 2–3 months, as your audience starts looking forward to new posts and the algorithm starts favouring active account holders.
Why we're the right partner
We're the short-form video agency getting the best commercial results in Finland, with several accounts that are #1 in their category.