We recently hosted a webinar at Storykit with Daniel Bromberg, Senior Account Director at LinkedIn, to explore the state of video advertising on LinkedIn—and the results were as eye-opening as they were inspiring.
As marketers ourselves, we went into this conversation knowing that video plays a critical role in today’s content mix. But what we uncovered through our discussion with Daniel confirmed just how big of an opportunity most businesses are missing.
The short version? Despite video being one of the most powerful formats for engagement, dwell time, and even conversions—especially on LinkedIn—only 24% of companies are using video ads frequently. Even more surprising: over a third aren’t using them at all.
Here’s what we learned from our conversation with LinkedIn, what the data says, and how you can start using video in a smarter, more scalable way.
Why ads are more important than ever
Video ads are more important now than ever before—and not just because they look good in a content plan. They solve two very real marketing problems: reach and repetition.
Organic reach is more competitive than ever. Your posts are up against not just other brands, but thought leaders, influencers, and endless algorithmic noise. That means even your best organic content might never reach the people you want it to.
Ads solve that. They guarantee visibility, give you control over targeting, and allow you to consistently show up in front of the right audience. That consistency builds brand recognition and trust.
But it’s not just about reach—it’s also about repetition. Repeating your message might feel uncomfortable, but it’s actually what builds brand memory. Jonna had a great way of looking at it: "If people start getting bored of your message, it means they’ve actually heard it. That’s when it starts to stick."
The B2B attention crisis
Now let’s talk about the elephant in the feed: attention. Yes ads are important, but according to LinkedIn’s own research, 81% of B2B ads fail to gain adequate attention.
"A very big share of communication out there fails to grab attention," Daniel told us. "And video is one of the formats we see that can address this big crisis."
We’ve all felt it. In a world where thumb-stopping power is everything and attention spans are shrinking, getting noticed is harder than ever. As marketers ourselves, we know how frustrating it is to put work into campaigns that don’t land.
“As someone actively putting out ads on LinkedIn, it’s frustrating to hear that 81% of them aren’t gaining attention,” said Jonna Ekman, our Communications Director at Storykit.
Daniel put it simply: "Yes, attention spans are shorter. But that just means we need to be more creative. And video is a great way to do that."
Why video works—especially on LinkedIn
At Storykit, we’ve been working with video for years and we saw the shift early. "It wasn’t the algorithms that demanded video—it was the audience," said Jonna. "People started wanting it, and platforms had to respond."
Daniel echoed that: "I can’t speak directly about the LinkedIn algorithm, but I can say this—what we’re seeing is driven by the needs and desires of our members. They want to consume video."
Short-form and long-form video both play a role. And on LinkedIn, video performs: it delivers 26% more views from B2B decision-makers. That’s not just vanity metrics—that’s your hardest-to-reach audience watching more of your content.
"Business decision-makers are very busy," said Daniel. "But our research shows that one way to grab their attention longer is through video."
Video increases dwell time—how long someone actually stays with your content—and that matters for building brand awareness. “If people dwell longer, they remember more,” Jonna noted.
The numbers don’t lie:
- 11% more dwell time for video ads vs. static images
- 27% more when the campaign is optimised for video views
- 33% more when video is prioritised over CPC
And why is video so effective? Daniel summed it up beautifully: "Our brains are hardwired to love video. It creates memory in a way that text and static visuals just don’t."
Video works at every stage of the funnel
One of the biggest myths in B2B is that video is only good for brand awareness. But Daniel was clear: "You can (and should) use video throughout the funnel."
Yes, awareness videos are great for reach and emotional resonance. But when you tailor your format and messaging, video can work for consideration and even conversion. Think testimonials, product demos, expert explainers.
In fact, LinkedIn data shows that combining video ads with lead gen forms results in 5x more conversions. Five times.
"The problem," Daniel added, "is that many advertisers go straight to lead gen without warming up their audience. But people need to feel something about your brand first—and video is how you do that."
So why aren’t we creating more video?
With all that evidence, you’d think everyone would be flooding LinkedIn with video ads. But we ran our own Video on LinkedIn survey this year, and the numbers were telling:
- Only 24% use video ads frequently
- 36% don’t use them at all
- 15% are planning to, but haven’t started
When we asked marketers why, their answers were familiar:
- I don’t know where to start
- I don’t have time
- I can’t get decision-makers on board
- It’s too expensive
- I’m not sure about the ROI
"We hear this all the time," said Jonna. "And we get it. Budgets are down. Teams are stretched. Everyone’s wearing many different hats. But video doesn’t have to be complicated, expensive, or time-consuming."
The 90/10 rule: do more with less
At Storykit, we follow a simple rule: 90% of what we post is repurposed from existing content. Only 10% is created from scratch.
"Your homepage, your blogs, your press releases, your case studies—even your job ads are a goldmine. Every piece of content you’ve already created can become multiple videos,” said Jonna.
“From one article you could, for example, create a trailer, two quote videos, three punchy headline clips, and a full summary. That’s six videos from one asset,” said Jonna.
Now, that might sound like a lot of extra work—but it doesn’t have to be. With the right automation tools (yes, like Storykit), much of the heavy lifting is done for you. Creating video becomes a fast, repeatable process.
"In the age of AI, it’s a necessity to automate your video production," said Jonna. "We all need to create more with less."
How to make better video ads (not just more)
Creating video ads that actually perform isn't about flashy production or chasing trends, it's about strategy. Daniel shared some of LinkedIn’s most effective, data-backed best practices for building ads that deliver results:
- Start strong and stay short. Grab attention in the first two seconds.
- Lead with your brand. “If your logo isn’t visible right away, you might be doing your competitor a favour.”
- Focus on one message. If you have three things to say, make three videos.
- Use what stands out. Big numbers, quotes, and questions grab attention.
- Humanise your content. Authenticity works—even if no one is on camera. A blurred photo with a powerful quote can be just as impactful.
- Design for silent autoplay. 80% of viewers don’t have sound on.
- Optimise for mobile. Vertical videos take up more space and get better engagement.
→ Further reading: LinkedIn video ads best practices
What’s coming next for video on LinkedIn
LinkedIn is betting big on video—and after talking with Daniel, it’s clear the platform is only just getting started.
"Most of our engineering resources right now are focused on video," Daniel told us.
Here’s a glimpse at what’s already in the works:
- Brand link pre-rolls before editorial content like Business Insider or Wall Street Journal
- Reserved video ads (your ad appears first thing when someone logs in)
- Hybrid campaigns that combine images and video in one flow
If video isn’t already a core part of your strategy, it should be. We’ve seen firsthand how well video ads perform and how crucial they are for getting consistent reach, building memory, and creating real momentum across the funnel.
If you’re not sure where to begin, we built Storykit to help with exactly that. It takes your existing content, articles, case studies, even job posts, and turns them into impactful, on-brand videos in minutes.
Try it out and see just how easy it can be to scale your video presence—and make sure your message shows up where it matters most.
