Discover the latest LinkedIn video marketing statistics and what they mean for you and your company.
We asked hundreds of businesses how they’re using video on LinkedIn – the leading marketing and communication platform for B2B brands. The results reveal key trends, common challenges, and untapped opportunities in how companies create and share video. Enjoy!
79% of businesses use video as a marketing or communication tool on LinkedIn.
Although a majority of businesses are using video, there are still some hurdles for others. The main reasons for not using video include:
Video is dominating social media – and LinkedIn is no exception. In fact, 79% of businesses understand just how powerful video can be on LinkedIn and are already using it as part of their marketing and communication strategies. But what about the rest? For many, video still feels intimidating. The biggest barriers? It seems too complex, or there's just not enough time. More than half of those not using video don’t even know where to begin – and the rest simply can’t squeeze video creation into their busy schedules.
A majority of businesses are creating videos in-house (76%) with just a small amount outsourcing to an agency (24%).
Businesses use a variety of methods to create content for LinkedIn. The most popular type is text-based videos (73%), followed by talking head videos (31%) and animated videos (22%).
Companies are using video on LinkedIn for a wide variety of purposes. The top three reasons are:
Other reasons include:
Businesses are using video on LinkedIn to do it all – build brand visibility, explain services, showcase products, even support recruitment. With so many different goals, it’s no surprise that most are keeping production in-house. When you need to move fast and create a variety of content, waiting on an agency just doesn’t cut it. With this in mind, it makes sense that text-based videos are the most commonly created format. They’re quick, effective, and don’t require much setup. Talking head videos might be sought after, but not every brand has someone ready to step in front of the camera or the time to edit them.
We also asked how businesses are actually getting these videos made. Here’s what they said: Storykit came out on top (69%), followed by Premiere Pro, After Effects, Kapwing, Veed.io, Eleven Labs, Canva, iMovie, and Camtasia.
74% of businesses post between 1-5 times per week on their company's LinkedIn page.
Businesses use various metrics to track the success of their videos on LinkedIn. The most common methods include:
Additionally:
How often companies post is always interesting to us. At Storykit, we’re not shy about posting multiple times a day. But according to our data, most businesses are far more conservative, with 74% posting just one to five times per week on their LinkedIn company page.
Is it a fear of overwhelming their audience? Or maybe a feeling that they don’t have enough to say? Either way, it’s a missed opportunity. When it comes to measuring ROI, 81% of businesses track success through engagement – likes, comments, shares, and reposts. So while posting may be infrequent, it’s clear that teams are carefully considering what will resonate with their audience.
Of the 49% of businesses using video ads on LinkedIn;
Of those using video ads on LinkedIn, the primary purpose is brand awareness, with 69% of businesses using video ads for this goal. Other common purposes include:
This was very surprising! Only 49% of companies are using video ads on LinkedIn, and a mere 24% use them frequently. Given how effective video can be for capturing attention and driving action, this feels like a missed opportunity.
It might come down to budget, bandwidth, or simply not knowing how to get started. But with organic video already playing such a strong role, extending that strategy into paid could be a natural next step for many brands.
This survey includes responses from professionals across industries, company sizes, and departments – offering a well-rounded view of how video is being used on LinkedIn today.
Here is a breakdown of who took part in the survey:
We’ve teamed up with Daniel Bromberg, paid ads expert at LinkedIn, to give you the ultimate playbook on LinkedIn video ads.
