Video on LinkedIn: Trends and Insights Report 2025

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!

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Video usage on LinkedIn

Result: 

79% of businesses use video as a marketing or communication tool on LinkedIn.

LinkedIn-Survey-Graphs video usage

Result:

Although a majority of businesses are using video, there are still some hurdles for others. The main reasons for not using video include:

  • 53% don't know where to start
  • 31% lack the time to create videos
  • 22% have difficulty convincing decision-makers
  • 22% cite cost as the biggest barrier
  • 16% are unclear on the ROI of video on LinkedIn
  • 6% don’t believe they need it.
LinkedIn Survey Graphs reasons for not using video

Our analysis:

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.

Types of videos created

Result:

A majority of businesses are creating videos in-house (76%) with just a small amount outsourcing to an agency (24%).

LinkedIn Survey Graphs create videos

Result:

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%).

LinkedIn Survey Graphs top video formats

Result:

Companies are using video on LinkedIn for a wide variety of purposes. The top three reasons are:

  • 69% use video to enhance brand visibility
  • 55% use it to explain concepts or services
  • 46% use it for thought leadership content

Other reasons include: 

  • 41% for providing educational content
  • 35% for building employer brand
  • 28% for demonstrating products
  • 28% for showcasing customer testimonials
  • 26% for supporting recruitment efforts
  • 18% for social selling
  • 5% for other purposes.
LinkedIn Survey Graphs post videos on LI

Our analysis:

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.

Organic posting

Result:

74% of businesses post between 1-5 times per week on their company's LinkedIn page.

LinkedIn Survey Graphs how often do you post

Result:

Businesses use various metrics to track the success of their videos on LinkedIn. The most common methods include:

  • 81% track success through engagement (likes, comments, shares, and reposts)
  • 48% track success through video views
  • 32% track success through click-through rate
  • 28% track success through follower growth
  • 16% track success through leads generated

Additionally:

  • 9% don’t track metrics
  • 5% use other forms of tracking
  • 5% track success based on revenue impact.
LinkedIn Survey Graphs measure success

Our analysis:

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.

Paid ads

Result:

Of the 49% of businesses using video ads on LinkedIn;

  • 25% use them occasionally
  • 24% use them frequently
  • Meanwhile, 36% of businesses do not use video ads, and 15% do not use them but plan to in the future.
LinkedIn Survey Graphs paid ads

Result:

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:

  • 41% use video ads for lead generation
  • 34% use video ads to drive website visits
  • 21% use video ads to increase video views
  • 14% use video ads for talent leads
  • 14% use video ads for website conversions
  • 12% use them for job applications.
LinkedIn Survey Graphs trying to achieve with video ads

Our analysis:

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.

Who answered the survey?

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:

  • Most respondents (74%) work in Marketing and Communications, with others in Sales (5%), HR/Recruitment (3%), Customer Service (3%), Product (2%), and various other roles (13%).
  • The majority work at either very large companies (30% have 500+ employees) or very small companies (26% have 1–10 employees), with the rest spread across businesses with 11–500 employees.
  • A significant 68% of respondents represent B2B companies, while 25% work in businesses that serve both B2B and B2C audiences.

"We gained 20,000 followers on LinkedIn using Storykit."

Arielle Charra
Director of Marketing, Listgrove

Unlock the power of video on LinkedIn

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