LinkedIn is long established as the social media platform for B2B. Its high-value audience and precise targeting and retargeting options make it ideal for reaching decision-makers when they’re already in business mode.

So far, most B2B marketers have been focusing their LinkedIn advertising efforts on external links, image ads, carousel ads, resource downloads, lead gen forms, and direct messages.

In the past few months, however, LinkedIn has followed other social platforms to start prioritizing video content more. With its introduction of short-form video and the Video tab on mobile devices, it’s clear that video will be a bigger priority for the professional networking site going forward.

To get started, let's jump right into the examples. Then, read on for more discussion on LinkedIn video ad strategies, tactics, and specs.

Even if LinkedIn’s other ad formats are serving you well, it’s worth adding video to the mix. Why? LinkedIn video ads have higher conversion rates and better brand awareness compared to static ads.

This change presents a golden opportunity for marketers to be at the forefront of the LinkedIn video wave—whether it’s showcasing products, sharing customer stories, or demonstrating thought leadership.

Need a little inspo to get your wheels turning on LinkedIn video marketing strategy? We’ve got seven examples to fuel your strategy.

We took a deep dive into LinkedIn’s ad library to rustle up a variety of insightful examples. These examples showcase best practices and innovative approaches you can adapt for your own video ad campaigns.

What makes these ads successful? We’ll analyze them based on one or more of these elements:

• Type of video
• Duration
• Hook and storytelling choices
• Video quality and editing choices
• Marketing objectives

Let’s get started.

This ad from Gong features a clip of a customer from an episode of Reveal, the company’s podcast on revenue intelligence. The podcast guest shares her top three tips for aligning organizational sales strategies with regional insights.

Gong succeeds by putting value over sales in this particular ad. Positioning itself as a thought leader is a top-funnel approach that focuses on sharing expertise rather than pushing products—extremely refreshing to LinkedIn’s professional audience.

This strategy not only builds credibility and trust, but also drives traffic to Gong’s podcast landing page, extending the ad’s impact beyond LinkedIn.

This testimonial video from Fullstory jumps straight to the point. A customer shares the top three reasons they chose Fullstory to capture customer behavioral data and put it to use.

Fullstory’s ad excels in both form and function, providing the best example of occupying the entire LinkedIn feed. The video’s visuals and branding create a polished look. Most importantly, it’s optimized for silent viewing with large text overlays, ensuring the message is conveyed even without sound.

As a social media campaign manager, it’s no surprise that Hootsuite is on top of video content trends. This video brings the “multiple character” video format popular on platforms like TikTok and Instagram to LinkedIn with a decidedly B2B topic: social media KPIs.

Hootsuite brilliantly adapts a video format familiar to its target demographics to a professional context, and it just works. This video resonates with common audience pain points around proving social media ROI. This format not only captures attention, it also shows that Hootsuite gets your social media challenges, and is here to help.

This hyper-targeted video ad shows marketers how to set up an integration between HubSpot and LinkedIn using Zapier. Niche? Yes, but the best how-to videos are. This video served more than 10,000 impressions.

Zapier strikes a balance here between engagement and instruction. Rather than jumping right into the how-to content, this video first hooks viewers with a personable speaker. Next, it demonstrates the ease and speed of setting up a popular integration.

Microsoft ran this video ad as part of its Microsoft 365 Copilot announcement. Copilot is an “AI assistant”—i.e. a generative AI chatbot—designed to help users be more productive and creative with real-time assistance.

This ad is a great example of how different video styles work for different brands and audiences. It combines polished branding, footage of company leadership, and product screenshots to showcase Copilot. It’s just the professional video content you’d expect from a brand like Microsoft. Contrast that with the Hootsuite example above, which is trendy, less formal, and also perfect for its target audience.

In this testimonial video, Slack customer Ari Bikes shares how their team uses Slack for huddles and quick calls. It combines footage of the customer with screenshots of the platform in action.

Brevity. High-impact visuals. Slack’s ad shows just how much social proof you can cram into 15 seconds with a little strategy. Another example of aspect ratio done right, this video dominates the feed. Combining a real customer story with screenshots of the platform in action creates maximum authenticity.

By now, you know we’re big proponents of on-demand video content here at Goldcast. That’s why we love this ad from Bloomreach. The video features a short clip of a speaker from The Edge Summit the company hosted with Google and NVIDIA, with a call to action pushing users to view the full session on-demand. Bloomreach didn’t gate these sessions, but could’ve considered it for lead generation.

Bloomreach’s ad capitalizes on the authority of a professional conference setting to grab attention. (If someone’s been invited to speak on a stage, they’re probably offering valuable information!)

The description of this ad is also expertly crafted, leading with an emoji and a quote from the video clip to pique curiosity. Finally, viewers who want to hear more are driven to the full on-demand session.

Getting the most impact from your LinkedIn video advertising starts with following specifications and best practices. In the below table, we’ve outlined the different elements of a LinkedIn video ad, the spec requirements, and our top LinkedIn video best practices.

Crafting effective video ads for LinkedIn marketing isn’t just about letting your creative juices flow. It takes a solid understanding of both the platform’s unique features and your audience’s preferences. Let’s break down the key elements that make an ad stand out and earn engagement.

The first few seconds your ad is in front of your audience are crucial. Like, absolutely vital.

You have to catch, and keep, attention—and it’s all up to your hook.

Mark Jung, founder of B2B LinkedIn Growth agency Authority, explains: “The amount of people who think if they just build great content, it will get discovered—it's like absolutely wrong. You need to have 80% of your time go to your hook.”

Mark describes six different types of hooks that have worked for his clients and personal brands:

• Composition hook. Fill the entire feed with your video for maximum visual impact. That means square, 4:5, or 9:16 ratios.
• Physical hook. Use intentional framing, eye contact, and good posture to create a connection.
• Audio hook. Make sure your spoken message differs from any text on-screen to avoid redundancy and provide added value.
• Subtitle hook. Use contrasting colors and movement in your captions to stop the scroll.
• Contrast hook. Choose backgrounds and clothing that make you (and subtitles) visible and memorable.
• Social trust hook. Quickly establish credibility with visual cues like professional settings and branding.

As you can see, a lot goes into an effective hook. Want to dig further into LinkedIn hook strategies?

Check out the full session on demand: Layering Video into Your LinkedIn Content Strategy.

B2B audiences suffered through dry, stodgy content for too long. But no more. Today, storytelling is an integral part of B2B content strategy, especially in video.

That said, your audience has things to do. Storytelling in your LinkedIn videos should be concise yet impactful. Consider these approaches:

• Problem/solution format. Identify a common industry challenge and present your solution.
• Data-driven narratives. Use compelling statistics to support your message. Bonus points for including original research.
• Customer success stories. Share real-world examples of how clients used your product or service.
• Behind-the-scenes content. Show glimpses into your company culture or product development process.
• Thought leadership. Position your brand as an industry expert by sharing valuable insights.

Of course LinkedIn is a professional platform. Of course you should avoid truly controversial topics and takes.

But you can still inject a healthy dose of creativity into your video ad content—here’s how:

• Use humor judiciously. Light, industry-specific jokes are a quick way to connect with your audience.
• Incorporate something unexpected. It’s all about earning that extra second of lingering attention. Surprise viewers with unique or unconventional visuals.
• Use animation. Simple animations can explain complex concepts in an engaging way.
• Experiment with formats. Try different styles like interviews, demos, or snippets from longer-form videos.

Creating effective LinkedIn video ads takes intentional effort to master hooks, storytelling, and creativity in your content. The best way to figure out what works is to get started creating and running your ads.

Unless you’re brand new around here, you already know our stance on the events-to-multimodal content flywheel. Which is: Event videos are a goldmine of content.

Repurposing event footage into video content for LinkedIn is truly one of the best use cases for this strategy. You’ve already planned, created, and presented event content for your precise B2B audience… who is likely already on LinkedIn. Why not repackage that content and serve it up on another channel? It’s a match made in heaven.

Here’s an example: Qualio, a provider of quality management systems for life sciences, hosts a three-day virtual event called Beyond Compliance. Three days of event programming takes a ton of planning—and produces a ton of in-depth, niche content.

Before Content Lab, Senior Content Marketing Manager Alex Pavlović spent 2-5 hours editing each hour of event footage. With the pile of Beyond Compliance footage before him, that time commitment just wasn’t sustainable.

Content Lab helped Alex retool his video repurposing process to just a few minutes for hours of footage, resulting in polished clips ready to share on LinkedIn.

By repurposing your existing event content, you’ll maximize your return on investment and maintain a steady stream of high-quality video ad content without going back to the drawing board and requesting a new budget every time.

Want to see how running events with Goldcast can feed into your content flywheel and help you create LinkedIn video ads with a few clicks?

Create your free Content Lab account today or see Goldcast in action.