Video marketing in B2B generates highest ROI through short-form content

Data from LinkedIn shows short-form social videos produce 55% ROI, as B2B marketers invest in vertical formats and authentic content.

LinkedIn data shows video will lead content marketing growth in 2024, with 65% of B2B marketers planning to increase usage.
LinkedIn data shows video will lead content marketing growth in 2024, with 65% of B2B marketers planning to increase usage.

In a recent LinkedIn marketing report, video content has emerged as the dominant format for B2B marketers, with short-form social videos generating the highest return on investment at 55%. The findings come from LinkedIn's 2024 B2B Benchmark Report, which surveyed 2,001 marketing leaders across eight countries.

According to Alexandra Rynne, Award-Winning Content Strategy Lead at LinkedIn Ads, 91% of marketers are currently leveraging video in their content strategies. The data indicates a significant shift toward vertical formats and authentic content creation, moving away from heavily produced corporate videos.

Purna Virji, Principal Consultant at LinkedIn and bestselling author of High-Impact Content Marketing, emphasizes the critical importance of the first 4-6 seconds in video content. "Don't waste them with branding. Start with an insight, statistic, or humorous question to engage viewers immediately," Virji states in the report.

The research reveals that one to two minutes is the optimal length for top-of-funnel content, while live streams and webinars perform best at 30-45 minutes. This duration allows creators to maintain audience engagement while delivering substantive content.

Technical specifications for successful video content include vertical formatting, clear audio quality, and mandatory captions, as 80% of LinkedIn videos are watched without sound. The platform's internal data shows that videos incorporating these elements consistently outperform traditional horizontal formats.

Marketing leaders are adapting their strategies to accommodate these findings. The benchmark report indicates that more than two-thirds of respondents have increased investment in brand building through video content. Additionally, 88% of Chief Marketing Officers report advocating for bolder creative campaigns.

The study identifies several successful implementations of video marketing strategies. eCornell, Cornell University's eLearning program, combines professional live streams with concise insight snippets. Microsoft Copilot produces educational clips showcasing AI tools, while the National Park Service creates informative content about wildlife and nature.

Measurement metrics have evolved beyond traditional key performance indicators. Rather than focusing solely on Marketing Qualified Leads (MQLs), successful organizations track metrics such as audience growth, content views, and profile visits to gauge the broader impact of their video strategy.

The report highlights a strategic shift in content creation methodologies. Marketing teams are increasingly focusing on audience-centric content rather than promotional messaging. This approach aligns with LinkedIn's user behavior data, which shows members primarily use the platform for professional growth and industry insights.

Technical implementation requires specific tools and methodologies. Basic equipment includes smartphones with adequate lighting or small ring lights, while editing applications such as CapCut enable basic trimming, text overlays, and music additions. The platform's auto-captioning feature has become essential for accessibility and silent viewing.

LinkedIn's data demonstrates that authentic, less polished content often performs better than highly produced videos. This finding has led to a 20% increase in Generative AI adoption for content creation since 2023, with 67% of surveyed companies now utilizing AI applications in their marketing efforts.

The financial implications are significant. The report indicates that 68% of respondents experienced budget increases compared to the previous year, with approximately one in five reporting increases of 25% or more. Looking ahead, 72% of respondents anticipate further budget increases for video marketing initiatives.

These findings represent a fundamental shift in B2B marketing approaches, emphasizing the importance of authentic, concise, and strategically delivered video content. The data suggests that organizations prioritizing these elements in their marketing strategies are achieving superior engagement and return on investment.