• Video is changing how we connect professionally. LinkedIn is no longer just a place to post job updates or industry blogs. It’s become a space where business video marketing plays a central role. Entrepreneurs across the world are beginning to realise that video isn’t just for YouTube or Instagram. It has a place on LinkedIn, too.
• If you’re trying to build a business, raise visibility, or attract new clients, video might be your most valuable tool on LinkedIn today.

LinkedIn has over 1 billion members worldwide, with data indicating more than 65 million decision-makers use the platform (Source: LinkedIn Business Data 2024). Other reports place this figure slightly lower, but consistently highlight LinkedIn as the top B2B network globally.

That popularity is now shaping how content is shared. LinkedIn reports that video posts receive almost three times more engagement than text posts. Some third-party reports place this number even higher, making the current estimate a conservative reflection of overall trends.

While strict LinkedIn-specific statistics for weekly video consumption are not available publicly, a general video consumption trend shows that over 80% of internet traffic accounts for video streaming or downloading. This supports the broader point that professionals are turning to video more than ever before.

This shift mirrors the way users consume content on platforms like TikTok, Instagram, and YouTube. As habits changed outside the workplace, they made their way into professional settings. LinkedIn has adapted in response, offering users more tools to create, publish, and promote video.

Why This Matters to You

If you’re an entrepreneur or professional trying to do business on LinkedIn, you are likely competing for attention. The feed is busy. Text updates often get overlooked.

Video helps you stand out. It creates a visual connection. It’s more personal. It builds trust.

When someone sees your face, hears your voice, and watches you speak directly, it feels different. That closeness builds the kind of relationships that drive business growth.

Whether you’re launching a new product, sharing your story, or educating your audience, video can get better results than static content.

LinkedIn’s Current Video Tools

LinkedIn supports multiple video formats. These include:

• Native video posts (uploaded directly)
• Video ads (in-feed sponsored content)
• LinkedIn Live (live broadcasts to your network or followers)
• Video messages (within InMail or chat)

Some reports suggest that LinkedIn is testing vertical, short-form video formats in select markets, similar to TikTok and Instagram Reels.

If you’re already creating content for Reels or Shorts, you may be able to adapt it for LinkedIn, as long as the message fits your audience and goals.

How to Use Video on LinkedIn to Grow Your Business

Start with one goal. Are you trying to build your brand? Educate a target audience? Get clients? Recruit?

Match your video to that goal.

Tell people what your business does. Share your journey. Explain why you started. Keep it under 60 seconds.

Break down common industry problems. Give one tip per video. Be clear and direct. End with a prompt to connect or comment.

Ask a client to talk about their experience with you. This can be recorded over Zoom or a phone. Add subtitles for accessibility.

Use LinkedIn Live to host Q&A sessions. Talk about recent trends. Interview another entrepreneur. The video stays on your profile even after the live ends.

Behind-the-scenes content also helps build transparency. Let people see how you create, deliver, or solve real-world problems.

What Works Best

• Short videos under 90 seconds.
• Clear subtitles. Many users watch without sound.
• Strong hooks in the first 3 seconds. Don’t waste time introducing yourself. Get to the point quickly.
• Native uploads. Always upload your video directly to LinkedIn. Don’t link from YouTube. LinkedIn prefers its own player. Data supports this: native video boosts engagement by over 35% compared to external links.
• Post regularly. Try once a week. Track engagement. Double down on formats that get more comments and shares.

Success Stories

Many professionals are already using LinkedIn’s B2B video strategy effectively.

A small design agency in Manchester reportedly posted 45-second videos explaining how they improve brand visuals. Within three months, their followers doubled, and they secured two new contracts.

A London-based recruiter used weekly 1-minute videos giving job search tips. One of her videos was reshared over 70 times. Her DMs became a hub for new client enquiries.

A popular bank created a video campaign focused on local small business owners. An engagement increase of 22% was purported by the researchers, in comparison with static posts. Though this very result is not verifiable to the public, it matches general trends where videos outperform static content.

A Global Trend with Local Impact

This isn’t limited to the UK. Globally, entrepreneurs in Asia, North America, and Europe are using LinkedIn video to expand reach beyond their immediate networks.

In the UK, LinkedIn adoption is particularly strong. Recent data shows there are over 44 million LinkedIn users in the UK (Source: DataReportal 2025). The previously reported figure of 30 million was based on older datasets.

Video gives you a global voice with a local presence. You can speak to new audiences in real time or build a following in your city or sector.

Things to Avoid

• Over-editing your videos. You don’t need studio production.
• Talking only about yourself. Focus on what your audience needs.
• Posting once and disappearing. Stay consistent.
• Uploading without captions. Accessibility and engagement suffer.
• Selling too hard. Lead with value, not a pitch.

Final Thoughts

LinkedIn’s shift to video is not a trend. It reflects how people now prefer to communicate visually, personally, and directly.

If you’re an entrepreneur trying to build relationships and drive business, LinkedIn video can help you do that faster.

You don’t need expensive gear. You don’t need a large following. You just need a clear message and the willingness to show up.

Start small. Be consistent. Speak clearly.

Your audience is waiting.