While your competitor posts their fifth carousel, the first person in your sector making video takes the reach
LinkedIn has quietly made the same move Instagram and TikTok made before it: native video gets more distribution than other formats. That is not a rumor. Watch your own feed for a week and you will see it. Videos from people you barely follow appear at the top. A carousel from someone with a large network disappears below the fold. LinkedIn has said this openly too: they built a separate video feed and are pushing the format. And yet almost every B2B brand is still posting text.
Why B2B and video seem to misunderstand each other
The assumption runs deep: video is for consumers, for sport, for entertainment. LinkedIn is for analysis and long-form thought. That might have been true once. It is not now. What I keep seeing when companies do try video is this: they make a production video, a brand film, something that belongs on a homepage. Then they post it on LinkedIn. It does not work because it is not LinkedIn content, it is advertising material that has accidentally landed on a social platform. The viewer spots it immediately and scrolls past.
Posting every week without seeing results?
Write down in two sentences where it stalls. Mark answers within one working day, or put a moment straight in the calendar.
What a decision-maker actually wants to see on LinkedIn
A CFO, a procurement manager, a managing director: they have ten minutes on LinkedIn in the morning. They are not looking for an ad. They want something that teaches them something, gives them a perspective, makes them think: this company understands my world. You do not do that with a polished brand film. You do it with a 60 to 90 second video where you, or someone at your company, explains a concrete problem that person recognizes. No sales pitch. Just expertise, made visible.
Format: short, native, no link in the post
LinkedIn penalizes external links. Upload the video directly to the platform and do not put a YouTube link in the post body. Subtitles are not optional: most people watch without sound. Vertical or square works better than 16:9, especially on mobile. The first three seconds decide whether someone stays, so do not open with a logo or an outro card. Open with the question or statement the rest of the video answers. That is it. No big production needed, just a clear idea.
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What B2B companies can actually talk about
This is where a lot of B2B founders get stuck. 'We sell inventory management software, what do I film?' More than you think. A mistake your clients make repeatedly, explained in 60 seconds. A decision you made last month and the reasoning behind it. A question you get from every new prospect, answered directly. A shift in your market that your clients need to act on. Imagine a logistics company posting one video a week about a frustration their customers recognize: late deliveries, bad data feeds from suppliers, whatever is actually happening in that sector. After a few months that person is the most recognizable voice in their niche on LinkedIn. That is not luck. That is structure.
What I see when B2B companies start with video
The pattern is predictable. A company decides to do video. The first video is uncomfortable. So is the second. Around the fifth or sixth, someone in their network responds: someone they have known for years but never had as a client. That is when it starts to click. Not because production quality went up, but because the person has relaxed into the format and speaks more clearly. Reach follows the quality of the idea, not the camera. I have seen this up close with companies we work with at Betterview: the hardest part is getting through the first ten videos. After that it is a different conversation.
The pitfall: starting with production instead of strategy
The most expensive mistake I see: a company books a videographer for a day, shoots eight videos, posts them all within two weeks, then concludes that video does not work on LinkedIn. The problem is not the quality of the footage. It is that there is no thinking behind who they want to reach, what problem they solve for that person, or why they are the right voice to say it. Video is the execution. Strategy is what you are selling. When those two are out of sync, better equipment does not fix it. You just produce content that helps nobody, faster and at higher cost.
Start today
If you want to know where your LinkedIn channel stands right now and what space exists in your sector, run the free analysis at betterview.nl/analyse. Enter your handle and you get an honest picture of what is working, what is missing, and where the reach is that you are currently leaving on the table. No strings attached.