Video · 5 min read · October 2026
Video on LinkedIn for B2B businesses
If your customers are other businesses, LinkedIn is often where decision-makers spend their professional attention. Video there works differently from Instagram. Less entertainment, more expertise. Less trending audio, more clear thinking. And most of it is watched with the sound off at a desk or on a commute.
Here is what kind of video tends to work for B2B businesses and founders on LinkedIn, how long it should be, how to edit it for silent viewing, and a simple plan to post consistently without a film crew.
01
Formats that suit LinkedIn
Founder or expert talking to camera about a specific problem their customers face. Short explainers of how something works. Behind-the-scenes clips from the factory, the office or a project. Client results, presented with permission. Event and conference recaps. Short answers to common questions buyers ask your sales team.
What tends to work less well: polished adverts that look like adverts, and entertainment-style trends that feel out of place.
02
Keep it short and specific
Most effective LinkedIn videos are under two minutes, and many are 30 to 90 seconds. One idea per video. Start with the point, such as "Most factories lose money on this one step", rather than an introduction. If you have more to say, make it a series, or post a longer video with a short clip that leads to it.
03
Captions are essential
A large share of LinkedIn video is watched without sound. Burned-in captions, large and readable on a phone, make the video work silently. Add a short headline at the top of the frame stating what the video is about. Check captions carefully for spelling of names, technical terms and company names; mistakes look unprofessional to a business audience.
Upload a caption file as well where the platform allows it, for accessibility.
04
Square or vertical
On LinkedIn's mobile feed, square (1:1) and vertical (4:5 or 9:16) videos take up more screen space than horizontal ones. Square is a safe choice that also looks fine on desktop. If you shoot horizontally, frame the speaker in the centre so the video can be cropped to square without losing them.
05
Look professional, not produced
You do not need a studio. Good light from a window, a clean background, a lapel mic and a phone at eye level produce credible footage. Professional editing then removes pauses, adds captions and brand-consistent titles, and keeps the pace tight. The aim is clear and credible, not glossy.
Wear what you would wear to a client meeting, and film where you actually work.
06
Post natively
Upload video directly to LinkedIn rather than sharing a YouTube link. Native video plays in the feed and is generally treated better by the platform than an external link. Write a short text post above the video that adds context or asks a question; comments and discussion help the post reach more people.
07
Personal profiles usually outperform company pages
On LinkedIn, posts from people tend to reach further than posts from company pages. A founder, sales head or senior engineer sharing a video from their own profile usually gets more views and conversation than the same video on the company page. Many B2B businesses post from the founder's profile and reshare on the company page.
It also builds trust in a way company content cannot. Buyers like to know the person behind the business before they get on a call, and a few months of short, useful videos does that before the first meeting.
Consistency builds the audience
One video every week for three months builds more recognition than a burst of five in one week and silence afterwards. The founders who grow on LinkedIn usually show up regularly with useful, specific ideas, not with occasional big productions.
One clear idea, one short video, every week.
A practical rhythm: record four short videos in one sitting each month, have them edited together, and schedule one a week.
A month of LinkedIn video in one session
- List four questions. The ones buyers ask your sales team most.
- Record each in one take. 60 to 90 seconds, starting with the answer.
- Send to the editor. Captions, headline, square crop, brand titles.
- Schedule weekly. With a short text post and a question.
An hour of recording and a batch edit gives you a month of content. After three months, look at which topics drew comments and enquiries, and make more of those.
Quick answers
How long should a LinkedIn video be?
Most effective LinkedIn videos are under two minutes, often 30 to 90 seconds. Keep each video to one clear idea and start with the main point.
Should LinkedIn videos have captions?
Yes. Many people watch without sound. Large, accurate burned-in captions and a short headline help the video work silently in the feed.
What aspect ratio is best for LinkedIn video?
Square or vertical videos take up more of the mobile feed. Square (1:1) works well on both mobile and desktop.
Related reading
Your expertise, edited for the feed.
I edit LinkedIn videos for founders and B2B teams in monthly batches: tight cuts, accurate captions, brand titles and square crops. Send me four recordings and I'll turn them into a month of posts.