How to Use LinkedIn Video for B2B Sales in 2023

Reading Time: 5 Minutes

With over 900 million users worldwide, LinkedIn has been a game changer for many businesses. It is the largest professional network in the world that allows B2B sales professionals to connect with potential buyers and find new opportunities for client acquisition.

What if you could take LinkedIn to the next level by using video to create a more immersive experience for your target audience? In this article, we’ll talk about how to use LinkedIn videos for B2B sales and why taking advantage of them is important to grow your business.

The Benefits of LinkedIn Video for B2B Sales

LinkedIn is more professional than other social media platforms. And if you’re trying to sell something as a company, having an audience already interested in what you do will help ensure they’ll be receptive when they see your video.

Furthermore, using video on LinkedIn makes it more likely to convert leads into customers. According to a 2022 HubSpot study, 86% of businesses use video as a part of their marketing strategy, with 81% of B2B marketers believing that video positively impacts sales.

Before you start creating your video on LinkedIn, it’s important to understand the advantages of using this platform as a sales tool. Here are some of its benefits:

  • Increased Sales
  • Wider Reach
  • Improved Brand Image and Credibility
  • Personalized Marketing
  • Cost-Effective

That’s why your entire sales team, from appointment setters to account executives, should focus more on LinkedIn, as it’s where 80% of B2B leads originate. 73% of buyers also have stated that they are more likely to consider a brand if someone reaches out via this social network.

5 Ways to Use LinkedIn Video to Drive B2B Sales

With its massive user base and impressive engagement metrics, LinkedIn is one of the most effective ways to build your B2B sales pipeline. But how can you use LinkedIn videos as part of your strategy? Here are some ideas:

Introduce Yourself

Every business call starts with an introduction, so why not start with a video? This can be as simple as a quick welcome message on LinkedIn. It’s an easy way to get your personality across and set expectations with prospects. 

Tell Your Company’s Story

B2B sales often involve long sales cycles, so it helps to have a compelling story that you can use to tell prospects why they should work with your company. LinkedIn video is an ideal way to share how you got started, why it matters, and what makes you different from your competitors.

Share Your Expertise

With the right video content, you can build your brand and increase visibility as an industry expert. Share industry trends and tips on how to grow sales or improve productivity, or you can post videos that explain how a particular product works.

Give an Update on a Project

LinkedIn is a great way to keep your audience up-to-date with the latest news. If you’re working on a big project, post a video update that shows how it’s coming along. You can also live stream to show off new products or services in development.

Testimonials from Clients

If you have customers or partners willing to provide an endorsement, ask them if they’d like to be featured in a LinkedIn video testimonial.

This is one of the best ways to show your brand’s credibility and build trust with potential clients. This can also help increase brand awareness and show that others have had great experiences with your business.

The Types of Videos You Can Post on LinkedIn

Using LinkedIn videos, you can connect with more people and build relationships that could lead to business opportunities. However, not every type of video will work well on LinkedIn. Here are some videos that are ideal for sharing on the site.

Explainer Videos

Explainer videos talk about what your business does and who it serves, sharing valuable information about a topic relevant to your business goals. 

In a survey of company executives, more than 90% said they preferred to get their content from LinkedIn. This type of video will help potential clients understand why they need your product or service—and it will help them understand why they should buy it from you instead of someone else.

Professional Videos

These highlight your company’s unique selling proposition (USP)—the most important type of video for anyone who wants to stand out from the crowd. It will help people remember why they should buy from you instead of someone else.


Talk to people who are experts in your niche and create a series of interviews with them. This is another way to build trust with your audience by showing them that you’re not afraid to ask questions and learn from others who know more than you do.

Product Reviews

Create product reviews that show how your product can solve someone’s problem. This is one of the most effective types of video content because it shows people how they can benefit from using your product or service.

The Best Practices for Creating LinkedIn Videos

Here are some tips for creating professional LinkedIn videos that will help increase engagement, boost conversions, and retain more customers.

Keep It Brief and Shareable

Since LinkedIn is a professional platform, your video needs to be engaging, quick, and easy to understand. The average viewer will only watch about 15-30 seconds before scrolling past it, so make every second count and trim your video to get your point across. Also, keep in mind that LinkedIn requires videos to follow a specific format.

Use High-Quality Content

Remember that people watch your video on their phones or other small screens; poor-quality images and videos will look blurry and pixelated. 

According to a 2021 report from LinkedIn, more than 55% of all their traffic is from mobile devices. So, use a video editor to ensure your content is as clear and professional looking as possible.

Don’t Forget About Lighting

Natural light is best for shooting video, but if you can’t find any, use an LED lamp or other portable light source. You can also use a diffuser to soften the light and create a more professional look. This is especially important if you’re shooting indoors, so don’t skimp on this aspect of your video production.

Add Subtitles

Subtitles will make it easier for viewers who’ve turned down the volume on their computer or phone to still understand what you’re saying. Add them during the video editing process, and make sure they’re readable.

Don’t Overdo It

If you’re trying too hard to sell your product or service, people can tell, and they’ll lose interest. Make sure your video is informative and helpful without being pushy.

Make It Fun

You don’t have to be all business, all the time. Throw in a joke or two and keep things light-hearted. People are more likely to watch an entertaining video, so try to make your content interesting.

Use a Clear Call-to-Action

The CTA should be included at the end of your video and encourage viewers to take action, such as signing up for your newsletter or visiting your website.


It’s important to remember that LinkedIn videos are about your company and how it can help your customers. Use this medium to give prospects a look at the work you do, the people on your team, and your company’s culture.

Avoid using sales pitches or bold claims about your product or service when using LinkedIn videos for B2B sales. Instead, focus on what makes you different from the competition and why they should choose you over them.

I'm Allison Dunn,

Your Business Executive Coach

Join our list for exclusive tips, content and a welcome gift – our ebook on how to engage your team and boost profits.