In 2025, video is no longer optional on LinkedIn — it’s essential. B2B brands that win are mastering both organic video and paid promotion through thought leader ads. This article outlines exactly why LinkedIn video works, how to build a scalable strategy, and how paid amplification turns visibility into pipeline.

Why Video Works on LinkedIn in 2025

Video is the most human format in a digital-first world. And on LinkedIn, it has become the go-to medium for education, trust-building, and brand affinity.

  • Video posts get 3x more engagement than other formats
  • Native video boosts dwell time and profile interactions
  • Short-form videos (under 90 seconds) get high completion rates
  • Video viewers can now be segmented and retargeted

LinkedIn favors video content across profiles, pages, and ad formats. It’s your edge in a crowded feed.

Step 1: Build an Organic Thought Leadership Video Motion

The foundation of your motion is consistency. Start with regular SME interviews — even 15-minute Zoom calls can become weeks of content.

Weekly Workflow:

  • Record 1 interview
  • Break into 3–5 video clips
  • Publish to LinkedIn 2–3 times/week
  • Repurpose into blog posts and newsletters

This motion builds thought leadership and provides authentic engagement signals from ICPs.

Step 2: Prioritize Personal Profile Posting

Videos from personal profiles outperform company page posts on every metric. LinkedIn rewards people — not brands — especially with native video.

Tips to optimize:

  • Keep it under 90 seconds
  • Include captions and punchy openers
  • Use narrative-style post copy, not hashtags
  • Post during business hours when decision-makers scroll

Step 3: Amplify with Thought Leader Video Ads

Once you identify a top-performing organic post, don’t let it fade. Use Thought Leader Ads to turn it into a paid ad that looks and feels organic.

Benefits:

  • Sponsored from a personal profile, not your company
  • Retains all likes, comments, and engagement
  • Performs better than traditional ads
  • Warms your audience before you retarget

Tools like DemandSense let you schedule ads at peak hours, automate retargeting, and identify top-performing viewers.

Step 4: Engage the Right Signals

Video creates signals far beyond just clicks. Most companies only act on website visits, missing critical layers of intent.

Key engagement signals:

  • Profile views from non-connections
  • People who follow your personal page
  • 75%+ video viewers (these are your warmest leads)
  • Company page visitors
  • Users from your uploaded ABM list interacting with posts

You can build audiences and workflows around each of these using tools like DemandSense for retargeting and personalization.


Step 5: Full-Funnel Activation with DemandSense

Once the motion is in place, activate each stage of your funnel:

  • Identify website visitors with buyer intent
  • Enrich and email prospects who engaged but didn’t convert
  • Retarget with custom messages by funnel stage
  • Trigger conversation ads to highly engaged video viewers

DemandSense acts as the operating system for this — giving you scheduling, audience tuning, reporting, and visitor-level insights in one place.


Additional Resources:


Final Thoughts

LinkedIn video in 2025 isn’t just about views — it’s a conversion engine. When you combine organic content with strategic paid amplification and signal-based follow-up, you don’t just show up. You build trust, stay top-of-mind, and create demand.

Get help creating LinkedIn thought leadership motion – Thought Leadership Content Service starting at $999 – https://impactable.com/demand-gen/

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