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:
- LinkedIn Thought Leader Ads Strategy
- Pairing B2B Demand Gen Videos with Thought Leader Ads
- LinkedIn Ad Scheduling: What’s the Best Time to Run Your Ads?
- LinkedIn Premium Audiences
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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