LinkedIn’s Video Push: Influencer Marketing’s New Frontier

LinkedIn isn’t just about text posts and connection requests anymore – it’s entering the short-form video arena in a big way. In early 2024, Forbes reported that LinkedIn began testing a TikTok-style vertical video feed on its app. Picture the familiar feed of Instagram Reels or TikTok’s “For You” page, but populated with career tips and business insights. Fast forward to January 2025, and LinkedIn’s video push appears to be paying off. Short-form video is now the fastest-growing content category on the platform, with total video viewership up 36% year-over-year according to Digiday. This surge signals a pivotal shift for B2B marketers: LinkedIn is no longer just a place for blog links and static updates – it’s becoming an engagement playground for bite-sized video content.

LinkedIn’s New Short-Form Video Feature: TikTok Meets Professional Networking

LinkedIn’s move into short-form video might have seemed surprising a few years ago, but today it feels almost inevitable. Users crave interactive, visual content, even in professional contexts. LinkedIn’s new video feed (currently in beta) is all about delivering that experience. Forbes highlighted how the platform’s test feature closely mirrors other social apps: an immersive vertical video stream, complete with a dedicated “Video” tab on the mobile app. In other words, think TikTok, but for thought leadership and business stories. The motivation is clear – LinkedIn sees that “videos are rapidly becoming one of our members’ favorite formats to learn from other professionals and experts,” as one LinkedIn spokesperson told Forbes. By introducing a reels-like feed, LinkedIn aims to keep users engaged longer and offer a fresh way to discover content.

LinkedIn’s dedicated vertical video feed (beta) brings a swipeable stream of short videos to the professional social network, a format popularized by TikTok and Instagram Reels according to The Social Standard. This new feature underscores LinkedIn’s commitment to video content as a driver of engagement.

Early reactions show that LinkedIn’s gamble on video is working. Not only are users watching more videos, they’re also creating more. In fact, LinkedIn shared that members are posting videos at twice the rate of any other type of content, according to Digiday. The appetite for quick, informative clips is there, and LinkedIn is positioning itself to feed it. For B2B marketers, this opens up a new frontier – a chance to capture attention with snappy, relevant videos in a space that’s less saturated with frivolous content than other platforms.

The Impact on B2B Content Marketing and Engagement

What does LinkedIn’s video push mean for B2B content marketers? In a word: opportunity. Traditionally, B2B marketing on LinkedIn meant long-form articles, whitepapers, and text-heavy posts. Those still have their place, but short videos are injecting new life (and views) into B2B social feeds. LinkedIn has found that videos get far more traction than text updates – by some measures, 5× more engagement than standard posts according to Hootsuite. That’s huge for marketers seeking eyeballs and interaction. More engagement means more visibility in the feed, which can translate to greater brand awareness and lead generation down the line.

Perhaps surprisingly, professional audiences seem just as eager to consume short-form videos as consumers on TikTok or Instagram. As one marketing analyst noted, LinkedIn is proving that its users “are just as eager to consume short-form video as users on TikTok or Instagram” according to Content Grip. The context might be different (think insightful tips or industry trends rather than dance challenges), but the draw of video is universal. People simply find video more dynamic and easier to digest. For B2B brands, this means content like quick how-tos, thought leadership snippets, product demos, or event recaps can perform exceedingly well on LinkedIn – driving not just views, but meaningful comments and shares.

Consider the changing behavior on the platform: LinkedIn reports that weekly “immersive” video views have grown six-fold over the last quarter according to Status Brew. Users are spending more time watching and interacting with videos. This kind of engagement is gold for content marketers. More time spent with your content often leads to deeper awareness and trust. And unlike the passive scrolling of text posts, video encourages people to stop and pay attention – even if just for 30 seconds.

For example, a short video of a CEO sharing a hot industry insight or a quick case study can spark conversations in the comments. That discussion boosts the post in LinkedIn’s algorithm, extending its reach. In B2B marketing, such visibility among a targeted professional audience is invaluable. It’s a chance to position your brand (or your executives) as go-to voices in the market. And thanks to LinkedIn’s video-friendly changes, doing so has never been more rewarding.

Micro-Influencers on LinkedIn: A New Opportunity for B2B Brands

With LinkedIn’s video features gaining traction, a new breed of influencers is finding a stage: the B2B micro-influencer. These are professionals or niche experts who might not have millions of followers, but have highly engaged networks in specific industries. B2B brands are starting to realize that partnering with such micro-influencers can dramatically amplify their content on LinkedIn.

In fact, companies have begun ramping up investments in LinkedIn influencers to extend their reach. It’s becoming a key strategy, much like influencer marketing on Instagram or YouTube, but with a B2B twist. The beauty of micro-influencers is that they often come across as authentic peers rather than paid spokespeople. Their content feels more like friendly advice than advertising, which resonates well in the professional community.

So, how can B2B companies use micro-influencers effectively on LinkedIn? Here are a few approaches:

• Thought Leadership Collaborations: Have micro-influencers (industry bloggers, consultants, or rising LinkedIn creators) co-create content. For instance, a fintech startup might team up with a popular financial analyst on LinkedIn to share short video commentary on a new regulation. The influencer provides credibility and a personal touch, while the brand gains exposure to a relevant audience.
• Employee Advocates as Micro-Influencers: Sometimes your best micro-influencers are already on the payroll. Encouraging employees who are active on LinkedIn to create and share content can humanize your brand. Their short videos about day-in-the-life experiences, project learnings, or tips can build trust with your network.
• Expert Takeovers and Q&As: Let a micro-influencer take over your LinkedIn page for a day or host a short LinkedIn Live Q&A. This not only drives engagement but also signals to your followers that your brand is tapped into expert networks and valuable conversations.

The key is to choose influencers whose audience aligns closely with your target demographic. In B2B, it’s not about reaching everyone, but reaching the right professionals – those who actually care about your topic or product. Micro-influencers, by definition, cater to niches. That might mean 5,000, 20,000, or 50,000 very relevant followers who trust the influencer’s insights on, say, supply chain management or SaaS marketing.

And trust is really the operative word here. In B2B marketing, building credibility is half the battle. Micro-influencers shine in this department. They’re often perceived as fellow practitioners or knowledgeable colleagues. According to industry research, 82% of consumers are more likely to listen to a micro-influencer’s recommendation than one from a more famous influencer according to Embryo.com – and while that stat is consumer-focused, the essence carries into B2B. Professionals are more inclined to trust a peer who’s “been in the trenches” than a celebrity endorsement.

Building Trust and Authority Through Micro-Influencers

One of the biggest benefits of engaging micro-influencers in B2B is the boost to trust and authority for your brand. When an industry expert talks up your product or shares content on your behalf, it’s like getting a stamp of approval from a peer – it feels earned rather than bought. As Cary Murphy of marketing firm Brandon puts it, “Micro-influencers are the secret weapon for B2B brands… their niche expertise and trusted voices make them invaluable for reaching decision-makers and driving real business impact.”

Micro-influencers tend to have higher engagement rates relative to their follower count. Their audience might be smaller, but it’s laser-focused and attentive. These followers often view the micro-influencer as a thought leader or mentor figure. So when your brand message comes through that trusted voice, it carries extra weight. It’s not just your company saying “we’re great” – it’s a respected community member vouching for you.

This trust translates directly into influence on purchasing and partnerships. In fact, nearly 70% of B2B influencer campaigns have been found more effective at boosting brand performance than campaigns without influencers. That’s a compelling figure. It suggests that adding the voice of a credible influencer can significantly tilt the odds in your favor, whether the goal is to generate leads, get event sign-ups, or drive trials of a product.

Another benefit is the depth of engagement. B2B buying cycles are longer and more complex than B2C, often involving research, demos, and multiple decision-makers. Micro-influencers can help nurture prospects through that cycle by consistently showing up in their LinkedIn feed with valuable content. Over time, this builds a relationship. The prospect starts to associate the influencer (and by extension, the partnered brand) with insight and reliability – laying the groundwork for trust even before a direct sales conversation begins.

From a content perspective, micro-influencers also bring fresh perspectives that can enliven your marketing. They might highlight use cases or pain points you hadn’t thought of, ask provocative questions, or simply add a personal story that makes your message more relatable. All of this helps in building your brand’s authority. When others see that your company is part of conversations led by respected voices, it elevates your standing as well.

In short, micro-influencers can humanize B2B marketing. They inject authenticity and relatability, which are crucial for trust. And trust, in turn, is a catalyst for conversions in the B2B world – whether that conversion is a decision-maker green-lighting a purchase, or a potential client agreeing to that first meeting.

LinkedIn’s Algorithm and Video Best Practices

Getting the most out of LinkedIn’s video push isn’t just about posting content; understanding LinkedIn’s algorithm and best practices is equally important. A few key insights for working with the platform’s algorithm:

• The “Golden Hour” of Engagement: When you post on LinkedIn, the platform initially distributes your content to a small subset of your network and watches how they react in the first hour. If that pilot group engages – likes, comments, shares – the algorithm will then distribute your post more widely. This means it’s crucial to grab attention quickly and encourage interaction early. A strong hook at the start of your video (or the post caption) can make a big difference.
• Meaningful Comments > Random Likes: Not all engagement is created equal on LinkedIn. The algorithm values meaningful interactions – a thoughtful comment from someone in your industry likely boosts your post more than a dozen generic “Nice post!” reactions. The takeaway? Prompt discussion. Ask questions in your video or caption that encourage professionals to weigh in with their expertise or opinions.
• Native Content is King: Like most social platforms, LinkedIn prefers to keep users on its app. Posts with external links (say, a YouTube link) often get less reach. Conversely, native content (like videos uploaded directly to LinkedIn) tends to perform better. This is part of why video is booming – it’s an on-platform experience. So, whenever possible, upload videos directly instead of linking out. And if you do need to share a link (e.g. to a full report), consider putting it in the comments rather than the post body to avoid dampening your reach.
• LinkedIn Loves Video: LinkedIn has explicitly started favoring video content in the feed. As one digital marketing specialist observed, the platform is boosting authentic, camera-facing videos that share insights and advice, in a bid to catch up with the video trend on other networks. We’re seeing the effect: video posts are generating significantly more engagement (5×, remember) than other types, and Live videos even more (up to 24×). For marketers, this is a green light to lean into video posts, knowing the algorithm is giving them extra oomph.
• Optimal Video Format & Quality: While LinkedIn allows videos up to 10 minutes, short and sweet is best for feed content – often under 60 seconds for the new short-form feed according to Recurpost. Hook viewers in the first 2-3 seconds with an interesting question or bold statement. Also, ensure your video is formatted vertically (9:16) to maximize screen space on mobile. And pay attention to production basics: use a steady camera, good lighting, clear audio, and add captions (many users scroll with the sound off) here are some tips from Loomly.
• Hashtags and Timing Matter: Use a handful of relevant hashtags (LinkedIn recommends 3-5) to help the algorithm categorize your content, but don’t go overboard or you risk looking spammy. Timing is key too – post when your audience is most active. For many B2B companies, weekday mornings or lunchtimes perform well, but use your analytics to fine-tune this. Tools like Hootsuite can even suggest optimal posting times based on your audience’s activity patterns.

By following these best practices, B2B brands and influencers can significantly improve their odds of LinkedIn success. Imagine sharing a 45-second video of your CTO delivering a game-changing industry insight, posted natively with a catchy caption and a question to spark discussion. If in that first hour a dozen peers chime in with comments, LinkedIn’s algorithm will amplify it to even more people. Suddenly, that one video could rack up 10,000 views and dozens of comments, connecting your brand with new prospects – all organically. That’s the power of coupling great content with algorithmic know-how on LinkedIn.

Examples of Successful LinkedIn Influencer Campaigns

To put a face to this trend, let’s look at a couple of examples of influencers thriving on Snapchat:

Nothing illustrates the power of LinkedIn’s video-and-influencer combination better than real-world examples. Here are a couple of campaigns that show what’s possible in this new frontier:

Hootsuite’s B2B Influencer Blitz: Social media management platform Hootsuite recently executed a LinkedIn influencer campaign that turned heads. They partnered with about 8 micro-influencers on LinkedIn – professionals with strong followings among social media managers – to spread the word about Hootsuite’s new industry report. Each influencer created posts (many of them short videos, plus some clever graphics) sharing insights from the report, such as the finding that social media managers largely love their jobs but feel under-resourced. The campaign smartly played into a trending conversation on LinkedIn (social media managers venting about their challenges) and added data to back it up. The result? Huge engagement. By some estimates, the combined campaign content racked up over 1.2 million impressions in the LinkedIn feed, along with hundreds of reshares and comments. In the process, Hootsuite not only got its report in front of the right people, but also positioned itself as an ally to the social media manager community. As one analysis noted, this campaign was a “home run” because it hit the right audience with the right content – regardless of individual influencer follower counts. In other words, even without mega-influencers, the content resonated deeply and went far.

Adobe & Others Testing the Waters: Hootsuite isn’t alone. Enterprise players like Adobe, Zendesk, and Zapier have also started tapping LinkedIn influencers in their B2B marketing according to, The Social Standard. Adobe, for instance, worked with LinkedIn creators in the digital design space to share bite-sized tutorial clips and success stories featuring Adobe’s tools. Seeing a respected designer or marketer demo a cool feature in a 60-second LinkedIn video carries more weight than a typical polished ad – it feels like advice from a colleague. Zendesk similarly engaged customer service thought leaders to post about customer experience trends, subtly weaving in how Zendesk’s solutions fit into the picture. These campaigns are still a relatively new phenomenon, but early indicators show strong engagement and positive feedback. The common thread is that these brands chose influencers who genuinely have clout in their niche, and they gave them creative freedom to present the message in their own voice.

The takeaway from these case studies is that successful LinkedIn influencer campaigns focus on education and value over overt selling. The content stands on its own merit – providing insight, useful info, or at least a relatable story. The brand’s presence is gently embedded, not forced. When done right, the audience doesn’t feel marketed at; they feel like they’re learning or part of an interesting conversation. And that’s exactly the environment where B2B trust and relationships flourish.

Scaling Up with Micro-Influencers: Automation Tools to the Rescue

By now, the benefits of leveraging micro-influencers on LinkedIn should be clear – you get authentic content, higher engagement, and greater trust. The next question for many brands is how do we manage this at scale? Working with one or two influencers is manageable, but what if you want to run a campaign with dozens of micro-influencers simultaneously, each creating content and engaging with their own networks? This is where automation platforms like Stack Influence come into play.

Stack Influence is a leading micro-influencer marketing platform that essentially automates the whole influencer campaign process according to Ninja Promo. Rather than manually hunting for relevant LinkedIn creators, reaching out to them one by one, sending briefs, and tracking each of their posts, Stack Influence (and similar platforms) provide an end-to-end solution. They maintain vast networks of influencers across industries and use advanced AI-powered matching to connect brands with the ideal micro-creators for their campaign.

Crucially for B2B marketers, such platforms handle the nitty-gritty details – from influencer outreach and onboarding to content approvals, scheduling, and even product seeding – all through automation. This means you can launch a campaign with, say, 50 micro-influencers posting about your upcoming B2B conference or software launch, without having to coordinate with each person individually. The platform streamlines communication and ensures each influencer delivers their promised content. This approach ensures efficiency and accountability – in fact, Stack Influence’s model only charges brands when an influencer’s promotion is successfully completed, making every dollar count.

The role of automation tools is increasingly important as influencer marketing matures. They bring a level of scalability and measurability that gives marketers peace of mind. You can track real-time metrics for each influencer’s post – views, likes, comments, clicks – all in one dashboard, rather than piecing it together from individual posts. Some platforms even use AI to predict which influencers will drive the best engagement for your campaign, taking a lot of the guesswork out of planning.

For a B2B brand, leveraging such a tool can be a game-changer. It allows a small marketing team to punch above its weight in the social media arena. You could be running an always-on ambassador program with dozens of industry micro-influencers continuously talking about your brand in front of thousands of LinkedIn users, with minimal manual effort after setup. That consistency and scale of authentic word-of-mouth would be nearly impossible to achieve alone.

Moreover, automation helps maintain relationships. Top platforms facilitate smooth communication and handle payments or rewards to the influencers seamlessly. This keeps the creators happy and engaged, so they’re willing to continue partnering with your brand. Instead of one-off influencer hits, you can cultivate a long-term network of brand advocates who regularly amplify your message.

In summary, combining micro-influencers with automation platforms is like having fuel and an engine. The influencers provide the authentic voice and creative fuel, and the platform provides the engine to distribute that message widely and efficiently. Brands that leverage both can quickly build a formidable presence on LinkedIn’s burgeoning video stage without an army of marketers.

LinkedIn’s dive into short-form video is redefining B2B social media, turning the platform into a lively venue for creative content and influencer collaborations. It’s a space where a 30-second clip from a subject matter expert can spark a meaningful industry dialogue, and where a handful of passionate micro-influencers can boost a brand’s credibility more than a polished ad ever could. The key takeaway for marketers is to embrace this shift: experiment with LinkedIn videos, engage micro-influencers who align with your brand, and arm yourself with the tools (like Stack Influence) that make scaling these efforts feasible. The playing field on LinkedIn is leveling out – you don’t need to be a Fortune 500 company or have a million-dollar ad budget to make waves. With authentic voices and valuable content, even a lean B2B team can build trust, authority, and a robust pipeline via LinkedIn’s new video frontier. It’s not just about keeping up with the trends; it’s about staying ahead of the B2B marketing curve in a LinkedIn world that’s gone video-first. Now’s the time to hit record and let those insights roll.

Conclusion to LinkedIn’s Video Push: Influencer Marketing’s New Frontier

LinkedIn’s shift toward short-form video is reshaping the B2B marketing landscape, creating fresh opportunities for brands and professionals to engage audiences in more dynamic ways. As video content gains traction, businesses that embrace this format stand to benefit from increased visibility, stronger engagement, and a more authentic way to build trust with their networks.

The rise of micro-influencers on LinkedIn presents another game-changing strategy. These niche experts foster high engagement and credibility, making them powerful allies for brands looking to drive meaningful conversations. By leveraging LinkedIn’s video capabilities alongside strategic influencer partnerships, companies can amplify their reach and position themselves as thought leaders in their industries.

For brands looking to scale their influencer efforts efficiently, automation tools like Stack Influence offer a streamlined approach. These platforms remove the logistical hurdles of managing multiple influencer relationships, allowing companies to focus on high-impact collaborations that drive measurable results.

The key takeaway? LinkedIn’s video-first approach is here to stay, and those who adapt early will reap the benefits. Whether through in-house content creation or influencer collaborations, businesses that prioritize video will find themselves at the forefront of B2B marketing’s next evolution. Now is the time to experiment, engage, and build a lasting presence in this rapidly growing space.