We’ve always believed that video without a measurement strategy is an expensive way to fill a feed. And that trust isn’t a brand metric, it’s a business outcome that you can plan for and track. LinkedIn’s 2025 B2B Benchmark Report, based on 1,500 senior marketers surveyed across six countries, puts some useful numbers behind both of those positions.
Here’s what the data actually says, and why it matters.
94% of Marketers Agree Trust is the Key to B2B Success
You’ve probably been making this argument internally for years. The data backs you up. 94% of marketers agree that building trust is the key to B2B brand success, 47% of them strongly. Only 6% disagreed.
The question isn’t whether trust matters. It’s whether your video strategy is actually built around it, or whether you’re producing content and hoping trust follows.
The Formats That are Driving Results
78% of B2B marketers now use video, and 56% plan to increase their investment in the next 12 months. But the more useful finding is what’s actually generating returns. Short-form social leads at 41%, followed by brand storytelling at 38% and testimonials and demos at 34%. If your video budget is weighted heavily towards longer, higher-production formats and you’re not producing short-form consistently, that’s where the gap is.
LinkedIn’s own platform data reinforces this. Video completions on LinkedIn are up 34% year on year, and short-form specifically drives a 17% lift in completion rates. People are watching more, and finishing more of what they watch.
The Creative Decisions That Move The Needle
LinkedIn’s Creative Labs analysed over 13,000 B2B video ads to understand what creative choices actually affect outcomes. Emotionally resonant videos generate 44% higher view-through rates and 2x more completions. Video versus static ads produces a 26% lift in brand favourability and a 19% lift in purchase intent.
This is why we always say the brief matters as much as the budget. It’s not just about producing video. It’s about producing video that makes people feel something. That’s a creative and strategic question, not just a production one.
The Measurement Gap
The report flags something that will feel familiar. Most marketers still struggle to connect video to business outcomes, and it’s cited as a top concern. The brands solving this problem are scaling faster than those that aren’t.
This is exactly what we see with our own clients. The fix starts before production, not after. Agreeing what success looks like upfront, whether that’s pipeline influence, shortened sales cycles, or growth in inbound, changes what you make and how you make it. Measurement isn’t a reporting exercise. It’s a planning one.
What This Means in Practice
Map your video to the buying journey rather than producing it in isolation. Short-form and thought leadership at the top, customer success stories and explainers in the middle, ROI case studies and testimonials at the bottom. These aren’t interchangeable. They serve different decision-making stages, and the data shows that treating them as such drives better outcomes across the whole funnel.
The brands pulling ahead aren’t necessarily the ones spending the most. They’re the ones being intentional about format, measuring depth of engagement rather than just reach, and building trust consistently rather than campaigning in bursts.
You can read the full LinkedIn report here.
If you want to talk through how to connect your video investment to measurable outcomes, get in touch.
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Author Bio
Adam Neale is the CEO and Creative Director of Bold Content Video, a London-based video production agency specialising in strategic, story-driven films for global brands. With over two decades of experience in the video industry, and more than 1100 videos filmed in 43 countries, Adam has led award-winning productions across branded content, documentary, and corporate storytelling.
His work has been recognised with a Vimeo Staff Pick, a Webby Award, and honours from international film festivals, reflecting his commitment to creative excellence and innovation in visual storytelling.
Under Adam’s leadership, Bold Content Video has produced campaigns for leading organisations including Coca-Cola, the Commonwealth Secretariat, and Google. He is passionate about helping brands communicate with authenticity and purpose through the power of film.