5 LinkedIn ad tactics for B2B marketers | MarTech

"Even though Meta and TikTok are better fits for video, LinkedIn isn't immune to the video movement - particularly short-form video (7-15 seconds). While having video content is an important line item in your marketing strategy, the right content is even more important. I recommend you try video ads in the feed first to compare performance and engagement with other in-feed ads you've been running."

"Don't just repurpose videos from other platforms. Beyond its unique UI, which can affect whether video content stands out, LinkedIn also drives different behavior among its users. Test videos that speak to a professional challenge your brand can help solve, or highlight testimonials, tutorials, or case studies."

"Make sure you have a follow-up plan for users who engage, since a single video won't convert anyone into a customer without extensive nurturing. Set a strategy for measuring the value of video engagements, from views to direct responses that take action on prompts like 'Comment X for the full guide.'"

LinkedIn delivered measurable results for B2B clients in 2025, prompting five strategic recommendations for 2026. Short-form video (7-15 seconds) performs well on LinkedIn despite Meta and TikTok's video dominance, particularly when addressing professional challenges, showcasing testimonials, or presenting case studies. Video content requires platform-specific optimization rather than repurposing from other channels, plus comprehensive nurturing strategies and engagement measurement frameworks. Thought Leader Ads, which amplify employee content, significantly outperform traditional brand advertisements. Additional recommended tactics include personalized creative approaches, qualified lead optimization, and strategic ads duplication. Success requires testing these tactics systematically, establishing follow-up plans for engaged users, and measuring performance across multiple engagement metrics.

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