Best Practices for Creating Effective Employee Training Videos
Employee training can be time-consuming, particularly when the same information needs to be explained repeatedly…
LinkedIn has long been the social media platform of choice for B2B businesses.
But simply having a company page and occasionally sharing a blog post isn’t enough anymore.
Video is becoming an increasingly important part of how businesses communicate on LinkedIn, helping companies demonstrate their expertise, introduce their people and build trust with potential customers.
LinkedIn’s latest 2026 research found that 81% of B2B CMOs surveyed believe video accelerates sales cycles, while 79% believe it accelerates lead conversion. The research surveyed 1,299 B2B marketers across the US, UK, France, Germany and India. LinkedIn’s research also highlights the growing role of video and trusted voices in B2B marketing.
So, why is LinkedIn video becoming so important for B2B businesses, and what sort of videos should you actually be creating?
LinkedIn is a busy place.
Every day, businesses and individuals are sharing articles, company updates, statistics, photographs and promotional content.
That means getting someone’s attention can be difficult.
Video gives businesses another way to communicate.
Instead of asking someone to read several paragraphs about your company, you can introduce an idea, explain a product or tell a customer story in a format that’s quick and easy to consume.
According to LinkedIn’s own video advertising guidance, video ads can generate higher engagement than static formats, while LinkedIn has also reported that video content is more likely to be shared than other types of posts.
For businesses trying to get noticed by potential customers, that’s worth paying attention to.
There are plenty of possibilities, including:
The key is not simply to make a video for the sake of it.
The video needs to give your audience a reason to stop scrolling.
B2B marketing can sometimes feel very corporate.
Logos, statistics, product descriptions and polished graphics all have their place, but ultimately, businesses buy from people.
Video gives you the opportunity to show the people behind your organisation.
That could be a member of your leadership team explaining an industry trend, an employee talking about their role, or a customer explaining how your product or service helped them.
This is particularly useful for businesses selling complex products or services.
A potential customer might not understand everything from a website page or brochure.
But hearing someone explain it clearly can make a huge difference.
Video gives your business a face, a voice and a personality.
And that can help build trust before someone ever picks up the phone or sends an enquiry.
LinkedIn’s 2026 research also found that 77% of B2B marketers surveyed believe buyers need to trust and know a brand before they are willing to engage. LinkedIn’s research also highlights the growing importance of credibility in B2B marketing.
One of the biggest advantages of video is that it doesn’t have to be used for just one purpose.
Different videos can help potential customers at different stages of the buying process.
You might create:
The aim is to get your business in front of people who may not know you yet.
This is where videos such as these can be particularly useful:
These can help potential customers understand what you do and why it matters.
You could use:
These give potential customers more information when they’re getting closer to making a decision.
LinkedIn’s B2B Institute research into video suggests that video can help businesses become more discoverable, credible and easier for buying groups to evaluate.
The research also found that nearly two-thirds of B2B buyers surveyed say social video helps shape their buying decisions.
One mistake businesses can make is thinking that LinkedIn video means producing a five-minute corporate film every time they want to post something.
It doesn’t.
In fact, shorter videos can be incredibly useful for LinkedIn.
A single filming day could potentially give you weeks or even months of content.
For example, imagine you’ve got a member of your leadership team coming into the studio for a day.
You could record:
One longer interview
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5–10 shorter LinkedIn videos
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Several clips covering different topics
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Short videos for other social media platforms
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A longer thought-leadership video for your website
Suddenly, one piece of filming has become a whole content library.
This is something we see across professional video production too. The goal doesn’t always need to be one finished film. A well-planned shoot can create several pieces of content for different audiences and platforms.
Our video production process is designed around understanding what the content needs to achieve before filming begins, so the production can be planned around the final deliverables.
With smartphones and AI video tools becoming increasingly accessible, it’s easier than ever to create a video.
But that doesn’t necessarily mean every video looks professional.
There’s a big difference between being able to record a video and producing a video that represents your business well.
Think about:
For a quick LinkedIn update, filming on a phone can be perfectly appropriate.
But if you’re introducing your business to potential clients, showcasing a major project or producing a customer case study, the quality of the production can affect how your business is perceived.
LinkedIn’s research into B2B video also highlights the importance of creative choices in attracting and retaining attention. Their B2B Institute research found that the first few seconds of a video are particularly important, with people paying attention to an advertisement for just a few seconds before deciding whether to continue watching.
Professional video isn’t about making everything look flashy. It’s about making sure the quality of the production matches the quality of your business.
Your company’s experts are one of its biggest assets.
They know your industry.
They understand your customers.
And they have experiences and opinions that your audience may find genuinely useful.
LinkedIn has been investing heavily in creator and thought-leadership content, with its 2026 research highlighting the role trusted voices can play in influencing B2B buyers.
That creates an opportunity for businesses to put their own people front and centre.
For example:
A technical director could explain an industry development.
A sales manager could answer a common customer question.
A project manager could explain how a project works.
A managing director could discuss the future of the industry.
These don’t need to feel like traditional adverts.
In many cases, the best LinkedIn videos simply teach the audience something useful.
If you’re trying to build trust with potential customers, it’s not always enough to tell people how good your business is.
Sometimes it’s better to let your customers do the talking.
A customer testimonial or case study can show potential clients what it is actually like to work with your business.
Instead of saying:
“We’re experienced and reliable.”
You can show a real customer explaining what happened, what problem they had and what changed as a result of working with you.
That’s why testimonial and case study videos can work particularly well on LinkedIn.
They provide something that a standard promotional post can’t always provide: real-world proof.
A longer case study can tell the full story, while shorter testimonial clips can be used as individual LinkedIn posts.
One production can therefore create several useful pieces of content.
Another reason to invest in video is how easy it can be to repurpose good footage.
Imagine you’ve produced a customer case study.
The finished video could appear on your website.
But you could also create:
This means you’re not simply paying to create one video.
You’re creating a collection of marketing assets that can be used across different channels.
The same principle applies to events.
A conference or awards evening might only happen once, but the footage can continue working afterwards. A professional event video can include the main highlights alongside interviews, presentations, testimonials and shorter social media content.
One day of filming can therefore become much more than one finished film.
There’s no single type of LinkedIn video that works for every business.
The best approach is to think about what your audience actually wants to know.
If you’re a manufacturer, that might mean demonstrating your products or showing how they’re made.
If you’re a professional services company, it could mean expert advice and thought leadership.
If you’re a technology company, product demonstrations and explainers could be useful.
And if your business relies heavily on trust, customer testimonials and case studies can be particularly powerful.
You could also use corporate and promotional video to give potential customers a clearer picture of your organisation, your people and what makes your business different.
The important thing is to make your videos useful, relevant and authentic.
It’s easy to focus on views, likes and comments.
But for B2B businesses, the bigger question is what happens afterwards.
Does someone visit your website?
Do they remember your company?
Does a potential customer understand your service more clearly?
Does a sales conversation become easier?
Does someone share the video with a colleague?
These outcomes can be much more valuable than simply chasing a high view count.
LinkedIn’s latest B2B research takes a similar approach, looking beyond simple engagement and considering how video can help businesses become more familiar, credible and easier to choose throughout the buying process.
LinkedIn is no longer just a place to post company announcements and job vacancies.
It’s becoming an important platform for businesses to demonstrate expertise, build trust and communicate with potential customers.
And video is one of the ways businesses can do that.
Whether you’re producing a customer testimonial, recording expert interviews or creating a series of short educational videos, there are plenty of ways to make video part of your LinkedIn strategy.
The key is to stop thinking about video as a one-off marketing project.
Think about it as an ongoing source of content for your business.
At CMA Video, we help businesses create professional promotional videos, testimonials, training content, event videos and more.
If you’re looking to make more of your video content on LinkedIn, get in touch with our team to discuss your next project.
