LinkedIn’s decision to reintroduce its dedicated video tab says a lot about where B2B marketing is heading.
Video is becoming increasingly central to how brands are discovered in the feed, not just on company websites.
Research from video marketing specialists Moving Image and Wistia both point in the same direction. Video is increasingly being discovered, shared and amplified on social platforms, long before somebody visits a company website.
Wistia’s latest State of Video report found that 83% of companies now share video on social media, making it the most common place for video distribution. LinkedIn also ranked as the top B2B channel for sharing videos, repurposed clips and paid video ads.
This aligns with what we see at Big Button.
For many tech brands, LinkedIn now plays a major role in how prospects first encounter their thinking, people, customers and point of view. But distribution alone does not create engagement.
To explore that further, we commissioned Moving Image to analyse how a group of major tech brands were using video on LinkedIn and Instagram. The firms analysed were Bruno, Stripe, Tink, Kong, GoCardless, Postman, TrueLayer and SmartBear.
The aim was not to produce a definitive ranking or scientific study. We wanted to look for patterns in how video was being used and where engagement appeared to cluster.
More video does not always mean more engagement
Some brands published very high volumes of content but generated relatively modest average engagement per post. Others posted less frequently but generated stronger reactions around specific themes or moments.
Stripe stood out in particular. Video accounted for 64% of its LinkedIn output, with average engagement reaching 341 interactions per video post.
Many of the strongest performing posts across the sample centred on product launches, company milestones, customer stories, industry viewpoints and major announcements.
GoCardless was a good example of this. Some of its strongest performing posts clustered around launches, announcements, company news and customer stories tied to clear business outcomes.
Other brands, including Postman, showed how engagement could build around customer stories, product moments and broader industry themes.
The brands creating momentum seemed more deliberate
Most established tech brands can now produce polished visuals, clean editing and solid copywriting. The baseline quality level has risen sharply over the last few years, which makes differentiation harder.
However, standing out is harder.
The brands generating the strongest engagement often seemed to treat video as a core part of how they communicated important ideas, rather than simply another content format to keep channels active.
We made some tactical observations too.
Square format video performed strongly across the LinkedIn sample. Average engagement for square videos reached 375 interactions, compared with 193 for landscape and 74 for portrait.
This was a relatively small sample, so we want to be careful about turning this into a hard rule. Different audiences and platforms behave differently. Still, it suggests LinkedIn audiences may not always respond in the same way as audiences on other platforms. We also see viewing habits vary between sectors and audiences.
The more useful question for tech marketers
A more useful point sits above format choices.
Publishing more content does not automatically create stronger engagement. The brands creating the strongest engagement momentum appeared to have a clearer sense of which stories, announcements and customer experiences were worth amplifying in the first place.
That is where customer advocacy becomes especially interesting.
The strongest customer stories are rarely just testimonials. Instead, they tend to focus on change, growth, pressure, transformation or solving a difficult problem to give audiences something real and specific to connect with.
And in a crowded LinkedIn feed, that matters far more than simply increasing output.
Identifying those stories, and helping customers tell them in a way that feels honest and commercially relevant, is where the right agency can make a real difference.
If your team is producing a constant stream of content but struggling to create meaningful engagement, the answer may not be producing more. And that includes video. It may be taking a harder look at which stories genuinely matter to your audience in the first place.
That is where strategic video production becomes valuable. Not simply creating content, but helping brands identify the stories, customer experiences and moments that deserve real attention.
