In recent times, LinkedIn has established itself as the premier B2B social network, essential for generating leads, promoting services, or enhancing personal branding.

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However, due to challenges faced by some influencers in navigating the platform, LinkedIn has specifically released a 28-page guide on this topic.

Entitled “Trust is the New KPI,” the guide was developed in collaboration with Ipsos, which surveyed 1,500 users of the social network, revealing a strong link between video content and influence. Let’s delve into the best practices recommended by the platform…

Tip #1: Invest in Native Video Format

With the introduction of short videos on LinkedIn last year, the platform emphasized the importance of this new format. In the “Leading With Trust in 2025” section of the guide, LinkedIn suggests that posting videos directly on LinkedIn, rather than through YouTube links, would be much more effective.

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According to 64% of respondents, native videos on LinkedIn enhance trust with their audience.

Tip #2: Create “Human” Videos

According to LinkedIn’s report, videos featuring recognizable creators generate up to 2.5 times more engagement than corporate brand content or videos not associated with an individual.

Alongside this, LinkedIn advises brands to showcase their employees in videos to humanize the brand and make it appear more authentic.

Tip #3: Use Influencers to Personify a Brand

As trust in brands erodes over time, video content serves not just to draw attention on LinkedIn, but also to build a lasting and trustworthy relationship.

LinkedIn reports that brands integrating video with influencer efforts see a 39% increase in conversion funnel performance.

Tip #4: Provide Information to Boost Your Leads

While brands have previously been inclined to only post promotional videos on social networks like LinkedIn, this strategy alone is no longer sufficient, according to the study.

Today, video content on LinkedIn should primarily add value, whether through educating on a topic, thought leadership, or authenticity. Despite this advice seeming counterintuitive, statistics show that informative videos have a +58% completion rate compared to promotional videos.