LinkedIn has unveiled new research-backed creative principles aimed at boosting B2B ad performance. The findings, based on a year-long analysis of top-performing LinkedIn ads, reveal that vertical mobile ads drive 31% higher engagement than horizontal formats. Humorous content also generates 65% higher engagement rates, highlighting the importance of creative and engaging advertising strategies.
The study has distilled its insights into 6.5 key principles for B2B marketers. These include being context aware, making an impact, showing up distinctively, ensuring cohesive branding, getting emotional, and giving before taking. LinkedIn also shared a bonus “half” principle: test best practices with organic content and then amplify top performers with paid promotion.
As B2B marketers aim to maximize their LinkedIn advertising ROI in 2025 and beyond, these principles provide a roadmap for cutting through the noise with scroll-stopping creative. The key takeaway is that in a sea of “boring to business” content, fortune favors the bold. LinkedIn recently conducted a study exploring the impact of B2B influencers in the market.
The research highlights the growing trend of influencer marketing beyond retail and B2C businesses, permeating into B2B campaigns. Professional influencers, trusted within their niche, are now playing a crucial role in shaping purchasing decisions for business solutions. To determine the influence of B2B influencers, LinkedIn surveyed over 1,700 tech buyers across the UK, US, and India.
The findings, summarized in an infographic, indicate the substantial impact these professionals have within the tech industry. LinkedIn’s initiative to support influential voices and provide more platforms within its app aligns with the increasing need for credible recommendations and endorsements in B2B marketing strategies. As more businesses recognize the value that professional influencers bring to the table, their role in the decision-making process is likely to expand further.
B2B influencer marketing trends
LinkedIn has introduced a beta version of its AI campaign tool “Accelerate,” which now supports video ads. The launch comes as new research highlights the importance of video content in influencing B2B buying decisions.
Research conducted by LinkedIn reveals that 66% of B2B buyers in India find short-form social video content beneficial in making purchasing decisions. Moreover, 83% of those consuming video content view video-focused influencer content as highly trustworthy. With 81% of B2B ads globally failing to garner adequate attention or recall, marketers face the challenge of finding compelling ways to connect with their target audience.
LinkedIn’s “The Business of Influence” study underscores the rising influence of video content. Video is now the fastest-growing format on the platform, with uploads increasing by 34% year-over-year. The study also notes that 72% of Indian B2B buyers who consume influencer content believe it builds brand trust, and 70% state it raises awareness of various products and solutions.
As Gen Z becomes a significant part of the buyer group, influencer marketing’s impact grows, with 93% of Gen Z buyers in India engaging with B2B influencer content monthly. Responding to these insights, LinkedIn is adding new features to help B2B marketers better engage with their audience through video and live events. These include live event ads enhancements, the Accelerate AI campaign tool, and sponsored newsletters.
Sachin Sharma, Director at LinkedIn Marketing Solutions India, emphasized the need for B2B brands to stay top-of-mind with buyers through engaging content. “Building strong memory recall is key to influencing future buying decisions. Authentic, expert-led videos that connect emotionally with buyers can set brands apart,” he said.
With its new features, LinkedIn aims to help brands connect and engage with their audience more effectively. The integration of AI and video in the Accelerate tool, along with enhanced live event capabilities, positions LinkedIn as a critical platform for B2B marketers looking to influence buying decisions through compelling and trustworthy content.
