Insights from LinkedIn's product team reveal its video algorithm prioritizes two content types: "lived experiences" from your job and "value" through knowledge sharing. Unlike other platforms rewarding pure entertainment, LinkedIn favors content that combines personal stories with professional insights.
Traditional storytelling fails on social media. For short-form video, invert the story arc. Start with the climax—the most exciting point of the story—to hook the viewer immediately. Only after securing their attention should you provide the context, journey, and resolution.
Influencer campaigns must be designed differently for sales-led versus product-led growth (PLG) motions. A long, complex sales cycle requires a different creator strategy than a simple self-serve signup, impacting everything from creator selection to content focus and calls-to-action.
Successful B2B influencer programs use a two-tiered approach. High-reach creators produce broad, attention-grabbing content for top-of-funnel awareness, while niche, in-the-weeds creators deliver tactical workflows and tutorials to drive bottom-of-funnel conversions for specific personas.
A scroll-stopping B2B video requires a multi-layered hook strategy. Brands must combine a compelling visual hook (what viewers see first), a powerful spoken hook (the first words uttered), and a clear text hook (on-screen text) to capture attention across different consumption modes.
Instead of relying on a static booth for leads, brands should treat B2B events as content generation opportunities. Sending a creator to a conference to conduct "street interviews" generates authentic, engaging video assets that have a much longer shelf life than a simple badge scan.
Don't partner with creators who solely post memes or chase engagement metrics. The best creators, regardless of follower count, are those who foster genuine, in-depth discussions in their comments. This conversational depth is a stronger indicator of influence and conversion potential than raw impressions.