LinkedIn's Alex Rynne argues B2B brands mistakenly believe their audience doesn't want entertainment. In reality, B2B buying decisions are just as emotional as B2C. Brands should be more courageous, incorporating humor and personality to stand out and connect with buyers on a human level.
A major barrier to creating video on LinkedIn is the desire for perfection. However, imperfections like a misplaced hair or a dog barking in the background make content more relatable and human. Authenticity is more effective than a polished, sterile presentation, and quality will naturally improve with practice.
The content marketing team at LinkedIn follows a "20/80 rule": 20% of time is spent creating content, while the other 80% is dedicated to strategic distribution. This involves repurposing content and using paid and organic channels to ensure it reaches the widest possible relevant audience, avoiding wasted effort.
Instead of guessing which content will perform well with paid ads, use your organic strategy as a testing ground. Identify organic posts, like a blog or carousel, that naturally resonate with your audience. Boosting these proven winners significantly increases the likelihood of a positive return on ad spend.
LinkedIn found that educational videos about "how to do video"—which didn't mention LinkedIn's ad products—were their top-performing ads for a quarter. This shows that audiences respond better to content from an expert offering genuine help, rather than a direct sales pitch from a brand channel.
Marketers face pressure from leadership for immediate results from expensive LinkedIn campaigns. It's crucial to perform "upward education" and set expectations that B2B sales cycles are long (3-6 months). Bottom-of-funnel results like leads and sales will not be apparent after just one month of ad spend.
The rise of AI-assisted content is creating a "sea of sameness" on LinkedIn. To stand out, brands should avoid posting just to maintain a schedule. If you don't have something valuable or unique to say, it's better to remain silent. When you do speak, your audience will listen more closely.