These videos outperform on LinkedIn

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📉 The List of Names Is Growing Every Week, Nearly 700,000 Layoffs in 5 Months

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💡 LinkedIn’s B2B Video Study Just Dropped

Video is no longer optional in B2B marketing. LinkedIn analyzed 13,000 video posts and uncovered what actually performs. If you're struggling to build a video strategy, these insights might be your shortcut.

Here’s what works:

1️⃣ Cultural Coding Wins: Top-performing videos reflect shared context, cultural relevance, and recognition. They go beyond trends and connect through meaning.

2️⃣ Keep It Human: Authentic videos featuring real people or unscripted moments saw a 78% boost in brand awareness and engagement. People connect with people, not polish.

3️⃣ Approachable Expertise Beats Formality: Even on LinkedIn, videos that deliver professional insight in a casual, credible style lifted engagement by 40 percent. Think more “real talk” and less conference keynote.

4️⃣ Hook Attention Visually: The best videos made their point fast, even with the sound off. Bold colors, dynamic text, and structured visuals helped grab and hold attention.

5️⃣ Lead With Emotion: Videos that inspired curiosity or emotional resonance drove 36 percent more engagement than those focused only on product features.

Two formats stood out in the funnel:

• Blockbuster brand films build belief and awareness, generating 129 percent more engagement than standard ads.

• “Real talk” verticals drive mid-funnel performance and boost dwell time by 103 percent when people speak directly to the camera.

Each format works alone. Together, they build momentum.

The Takeaway

LinkedIn video works when it feels human, visually smart, and emotionally meaningful. Combine brand stories with real voices, and you’ll not only capture attention but also convert it into a lasting connection.

💡 Why Cheap Sustainable Products Can Backfire

Selling a sustainable product at a low price may seem smart, but research shows it can reduce trust. Consumers often link price with eco-friendliness. If it feels too cheap, it also feels less green.

Here’s what researchers found after six controlled experiments:

1️⃣ Higher Price Feels More Sustainable: Eco-friendly backpacks priced higher were seen as 7.8 percent more sustainable than cheaper ones. When priced lower, those same products were viewed as 8.35 percent less eco-friendly.

2️⃣ Price Shapes Production Assumptions: A detergent priced at twenty dollars was perceived to cost 42 percent more to produce and rated 6.1 percent more sustainable than the same product priced at fourteen dollars.

3️⃣ Transparency Reduces Skepticism: This effect is strongest when consumers already trust your sustainability claims. But it fades if you clearly explain why your price is low, like buying in bulk or automating production.

🧠 Why It Happens

People assume sustainable products cost more to make. If a product is priced too low without a reason, it creates a disconnect. The result is doubt, not trust.

👀 Real-Life Example

Earth Breeze offers affordable, eco-friendly detergent. But without explaining how they keep prices low, some buyers may question its sustainability. Fixes include clarifying cost efficiency on product pages, adding packaging copy that addresses pricing, and publishing SEO-friendly content that reinforces the brand’s mission.

The Takeaway

Lower pricing on sustainable products may hurt credibility if left unexplained. Consumers expect eco-friendliness to cost more, and without transparency, doubt creeps in. Justify your pricing clearly, and you can stay both affordable and believable.

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