LinkedIn has released a guide to highlight the reach and promotional potential for brands on the platform.

Insights:

• Posting on LinkedIn is up 41% in the past three years
• CEO posting has increased by 52% in the past two years
• Video creation has jumped by 27% in the past year, and views have risen 36% and is now a core driver of performance in B2B marketing
• LinkedIn was also ranked the #1 platform for influencing B2B decision-makers
• According to Dreamdata.io, LinkedIn ads deliver a 113% return on ad spend (ROAS)

Tips:

Build Awareness Through Creative Engagement

Nearly half (49%) of B2B decision-makers say they are more likely to explore a company if its advertising is creative, and 40% say creative ads make them more likely to consider a purchase.

Engage with formats like:

• Connected TV Ads (CTV)
• First Impression Ads
• In-Feed Video Ads
• LinkedIn Audience Network (LAN)

Drive Influence in a Trusted Environment

According to our 2025 B2B Marketing Benchmark report Trust Is the New KPI, when buyers hear from trusted voices such as customers, experts or creators, they are more likely to engage and take action.

Influence with formats like:

• BrandLink
• Event Ads
• Thought Leadership Ads
• Document Ads

Convert Intent into Action

Marketers who combine upper-funnel video with lead generation are seeing strong results.

Convert with formats like:

• Lead Gen Formats
• LAN Optimization
• Event Ads
• Real-time optimization through CAPI (Conversions API) and CRM sync

For the full guide, visit linkedin.com.