linkedIn video guide for 2025

Scroll through LinkedIn, and you’ll quickly notice that video is everywhere now. And for good reason—video is the ultimate way to build your brand, connect with your audience, and stand out in a crowded space.

But here's the thing: it’s not just about posting any video. It's about posting the right type of video.

A few years ago, I was in the same boat, trying to figure out which video formats would work best for my own content—and my clients' content. It took a ton of trial and error to narrow things down. But through consistent testing and learning from what truly resonated, I eventually honed in on these three video types that have proven to perform incredibly well.

So, if you’re looking to get ahead of the game in 2025, here’s the good news: you don’t need to reinvent the wheel. There are three key video formats that have proven time and time again to build authority, drive engagement, and help you stand out on LinkedIn. And today, I’m sharing exactly what those formats are and how to make them work for you.

Let’s dive in!

1. Expert Insight Video

Why It Works:

Expert insight videos are the bread and butter for LinkedIn creators looking to build an audience. Think of names like Chris Walker—they’ve mastered this format for a reason: it works.

At its core, the goal of an expert insight video is simple: share unique expertise that sets you apart. The key word here is unique. That doesn’t mean you need to drop groundbreaking revelations every time you hit record, but your perspective should add something fresh to the conversation. If it’s just a rehash of what everyone else is saying, that’s not a video problem—it’s a narrative problem.

This style works because it positions you as someone worth following, someone with ideas that make people think or rethink their approach.

What It Looks Like:

There are two main ways to approach this format:

• Solo Monologue: Share your take on a topic, especially one where you challenge the status quo or question a common belief in your industry.

• Commentary Video: Respond to something another creator has said. Share your perspective, agree or (even better) respectfully disagree, and bring a fresh angle. Bonus: This approach helps put your name in the same circles as bigger creators.

How to Create It:

• Batch Your Videos: Set aside 1–2 hours every month or so to record a batch of these. You can easily knock out 8–12 videos in one session if you come prepared.

• Prep Talking Points: Before the session, outline the main points you want to hit. This could be key ideas from your narrative or even a response to a trending topic in your space. Framing these as questions works well—it’s more natural for most people to answer questions than deliver a rehearsed script.

• Film It: Keep it simple. You can record on an iPhone or DSLR, but make sure the quality is solid. A Google Meet or Zoom call can help guide the conversation, but the actual recording should be done locally for the best video quality.

How to Distribute It: 

Start by posting the videos organically on LinkedIn. Keep an eye on the ones that get the most engagement—those are your winners. From there, boost the best-performing videos using LinkedIn’s Thought Leadership Ads. This is a great way to multiply your reach without spending a fortune. For example, fintech company we worked with last year used this strategy and more than 10x’ed their impressions.

2. UGC Ad Video

Why UGC Works:

User-generated content (UGC) is a game-changer because it feels real. Unlike the overly polished, corporate-style videos you see all the time, UGC is raw, relatable, and gets straight to the point. It connects with people on a human level, which means better engagement and stronger results.

And here’s the kicker: it’s cheap to produce. You can test a bunch of different videos without blowing your budget, so you’re more likely to find something that works.

For B2B SaaS, UGC helps break free from the “same old” vibe that so much of the industry’s creative content has. Instead of feeling like an ad, these videos feel like something you’d naturally come across while scrolling. And that’s exactly why they perform better.

What Does UGC in B2B Look Like?

UGC for B2B is pretty similar to the kind you see in the consumer world. It follows a simple story structure:

• Problem: “Our team was always misaligned on projects.”

• Agitate: “We were juggling so many tools, and it was a nightmare.”

• Solution: “Then we tried [Your Product], and it totally changed the game. We’re finally in sync, and projects run so much smoother now.”

How to Create It:

• Pick Your Creator: Start in-house. Someone from sales or customer success can probably do this—they already know the product inside and out. If that’s not an option, you can hire a freelance creator online.

• Figure Out the Pain Points: Think about the top challenges your customers face. Narrow it down to 3–5 issues that your product solves.

• Write a Simple Script: Use the classic “Problem, Agitate, Solution” framework. Keep it conversational and to the point—no jargon or overly formal language.

• Film It: No need to go overboard here. A smartphone works just fine. You can add a quick screen recording of your product in action, but keep it simple and authentic.

How to Distribute It:

UGC videos really shine when you mix organic and paid strategies. Start by posting them on your company’s LinkedIn page or key team members’ profiles and see which ones get the most love. Once you’ve spotted the winners, throw some ad budget behind them. Use LinkedIn ads to get more eyes on your best videos. UGC ads often outperform the polished stuff because they feel more real and fit right in with the platform. And don’t forget to repurpose your top videos for retargeting or even on other platforms like Facebook/IG (especially for in the context of paid ads) to keep the momentum going and get more bang for your buck.

3. Branded Series Video

Why It Works:

This format works because it builds consistency and familiarity. Viewers start to recognise the series and anticipate new episodes, which helps create a loyal audience. It also gives you the chance to develop deeper narratives and themes around your brand, establishing more credibility. It’s an opportunity to show a mix of valuable content—whether through interviews, expert discussions, or company stories—that doesn’t just feel like another sales pitch.

What Does Branded Series Video Look Like?

A Branded Series Video often takes the form of a recurring theme or series with multiple episodes, typically shot in a conversational or documentary-style format. Episodes can feature interviews, industry insights, or even behind-the-scenes looks at your company or product in action.

A great example of a creator using this format is Liam Dunne, the founder of Glimps, who runs a weekly series on LinkedIn called “The Perfect SaaS Website.” Each week, he brings on someone with a strong point of view about website messaging and the future of website design. The episodes are micro-interviews lasting just 2-3 minutes, providing valuable insights in a bite-sized format. Another great approach within this format could be a teardown-style video, where you analyze and offer feedback on a website in real-time, providing immediate, actionable value for viewers.

How to Create It:

• Plan Your Series: Identify a topic or theme that aligns with your brand’s expertise and audience needs. Think about what series you can create that will resonate and keep people coming back for more.

• Episode Structure: Keep each episode between 2-5 minutes. If it’s an interview series, a one-on-one conversation with thought leaders or team members works well. If it’s insight-based, focus on a core issue or challenge and offer valuable solutions or perspectives.

• Keep it Professional Yet Approachable: The beauty of LinkedIn is that it’s professional but also has a conversational tone. Make sure your video style and tone reflect that balance.

• Record and Edit: Batch record your episodes to save time. Editing is crucial to keep the pace engaging and polished but don’t overdo it—authenticity is key.

How to Distribute It:

Start by posting your series episodes organically on LinkedIn. Once you have a few episodes live, take note of which ones perform best. From there, you can boost the top-performing episodes with LinkedIn’s Thought Leadership Ads to extend their reach. Additionally, you can cross-promote episodes across other platforms like Twitter or repurpose them into longer-form content elsewhere to further drive traffic and visibility.

Video is no longer optional on LinkedIn—it’s essential to building your authority and growing your brand. By focusing on these three formats, you can craft videos that engage your audience, establish credibility, and drive tangible business results.

Thanks,
Joe
Sway One, The Leading B2B SaaS Video Agency

p.s. Happy New Year everyone, make 2025 a great one!