If you’ve been thinking B2B video ads are all about slick visuals, scripts, and flashy graphics, here’s the reality check: real people drive real results.
After analyzing over 13,000 B2B video ads, a clear trend stands out: videos showing visible humans and authentic emotion consistently perform better. Not just by a little, but significantly so.
Let’s unpack exactly what that means for B2B marketers on LinkedIn today.
Key Takeaways
- Real people, real emotion beat slick visuals every time. Videos with visible humans and authentic emotion see more engagement.
- Longer videos (30-60 mins) convert better, showing trust and connection grow when you give viewers time to engage deeply.
- Unscripted and raw content resonates more with real people, driving authentic connections versus scripted ads.
- Short-form video rules for busy decision-makers, formats like memes boost engagement by 111%, and storytelling videos lift engagement.
- Adding cultural context, expert voices, and quick hooks in the first 3 seconds is key to standing out in the crowded B2B video space on LinkedIn.
Along with the human connection, other critical principles like cultural coding, expert commentary, attention hacking, and inspiring imagination round out the recipe for success in LinkedIn B2B video ads.
The Human Factor: Why It Still Dominates
B2B buying may be rational, but it’s influenced by real humans behind the decisions. Emotions, trust, and authenticity matter deeply.
Research from Wistia in early 2025 found that videos like webinars were rated as the second most impactful type of video by marketers.
That makes sense. People connect with people, not faceless logos or abstract brand images.
But what really moves the needle? Emotion.
Wistia’s study also showed that videos that run between 30-60 minutes convert viewers 17% more than others. This clearly shows how longer playtime gives you more time to build trust with your viewers.
This signals sincerity and builds trust. A marketer’s greatest challenge is cutting through the noise and skepticism of buyers. Connection breaks down barriers and invites attention and faith.
The Power of Unscripted Content
Let’s be honest, too many B2B video ads feel staged, overly polished, or robotic.
That’s why the data matters: 46% of companies host webinars once a month, and 40% have a dedicated individual running the show.
The rawness, imperfections, and spontaneity of unscripted video resonate with human viewers who value honesty. Viewers engaged most when it felt like someone was speaking with them, not at them.
The LinkedIn Marketing Collective (2025) agrees, saying authenticity isn’t just a tired buzzword. The data shows that its best practice, with authentic emotion increasing engagement of brand awareness video by 78%.
The Rise of Short-Form Video Dominance
If you’re still thinking long video content is king in B2B, think again.
LinkedIn’s own data shows that landscape, longer-form, and rich in storytelling, these cinematic narratives built brand belief and affinity at the awareness stage, driving +129% higher engagement than generic ads..
Short-form video is digestible, mobile-friendly, and ideal for busy decision makers scanning feeds. And the stats show: Videos that used memes, for example, drove 111% more engagement.
The good news? Leveraging the human element combined with smart tactics can give your video content the needed lift.
What Else Works: More Than Just Humans
While the human touch forms the foundation, other principles propel B2B video ad success on LinkedIn:
- Cultural Coding: Videos that subtly reflect audience values, environment, and language increased relevance and resonance in global B2B markets.
- Expert Commentary: Including succinct expert insights or user testimonials establishes authority and trustworthiness quickly.
- Attention Hacking: Fast cuts, animated text, and engaging hooks in the first 3 seconds are crucial to grab attention before scrolling past.
- Inspiring Imagination: Videos that hint at future possibilities, not just current features, create aspirational appeal, motivating decision makers.
Combining these with a genuine, human-centered approach maximizes your chances of cutting through B2B content noise.
How to Start Creating Better B2B Video Ads Today
Struggling with where to start? Here’s a clear playbook based on the data and proven practices:
- Show Visible Humans: Feature team members, customers, or speakers directly, ideally looking into the camera to create eye contact.
- Express Real Emotions: Don’t script over-polished lines. Let authentic passion, concern, or enthusiasm shine through—vulnerability is strength.
- Prioritize Unscripted Scenes: Script your messages but leave room for natural conversation and improvisation where possible.
- Keep It Short and Snappy: Aim for under 60 seconds wherever possible but make each second count with compelling visuals and hooks.
- Add Expert Voices: Incorporate short clips of subject matter experts or real customer testimonials to justify claims.
- Use Attention-Grabbing Formats: Experiment with animated captions, quick cuts, or visual storytelling to pique curiosity instantly.
- Tailor Cultural Elements: Adjust your content for regional audiences if global; small cultural cues help with relatability.
- Measure and Iterate: Use LinkedIn analytics and video engagement insights to understand what resonates, then refine rapidly.
Why The Biggest Miss Is Emotion
This one surprises most marketers, but it’s the clearest proof that many B2B videos are still playing it too safe.
Emotion evokes empathy, connection, and trust.
In decisions as significant as B2B purchases, emotion influences perception heavily. Neuroscience confirms that buyers are impressed by emotional content even in business contexts.
Yet just 7% of B2B videos contain genuine emotional display.
By ignoring emotion, brands leave engagement and revenue on the table.
Industry Examples: Real B2B Brands Doing Video Right
Let’s look at a few who get it:
- SAS Viya’s approach to messaging, targeting, and branding led to 31% increase in engagement rates, 9 million new buyers reached on LinkedIn in 6 months, and a 28% decrease in Cost per Lead.
- Maersk invested in a cinematic approach to their production and worked with the film director and team to change their brand perception. This led to fewer than 20% of their audiences looking at them as a shipping company and 54% looking at them as an Integrated Logistics provider.
They show it’s possible to blend business goals with human storytelling in a way that feels natural and impactful.
The Opportunity Is Huge, And Growing
With 154 billion LinkedIn short-form video views in 2024 alone and 55% of marketers rating short videos as the highest ROI, the market is ripe.
Marketers who struggle need to focus on authenticity, not just production polish, and embrace data-backed messaging that puts humans first.
Human connection isn’t optional in B2B video marketing. It’s essential. The stats don’t lie: visible humans, authentic emotion, and unscripted content deliver better engagement and higher ROI. If you want your LinkedIn video content to cut through noise, connect deeply, and convert better, start putting real people and feelings front and center. And book a call with us if you need help with that.
