LinkedIn: Video Goes Vertical

After video creation doubled on its platform last year, LinkedIn is meeting the demand by introducing vertical video formats tailored for professional audiences. With Gen Z and Millennials now making up 71% of B2B buyers, according to Forrester’s annual survey, this shift couldn’t come at a better time! These digital natives prefer dynamic bite-sized content, making video paramount for B2B marketers to connect with this audience. By showcasing relatable stories, behind-the-scenes moments, and emotional elements of your product or service, your brand becomes more memorable and trustworthy.

Executional Tip: While LinkedIn still supports horizontal videos, they may appear with black bars on mobile, signaling a clear emphasis on vertical content for better engagement.

Instagram Reels: Extending Watch Times

Instagram is now recommending Reels up to three minutes long, up from its previous 90-second recommendation that reportedly performed better. While it’s a clear competitive move, it signals a growing appetite for more in-depth content. For B2B marketers, it’s an opportunity to pump more personality into your Instagram strategy. Use Reels to drive event attendance, highlight subject matter experts or share relevant advice. Test out different video lengths to identify what resonates most with your audience.