LinkedIn made some good moves last year that I’ve seen pay off for our suite of B2B clients. Now that we’re into 2026, with yearly marketing goals in focus, I’ve got some recommendations based on our 2025 learnings for you to test and leverage in the coming months. Those include:
- Video.
- Thought Leader Ads.
- Personalized creative.
- Qualified Lead Optimization.
- Ads duplication.
Let’s put a magnifying glass on each and explain the benefits you stand to gain.
LinkedIn video is a must
Even though Meta and TikTok are more natural fits for video, LinkedIn isn’t immune to the video movement — particularly short-form video (between 7-15 seconds). While having video content is an important line item on your marketing strategy plan, the right content is even more important.
There are plenty of ways to leverage video, including new-ish placements like First Impression Ads. What I recommend is that you try video ads in the feed first to compare performance and engagement with other types of in-feed ads you’ve been running.
The usual caveats apply here:
- Don’t just repurpose videos from other platforms. Beyond having a unique UI that could affect whether video content does or doesn’t stand out, LinkedIn spurs different behavior from its users. Test videos that speak to a professional challenge your brand can help solve, or highlight testimonials, tutorials, or case studies.
- Make sure you have a follow-up plan for users who engage, since one video isn’t going to convert anyone into a customer without lots of nurturing.
- Set a strategy for measuring the value of video engagements, from views to direct responses taking action on prompts like “Comment X for the full guide.”
Dig deeper: LinkedIn study reveals how B2B video ads can gain +129% engagement lift
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People respond to people, so try Thought Leader Ads
One of the toughest parts of B2B advertising is engaging potential customers on behalf of a business or corporate entity. Thought Leader Ads (where companies can essentially boost content from employee accounts) have actually been around for a couple of years, but we got serious about testing them in 2025 and earned much higher engagement than with typical ads from business profiles.
TLAs open up some creativity, too. Humor-focused posts, for one, are a lot more natural a fit from a personal account.
As with other boosted content, be judicious about where you invest. If a post already has traction organically (and that’s become harder over the last year as LinkedIn has throttled back reach) and makes a good business case for working with your company, that’s a good candidate for a TLA.
A couple of caveats…
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