• by Colin Kirkland , Yesterday

Building on its growing suite of video features, LinkedIn’s new ad products and partnership with Adobe focus on helping B2B marketers and business influencers gain higher engagement and impressions, while streamlining the video creation process.

Video has become essential to brands across the social-media landscape, even on LinkedIn.

According to a recent study that the company conducted, 91% of B2B marketers are concerned with engaging users, while 66% believe that if they don’t invest in video in 2025, they will lose out to competitors. 

Currently, video is LinkedIn’s fastest-growing in-app element, with video uploads increasing by 36% year-over-year, and short-form video on LinkedIn is reported to be growing at twice the rate of other post formats as of January 2025.

The company says 77% of marketers report that short-form video help build trust with audiences, and 93% agree that video is better at driving brand recall than single image ads. This is why LinkedIn is continuing to introduce new video-first ad tools. 

“First Impression Ads,” for example, builds off of LinkedIn’s new vertical video format, offering marketers a single-day, full-screen video ad at the top of the feed that is intended to amass as much engagement as possible during crucial brand moments by directly targeting professional audiences. 

After garnering first-day video impressions, LinkedIn is inviting marketers to launch more sponsored content as the first ad slot in the video feed via “Reserved Ads,” which are designed to help brands increase attention and visibility in the video realm. 

LinkedIn has also announced a partnership with Adobe to help marketers and influencers in their creation of videos on the app.

Marketers can now utilize pre-made video ad templates within Adobe Express and export directly to LinkedIn Ads.