Keith Kakadia explains why a familiar problem makes a stronger opening for LinkedIn video.
LinkedIn has overtaken every other platform as the most widely used channel for video marketing, and according to social media agency Sociallyin, that shift is changing what B2B brands need to put in front of their audience.
Video posts on LinkedIn are now shared 20 times more often than other content types, and users spend nearly three times longer engaging with video ads compared with static sponsored content. Live video performs even more strongly, drawing 24 times more comments than pre-recorded content on the platform.
LinkedIn’s video moment
For Keith Kakadia, founder and CEO of Sociallyin, the numbers point to a real behavioural shift rather than a passing trend. B2B audiences are not simply watching more video, they are sharing it, spending more time with it, and actively joining the conversation, particularly when the content is live.
He says this presents a genuine opportunity for B2B brands, but only if they move beyond traditional corporate videos. “People come to LinkedIn to learn from others in their field,” Kakadia says. “They want a useful idea, a fresh perspective, or an answer to a problem they have faced themselves. The strongest videos feel like a knowledgeable person sharing something worth hearing.”
Open with a problem, not a pitch
Kakadia’s first recommendation is to lead with something the audience will instantly recognise, a question, challenge or observation, rather than a company introduction. “Give people a clear reason to stay within the first few seconds,” he says. “A familiar problem often makes a stronger opening than a company introduction.”
Rather than scripting polished corporate messaging, Kakadia suggests putting founders, employees and subject-matter experts directly on camera. Their experience gives the content a clear point of view and makes complex topics easier to follow. “Most companies already have people with plenty to say,” he says. “Let them speak in their own words. A natural delivery usually feels more credible than a script polished down to the last syllable.”
One video, one job
Kakadia recommends keeping each video focused on a single question or idea rather than trying to cover everything at once. “Think about what you want someone to remember after watching,” he says. “If you can sum it up in one sentence, you probably have the foundation for a strong video.”
Captions and clean on-screen text also matter, since many viewers scroll with the sound off. “Captions should make the video easier to understand at a glance,” Kakadia explains. “Keep the screen clean and give the speaker room to carry the message.”
For live formats specifically, Kakadia points to question-and-answer sessions, product launches and timely industry discussions as well suited to the format, since viewers can participate as the conversation unfolds. “Plan the discussion around questions people will want to answer or ask themselves,” he says. “That sense of participation is what makes live video engaging.”
Kakadia cautions against judging success purely on view counts. “A few thoughtful comments from the right people can carry more value than a large number of passive views,” he says. “Look at who watched, what they said, and whether the video opened the door to a useful conversation.”
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