Lessons from LinkedIn’s Latest Report

LinkedIn’s latest B2B marketing report, The Art and Science of Video Storytelling, provides a detailed look at what drives video performance in today’s attention-scarce digital landscape. Based on an analysis of over 13,000 video ads, the findings confirm a major shift in what audiences respond to – and what brands should prioritize when developing content. 

Key Findings at a Glance 

• 36% increase in video viewership year-over-year (2024) 

• 20x more shares for video posts than other content types 

• 78% stronger engagement when videos feature real people and emotional storytelling 

Rather than production value alone, LinkedIn identifies a core set of creative principles that consistently elevate video performance: 

The Five Creative Drivers of Performance 

1. Cultural Coding
   Videos that connect with timely events, cultural context, or audience-specific moments saw higher engagement. For pharma brands, this could include messaging tied to awareness days, seasonal health trends, or policy changes. 
2. Human Touch
   Content that features real people—such as HCPs, caregivers, or patients—outperforms scripted, polished narratives. Authenticity builds trust, especially in regulated categories. 
3. Expert Takes
   Clear, useful insights from credible voices resonate across B2B audiences. Pharma brands can apply this by spotlighting medical experts, thought leaders, or brand team specialists in short-form content. 
4. Attention Hacking
   High-performing videos lead with bold visuals and front-loaded storytelling—designed for mobile and short attention spans. Captions, color, and pacing matter more than ever. 
5. Inspiring Imagination
   Creative that prompts curiosity or emotional resonance performs best. In pharma, this means focusing not only on the science, but on the impact—what better health really means to a patient or physician. 

Implications for Pharma and Health Media Teams 

For pharmaceutical marketers, these findings reinforce the importance of clarity, authenticity, and format-first thinking. Video is no longer optional—it’s a critical lever for brand engagement, education, and trust-building. 

Key takeaways include: 

• Use real HCPs and stakeholders where possible – stock won’t cut it 

• Optimize video content for mobile: vertical, short-form, front-loaded 

• Lean into emotion and human connection to enhance recall and relatability 

• Align with real-world health conversations and audience needs 

solli’s Final Thoughts 

LinkedIn’s report confirms what many in the pharma space have sensed: the future of brand communication isn’t just regulated – it’s also emotional, contextual, and increasingly fast-moving. 

As content expectations rise and attention windows narrow, health brands must blend credibility with creativity to stay relevant. 

The opportunity is clear: With the right mix of expert insight, cultural awareness, and mobile-first execution, pharma brands can deliver high-impact storytelling that informs, inspires, and earns attention. 

Get the full report HERE