As we reflect on 2024, one thing is clear: B2B marketing on LinkedIn is evolving, and we’re seeing exciting shifts toward more engaging, human-centered, and authentic content. This year, marketers are embracing video storytelling, emotional authenticity, and practical applications of technology. Let’s take a look at three key creative trends that have reshaped how brands connect on the platform.
AI is making waves in the marketing world, with the industry projected to reach $407 billion by 2027. But as the AI hype settles, brands are discovering that simply talking about the tech’s capabilities isn’t enough. Instead, the most successful campaigns focus on connecting AI to real-world business outcomes and human experiences.
Our research reveals that messaging around “future-proofing” and “digital transformation” saw significant success. In fact, “future-proofing” messaging led to a 748% increase in conversions. The takeaway? Build trust by emphasizing tangible benefits and using familiar, relatable examples to explain how AI impacts real people and businesses.
On LinkedIn, authenticity is a key driver of engagement. In fact, 74% of people trust their peers more than CEOs or journalists when it comes to discussing innovation. This trust is clearly reflected in the performance of content that blends professional expertise with personal authenticity.
Content that showcased multiple people or included small personal touches (like casual clothing or jewelry) saw a notable increase in engagement. Specifically, showing people in relaxed settings with personal details led to a 37% higher video completion rate. B2B audiences are drawn to content that acknowledges the full spectrum of emotions and experiences—not just the polished, professional side. Real emotions, whether it’s a smile or a frustrated expression, make a connection that resonates.
With blue dominating the tech space, standing out visually is crucial. High-contrast visuals increased video completion rates by 68%, and the use of unexpected colors like pink drove a 26% increase in video engagement. However, simplicity still matters—neutral backgrounds with clear, contrasting text improved click-through rates by 15%. The key is to strike the right balance: use bold colors to grab attention, but maintain clarity for important messaging.
Putting These Insights Into Action
To harness these trends for your next LinkedIn campaign, here’s what you can do:
- Ground your AI messaging in real outcomes: Shift from technical features to focusing on how AI can benefit businesses and people in a tangible way.
- Embrace authentic, emotional content: Show the full spectrum of emotions and real people, not just the polished professional version.
- Design with attention in mind: Use bold colors strategically, but ensure that your messaging remains clear and readable.
By combining smart creative choices with relatable human stories, you can not only engage your B2B audience but convert them into loyal customers. These insights are more than just trends—they are powerful tools to make your marketing more effective in 2024 and beyond.