A Spanish B2B brand decides to do UGC, opens a creator marketplace and looks for someone to shoot vertical video. That is the wrong reflex. On LinkedIn, the content that works does not come from an outside creator: it comes from an employee, a client or the founder. And that changes who you hire and, above all, what you sign.
Why an outside creator underperforms here
On a consumer network the creator brings credibility because they are an ordinary stranger who tried the product. That mechanism does not exist in B2B: someone buying industrial software or consulting services is not after a stranger's opinion, they are after somebody who does their own job.
Credibility here does not come from spontaneity, it comes from demonstrated competence. A technician explaining why they chose a machine convinces another technician; a good-looking creator holding the same machine convinces nobody.
The consequence for the budget
That is good news for production cost and bad news for coordination. You do not have to pay a creator, but you do have to get a busy employee to spend forty minutes filming, and their manager to authorise it.
That is the real bottleneck of this channel, and money does not solve it. Putting it in the calendar in advance and shooting several pieces in the same session does.
The three voices that work
| Voice | What it proves | What has to be signed first |
|---|---|---|
| Technical employee | Real competence and daily use | Image consent, separate from the employment contract |
| Client | Verifiable result in their own context | Authorisation from the client company and the individual |
| Founder or executive | Judgement and view of the category | Nothing extra if a partner, consent otherwise |
The second row is the most valuable and the slowest. A client appearing on camera commits their own company, so the authorisation travels up through two organisations before coming back signed.
Where to start if you are in a hurry
With the first row. Your own employee can be organised in a week, whereas a client is rarely arranged in under a month. Starting with the client and waiting usually ends with the project dead from administrative exhaustion.
Filming an employee: what has to be signed
Here is the point almost nobody handles, and it is the one that really exposes the company. The employment contract does not include consent to use the worker's image for advertising purposes.
The right to one's own image is a personal right, not a work duty. It is assigned through express, written consent, specific to that use, and revocable.
Three practical consequences:
- A separate document is signed, not a clause buried in the employment contract.
- The use is bounded: media, term and territory, exactly as with an outside creator.
- What happens when the person leaves is decided in advance, because it will happen.
The point that is always forgotten
The employee's departure. An excellent video shot by someone leaving for a competitor becomes a communications problem the day they leave, and the company discovers then that nothing was agreed.
The answer is not to forbid, it is to decide beforehand: either the consent covers a fixed term regardless of the employment relationship, or the content is taken down within an agreed period after departure.
Trade show video, Spain's most wasted resource
Spanish B2B is played out at trade shows: Fitur, Mobile World Congress, Alimentaria and each industry's sector fairs concentrate into three days what a quarter of diary work would cost.
And almost every brand leaves with photos of the stand and not one usable piece. That is wasted material, because a trade show brings the client, the product, the team and a self-explanatory context together at the same time.
What actually gets filmed at a trade show
The demonstrations already being given in front of visitors, with nothing staged separately. The short conversation with a client stopping by to say hello, asked for on the spot and with their authorisation. And the product explanation by the person who knows it, filmed on the stand with the background noise, which adds truth rather than subtracting it.
What does not get filmed: prepared speeches against a neutral backdrop. That can be done any day of the year and uses nothing of what makes the place special.
What is actually said in the piece
A B2B piece that works has a recognisable structure, and it is not an advert's. It rests on three blocks that fit into little more than a minute.
The concrete situation, with its number. Not "we work with many companies in the sector", but "we had fourteen line stoppages a month". The number is not there to boast, it is there so the viewer recognises their own situation.
What was tried before and did not work. This is the block almost nobody includes and the one that adds the most credibility, because it admits the solution was not obvious. A case with no failed attempts sounds like a brochure.
The result and its limit. What improved, in how long, and under what conditions it would not have worked. Naming the limit is what separates a credible testimonial from one dismissed in ten seconds.
Why the limit convinces
A B2B buyer has heard too many promises with no caveats. When somebody says "this would not have helped if our process were not already digitised", the rest of the piece gains credibility at once, because the person has shown they can tell the difference.
Personal profile or company page
The same piece performs differently depending on where it is published from, and that is a structural decision the other surfaces do not have.
From the person's profile, the video reaches their real professional network, which tends to be exactly the target audience. From the company page it reaches the followers, who are fewer and already know the brand.
The combination that works is publishing from the person's profile and having the company amplify afterwards. It requires the person to want to do it, which returns to the earlier point: with no consent and no prior agreement, this route is not available.
What does not work on LinkedIn
The reflex imported from consumer networks fails fairly predictably:
The aggressive hook. Shouted opening seconds work in an entertainment feed and sound fake in a professional one.
Video with no subtitles. It is watched in silence, often between meetings. With no on-screen text, the message does not land.
The generic testimonial. "We are delighted with the service" says nothing. A figure, a deadline or a problem solved does.
Video that does not say who is speaking. In B2B the job title and the company are part of the argument, and they have to appear in writing, not only be said.
Sources
- Organic Law 1/1982 on the protection of the right to one's own image
- Workers' Statute, Royal Legislative Decree 2/2015
- LinkedIn, supported media file types
- LinkedIn Marketing Solutions, video ads
Checked on 8 September 2026. This guide is not legal advice. Where this guide and the official source disagree, the source prevails.
