Video content has become increasingly popular on social media platforms like LinkedIn. With video’s ability to be informative, engaging, and shareable, many marketers believe video is one of the best types of content to promote on LinkedIn.
Why use video on LinkedIn?
There are several key reasons why video can be highly effective for brands using LinkedIn:
- Higher engagement: Research shows LinkedIn videos generate more engagement than other content formats. One study by Socialbakers found sponsored video ads on LinkedIn had engagement rates of up to 4X higher than non-video content.
- Increased sharing: LinkedIn users are more likely to share video than other types of posts. An average LinkedIn video receives 5X more shares than text & image posts combined.
- Better storytelling: Video allows brands to tell stories in rich and memorable ways that resonate with viewers. Videos can quickly convey emotions and connections.
- Higher conversions: Videos on LinkedIn generate more leads and conversions for advertisers compared to static posts. Some reports show LinkedIn video ads have 2-3X higher CTRs.
- Improved SEO: Videos can help boost a brand’s visibility and search rankings. Videos also have their own built-in SEO advantages with YouTube.
- Trust building: Videos allow brands to connect with audiences in a more personal and human way. Viewers get to literally see company spokespeople and experts.
What types of videos perform best?
Not all videos are created equal when it comes to effectiveness on LinkedIn. Certain formats and styles tend to see much higher engagement and sharing rates. Here are some of the top performing video content types:
- Educational videos: How-to tutorials, explainer videos, and thought leadership presentations tend to do quite well. LinkedIn audiences are there to learn.
- Testimonials: User stories and glowing testimonials from customers build trust and credibility with prospects.
- Behind-the-scenes: Give audiences a peek behind the scenes at your company operations, office culture, and employees.
- Event recordings: Repurpose video recordings from webinars, conferences, and other events into snackable clips.
- Interviews: Feature Q&A interviews with customers, employees, industry experts, and partners.
- Product demos: Shortform videos showing how a product or service works in action.
- Statistical data: Present key data metrics, figures, and research through dynamic video visuals.
Best practices for video content
To help ensure success, keep these video best practices in mind for LinkedIn:
- Optimize video length: Videos under 2 minutes see much higher average view completion rates. Long videos can be broken into segments.
- Craft a compelling headline: Use power words in the headline that make viewers want to click and watch the video.
- Hook viewers fast: Lead with your best content in the first 5-10 seconds before people start dropping off.
- Add captions: Enable closed captioning so viewers can understand and engage with sound-off auto play.
- Include a strong call-to-action: Give viewers a specific next step like downloading something or contacting sales.
- Promote your video: Don’t just publish your video and hope it gets views. Promote it across other channels.
Potential video content ideas
Looking for inspiration for the kinds of videos that align well with LinkedIn’s professional audience? Consider creating videos around topics like:
- Industry trends
- Career tips
- Leadership insights
- Workplace culture
- Professional skills development
- Technology innovations
- Industry conference highlights
- Customer success stories
- Tips for jobseekers
- Workplace diversity and inclusion
- Wellness and mental health
- Sustainability initiatives
- DE&I programs and impact
- PR and news announcements
Where to distribute video content on LinkedIn
Videos can be distributed across LinkedIn in a few key ways:
- LinkedIn Feed: Publish natively in your company or Showcase Page feed. Videos auto play without sound in feeds.
- Sponsored Content: Pay to promote video posts to reach broader audiences beyond your current followers.
- LinkedIn Live: Stream real-time videos through LinkedIn’s live streaming platform.
- LinkedIn Groups: Share relevant video posts within LinkedIn Groups you are active in.
- Direct Messages: Directly send video links through LinkedIn Messages to connect on a 1:1 level.
Ideal video lengths
In terms of optimal video length, here are some recommendations:
- LinkedIn Feed: 30-90 seconds
- Sponsored Content: 90 seconds to 2 minutes
- LinkedIn Live: 10-20 minutes
Of course there are always exceptions, but in general following these video length guidelines will allow for snappy engaging content optimized for the LinkedIn platform and audience attention spans.
Video file size and formats
When uploading videos directly to LinkedIn, be sure to follow their recommended specifications:
- File formats: .MP4, .MOV, .AVI
- Maximum file size: 5GB
- Minimum resolution: 720p
- Aspect ratio: 16:9
- Ideal frame rate: 29.97 FPS
For the highest quality viewing experience across devices, aim to upload videos in HD 1080p when possible.
Measuring video performance
Track these key metrics to gauge the performance of your LinkedIn videos:
- Views
- View rate
- Completion rate
- Shares
- Comments
- Clicks/Leads generated
- Overall engagement rate
Compare videos to identify what content resonates most with your target audiences. Try A/B testing different video styles and formats.
Improving video optimization
Follow these tips to optimize videos for better LinkedIn performance:
- Include keywords in title and description
- Transcribe videos and add captions
- Include call-to-action overlays
- Curate custom thumbnail images
- Gather backlinks to video URL
- Promote videos across other channels
- Analyze and refine based on data
Conclusion
Video content presents a big engagement opportunity for brands using LinkedIn. By tapping into preferred content styles aligned with LinkedIn’s professional audience and sticking to optimal best practices, marketers can yield fantastic results from their video marketing efforts.
Videos that educate, inspire, entertain, and connect with target audiences on a human level tend to perform the best. While any high-quality video that provides value can gain traction, infusing creativity into your video content will help captivate viewer attention in the crowded LinkedIn feed.
Test and refine your LinkedIn video strategy, and measure against KPIs to maximize your video success on the platform. With video favored by both algorithms and audiences, it should be a key component of your overall content marketing mix.
Frequently Asked Questions
What is the ideal length for a LinkedIn video?
The ideal length depends on the context, but generally videos under 2 minutes perform best on LinkedIn. For LinkedIn feed videos, aim for 30-90 seconds. Sponsored videos can be 90 seconds to 2 minutes. LinkedIn Live videos can be 10-20 minutes.
What’s a good frequency for posting videos on LinkedIn?
Posting 1-2 videos per week is a good starting point for maintaining audience interest without overwhelming your followers. You can increase or decrease frequency based on resources, engagement rates, and audience feedback.
What types of videos see the highest engagement on LinkedIn?
Educational, thought leadership, testimonial, how-to, and behind-the-scenes videos tend to perform well. Videos that teach and provide value to LinkedIn’s professional audience will gain the most traction.
Should I upload videos natively to LinkedIn or link to YouTube/Vimeo?
Uploading directly to LinkedIn allows you to harness their video platform features and prevents viewers from exiting LinkedIn. But hosting videos externally can also work well. Test each option to see what performs best for your needs.
What’s the best way to optimize online videos off-platform?
Here are some tips for optimizing videos for discovery off of LinkedIn:
- Upload to YouTube and optimize with keywords, transcriptions, captions, etc.
- Include your target keyword in the video title and description
- Share the video on other social channels and build backlinks to it
- Promote the video on your website and blog
- Boost your YouTube videos with Google Ads
Taking the time to optimize your off-platform videos can help them rank higher in SERPs and gain more organic visibility. But focus on the LinkedIn platform itself if your main goal is improving engagement within the network.
Examples of Top Performing LinkedIn Videos
Here are some real-world examples of top performing videos on LinkedIn that generated high engagement and set benchmarks for success:
SAP: The Power of Partnerships
This emotional customer story video generated over 12K reactions and 500 comments for SAP, far above their other content. It tells a compelling brand story focused on user impacts.
生酮饮食易上手吗?
This informative explainer video in Chinese on the basics of starting a keto diet earned 10K+ likes. It provides helpful education catered specifically to Chinese audiences.
The Unadvertised Details Into Financial Independence Retire Early
With 1.3M views, this in-depth FIRE movement tutorial video shows the power of tapping into audiences interested in “financial independence retire early.”
How to Triple Your Reading Speed (Without Losing Comprehension)
The promise of reading faster proved enticing for LinkedIn users, with this video hitting nearly 5 million views. Quick productivity tips work well.
Secrets of a Couples Counselor: 3 Steps to Happier Relationships
Relationship advice from a professional counselor captured attention, with this psychology video generating 15K likes and 800 comments.
Video Marketing Strategy Template
Here is a video marketing strategy template covering key elements to consider when planning your LinkedIn video content:
Goal | Target Audience | Video Types | Keywords | Distribution | Promotion | Metrics |
---|---|---|---|---|---|---|
Generate leads for [product/service] | Directors at mid-market B2B companies | Product demo videos | Keywords relevant to target roles/industries | Sponsored video ads | Retargeting ads | Leads generated, CTR |
Increase brand awareness | Engineers and IT professionals | Thought leadership presentations | Industry terms and challenges | LinkedIn Feed | Share in LinkedIn Groups | Views, reactions, shares |
Educate customers | Current individual consumers | Tutorial videos | Product keywords and features | LinkedIn Feed | Email subscribers | View rate, completion rate |
Fill out each column in this template to develop a strategic approach to your LinkedIn video content based on overarching goals, target audience attributes, planned video formats and styles, distribution and promotion channels, and metrics for tracking success.
Top Video Marketing Tips
To recap, here are some of the top expert tips for succeeding with video content on LinkedIn:
- Hook viewers in the first 5 seconds
- Optimize video length for platform context
- Prioritize educational and thought leadership videos
- Include strong calls-to-action in each video
- Promote videos across other channels
- Test different styles and formats
- Analyze performance data to refine approach
- Transcribe and add captions for higher engagement
- Use dynamic visuals to present data
- Feature authentic customer stories and testimonials
By tapping into LinkedIn’s highly professional audience with video content tailored to their interests and needs, brands can drive significant engagement and results.