LinkedIn is a popular professional social networking platform that allows users to share content like articles, images, and videos. With video becoming an increasingly important part of social media marketing, many brands and influencers are utilizing LinkedIn to share video content. But how long should these videos be to maximize engagement and viewership? In this article, we’ll look at data and expert opinions to determine the ideal LinkedIn video length.
The Growth of LinkedIn Video
Video usage on LinkedIn has been steadily rising over the past few years. According to LinkedIn’s 2021 State of Sales report, the number of videos shared on the platform increased by more than 10x from 2017 to 2021. And a whopping 92% of B2B marketers use LinkedIn video content specifically. With over 722 million members worldwide, LinkedIn offers an expansive audience for video content.
LinkedIn videos also see strong engagement rates. The 2021 State of Sales report found that video posts on LinkedIn see 30% higher comment rates compared to non-video posts. Clearly, video is a highly effective medium for reaching and engaging the LinkedIn audience.
Optimal LinkedIn Video Lengths
So what is the ideal video length for LinkedIn? Here’s an overview of the recommended video times according to different experts and data sources:
- Up to 2 minutes – LinkedIn’s own best practices recommend videos up to 2 minutes long. They cite internal data showing engagement drops significantly after 2 minutes.
- 1-2 minutes – Most brands and experts suggest keeping videos between 1-2 minutes long. This provides enough time to communicate key messages while retaining viewer attention.
- Under 1 minute – For instructional videos explaining a specific concept or process, concise videos under 1 minute tend to see high completion rates.
Although LinkedIn supports videos up to 10 minutes long, the consensus is clear: shorter is better when it comes to LinkedIn video length.
What the Data Shows on Video Length
Research data further confirms that shorter videos tend to outperform longer videos on LinkedIn:
- According to Social Insider, videos under 1 minute generated 50% higher completion rates compared to videos over 5 minutes.
- Rival IQ found 73% higher viewer engagement for videos under 1 minute versus those over 5 minutes.
- Quintly reports that videos under 1 minute received 36% more likes and 89% more comments than videos over 3 minutes.
The numbers paint a compelling case for keeping LinkedIn videos short and impactful. Overly long videos risk disengaging viewers and hurting content reach.
When Longer Videos Make Sense
While short videos are ideal for most LinkedIn content, there are certain situations where longer videos may be warranted:
- Thought leadership talks & presentations – For established thought leaders and speakers, 10-20+ minute presentations can work well.
- Extended training videos & tutorials – If you need more time for in-depth how-tos, 5-10 minute tutorial videos can engage niche audiences.
- Live videos – LinkedIn Live videos benefit from being longer, up to 20-30 minutes, since they offer a “live event” experience.
The common thread is providing truly valuable content that justifies a long-form video. For most general marketing and promotional videos, concise 1-2 minute videos are still recommended.
Best Practices for Short, Impactful Videos
Here are some best practices for creating effective short-form videos for LinkedIn:
- Hook viewers quickly with an intriguing intro (statistic, question, preview of benefit)
- Communicate key messages and value proposition upfront
- Use concise text overlays instead of lengthy on-camera monologues
- Prioritize visuals over audio narration whenever possible
- Close with a clear call-to-action telling viewers what to do next
Short videos need to get right to the point. But used strategically, they can be incredibly powerful. A well-produced 1-2 minute video can capture attention, convey important messages, and spur viewers to take action.
Key Takeaways on LinkedIn Video Length
To summarize the ideal video length for LinkedIn:
- The sweet spot is 1-2 minutes long. This provides enough time to deliver value without losing viewer attention.
- Data shows significantly higher engagement for videos under 2 minutes compared to over 5 minutes.
- Short instructional or marketing videos under 1 minute can also perform very well.
- Longer videos may be warranted in certain situations like presentations, tutorials, and live videos.
- Maximize impact of short videos with concise messaging, compelling visuals, and clear calls-to-action.
As LinkedIn continues to double down on video, creating snackable and impactful content will be key to success. While long videos have their place, data and experts agree shorter videos tend to engage viewers and drive results.
Conclusion
In today’s world of short attention spans and feed-based content consumption, brevity is king when it comes to video marketing. LinkedIn is no exception, with data consistently showing higher engagement for videos under 2 minutes in length compared to longer counterparts. By focusing on concise, value-driven messaging, compelling visuals, and clear calls-to-action, brands can make every second count in their short-form LinkedIn videos. The ideal video length will vary based on specific campaign goals and audience needs. But overall, keeping videos targeted, succinct and under 2 minutes offers the best chance of capturing viewer attention and driving measurable impact on LinkedIn.