Video content has become increasingly popular on social media platforms like LinkedIn in recent years. With over 722 million users worldwide, LinkedIn provides a massive potential audience for businesses and individuals looking to connect and engage through video. But is posting video content actually effective for reaching your goals on LinkedIn? There are several key factors to consider.
Benefits of Video on LinkedIn
Here are some of the main benefits of using video on LinkedIn:
Increased engagement
Video tends to grab attention and hold viewer interest better than other types of content on LinkedIn. Videos shared on LinkedIn can generate more comments, likes, and shares compared to text or image posts. One study found that video posts on LinkedIn receive 5x more engagement than text updates. More engagement signals that your content is resonating with your target audience.
Higher organic reach
The LinkedIn algorithm tends to favor video content, often displaying videos higher in followers’ feeds and search results. This gives your video a better chance of being seen by a wider segment of your audience vs static posts. One analysis showed that video posts on LinkedIn have 19.4x more organic reach compared to non-video posts.
Improved branding
Video gives you an opportunity to connect with your audience in a more personal, humanized way. Viewers get a better feel for your brand personality through video clips. Things like body language, tone of voice, and facial expressions can help convey your brand image and values clearly.
SEO value
Videos boost your content’s optimization for search engines. The schema markup data videos provide, along with captions, transcripts, etc. give search engines more context to understand and rank your content higher in results.
Behind-the-scenes access
Video allows you to give viewers insider access to parts of your business they wouldn’t normally see. For example, a “day in the life” style video showing your office culture and employees resonates well with LinkedIn’s professional audience.
Demonstrate expertise
Posting videos where you provide tips, advice, or educational content related to your industry is an excellent way to position yourself as a thought leader. Followers will come to see you as a trusted expert in your field.
Enhanced credibility
Seeing and hearing someone on video fosters a sense of familiarity and connection with viewers. This helps establish know, like and trust factor that builds credibility for your personal brand or business.
Higher conversion rates
Product demo videos, customer testimonial videos, and explainer videos are highly engaging ways to showcase your offering. Video content can help convince prospects to convert into customers at higher rates compared to purely text-based collateral.
Drawbacks of Video on LinkedIn
While video offers many benefits, there are also some potential downsides to weigh:
Production effort
Creating quality video content requires significantly more time and effort vs putting together text posts or static image assets. Scripting, filming, editing, optimizing footage for each video is a labor-intensive process.
Steep learning curve
There is a skill to creating compelling video content that engages viewers and gets your messaging across effectively. It takes commitment to learn best practices around lighting, camera work, editing, etc.
Risk of low engagement
There is no guarantee that posting video will automatically translate into high engagement and reach. Poor quality video with subpar visuals and audio, or content that lacks value for your audience is still likely to flop.
Limits organic reach
Although the algorithm favors video, adding a video link in your post can decrease overall reach. Some users may not want to click and watch a long video when scrolling quickly through their feed.
Harder to consume
Video requires more focused attention span from viewers vs scanning text or image posts. Some prospects may not take the time to watch your full video while browsing LinkedIn.
Technical hurdles
Uploading large video files can be difficult or result in quality loss depending on your internet speed and bandwidth. Mobile viewers may face playback issues or data costs for streaming.
Higher cost
Producing professional videos usually requires hiring a specialist like a videographer, editor, designer, etc. This results in higher costs than creating written or image-based content in-house.
Best Practices for Video on LinkedIn
If you do choose to leverage video content on LinkedIn, here are some top tips to optimize your efforts:
Focus on quality over quantity
One high-impact video that resonates with your audience is more valuable than frequently posting mediocre videos that don’t move the needle. Emphasize creative messaging and production value.
Keep it short and concise
Brief videos under 2 minutes have the highest completion rates on LinkedIn. Get to your main point quickly instead of dragging things out.
Spotlight your employees
Have workers appear in videos to showcase your team’s passion and human side. This builds engagement and brand affinity.
Leverage captions and transcripts
Make your videos more accessible and easy to digest for both human viewers and search engine bots via captions and text transcripts.
Personalize your approach
Record videos speaking directly to your audience instead of a generic corporate video style. This fosters a stronger connection with viewers.
Utilize video ads also
In addition to organic video posts, take advantage of LinkedIn’s video ad units to reach a bigger segment of your target audience and achieve key business objectives.
Analyze performance
Use LinkedIn’s analytics to see which of your videos are most effective. Monitor metrics like views, CTR, comments, shares, etc.
Promote your videos
Don’t just publish your videos and leave them. Promote them proactively with updates linking to your videos to boost visibility and engagement.
Repurpose your best content
Turn popular text articles or blog posts into short summary overview videos to maximize their value.
Mix up video content formats
Post a variety of videos like live streams, webinar recordings, animated explainers, employee interviews, etc. to keep viewers interested.
Types of Videos That Perform Well on LinkedIn
Certain video formats tend to do particularly well in terms of driving results on LinkedIn. Top options include:
Expert interviews
Discussion style videos where you interview an industry expert provide great educational value. Help position your brand as a thought leader facilitator.
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Behind-the-scenes footage
Videos offering a look at your internal processes, workplace environment, and employee activities humanize your brand.
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Customer testimonials
Having happy clients or customers share their positive experiences in a video testimonial lends credibility.
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Listicles/tips content
Bite-sized videos with quick useful tips or lessons for your audience tend to achieve high completion rates.
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Livestreams
Streaming live video allows real-time interaction and connections with your audience.
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Animated explainers
Short engaging animated videos that break down complex topics perform very well.
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Ideal Video Lengths for LinkedIn
In terms of ideal video lengths, shorter is generally better when it comes to LinkedIn:
Under 2 minutes
Ultra-short videos get maximum completion rates. Use for things like teasers, spotlights, quick tips.
2 to 5 minutes
This remains a very engaging length for most LinkedIn video. Provides enough time to cover moderately complex topics.
5 to 10 minutes
Still works for certain in-depth tutorials, presentations, interviews, etc. but completion rates start dropping significantly past 5 minutes.
Over 10 minutes
Very long videos often lead to high drop-off rates. Reserve for rare high-value content types like webinars, workshops, etc.
In general, analyze your audience’s behavior and preferences. Shorter videos tend to see much higher completion rates, but there are always exceptions based on your particular viewers and content.
Video Marketing Strategies on LinkedIn
Here are some proven video marketing strategies to help maximize your LinkedIn efforts:
Highlight specific employees
Create short spotlight videos profiling individual team members at your company. Helps humanize your brand and build connections.
Share user-generated content
Repost and amplify authentic user videos that positively showcase your brand or products.
Promote video content across channels
Cross-promote your LinkedIn videos on other platforms like Facebook, Twitter, etc. to expand reach.
Add teasers and clips to profile
Feature short 5-10 second video snippets on your profile to catch visitors’ attention and drive views of full videos.
Collaborate with influencers
Partner with LinkedIn influencers to co-create video content and tap into their audience base.
Repurpose top-performing updates
Turn written posts with high engagement into follow-up summary videos for additional mileage.
Pay to sponsor best videos
Allocate budget to promote your highest quality videos through LinkedIn’s advertising tools.
Leverage groups for distribution
Share videos in relevant LinkedIn groups to get them in front of hyper-targeted niche audiences.
Integrate calls-to-action
Include clear CTAs in your videos or descriptions to drive conversions and email sign-ups.
Metrics to Track
To assess the impact of your LinkedIn video initiatives, keep an eye on these key metrics:
Completion rate
The percentage of viewers who watched your full video from start to finish. Higher is better.
Engagement rate
Likes, comments, and shares on your video divided by total views. Benchmark vs previous videos.
Click-through rate
The % of viewers who clicked through to your landing page, offer page, or website after watching the video.
Audience retention
How much of your video viewers watched on average before dropping off. Look for higher retention.
Leads generated
The number of new potential customer leads captured as a result of your video content. Track via forms.
Sales influenced
Track LinkedIn video viewers who ended up converting into paying customers further down the funnel.
Cost per result
Your total video production and promotion cost divided by business results like leads or sales. Aim to decrease this over time as you refine your video marketing process for greater returns.
Conclusion
Posting video content on LinkedIn comes with unique advantages and challenges compared to other formats like text or images. Following best practices around providing value for your target audience, optimizing video length and quality, leveraging different video styles and promotions tactics, and measuring results can help maximize your success and returns.
Used strategically as part of a broader content marketing mix, video is a highly effective way to boost brand awareness, engage your followers, demonstrate thought leadership, drive traffic, generate leads, and ultimately convert viewers into customers. Approach LinkedIn video as an integral piece of your marketing program rather than a one-off vanity project. The effort required pays dividends when implemented seamlessly into your overall strategy.
