When posting a video on LinkedIn, the file format you choose can significantly impact the viewer experience. Selecting the right video format ensures your content looks crisp and loads quickly across devices. Here’s a breakdown of the most common video formats to use for LinkedIn posts and some tips for choosing the best option.
The Two Main Types of Video Format
There are two main categories of video file formats – container formats and codecs. Understanding the difference is key to picking the ideal format for LinkedIn.
Container Formats
A container format is a wrapper that contains different audio, video, and metadata streams. Some common container formats include:
- MP4 – The most popular container format, widely supported across platforms.
- AVI – An older container format compatible with Windows devices.
- MKV – An open-source container that can hold multiple video and audio tracks.
- WEBM – A container designed for web videos and HTML5 video tags.
The container format determines how the data is synchronized and stored in a single file. However, it doesn’t specify how the audio or video stream is encoded. That’s where codecs come in.
Codecs
A codec is the encoding/decoding formula used to compress and decompress the audio and video data streams within the container. Common video codecs include:
- H.264 – The most widely used video codec today. Offers high-quality HD video at smaller file sizes.
- VP9 – A newer, open-source codec created by Google. Provides HD and 4K quality with improved compression.
- H.265/HEVC – The successor to H.264. Enables 4K+ resolutions at half the bandwidth.
- MPEG-4 – An older but compatible codec best for lower resolutions like 480p.
The combination of container and codec impacts the quality, compatibility, and file size of your video. When exporting video for LinkedIn, it’s important to select options that balance these factors.
Recommended Video Formats for LinkedIn
Based on the above, here are the best video formats to use for LinkedIn posts:
1. MP4 with H.264 Codec
MP4 paired with the H.264 video codec is the ideal choice for LinkedIn. Nearly all browsers and mobile devices support H.264, and it provides great visual quality at smaller file sizes. For best results, export 1080p or 720p resolution video at 16:9 aspect ratio using the High Profile H.264 codec.
2. WEBM with VP9 Codec
WEBM videos encoded with the VP9 codec are also excellent for LinkedIn. This open-source format loads quickly and enables HD resolution playback. However, compatibility can be an issue with some older browsers. For wider device support, MP4 is generally preferable.
3. MOV with H.264 Codec
The MOV container paired with H.264 video is another solid option. MOV is a flexible Mac-friendly format that integrates well with QuickTime and Final Cut Pro. One downside is MOV files tend to be larger. Convert to MP4 to reduce file size.
4. AVI with MPEG-4
For standard definition videos, AVI files encoded with MPEG-4 provide reasonable results. The quality is suitable for 480p resolution playback. However, AVI offers limited compression compared to modern formats, so file sizes are large.
When exporting for LinkedIn, avoid less common codecs like DivX, Xvid, or outdated ones like H.263. Stick to the H.264/MPEG-4 codecs in MP4, MOV, or WEBM containers for the best playback experience.
Video Resolution Guidelines
In addition to video format, the resolution and aspect ratio significantly impact quality and viewing experience. Follow these tips when exporting video for LinkedIn:
- For HD quality, export at 1080p or 720p resolution. Avoid going above 1080p.
- Match the video’s aspect ratio to 16:9 widescreen for best results on LinkedIn.
- For older, standard definition videos, 480p resolution and 4:3 aspect ratio are acceptable.
- Always select a progressive scan rather than interlaced when possible.
- Export at the highest bitrate your format supports for optimal quality.
Also, keep in mind LinkedIn’s recommended video length of less than 10 minutes. Anything above that may not retain viewer attention.
Optimizing Video Files for LinkedIn
Follow these tips to ensure your exported video files meet LinkedIn’s recommendations:
- Use MP4 or WEBM formats with H.264 or VP9 codecs.
- Export 720p or 1080p HD resolution at 16:9 aspect ratio.
- Set a high target bitrate when encoding to maintain quality.
- Use 2-pass encoding for better compression and smaller file sizes.
- Tune encoder settings like GOP size and frame rates for web playback.
- Add metadata like title, description and tags to the file.
It’s also a good idea to play back your video in the LinkedIn app or website to verify quality and performance across devices before posting.
Using Online Converters
If your source video is in an unsupported format, you can convert it to an optimal LinkedIn format using free online tools like:
- Convertio – Supports over 3000 formats
- Online Converter – Wide range of options
- CloudConvert – Fast conversions
- Zamzar – No file size limits
Simply upload your video file, select the target format, resolution and options, then download the converted output. This provides an easy workflow for converting unsupported camera or editing formats to web-ready video.
Uploading and Embedding on LinkedIn
When your video is exported and optimized for LinkedIn, uploading and sharing is simple. You have two options:
Upload Directly to LinkedIn
- When creating a new post, use the “Upload” button.
- Select your optimized video file from your computer.
- LinkedIn will transcode and host the video natively.
Embed Externally Hosted Video
- Upload your video to YouTube, Vimeo or other host.
- Copy the embed code or URL.
- Paste into the LinkedIn post composer.
The direct upload method is best for privacy. But embedding lets you integrate videos from other platforms you’ve already published. Both methods work great for showcasing video content to your professional network.
Best Practices for Video Posts
Here are some top tips for creating engaging, effective video posts on LinkedIn:
- Use eye-catching preview images to capture attention.
- Write compelling titles and descriptions to provide context.
- Focus videos on topics relevant to your industry and audience.
- Keep videos concise – under 5 minutes is ideal.
- Encourage viewers to like, comment and share.
- Post consistently – try weekly or monthly cadences.
- Promote your videos proactively beyond LinkedIn.
- Analyze engagement metrics to refine future content.
Conclusion
Choosing the right video format for LinkedIn is critical for a quality viewer experience. The optimal formats include MP4 or WEBM files encoded with H.264 or VP9 codecs. Exporting your source videos properly at 720p or 1080p resolution will ensure they look great when uploaded and embedded in posts. Pair your videos with compelling titles, descriptions and calls to action to get the most traction. With the right formatting and engagement strategy, video content can be a very effective channel for informing and connecting with your professional network on LinkedIn.