LinkedIn is the world’s largest professional network with over 690 million users worldwide. With such a massive userbase, LinkedIn presents a major opportunity for brands and influencers to reach a targeted B2B audience. Video content in particular can be highly effective on LinkedIn, but not all videos perform equally well. The key is understanding what style and format of video content will resonate most with LinkedIn’s user base of working professionals.
What are the benefits of video content on LinkedIn?
Before getting into the specifics of what performs best, it’s important to understand why video is worth investing in for LinkedIn. Here are some of the main benefits:
- Higher engagement: Videos on LinkedIn receive 5x more engagement than regular posts.
- Better reach: Videos show up higher in LinkedIn’s algorithm and follower feeds.
- More sharing: Members are more likely to share videos than plain text posts.
- Improved conversions: Videos can more effectively educate and influence prospects.
- Greater trust: Video humanizes your brand and builds a connection with viewers.
In summary, video content helps grab attention, build engagement, expand reach, and drive conversions better than most other types of content on LinkedIn.
What style of video works best?
Now let’s get into the nitty gritty of what specific styles and formats of video perform best on LinkedIn. Here are 5 key types to focus on:
1. Educational videos
LinkedIn’s professional audience responds very well to educational videos that teach them new skills, strategies, and industry best practices. Some effective formats include:
- Expert interviews or fireside chats
- Conference keynote highlights
- “How to” tutorials
- Product demos
- Case study explainers
Essentially anything that educates viewers and makes them better at their jobs. Use stats, examples, and visuals to back up your points.
2. Thought leadership videos
Position yourself or colleagues at your company as industry thought leaders by sharing videos that provide unique perspectives, insights, trends and predictions related to your field. For example:
- Industry trend highlights or analysis
- Expert predictions for the future
- New innovation or technology overviews
- Research findings
- Regulatory/compliance updates
Focus on being helpful and informative rather than self-promotional.
3. Behind-the-scenes videos
Give viewers a peek inside your company culture and operations by sharing behind-the-scenes videos. For example:
- Office tours
- A day-in-the-life videos
- Employee interviews or testimonials
- Company events and celebrations
- Community/charity events
- Conference highlights
These videos humanize your brand and build affinity. But keep them professional for the LinkedIn audience vs. overly casual.
4. Customer testimonial videos
What better way to demonstrate your value than through customer validation? Testimonial videos lend credibility and social proof. Follow these best practices:
- Feature credible customers from known companies
- Have them share specific challenges and results
- Capture high-quality video and audio
- Keep it authentic — don’t script word-for-word
Avoid generic praise or over-produced videos that seem fake. Authenticity is key.
5. Interactive or live videos
One of the hottest video trends on LinkedIn is interactive video technology and live streaming. Examples include:
- Live Q&A or AMA sessions
- Polls and quizzes in prerecorded videos
- Interactive elements like CTAs in videos
- Product demos or simulations
These interactive elements help boost engagement and memorability. But ensure any live streams are professionally produced with high A/V quality.
What video formats work best?
Now that we’ve covered the top video styles and topics, here are the best video formats to use on LinkedIn:
Native video
Uploading video directly to LinkedIn (not via YouTube link) allows maximum visibility and engagement. Native videos appear prominently in feeds and enable inline video playback.
Square format
LinkedIn recommends using square 1:1 aspect ratio videos (1080×1080 resolution) as they take up more feed real estate on mobile.
Shorter length
Video Length | Ideal Duration |
Educational videos | 2-5 minutes |
Testimonials | 90 seconds – 2 minutes |
Teaser or promo videos | 30-60 seconds |
In general, shorter videos under 5 minutes perform better at driving full video views. You can always link to a longer version.
Minimal overlays and graphics
Avoid over-producing your videos with excessive text animations and stock footage/templates. Keep it simple and professional.
Clear, audible audio
Invest in quality mics and sound mixing. Poor audio is one of the fastest ways to lose viewer interest.
What’s the right publishing strategy?
In addition to creating optimized video content, you need an effective publishing strategy. Here are some best practices for maximizing views:
Utilize show pages
Show pages allow you group all your video content into one place on your LinkedIn profile. This makes it easy for viewers to binge watch your videos.
Promote new videos
Let your audience know when you publish new videos via status updates, emails, and other channels. Promote each video for up to a week.
Include links
Have a strong call-to-action to visit your website, offer page, or other destination at the end of your videos.
Post consistently
Posting on a regular cadence (such as weekly or monthly) keeps your videos top of mind.
Posting Frequency | Recommendation |
B2B brands | 1-2x per week |
Thought leaders | 2-3x per week |
Product companies | 3-5x per week |
Test different frequencies and see what drives the best results for your audience.
Repurpose top content
Surface old videos that performed well but may have been buried in feeds. Reminder promotions can extend their lifespan.
What metrics should you track?
To optimize your LinkedIn video strategy, focus on analyzing these key metrics:
Video views
The number of times your full video is viewed. Aim for at least 500+ views per video.
View rate
The percentage of followers who watched your video. Benchmark against a 10%+ view rate.
View duration
How long people are watching your videos on average. Shoot for at least 50%+ average duration.
Shares
The number of times people share your video with their networks. Popular videos often get 50 – 100+ shares.
Comments
The amount of comments indicate how engaging your videos are. Compare video vs. non-video posts.
Follower growth
Do your videos attract new followers to your LinkedIn Page? Track this over time.
Website traffic
Use UTM campaign tags to see how much website traffic is being driven from video views.
Leads or sales
Ultimately, do leads or customers attribute to your videos? Tie this back to ROI.
Conclusion
Video marketing on LinkedIn can deliver tremendous value in reaching and engaging professional audiences, but only if you create the right type of video content. To summarize, focus on educational, thought leadership, behind-the-scenes, customer testimonial, and interactive videos in square native formats under 5 minutes long. Promote your videos consistently and track performance metrics over time. By tailoring your video strategy to align with the LinkedIn platform and audience, you can achieve much greater visibility and impact.