LinkedIn is the world’s largest professional network with over 740 million members. It’s a great platform for establishing your professional brand, networking, finding jobs, connecting with clients, driving traffic to your website, and building authority in your industry. One effective way to accomplish all of those goals is to post engaging videos on LinkedIn.
But what types of videos should you post to see the best results? Here are some of the top options to consider:
Educational Videos
Educational videos where you teach viewers something valuable are fantastic for LinkedIn. The platform’s member base is there to learn, grow, and make professional connections. So any content that educates them on topics related to your expertise will be well received. For example:
- Explainers on how to use certain software, tools, or platforms.
- Step-by-step tutorials for completing a task or process.
- Lessons that teach hard or soft skills.
- Roundup posts of the top tips for accomplishing something.
- Webinars or recordings of presentations you’ve given.
Educational videos position you as an authority in your field and help build trust with your audience. They show off your subject matter expertise and can be a powerful lead generation tool for your business.
Thought Leadership Videos
LinkedIn members are there to build their careers, so they’re interested in consuming thought leadership content from industry experts like yourself. Create videos where you share your insights, perspectives, and advice around important topics in your niche. For example:
- Explain the significance of news developments or trends in your industry.
- Share predictions or forecasts of where things are heading.
- Give your take on the state of the market.
- Discuss research, data, case studies, or reports.
- Voice your opinion or analysis on a hot debate.
- Answer frequently asked questions.
Positioning yourself as a thought leader makes you stand out and builds authority. It shows you have your finger on the pulse of what’s happening in your field.
Behind-the-Scenes Videos
Let LinkedIn members see what goes on behind the scenes at your company by sharing insider videos. For example:
- A day in the life of your team.
- A tour of your office space.
- Showing how your products are made.
- Introducing employees.
- Sharing your company’s culture.
- Demoing your services.
Behind-the-scenes videos give viewers a peek into what makes your brand or organization special. This helps humanize your company and builds rapport with your audience.
Live Videos
Broadcasting live video on LinkedIn is an excellent way to engage your audience in real time. You can host:
- Q&A sessions.
- AMA (ask me anything) interviews.
- Live webinars, talks, or panel discussions.
- On-site coverage of conferences or events.
- Reveals of new products/services.
- Behind-the-scenes looks at your company.
The sponteneity of live video gives it an authentic feel that audiences love. And LinkedIn notification alerts will drive high viewership from your connections when you go live.
Newsjacking Videos
One very effective video strategy for LinkedIn is called “newsjacking.” That’s when you offer commentary around current news stories that are relevant to your target audience. For example:
- New research in your industry.
- A scandal or viral story involving a major company.
- Mergers, acquisitions, or major deals.
- Regulatory changes or government action.
- A big product launch or campaign.
Sharing your take on hot news topics helps position you as an expert on what’s happening. It shows you have your pulse on the latest developments.
List-Based Videos
List-style videos consistently perform well on LinkedIn. You can create videos such as:
- The top 10 tools for X.
- 8 tips for improving X.
- 6 strategies for X.
- 4 ways to X.
- X trends to watch.
These list videos are easy to create and let you condense a topic down into an easy-to-digest format. Lists are highly shareable too.
Customer Testimonial Videos
Customer testimonial videos are highly effective on LinkedIn. Get video reviews from satisfied clients where they share their positive experiences using your products/services. For example:
- How your product/service solved a problem for them.
- What they like best about your brand.
- How your product/service helped their business.
- Their overall satisfaction with your company.
Testimonials directly from real customers will help convince prospects to buy from you. Peer recommendations are one of the most powerful selling tools.
Company Culture Videos
For employer branding, share videos that highlight your company’s culture and showcase why your firm is a great place to work. For example:
- Virtual office tours.
- A day in the life of an employee.
- Fun company events and activities.
- Employee testimonials.
- Company values and philanthropy.
- Perks and benefits.
Culture videos help attract and retain top talent. They demonstrate why current employees love working for you.
Expert Interviews
Interview fellow thought leaders, partners, or clients for your LinkedIn videos. For example:
- Discussing trends with an industry expert.
- Getting a client’s perspective on your partnership.
- Having colleagues debate opposing views.
- Q&A’s with influencers in your space.
Expert interviews allow you to tap into the knoweldge and opinions of others. This adds diversity of thought and presents different viewpoints to your audience.
Video Series
Developing an ongoing video series is a great tactic for driving repeated viewership. For example:
- “5 Tips Tuesday” published weekly.
- “Ask the Expert” Q&A’s posted daily.
- “Inside My Company” monthly vlogs.
- Weekly or monthly news roundups.
Recurring video series keep audiences engaged. Viewers will tune in regularly for your latest episodes.
Best Practices
Now that we’ve covered the top types of videos to post on LinkedIn, here are some key best practices to follow:
Keep it Short
Shorter videos tend to perform best on LinkedIn. Try to keep your videos under 5 minutes, with 2-3 minutes being ideal. Attention spans are short on social media, so you want to be concise. Get right to the point and deliver value immediately.
Prioritize Visuals
Focus on strong visuals that will catch attention as members scroll through their feeds. Use engaging graphics, slides, B-roll, animations, screen recordings, etc. to keep things interesting. Avoid static “talking head” shots.
Leverage LinkedIn’s Built-In Tools
Take advantage of LinkedIn’s own editing tools and features when creating videos. This includes options like:
- Subtitles
- Filters
- Cropping
- Text overlays
- Call-to-actions
- Interactive elements
LinkedIn’s tools help your videos look more professional and drive better results.
Promote Your Videos
Don’t just publish your videos and leave them. Actively promote them across your other channels after posting on LinkedIn. Share your videos on:
- Your website
- Email newsletter
- YouTube
Cross-promotion will help your videos reach as many viewers as possible.
Track Performance
Analyze how your videos perform using LinkedIn’s analytics. Look at metrics like:
- Views
- Completion rates
- Shares
- Comments
- Follows
- Leads generated
Use these insights to refine your future video strategy for better results. Double down on what works.
Post Consistently
The more videos you post, the better your odds at ranking high in LinkedIn’s algorithm. Try to post new videos consistently and on an ongoing basis. Analyze when your followers are most active, then publish your best content during those windows.
Partner With Others
Collaborate on guest videos with industry colleagues and partners. This helps expand your reach to new audiences. Include each other in the videos and share across both your networks.
Optimize for Search
Include relevant keywords and phrases in your video titles, descriptions, subtitles, captions, and on-screen text. This helps your content get discovered in LinkedIn search and improves your chances of ranking for related queries.
Provide Value
Make sure your videos deliver tangible value and practical takeaways for your target audience. Don’t just create promotional or self-centered videos. Viewers want educational videos that offer solutions and help them achieve their goals. Provide that value, and your videos will thrive.
Conclusion
Posting great videos to LinkedIn can significantly boost your brand visibility, thought leadership, website traffic, leads, and more. Stick to the types of videos we covered that perform best on the platform, like educational explainers, thought leadership commentaries, listicles, testimonials, and behind-the-scenes content.
Follow our tips for optimizing your video strategy. Keep videos short and engaging, leverage LinkedIn’s built-in creation tools, promote your content across channels, analyze performance data, post consistently, partner strategically, optimize for search, and provide real value to your audience above all else.
Do all that, and your LinkedIn video marketing will help grow your brand and business in new ways. Just remember to constantly test out new types of videos and analyze the data to refine your approach over time. Experimentation and optimization are key.
Best of luck! Let me know if you have any other questions.
