When thinking about LinkedIn, professionals and expert brands building their networks via targeted content probably comes to mind (which is certainly true) but what about the driving forces behind those connections?
Businesses and professionals connect on LinkedIn and share insightful content to build their following and showcase thought leadership. Written posts have been a popular way to engage readers for years, but what about video posts? Does it have a place in business networking? The latest findings point to a resounding yes!
While certain platforms, like TikTok and Instagram, are known for their video capabilities, LinkedIn is now joining the crew, creating buzz over its latest video features.
Many social media experts, including your's truly, have jumped on LinkedIn’s video bandwagon to see how it performs. It’s a great tool to add to your B2B marketing arsenal.
If your organization has a presence on LinkedIn, you should consider using video this upcoming year and beyond. This strategy will help you boost reach, visibility and engagement. Here’s what to consider.
Why are videos on LinkedIn so popular now?
Before discussing my top tips, consider the latest LinkedIn video trends and what they mean for LinkedIn content creators and B2B marketers like yourself.
While LinkedIn’s video capabilities have been all the hype lately, the platform’s capabilities weren’t built overnight. LinkedIn first launched native video options in 2017 but didn’t double down on this capability until early 2024. LinkedIn’s presence in video marketing is now making the platform a force to be reckoned with. Some even call it the “TikTok of B2B video.” There aren’t any platforms as successful as LinkedIn in terms of business networking, which is why this video-creation and sharing opportunity is so exciting.
The hype is building, and rightfully so. LinkedIn claims videos receive five times more engagement on the platform — and LinkedIn Live gets 24 times more. The platform reported that once Pages gain 150 followers, the opportunity for growth becomes exponential. Since 86% of marketers use video as part of their strategy, those on LinkedIn are eager to see what’s possible.
People have been experiencing and seeing an opportunity here, especially when focusing on top-of-funnel awareness. The lowest-performing videos by impressions can easily reach noticeably more viewers than the highest-performing written posts — not that written posts don’t have their place, of course. They are still valuable — especially when aiming to share a more in-depth topic discussion. You can create videos to capture attention and follow up with written, targeted content to foster community and deeper engagement.
Exploring the new video on LinkedIn feed
Typically, when a new feature comes to any social media app, you see a rise in popularity, which is the case with the LinkedIn app. The platform encourages LinkedIn members to check out its latest video capabilities. The same thing happened with Instagram reels and carousels with music are now getting pushed as they appear in the reels tab.
LinkedIn is making it easy for users to explore the new video feature. For example, there's a new video feed tab, found on the bottom left corner of the LinkedIn mobile app.
LinkedIn’s video feed is designed to boost engagement and discovery by offering bite-sized videos that users can quickly scroll through, similar to TikTok. These video carousels include a dynamic collection based on the user’s engagement and interest patterns.
The feature has been a major hit so far. In July 2024, LinkedIn reported that users engage with 1.5 million pieces of content every minute, with video being the fastest-growing content format — uploads are up 34% year-over-year. Members can now view live videos from the LinkedIn homepage.
5 tips on how to make good videos on LinkedIn
As Funnel’s social media manager, I started posting one video a week on LinkedIn on October 1, 2024 and have since received more than 1 million impressions from just five videos. Based on that experience, I've assembled my top five tips for creating irresistible LinkedIn video content.
1. Create a series
My tip: Create a series. You can create as many different types of content as you want, but one super effective thing is a content series. This gives people something to look forward to, binge-watch and come back to. As well as something they know they can expect to see more of.
Audiences are experiencing ad fatigue these days — they’re seeing the same stuff repeatedly. When you create a bingeable series, it’s something people look forward to. You can then get creative with your marketing strategy within that series — one viewers are eager to engage with. Consider all best practices, including an attention-grabbing video thumbnail for each part of the series.
2. Focus on sharing knowledge
My tip: Focus on sharing knowledge. When you start creating content, you need to swallow the pill that basically no one cares about you on a personal level. Which is fine because they don't know you, why would they? So focus on providing value first instead of talking about yourself (for example, show them something people usually gatekeep in your industry. You don’t have to think outside the box here — sometimes people just want to see how you do very straightforward tasks like a process for scheduling content).
Focus on providing value right off the bat instead of talking about yourself or your brand. For example, show them how to do things in your industry — help them elevate their skills or understanding of important or trending topics. Whether it be the use of AI in marketing or a review of the latest CRM software options, give the people what they want. You know your audience, so create videos and content series that make them the star. Immerse yourself in their world so that what you say resonates with them.
When they start to see you as a go-to resource, you’ll more easily build a following — and that is when your viewers will start to care more about you. You can switch up your tactics as your viewers venture deeper into the customer journey. As always, lean on marketing analytics to help drive each LinkedIn video ad campaign.
3. Don't be scared to show personality
My tip: Don't be scared to show personality. Obviously, don't include every quirky moment you have on camera, chances are you find it 10x funnier than the viewer, but this isn't the time to act like personified stale bread to fit a corporate mold as people see right through that. Relax and be yourself — it’ll be the easiest thing to replicate being yourself than to hide being yourself.
But when creating videos, relax and show up — be yourself.
If you’re too stiff and boring, no one will want to watch your video ads, and they will definitely not share videos they’re not interested in. No one needs more corporate robots in their life. So again, use a storytelling approach driven by humor, empathy or inspiration. Focus on honest and valuable content so that people want to connect with you and engage time and time again.
For example, data shows that 86% of people say authenticity is important when choosing what brands they like and support. The new trend is all about being real and organic — not packaged and perfect.
4. Make it obvious
My tip: Grab attention and be inclusive. Add subtitles and text overlay both to grab people’s attention when scrolling and so they can read instead of listen if they prefer (or maybe that’s their only option).
Add subtitles and text overlay so people stop scrolling to see what your LinkedIn posts are all about.
Research shows that as many as 92% of video views on mobile devices are watched with the sound off. Overall, 80% of LinkedIn videos are played without sound, which is why video captions and overlays are so critical.
You need to consider those watching your videos without listening to what you’re saying — how do you plan to draw them in? Using captions and text overlays when you edit videos can hook viewers in seconds, helping you reduce bounce rates and increase watch times — resulting in higher conversions. It is recommended you include a video caption file to ensure inclusivity for all.
The key is to showcase the value of your video. When you post videos, what point are you making, and why should the viewer care? Conveying that is step one, followed by design considerations. For text overlays, include your main ideas or a call-to-action people will want to click on and make them stand out. You can use plenty of tools to simplify this process, including InShot or CapCut.
5. Use voice overs (if that makes you more comfortable)
My tip: Voice overs are a great way to spice up a video for LinkedIn. Plus, it's a great way to add a human touch for those who are camera shy.
If you're uncomfortable on camera, don't worry. You can do voice overs to enhance your video file. As long as you're following a good flow and story, this can work really well.
LinkedIn also recommends this approach, as it adds a human touch. When done right, it can give your LinkedIn native video credibility. When considering video quality, be sure to incorporate vivid imagery that, when paired with your voice, paints a picture of the story you’re trying to convey. This multi-sensory approach can make your content more captivating and memorable.