LinkedIn is making a big push on video, which has resulted in more video engagement, and more opportunity for those looking to boost their LinkedIn presence.
Indeed, LinkedIn recently reported that video watch time rose 36% year-over-year in 2024, while short-form video creation is growing at twice the rate of other post formats.
Essentially, the TikTok-ificiation of social media has now also hit LinkedIn, and as younger audiences continue to sign up to the app, reverting to their preferred mode of communication is increasingly likely to drive better response, and better engagement.
And if you’re thinking of tapping into LinkedIn video, LinkedIn has shared some key pointers and tips to help you maximize your video content.
First off, LinkedIn notes that LinkedIn members are looking for professionally-focused on content in the app.
As per Linkedin:
“Members come to LinkedIn to invest in themselves – to learn, network and be inspired. Craft videos that pair authentic storytelling with business influence to make the most out of this environment.”
So you probably shouldn’t be re-posting your TikTok clips to LinkedIn, even though LinkedIn’s dedicated video feed does replicate the full-screen, vertical format of TikTok’s display.
Your approach to LinkedIn video should be defined by purpose, and reaching your target audience with topic-aligned, helpful content.
In terms of general best practices, LinkedIn recommends that video creators:
- Keep video ads between 15-30 seconds for top-of-funnel awareness campaigns. Deeper engagement formats can run longer, but ideally under 2 minutes
- Adopt square or vertical formats (1:1 or 9:16 aspect ratios). These are mobile-friendly and tend to perform better on LinkedIn
- Add captions and/or subtitles to maximize accessibility
- Ensure text overlays are concise and reinforce the key message of your video
- Use eye-catching thumbnails
LinkedIn further recommends that video creators should aim to grab attention in the first 3-seconds to capture user attention as they scroll.
LinkedIn also suggests that creators design their content for mobile, and include a clear call-to-action that advises viewers on the action you’d like them to take next.
Finally, LinkedIn says that video creators should focus on visual and audio quality
“Blurry visuals or poor audio will immediately lose credibility among LinkedIn’s discerning audience.”
Using good quality equipment, and understanding the best use of lighting, will go a long way towards making your message stand out.
Some handy tips, which could help you improve your LinkedIn video approach.
You can check out LinkedIn’s full list of video tips, including ad-specific notes, here.
