LinkedIn: The Case for Video Content and How to Maximise Its Potential
LinkedIn has grown far beyond its origins as a professional networking site. With over 1 billion registered members and approximately 310 million monthly active users, it has evolved into a hub for personal branding, thought leadership, and meaningful connections. For individuals and businesses, LinkedIn presents a powerful opportunity to engage with professionals across industries.
However, the sheer volume of daily activity means competition for attention is fierce. The question isn’t simply why you should be active on LinkedIn—it’s how you can stand out. Increasingly, the answer lies in video content.
Drawing on insights from personal branding and our experience as a full-service video production agency, this guide explores why video is essential for LinkedIn and how to make the most of it.
Why Video is Essential for LinkedIn
Video has become a cornerstone for success on LinkedIn. Its unique ability to engage and connect makes it one of the most powerful tools for building an impactful presence. Let’s explore its benefits:
Video Humanises Your Brand
Video helps create authentic connections by showing your tone of voice, facial expressions, and body language. These elements make your message feel more personal and relatable, fostering trust and engagement.
- Body Language & Expressions: Your audience sees the real you—your enthusiasm, sincerity, and personality. These non-verbal cues build credibility and emotional connection.
- Authenticity Over Perfection: People value honesty and relatability over polished perfection. Video lets you share genuine stories, making your brand feel approachable.
Example: A recruitment video featuring employees sharing their stories in their own words can highlight company culture far better than a text-based post.
Video Works 24/7
Once posted, a video becomes a digital asset that works tirelessly for your brand. Whether it’s viewed at 10 a.m. or 10 p.m., video content continues to engage.
- Round-the-Clock Engagement: Videos are accessible anytime, giving your message greater longevity compared to time-sensitive formats like live webinars.
- Evergreen Impact: A high-quality thought leadership or explainer video can remain relevant and continue generating engagement for months.
Pro Tip: At our video production agency, we help clients create evergreen video content that maximizes ROI by staying relevant long after posting.
Video Has Unparalleled Reach
LinkedIn’s algorithms prioritize video content, making it more likely to appear in user feeds compared to other formats.
- Increased Visibility: Video posts often achieve higher engagement rates, helping you expand your reach.
- Highly Shareable: Engaging videos inspire viewers to share, amplifying your message beyond your immediate network.
Example: A CEO sharing their leadership philosophy via video can attract attention from peers, employees, and prospective hires.
Video Differentiates You
In a sea of text-based posts, video helps you stand out. It signals creativity, effort, and professionalism, positioning you as a thought leader.
- Visual & Auditory Appeal: Video engages multiple senses, making your content more impactful and memorable.
- Professional Edge: High-quality videos demonstrate your commitment to effective communication, elevating your brand perception.
How to Maximize Video’s Potential on LinkedIn
While video offers tremendous benefits, its effectiveness depends on your strategy. Here are actionable steps to create impactful LinkedIn videos:
Start with Why
Before hitting record, define your purpose:
- Why are you creating this video?
- What should your audience feel, learn, or do after watching?
- How does this video align with your goals?
A clear “why” ensures your video is focused and meaningful, resonating with your audience.
Example: If your goal is to showcase your company culture, your “why” might be to highlight the voices of employees. Structure your video around testimonials or behind-the-scenes footage.
Develop Your Video Content Pillars
Content pillars provide a framework for consistency and relevance. Here are key themes to consider:
- Expertise: Share tips, trends, and insights from your industry.
Example: A video production company could post a video on maximizing ROI by repurposing content. - Values: Highlight your mission and core beliefs.
Example: Show your team collaborating to emphasize creativity and innovation. - Storytelling: Share personal or brand narratives that resonate emotionally.
Example: A founder might discuss challenges faced while building their business. - Engagement: Create videos that spark discussion or invite feedback.
Example: Pose a question about a trending topic and encourage viewers to share their thoughts.
Keep it Concise
Attention spans on LinkedIn are short. Follow LinkedIn’s recommended guidelines for vertical video formats: 15–60 seconds. This keeps your content digestible while maximising impact.
Tips for Concise Videos:
- Focus on one key idea per video.
- Hook viewers within the first 3 seconds.
- Break long content into a series to encourage repeat engagement.
Example: A 2-minute video discussing three tips can be split into three 30-second clips, each addressing one tip.
Include Subtitles
Many LinkedIn users scroll with their sound off. Subtitles ensure your content is accessible and engaging, regardless of audio.
Why Subtitles Matter:
- Make your video inclusive for those with hearing impairments.
- Cater to mobile users in noisy environments.
- Reinforce your message visually, even for viewers who enable sound.
Add a Call to Action
Every video needs a strong finish. Encourage viewers to take the next step with a clear Call to Action (CTA).
Examples of Effective CTAs:
- "Share your thoughts in the comments below."
- "Follow us for more insights."
- "Visit our website to learn more about [your topic]."
Repurpose Strategically
A single video can provide endless content opportunities:
- Break longer videos into short clips for social media.
- Use the audio for podcasts or voiceovers.
- Embed videos in blogs or email campaigns.
Example: A company culture video can become:
- A teaser clip for Instagram Stories.
- A text-based LinkedIn post with quotes.
- A blog post on fostering collaboration.
Conclusion
Video is no longer optional on LinkedIn—it’s essential. It humanizes your message, works around the clock, and maximizes reach in ways other content cannot. By starting with your “why,” defining clear content pillars, keeping videos concise, and repurposing them strategically, you can elevate your LinkedIn presence and connect meaningfully with your audience.
At our full-service video production company, we help individuals and businesses create impactful video content tailored to their goals. Ready to transform your LinkedIn strategy with video? Let’s make it happen.
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