David Bridges
Key Highlights
- Video Engagement: Video watch time on LinkedIn has increased by 36% year-over-year.
- Content Sharing: Video posts are shared 20 times more than other types of content.
- Strategy Importance: Incorporating video into your LinkedIn strategy is essential for maximizing performance.
- Authentic Content: Authentic and informative videos resonate well with users, especially younger audiences.
Video is where it’s at on LinkedIn, with video watch time in the app rising 36% year-over-year, while video posts are also now shared 20x more than any other content type.
If you’re serious about maximizing your LinkedIn performance, video needs to be a part of your strategy, and this week, LinkedIn has shared some new tips on how to make the most of video posts, with a range of usage stats, measurement pointers and case study examples.
You can download LinkedIn’s 17-page “B2B Marketer’s Guide: How to Build Your Brand with Video” for yourself here (via email sign-up), but in this post, we’ll take a look at some of the key notes.
First off, LinkedIn outlines the growing opportunity for video content in the app:
As you can see, LinkedIn has covered off on the usage notes that I referred to in the intro above, while short-form video is also on the rise, and LinkedIn video ads are seeing a heap more engagement.
And for B2B marketers specifically, LinkedIn has even more engagement stats:
So again, it’s pretty clear why you should be looking to include video content in your LinkedIn approach, based on pure engagement data alone.
So how can you go about making best use of video in the app?
LinkedIn has shared a range of notes and pointers on the “how” aspect:
LinkedIn’s keen to encourage authentic, informative video content, which can be easily captured on your phone, and uploaded to the app. LinkedIn says that this type of content performs well because it stops users as they scroll, and provides a human perspective on a professional topic. That can be a valuable connector that helps you build interest and trust via its video options.
LinkedIn has also included overviews of its various video ads options (and when you should use them), as well as case studies, and a listing of third-party platforms through which you can create and upload video to the app.
Worth noting too that LinkedIn recently announced a new integration with CapCut for this purpose, which could help you create more standout, engaging video promotions.
But again, LinkedIn is also preaching authenticity, with raw, real video uploads, which it says are resonating, particularly with younger users.
Some key notes, which could contribute to your LinkedIn video strategy.
You can download LinkedIn’s “B2B Marketer’s Guide: How to Build Your Brand with Video” here.
Tessa Everly
Cameron Steel
