If you’re looking to maximize your LinkedIn efforts, you need to be thinking about adding video into your content mix.
Video view time in the app has increased by 36% year-over-year, while video content now generates 1.4x more engagement than other post types.
It’s worth factoring these trends into your content planning, and if you are considering video in your LinkedIn content mix, these tips from LinkedIn on optimal video posting practices could come in handy.
LinkedIn has shared 13 tips on how to make the most of video in the app.
You can read LinkedIn’s full notes here, but here’s a quick review of each of LinkedIn’s video posting tips.
1. “Think outside the box when it comes to adding value with video”
LinkedIn says that B2B marketers need to think beyond talking-head interviews.
“How about sharing the sights and sounds of conference events you’re attending? Filming a short video guide to a hack that could save your audience time? Recording your views on the current issues in an off-the-cuff style?”
Essentially, with audience expectations around video evolving, LinkedIn suggests thinking of new presentation options to maximize engagement.
2. “Be timely”
LinkedIn suggests posting videos in the moment to keep up with the latest trends.
Though LinkedIn’s feed algorithm tends to show you content from weeks ago either way, so not sure this will always help. But tapping into real-time events can help to boost your impact.
3. “Plan for mobile viewing”
LinkedIn says that vertically-oriented videos (9:16) see a 24% lift in click-through rate, while selfie-style videos generally see higher engagement.
Which seems to somewhat contradict the first point on avoiding “talking heads” style clips, but…
4. “Record horizontally or vertically – but not both at once”
Pretty much goes without saying. People don’t want to be twisting their phone around to watch different parts of your video clips.
5. “Keep things steady with a tripod”
Stabilizing your hardware (where possible) will generally lead to better results.
6. “Use microphones to cut out background noise”
I personally don’t like those stupid videos in which the presenter is holding onto a tiny mic, but if you can use an actual microphone, it’s another way to improve the presentation of your content.
7. “Learn some simple video editing techniques”
Even basic video editing can improve your presentation:
“Taking the time to edit videos before uploading them helps you control the pace and the length of your video, ensure you keep your audience’s attention and take a more creative approach to your content.”
8. “Add subtitles if you can”
LinkedIn says that 92% of people watching videos on mobile do so in “sound off” mode, so subtitles can play an important role in maximizing your message.
9. “Be creative, be different, be funny”
Okay, this one is a bit generic and vague.
“Be creative” is such an odd tip. “Oh, be creative, why didn’t I think of that.”
Of course, everyone would love to be able to create unique, creative, humorous content, but it’s often easier said than done, which means that, as a note of advice, this isn’t particularly beneficial.
10. “Don’t demand too much of your audience’s time”
LinkedIn says that the optimum run time for a native video in the LinkedIn feed is under 2 minutes.
“When it comes to video ads, LinkedIn recommends keeping ads between 15-30 seconds for top-of-funnel awareness campaigns. Deeper engagement formats can run longer but ideally under 2 minutes.”
In line with broader short-form video trends, LinkedIn says that you should keep things short and snappy, where possible.
11. “Make the first six seconds count”
This is pretty general video advice, that you need to grab attention within the initial seconds of the playback.
Which puts a lot of pressure on your planning, but essentially, people are going to scroll past if you don’t stop them.
Would you stop mid-scroll to watch your video?
“Work in a hook designed to capture people’s attention if you can, or use subtitles to signpost why what they are watching matters.”
12. “Create LinkedIn video content with extensibility in mind”
LinkedIn advises that you should look to extend the value and impact of your video by maybe breaking it up into shorter shareable parts, or finding ways to repurpose your video content into different formats and themes.
13. “Get text and video working in partnership”
Finally, LinkedIn says that you should use the text of your updates to “introduce, tease and frame” your video content.
“Also bear in mind that video isn’t always the best format for communicating detailed information in depth. Play to its strengths around engaging, compelling and entertaining content, and it will deliver even better results for you.”
Some valuable notes, which could help you tap into rising LinkedIn consumption behaviors, in order to maximize your in-app messaging.
You can read LinkedIn’s full video creation and posting tips here.
