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The LinkedIn Video Blueprint
LinkedIn’s "TikTokification" has got the wordsmiths upset. But growing evidence suggests the platform’s focus on video is here to stay.
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Time to Grow on LinkedIn Video is Ripe
LinkedIn’s "TikTokification" has got the wordsmiths upset. But growing evidence suggests the platform’s focus on video is here to stay.
Currently, over 75% of U.S. adults spend up to two hours daily watching short-form videos, making video creation a natural evolution for LinkedIn. It’s why UberEats, Glassdoor, and many others have added short-form video experiences.
Catching up: Its nascent support for video began back in 2017, but in 2024, LinkedIn introduced several new features that highlight further momentum. Furthermore,
Microsoft’s Q4FY24 earnings report indicates that video has a 34% year-on-year increase in uploads.
Weekly immersive video views have increased 6x quarter-over-quarter.
Total video viewership on LinkedIn is now up 36% year-over-year.
Here’s why you should be cashing in on the opportunity.
LET’S DIVE IN 👇️
1) Scarcity ▶️ Demand
The early days of Instagram reels, YouTube Shorts, and TikTok showed a gap between video consumers and creators. This low-supply, high-demand ecosystem means that video creators face less competition for eyeballs on LinkedIn. Remember, this advantage won’t last forever.
2) LinkedIn is Priortising Video
The platform’s algorithm favours video posts. Here’s why:
Higher engagement rates: Video content is likely to generate 5x the engagement text and image-based posts garner.
Viewership: LinkedIn influencer Darren McKee just cracked the code: 14 days 3,000,000+ impressions. And here's the kicker - this isn't just about his brand. His clients with a mere 2-10k followers? They're replicating the same viral results.
Growing demand: A survey by Wyzowl found that 54% of consumers say they want to see more video content from brands they support.
3) Best Practices
Aim for videos under 2 minutes—ideally under 90 seconds— and include a hook at the beginning. Record in the 9:16 format.
Don’t aim for polished videos. Simple videos shot on smartphones can outperform highly produced ones if they resonate better with the audience.
Thumbnails are not a priority on LinkedIn right now. Choose an appealing frame that looks good on a standard feed.
Accompany your video with interesting captions. A great caption provides context the video might not cover.
4) Videos Pair Well With
Consulting: Potential clients can see and hear you, providing insight into the value you offer.
Sponsored content: B2B buyers report that short-form video content helps inform their buying decisions. 80% say it is the most trusted form of content.
Education: Share your perspectives at conferences or workshops with talking-head video content. Reuse these clips from past speaking engagements as teasers for upcoming events.
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