The Best Practices for Making Video Content on LinkedIn

• "I don't have the right video camera for video content"
• "I don't have the best personality for video"
• "Nobody wants to hear what I have to say"

You know what you're really saying? You're scaring yourself out of making video content. Either out of fear of failure, fear of success, or fear of looking silly.

But you're missing out of THE best marketing tool on LinkedIn.

Not only can you enhance your personal brand, engage your audience, and drive meaningful interactions. You can also break that fourth wall of who you are behind the business.

As long as you're brave enough.

As a platform focused on professional networking and thought leadership, LinkedIn offers a unique opportunity to leverage video content effectively.

However, with so much content competing for attention, it’s important to approach video creation strategically. Here’s why video content matters on LinkedIn and some best practices to ensure your videos make an impact.

Why Video Content Matters on LinkedIn

1. Enhanced Engagement Video content generally receives higher engagement rates than text or image posts. LinkedIn’s algorithm tends to favour content that keeps users on the platform longer, and videos do just that. A well-crafted video can draw viewers in, encouraging likes, comments, and shares, which amplifies your reach and visibility.

2. Building Trust and Credibility Video allows you to showcase your personality, expertise, and authenticity in a way that text alone cannot. Whether you're sharing insights, offering advice, or telling a story, video helps build a stronger connection with your audience. This connection is crucial for establishing trust and credibility, which are key to professional relationships.

3. Versatile Content Format Video content can serve various purposes, from thought leadership and educational content to product demonstrations and testimonials. This versatility makes it an ideal format for communicating different aspects of your business or personal brand, catering to a wide range of viewer preferences.

Best Practices for Creating Video Content on LinkedIn

1. Keep It Short and Focused Attention spans on social media are short, so it’s essential to keep your videos concise. Aim for videos between 1 to 3 minutes, focusing on delivering a clear and valuable message. If your content requires more time, consider breaking it into a series of shorter videos.

2. Prioritise Quality Over Quantity While consistency is important, the quality of your video content should never be compromised. Invest in good lighting, clear audio, and a steady camera to ensure your video is professional and polished. Your video reflects your brand, so it’s worth taking the time to produce content that looks and sounds great.

3. Start Strong The first few seconds of your video are crucial for capturing attention. Begin with a compelling hook that immediately engages your audience and encourages them to keep watching. Whether it’s a provocative question, a surprising fact, or a bold statement, make sure your opening grabs attention.

4. Use Captions Many LinkedIn users scroll through their feed with the sound off, so adding captions to your video is essential. Captions not only make your content more accessible but also ensure that your message is conveyed even if the audio is muted.

5. Include a Call to Action Every video should have a purpose, whether it’s to educate, inspire, or prompt action. Clearly articulate what you want your viewers to do next, whether it’s visiting your website, downloading a resource, or simply engaging with the post. A strong call to action encourages further interaction and helps you achieve your content goals.

6. Analyse Performance Finally, review the performance of your video content. LinkedIn provides analytics that can help you understand what’s working and what’s not. Pay attention to metrics like views, engagement, and audience retention to refine your strategy and improve future videos.