How to make the most of short form video on LinkedIn (even if you're a rookie)

Ironically, I’m writing a newsletter on the benefits of short-form video content on LinkedIn—hear me out though.

Earlier this year, I shared my thoughts on the LinkedIn Video Feature when it was first being tested. If you missed it, check it out for my initial take.

Now, as demand for video content continues to rise, LinkedIn has launched a new full-screen, vertical video feed. This TikTok-inspired format is designed to capture attention and it’s already resonating with users.

According to Social Media Today, LLC , LinkedIn recently reported that “immersive video views” have grown sixfold in just one quarter, while video viewership overall is up by 36% year-over-year.

So, even if video hasn’t been your style up, here’s a quick guide to help you get the most out of LinkedIn’s new video capabilities.

Why Short-Form Video Matters on LinkedIn

As LinkedIn leans into the video content, it’s clear that video is big for building visibility, engagement, and audience growth. The great news is, short-form video on LinkedIn differs from what we might expect on TikTok or Instagram (no dancing required here).

LinkedIn are looking for value, professional insights, stories, and industry relevance - the usual content, but in video form.

If it still hasn't sold you, here are a few tips before you take the leap into your video era.

3 Tips for Effective Short-Form Videos on LinkedIn

1. Hit the Sweet Spot on Length: 15 Seconds to 2 Minutes

Why: Videos between 15 seconds and 2 minutes tend to perform best. This length allows for concise, actionable insights without losing the viewer’s attention.

How to: When creating a video, focus on delivering one clear message or insight. Start with an engaging hook in the first few seconds, as LinkedIn’s algorithm will prioritise videos that capture attention quickly.

2. Use a Relevant Description

Why: LinkedIn recommends adding a strong, descriptive caption that lets viewers know what your video is about at a glance. A well-thought out description helps users find your content and gives context to your message.

How to: Include keywords relevant to your industry in the description to make your video discoverable. If your video offers a tip or demonstrates something actionable, let viewers know what they’ll gain from watching.

Think of the description as your 'headline'— it’s just as important as the video content itself.

3. Always add a Call to Action or Call to Conversation

Why: LinkedIn advises that encouraging users to share or comment on your video can help maximise engagement and reach.

How to: Pose a question, invite viewers to share their thoughts, or ask for their experiences related to your topic. Interaction is key to getting your video seen by a larger audience, as it signals to LinkedIn’s algorithm that your content is engaging and worth promoting.

What Type of Content Works Best?

For LinkedIn, short-form videos should focus on delivering value-driven insights. Here are a few content ideas to help you get started:

• Quick Tips and How-Tos: Offer a single, actionable tip that can help viewers solve a problem or improve their work.
• Industry Updates: Share timely news or trends in your field that your audience will find relevant.
• Opinion Piece: Address common misconceptions in your industry with short, engaging explanations.
• Behind-the-Scenes Content: Show glimpses of your workday, new projects, or industry events.

Getting started

If you’re new to video creation, start small. Experiment with a mix of styles and topics to see what resonates most with your audience or even click on the video tab on the bottom right hand corner and get some inspo from other creators.

Here’s a quick checklist to help you launch your short-form video strategy:

• Plan a Key Message: Identify the main point you want to convey in the first 5 seconds.
• Use Clear Visuals: Record in a well-lit space, and avoid unnecessary distractions.
• Include Captions: Since LinkedIn videos often auto-play without sound, subtitles ensure viewers understand your message from the get-go.
• Optimise for Mobile: Keep text and graphics large enough to be seen on a small screen.

Experiment and Measure

The fun is in the experimentation - find out what works best for you and your audience. To make the most of this, experiment with different content types and track performance metrics, such as views, shares, and comments.

Adapt your approach based on what resonates to refine your video strategy.

As always, I’d love to hear your thoughts! Drop a comment or DM me about your personal brand or anything LinkedIn-related. Or just to say hi ??

?? Hi, I’m Abbey Naylor. I help leaders, founders & brands increase their influence and generate leads on LinkedIn.

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