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LinkedIn Video Best Practices

Understanding LinkedIn Video Specs

Videos are among the most engaging content types on LinkedIn, and incorporating them into your marketing strategy can significantly enhance reach, brand awareness, and audience engagement. Below are the latest best practices to optimize your LinkedIn video content.

LinkedIn Video Specifications

General Specs

  • Aspect Ratio: 1:2:4 is recommended.
  • Resolution: Up to 4096 x 2304 pixels for the highest quality.
  • File Format: Supported formats are MP4 or MOV.
  • Length: The maximum duration is 10 minutes, but videos between 30-60 seconds tend to perform best for general content, while 90 seconds works well for instructional or storytelling pieces.
  • File Size: Maximum file size is 5GB.

Best Practices for LinkedIn Videos

1. Hook Your Audience in the First Few Seconds

LinkedIn users scroll quickly through their feeds, so it's crucial to grab their attention right away:
  • First 3 Seconds: Create an attention-grabbing opening that conveys the essence of your video.
  • Include Text Overlays: Many LinkedIn users watch videos without sound. Add text overlays or captions to ensure your message gets across even if the sound is off.

2. Optimize for Mobile

The majority of LinkedIn users access the platform via mobile devices. Make sure your videos are:
  • Vertical or Square: While the recommended aspect ratio is 1:2:4, square videos (1:1) are also effective for maximizing mobile screen space.
  • Readable on Small Screens: Ensure any text or visuals are large enough to be easily viewed on a smartphone.

3. Use Captions

Adding captions is not just an accessibility feature but a way to engage viewers who may be watching with their sound off. LinkedIn offers an automatic captioning tool, but make sure to review and edit for accuracy.

4. Keep Videos Short and Value-Focused

  • 30-60 Seconds for Short Form: For brand awareness and quick updates, keep videos between 30-60 seconds.
  • 90 Seconds for Storytelling: If you need to tell a story or provide in-depth information, aim for around 90 seconds.
  • Get to the Point Quickly: Deliver your key message early in the video. 

5. Include a Strong Call-to-Action (CTA)

End your video with a clear CTA to guide viewers on what to do next:
  • Examples include “Learn More”, “Visit Our Website”, or “Sign Up Today”.
  • Clickable Links: Add links in the post copy to make it easy for viewers to follow through.

6. Optimize Video Content for Engagement

  • Use Native Video: Upload videos directly to LinkedIn rather than sharing external links. Native videos are prioritized in the LinkedIn algorithm, resulting in higher engagement rates.
  • Thumbnails Matter: Choose an engaging thumbnail that makes people want to click on your video. Avoid blurry images or thumbnails with too much text.

7. Leverage LinkedIn Live

LinkedIn Live allows you to broadcast events, product launches, or webinars in real-time, encouraging real-time interaction and building community:
  • Promote in Advance: Let your audience know when you’ll be going live to maximize attendance.
  • Engage During the Stream: Respond to comments and questions in real-time to increase viewer participation.

8. Use Analytics to Measure Success

LinkedIn’s native analytics can provide insights into how well your video performed. Key metrics to track include:
  • View Count: Indicates how many times your video was watched.
  • Engagement Metrics: Likes, comments, and shares show how well your content resonated with viewers.
  • Audience Retention: See where viewers drop off to identify opportunities to improve content in future videos.

9. Storytelling and Emotion

Storytelling is one of the most effective ways to create a connection with your audience:
  • Be Authentic: Share real stories, customer testimonials, or behind-the-scenes looks to make your brand relatable.
  • Emotion Drives Engagement: Videos that evoke emotion—whether that’s inspiration, curiosity, or even humor—tend to get more reactions and shares.

10. Test Different Formats

Experiment with different types of video content to see what works best for your audience:
  • Tutorials and How-To Videos: Educate your audience on topics relevant to your industry.
  • Customer Testimonials: Showcase customer stories to build trust and credibility.
  • Company Culture Videos: Highlight your team, values, and culture to attract talent and humanize your brand.

11. Timing Matters

  • Best Time to Post: The best times to post videos on LinkedIn are typically midweek (Tuesday to Thursday) during working hours. Test different times to see what works best for your audience.

Common Mistakes to Avoid

  1. Ignoring Video Length Recommendations
    • Avoid making videos too long without purpose. Stick to the recommended 30-90 seconds unless you have compelling content that warrants longer formats, such as webinars or tutorials.
  2. Overloading with Text
    • Avoid cluttering your video with too much text. Keep overlays minimal, and let visuals tell the story.
  3. Not Including a CTA
    • A video without a clear CTA can leave viewers wondering what to do next. Always guide your audience towards the next step.
  4. Lack of Preparation for LinkedIn Live
    • Going live without preparation can lead to a lack of structure and engagement. Plan an agenda and test your technology before going live.