Users are 20 times more likely to share videos compared to other content on Linkedin. But if you’re still sending out the same static posts on your company page, it could be time to upgrade your tactics.

With the right LinkedIn videos, you can expand your reach, nurture your audience, and generate relevant relationships that lead to increased pipeline.

And the best part? You can get started using the webinar and event content you already have. In this article, we’ll break down how LinkedIn video marketing works, how you can use it to improve engagement, and how to build a ready-to-go library of video content that can be easily reused on LinkedIn. Let’s get started!

Get all the LinkedIn pro tips you need. Check out this in-depth session on How to Layer LinkedIn into your Video Strategy with Mark Jung!

There are three basic types of videos you can post on LinkedIn: native videos, shared videos, and video ads. Native videos automatically start playing as soon as they’re in view in a user’s LinkedIn feed, shared videos are videos that are copy and pasted from an external video link, and video ads.

Native videos tend to perform better than shared videos because LinkedIn rewards users for staying on its platform. But the specific style and content of your LinkedIn videos all comes down to your audience.

Here are some examples of types of videos that work well on LinkedIn:

• Explainer videos
• Quick tutorials and how-to videos
• Customer spotlights
• Team/customer culture videos (e.g., behind-the-scenes or day-in-the-life)
• Expert interviews
• Hot takes from industry insiders
• Event highlight reels and recaps
• Brand story
• Product demos and screenshares

If it adds value and it’s easy to watch on the fly, any short snackable video can be a hit on LinkedIn. Even funny videos like blooper reels can appeal to your audience’s lighter side. It’s all about hitting the right notes for the right audience.

Ready to uplevel your marketing strategy? Download the free guide to Rethinking Video: Why Repurposing Matters for B2B Marketers.

According to data, 91% of consumers want to see more video content from brands and 92% of marketers are already seeing ROI on their video efforts. But how do you know you’re doing video marketing right?

From TikTok to Instagram, each of your social media platforms has its own rules and rhythm. Let’s dive into some of the latest best practices for video marketing on LinkedIn.

By now, it sounds cliche. But the real reason no one’s engaging with your content on LinkedIn is probably because you haven’t done the legwork of finding out what they actually want to see.

Start every video with the same question: What’s my objective in sharing this video? Some possible objectives or goals might be to:

• Increase brand awareness
• Build thought leadership
• Reach new audiences
• Drive engagement
• Grow brand loyalty

Your audience and objective will help you pinpoint the format and type of video prospects will be more likely to engage with. To really narrow it down, follow the rule of one.

“One emotion, one audience, one specific feeling and one point,” says Founder of Authority and LinkedIn expert Mark Jung. When you’re coming up with an idea for a video, the rule of one can act as a sort of ‘messaging filter’ to help make it clear what your video is about and who it’s for.

Experts like Mark use a content matrix to generate new video topics based on seven core types of content. (You can even grab Mark’s Notion template and plug in your own topics to get started!)

Alright, time to get tactical. One of the most common questions marketers have is what length works best for different types of video content on LinkedIn?

The maximum duration for a LinkedIn video is 10 minutes on mobile and 15 minutes on desktop. The minimum duration is three seconds. That’s a lot of room for confusion.

Here are some general rules to follow:

• Aim for a length of 1-5 minutes total
• If you need to make a longer video, break it up into chapters (e.g., sequenced Sponsored Content)
• Get the hook out within the first six seconds and keep it under 2 minutes

Let’s talk format. Now that you have the option to post vertical videos on LinkedIn, you need to know when to use and not use this format.

Follow these simple rules to keep your format on point:

• Use vertical OR horizontal, but never both in the same video
• LinkedIn may prefer square (1:1) or horizontal content (16:9) for feed compatibility
• BUT vertical is often best because at least 57% of LinkedIn engagement happens on mobile

For native videos on LinkedIn pages and career pages, LinkedIn supports the following file types:

• AAC
• ASF
• FLV
• MP3
• MP4
• MPEG-1
• MPEG-4
• MKV
• WebM
• H264/AVC
• Vorbis
• VP8
• VP9
• WMV2
• WMV3

You can find the full video specs here. Make sure you’re using the right file format and following the appropriate guidelines for your LinkedIn video ad specs, video ad campaigns, and when posting videos on your company and personal pages. Where possible, adjust your aspect ratio to take up more space on a viewer’s feed, so they’ll be more likely to stop and take a look.

With Content Lab, you can automatically repurpose content into the right format for LinkedIn. Sign up for freemium and generate Linked-ready clips in a click!

Ultimately, the right format depends on your objective and the type of content you’re creating in order to meet that goal. But one thing that always works well on LinkedIn? Silent video.

To keep your video engaging to the majority of users watching in silent mode:

• Always use captions
• Edit captions to align the style with your brand
• Use live translations to reach audiences who speak other languages

Captions don’t just benefit people who are hard-of-hearing. They’re a widely used tool for everyone who watches videos. Not only that, captions have been shown to improve brand awareness and recall, which can help improve your advertising effectiveness and increase intent.

Speaking of captions, subtitles, text, captions, and visuals are crucial to a strong hook that lures viewers in within the first six seconds of your video. According to one study, in 2004, the average attention span was 2.5 minutes—but today, people can only pay attention for an average of 47 seconds.

To capture your audience’s attention, give them a reason to stop and watch. These tips will help you capture and keep their attention:

• Use an attention-grabbing hook with captions for viewers on mute
• Ask AI to analyze your content and pick out the top tagline or takeaway
• Use the BLUF communication format: Action, Info, Decision, Sign, Request, Coordination to structure your hook

From your setup to your lighting, everything the viewer sees is a part of your hook. Mark’s pro tip? You can use the same hook for more than one video or post, as long as you mix up the content

According to research, 61% of marketers say time and bandwidth are the major challenges standing in the way of creating more video content. 44% cite team size, resources, and technical abilities as issues preventing them from creating video content.

With the right video marketing tools, repurposing videos for LinkedIn (and other social channels) can happen in minutes, rather than days or weeks.

You need to use the right, strong AI prompts to tell AI tools like Content Lab exactly what you need for a LinkedIn Video:

• Be as specific as possible
• Use clear, concise language
• Incorporate SEO keywords
• Specify the format you want
• Tailor prompts to your industry

Plan for repurposing by thinking about longtail distribution right from the beginning: instead of saying “it,” refer to the product by name throughout events and longer-form pieces of content to make repurposing for LinkedIn (and other platforms) simpler later on.

Need more expert advice on all things video marketing? Catch our first episode of the Coffee Corner series all about video marketing tips and tricks that work!

We’re not gonna sugarcoat it: the bar for quality content keeps getting higher. You need to make sure each and every video looks super professional and worthy of higher engagement rates.

The following tips will help you nail it:

• Make sure you’re using the right aspect ratio and compression format
• Pay attention to your background, including your lighting and a pop of color or books and other props in your background
• Keep your visual branding—including all logos, text, etc.—consistent with other videos

Last but not least, use super-tight editing and slash any unnecessary seconds from your video to avoid boring viewers with your LinkedIn posts.

“People will come for your content, but they return for your personality,” explains Mark. The way he sees it, your video content should always accomplish one of the following goals:

• Teach your audience
• Inspire them
• Entertain
• Challenge them
• Make 'em laugh

This one goes without saying. Even if your video is purely for entertainment purposes, always add a clear call to action (CTA) with a link back to your site or landing page.

Remember, many of your viewers use social media as a shortcut to explore and learn about new concepts and brands. Make it easy for them to find what they’re looking for.

LinkedIn is changing all the time. By paying attention to your analytics, you can adapt your strategy and stay a step ahead no matter what new changes it makes next.

With easy-to-visualized reporting tools like Goldcast’s Clips Analytics Dashboard, you can easily track metrics like total plays, watch time, average watch time, and more, to make sure you’re effectively engaging viewers.

It’s no secret LinkedIn is one of the most useful platforms for B2B marketing. By pairing the mainstay of B2B marketing (events) and the rising star (video), you can provide exactly the type of content that works well for LinkedIn audiences: knowledgeable expert commentary and industry insights, presented in an approachable and engaging way.

From keynote speeches to panel discussions, your event footage can be transformed into a wealth of marketing collateral for LinkedIn and beyond.

Goldcast Content Lab makes it easy. Simply choose a template, add captions, and apply your own unique branding. Try the freemium version of Content Lab and start generating LinkedIn videos in minutes, or Book a demo of Goldcast to learn how to leverage your events into high-impact content for all your top channels.