Since LinkedIn native video launched in 2017, LinkedIn has proven that it is more than just a platform for long-term B2B content.
In one year, LinkedIn video postings generated more than 300 million impressions on the platform. They also earn, on average, three times the engagement of text posts. Initial results from LinkedIn's beta program also show that LinkedIn native videos are five times more likely than other content to start a conversation between LinkedIn members.
Aside from impressive engagement statistics, video marketing has been shown to drive sales across all social platforms. Brands that use video marketing are growing revenue 49 percent faster than companies that don't, according to the Aberdeen Group.
Ready to go on board? This guide covers everything you need to know about LinkedIn videos, from the basics of using LinkedIn native videos to technical specifications.
And if you're looking for that spark of inspiration, scroll down for a round-up of examples and ideas.
Bonus: Get the same Easy LinkedIn Live Checklist The Hootsuite social media team ensures flawless live video – before, during, and after streaming.
Types of LinkedIn Videos
It's still common for many brands to upload to a video hosting platform like YouTube or Vimeo and then share the link on LinkedIn. This works, but LinkedIn native video is usually a more effective strategy for many reasons.
LinkedIn native video
"Native Video" is a video that is uploaded directly to LinkedIn or created on the platform itself.
Unlike embedded videos, LinkedIn's native video will automatically play in the feed, which is more likely to attract attention. Metrics show that native Facebook videos get ten times more shares than linked videos. This likely applies to native LinkedIn videos as well.
LinkedIn video ads
LinkedIn video ads are sponsored corporate videos that appear in the LinkedIn feed. Video advertising campaigns offer greater potential for increasing brand awareness, branding, and lead generation because they are typically made available to a larger, more targeted audience.
Unlike LinkedIn native videos, which can be 10 minutes or less, LinkedIn video ads can run for up to 30 minutes.
Company site administrators can use Campaign Manager to set up a video ad campaign or sponsor an existing post.
How to use LinkedIn native video
On desktop or mobile, sharing LinkedIn native videos is pretty much a three-step process. Mobile allows you to record and publish in-app, add text and stickers, while the desktop requires recorded video.
On the desktop:
1. On the Home screen, click Share an Article, Photo, Video, or Idea.
2. Click the video icon.
3. Upload the video you want to share.
On the phone:
1. Look for the share box (iOS) or the post button (Android) at the top of the feed.
2. Tap the video icon.
3. Record a video in the app or upload something that you have newly recorded.
4. Tap the filter or text button.
5. Add filters and / or text.
After posting a video, you'll have access to audience insights, including the number of views, likes, and comments your post received. You can also view the top companies, titles, and location of viewers. Learn which video metrics are most important.
How to start a LinkedIn video ad campaign
Here's a quick guide to setting up a LinkedIn video ad campaign:
1. Log in to Campaign Manager to create your campaign.
2. Choose Sponsored content.
3. Name your campaign.
4. Choose your main goal. Options include: visiting website, collecting leads, or getting video views.
5. Choose Video as your ad type format and click Next.
6. Click on Create a new video.
7. Fill out the form, upload your video and click save up.
8. After your video is uploaded, select the video by clicking the check box next to it and then clicking Next.
9. Select the criteria for your target group and click on Next.
10. Set up your bid, budget and duration of your campaign and click Start campaign.
LinkedIn video ads provide more analytics than native LinkedIn videos. For more information on how LinkedIn video ads are analyzed, please visit here.
LinkedIn video specifications
Plan for and follow these technical specifications when creating videos for LinkedIn.
These specifications vary between standard native videos and LinkedIn video ads. So notice the difference.
LinkedIn Native Video Specs
- Minimum video length: 3 seconds
- Maximum video length: 10 minutes
- Minimum file size: 75 KB
- Maximum file size: 5 GB
- Orientation: Horizontal or Vertical. Note: Vertical videos are cropped to a square in the feed.
- Aspect ratio: 1: 2.4 or 2.4: 1
- Resolution range: 256 × 144 to 4096 × 2304
- Frame rates: 10 – 60 frames per second
- Bit rates: 192 kbps – 30 Mbps
- File formats: ASF, AVI, FLV, MPEG-1, MPEG-4, MKV, QuickTime, WebM, H264 / AVC, MP4, VP8, VP9, WMV2 and WMV3.
- The unsupported formats include: ProRes, MPEG-2, Raw Video, VP6, WMV1as.
LinkedIn video ad specifications
- Minimum video length: 3 seconds
- Maximum video length: 30 minutes
- Minimum file size: 75 KB
- Maximum file size: 200 MB
- Orientation: Horizontal only. LinkedIn video ads do not support vertical videos.
- Pixel and aspect ratio:
- 360p (480 x 360; wide 640 x 360)
- 480p (640 x 480)
- 720p (960 x 720; wide 1280 x 720)
- 1080p (1440 x 1080; wide 1920 x 1080)
- File format: MP4
- Frame rate: maximum 30 frames per second.
- Audio format: AAC or MPEG4
- Audio size: Less than 64 kHz
Are you planning to run your video on more than just social networks? Check out our complete guide to social media video specifications.
11 LinkedIn Video Best Practices
1. Optimize your setup
Before you switch to selfie mode and hit the record button, there are a few things to keep in mind.
- Lighting: Choose a well-lit place. Natural light is often best, but artificial light can work in a pinch – just watch out for shadows. Also, make sure that the subjects are not backlit, otherwise they will turn into a silhouette.
- Camera position: Nobody wants to see your nose. Record a test video and set the tripod or add or remove some books under the camera setup as needed.
- Camera: When recording from your phone, use the rear camera. Most phones have larger apertures and offer higher resolution from the rear camera. Use a tripod or temporary mount to hold the camera steady.
- Background: Avoid a crowded or distracting background. Also, if you are shooting in an office setting, make sure confidential materials and other branding logos are hidden. You don't want to accidentally endorse another brand on behalf of your company.
- Body language: In his research, the psychologist Albert Mehrabian found that 55 percent of communication is transmitted through body language. Only seven percent is given by words and 38 percent by sound. Maintain a relaxed presence by studying your script. Look straight at the camera, smile, and breathe naturally.
2. The aim is to attract attention from the start
LinkedIn recommends that videos include a hook within the first 1-2 seconds.
3. Introduce important information
According to LinkedIn research, the attention that wears off after the first few seconds usually drops after the 10-second mark. This is backed up by Facebook results, which found that 65 percent of people who watch the first three seconds of a Facebook video watch for at least 10 seconds while only 45 percent watch for 30 seconds.
Plan on sharing your message or showing your viewers what to watch early on. That way, you'll increase the likelihood of making an impression with more viewers.
4. Design for sound off
Up to 85 percent of social media videos are played without sound. This means that most LinkedIn members will view your video as if it were a silent movie. Prepare accordingly by adding descriptive pictures, explanatory infographics, and even expressive body language.
5. Add subtitles
Even if your video isn't language intensive, subtitles make subtitles more accessible. Since LinkedIn just added a closed captioning feature, there is no excuse that your videos are not closed captions.
To add subtitles:
- Click the video icon in the sharing box on the desktop and select the video you want to share.
- When the preview appears, click the edit icon in the upper right to view the video settings, then click Choose File to attach the associated SubRip subtitle file.
6. Vary the shot
A single shot video can get boring, and as viewers drop by the second, varying the shot is one way to keep them busy. Even if you're recording an interview, borrow a second camera to record it from different angles. Or film a B-roll that you can use under voice-over.
7. Choose the correct video length
According to LinkedIn, the most successful video ads are less than 15 seconds long. However, the length may vary when it comes to LinkedIn native videos. Here are a few things to keep in mind:
- For brand awareness and brand reflection videos, LinkedIn recommends keeping the length under 30 seconds.
- Videos that meet the top funnel marketing goals should be 30 to 90 seconds long.
- Opt for a longer video to tell a brand or product story. A LinkedIn study found that long-form videos can get as many clicks as short-form videos when they're effectively telling a more complex story.
- Do not exceed 10 minutes. LinkedIn considers 10 minutes an informal video limit.
8. Close with a strong call to action
What should viewers do after watching the video? Leave them with a clear direction. Here are some tips for writing CTAs.
9. Don't forget the specimen copy
A recent study by Slidely found that 44 percent of video viewers on Facebook read subtitles frequently and 45 percent of viewers sometimes read subtitles.
The same is likely true of LinkedIn as well. So don't miss the opportunity to describe your video or drive a message home. But keep it short and direct. We recommend 150 characters or less.
Adding LinkedIn hashtags and @mentioning relevant companies or members in your caption is a useful way to increase reach and make your video more accessible.
Don't forget to include a link, especially if the purpose of the video is to encourage visits to your website or product page. As a bonus, LinkedIn notes that posts with links tend to have 45 percent more engagement than posts without one.
10. Use the word "video" for promotions
The LinkedIn Video Ad Guide points out that advertising postings or e-mails containing the word "video" can significantly increase the click rate. If you went through the hassle of creating a video, make sure to promote it – and use the keyword.
11. Reply to comments
If your video is engaging enough, you will likely get some comments from your viewers. Don't let them down! Especially if you can answer a question or provide more information about your business, the comment section is a great place to keep track of all the time and effort you put into creating your video – and a signal to the LinkedIn algorithm to send Your video creates a good conversation in the feed.
Pro tip: Hootsuite users can view and edit LinkedIn videos and comments from the same dashboard where they manage all of their other social networks for quick response times.
12 ideas for the native LinkedIn video
Typically, most branded video content on LinkedIn falls into four main categories: culture, products and services, news and events.
If you have a business blog, then you can also analyze your top performing content and think about how to turn it into a LinkedIn video.
1. Share company news and updates
Board changes, new initiatives, acquisitions, partnerships, and more are all fodder for video content.
Example: Coca Cola company news
2. Announce the launch of a new product or service
Use the LinkedIn video to excite customers with an announcement of what's coming.
Example: Start of the MyTaxi town
3. Take customers behind the scenes
Show the audience where the magic happens. This is a great opportunity to impress customers with the skills, craftsmanship, or technology that are behind your operation. Or show off your super cool office culture.
Example: Lego behind the scenes
4. Offer an explainer
Instructional or instructional videos are especially useful if you are in an industry that uses complicated jargon or requires complex understanding. See this as an opportunity to teach your audience something new.
Example: The World Bank for the Forum of the African Green Revolution – AGRF:
5. Preview an upcoming event
Would you like to register more participants for an upcoming conference? Create a video tutorial or mark some of the reasons they might want to sign up.
6. Inside coverage of an industry event
Speaker highlights, product demos and interviews can form a winning package of the most important moments of an event.
Example: Pulse Africa
7. Introduce C suite members
Position your company as a thought leader with interviews that share the vision of the members of the executive team.
Example: Bill Gates
8. Tell a story with a case study
Testimonials are a great way to share how your product or service has helped customers.
9. Let your customers know what you stand for
Use the LinkedIn video to let your customers, employees and prospects know what your company stands for.
Example: Boeing Pride
10. Inspire employees
Introduce customers to the people who make things happen.
Example: UN women
11. Highlight the good you do
Videos about corporate social responsibility initiatives can help raise awareness of the social good of your business and, more importantly, a good cause.
12. Share something that is fun
If your company is featured on Jeopardy, then you need to share the video
Smartly manage your brand's LinkedIn presence: use Hootsuite to schedule videos and updates, target posts, connect with followers, and measure the impact of your efforts. Try it for free today.