LinkedIn video posts are making waves, reaching audiences three times larger than text posts, especially when shared in short formats during the morning.
Key Insights on LinkedIn’s Video Performance
According to new research from marketing strategist Caroline Giegerich, LinkedIn video posts significantly outperform text, providing three times the reach. Her findings, published in Adweek, confirm LinkedIn’s claim that video drives greater engagement and extends insight into when and how video posts are most effective.
Giegerich shared her motivation, saying, “Curious to test LinkedIn’s claim that videos receive five times more engagement, I wanted to see if the hype held up. Additionally, with a staggering 84% of marketers utilizing video in their content strategies, I wanted to go deep and understand the real value of the format.”
Study Findings on Video Reach
Over a 90-day period, Giegerich’s data consistently showed that video posts vastly outpaced text posts:
- Her least-viewed video posts still attracted nearly triple the impressions of her top-performing text posts.
- Her most successful video garnered 774,000 impressions.
- On average, her video posts received around 250,000 views.
She also identified factors that helped her videos perform better:
- Keeping videos under 5 minutes.
- Using a direct-to-camera style.
- Posting between 9-11 AM EST.
- Adding personality, like sound effects and captions, to make videos more engaging.
Her approach highlights a straightforward style: “I keep my videos under 5 minutes and speak directly to the camera about technology in terms everyone can understand to make it accessible. I also post in the morning between 9 – 11 AM EST,” she explained.
Why Text Posts Still Matter
Giegerich’s findings also revealed that video works best for brand awareness at the top of the funnel, while text posts are better for engagement with existing connections. “My written posts dominate the top three spots for engagement, even though my video posts drive significantly more awareness,” she noted, pointing out that text posts are generally more targeted to her immediate network, while LinkedIn’s algorithm promotes video to a wider audience.
Monetization Challenges for LinkedIn Creators
While video might be an engagement powerhouse, LinkedIn still lags behind platforms like TikTok and Instagram in terms of monetization options. Currently, LinkedIn provides limited options like sponsored posts and consulting opportunities. Its creator accelerator program, which launched in 2022, only included 100 participants and has not yet been expanded.
Strategic Takeaway for Marketers
Giegerich’s findings suggest a well-rounded LinkedIn approach. Each post type plays a different role, with videos generating more brand awareness and text posts creating connections.
Do you need a boost in your LinkedIn business profile? Cybertegic, a digital marketing agency in Los Angeles, helps businesses navigate these platform nuances to maximize their LinkedIn presence.
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