If your company’s LinkedIn account is not engaging your audiences, it is time to leverage video content and stir things up. Even though the platform is widely considered a B2B networking site, video content on LinkedIn for businesses can prove beneficial in reaching your business goals.
It is widely documented that video is a key part of marketing strategies in 2024, and now there is conclusive evidence that videos on LinkedIn increase engagement. Marketing expert Caroline Giegerich published her analysis of content on LinkedIn for businesses in Adweek, finding that her worst-performing video post had nearly triple the impressions of her top-performing text-only posts.
Does this mean text posts are dead? No, video works great for creating awareness in the sales funnel, and once people are hooked, text posts become more valuable.
But why is video such a great motivator and engagement tool? It is because the brain processes visuals 6 to 600 times more quickly than text. This makes them a format that is easy to digest quickly.
Giegerich’s top-performing video, which is a review of the iPhone 16, had 774,000 impressions and counting, but even the average video impressions of 250,000 are notable. She also offers insights into important things to note as you implement more videos into your LinkedIn marketing which includes:
- Post between 9 and 11 a.m. EST
- Keep videos under 5 minutes
- Use the direct-to-camera approach, so you’re talking directly to your audience
- Use captions, as many users will browse LinkedIn with the sound off
- Showcase your abilities as a thought leader in your industry
- Improve interaction with a call-to-action, which can include engagement in many forms, including leaving a comment, visiting the company website, signing up for a webinar – anything that will motivate the viewer to take the next step
If you’re like most business leaders, your capacity for creating effective video content is limited. Let the content team at SJC take care of you. We know the importance of visuals in social media content and will create a strategy that works for your brand. Contact us and learn more about what we do on LinkedIn for businesses.