All you need to know about creating video for LinkedIn
Conor Eliot
Most marketers, creators, and entrepreneurs are already well-aware of the importance of video content. Posting videos has proven to be the most engaging way of building a loyal following. And while for many users of LinkedIn, video content may not be the default way of posting, it is actually an essential type of content to be posting on the platform. As it turns out, LinkedIn follows the same trends we've seen across other platforms like Instagram and TikTok: video is everything. On LinkedIn, video tends to get 3x the engagement of other type of posts--so the ROI is real. And with LinkedIn launching a TikTok style vertical video feed, the opportunity is only set to grow from here.
In this article, we'll help you navigate the rise of video on LinkedIn so that you can take advantage of this opportunity. We'll cover:
- Why video content is essential on LinkedIn
- The ideal specs for posting on the platform, including aspect ratio, video file size, and video format
- A high-level explanation of ads on LinkedIn
- How you can plan your LinkedIn video strategy
- What video equipment you need
- How to create videos that look professional
- How to optimize your videos
- How to assess the performance of the video content you post
Why video content is essential on LinkedIn
Video content is always most effective for connecting with audiences because it allows you to build a more personal connection and establish trust. Therefore, it's important to create LinkedIn videos as part of your personal page or LinkedIn company page within your marketing strategy. LinkedIn video content is successful because it:
- Captures people's attention on the newsfeed
- Allows you to showcase a personal story or product
- Helps you educate your audience
- Enables you to build trust as a thought leader in your industry
- Can increase your network more quickly and drive traffic to your page/profile
Plus, LinkedIn's launch of a video feed means that this medium will be an even greater focus on the platform. So whether you run a personal LinkedIn profile or a LinkedIn company page, you'll want to make a splash right away.
Understanding the video requirements on LinkedIn: The specs
Before you actually start creating LinkedIn videos, it's important to know the specs so that you'll have success when you upload videos. Here is what you need to know:
- Video length: Video can be between 3 seconds to 10 minutes (we recommend around 2 minutes for optimal engagement)
- Video size: The best file size is between 75KB to 5GB
- Video formats: Many file types will work on LinkedIn, including ASF, AVI, FLV, MPEG-1, MPEG4 , MKV, QuickTime, WebM, H264 AVC, MP4, VP8, VP9, WMV2, and WMV3
- Aspect ratio: There are a few options, for vertical videos its 9:16, for horizontal videos it's 16:9 to match the phone, and otherwise the 1:1 square option is available as well
- Resolution: Between 256 x 144 and 4096 x 2304
- Frame rate: Between 10 to 60 frames per second
- Bit rate: Between 192KPS to 30MBPS
Once you upload, be sure that your LinkedIn videos are optimized with a specified thumbnail image, captions for viewing without sound, and any other branding and editing needed within the video itself (you can't edit to this level within LinkedIn's platform). Note, this doesn't apply for embedded videos, those may have different specs when sharing from another platform like YouTube.
LinkedIn video ads
LinkedIn video ads are helpful when you want to target specific audiences and drive brand awareness or conversions among those users. With this type of LinkedIn post, the user will see the content in their feed, along with the word "promoted" to indicate that it's sponsored content. LinkedIn ads have some similar specs to your traditional video, but these can vary. When creating sponsored content videos aim for:
- Video format: MP4 (no MPEG-1 or MPEG4, H264 AVC, etc.)
- Video size: up to 200MB
- Vertical videos: Aspect ratio of 9:16, between 360 x 640 and 1080 x 1920 pixels
- Horizontal videos: Aspect ratio of 16:9, between 640 x 360 and 1920 x 1080 pixels
- Square videos: Aspect ratio of 1:1 between 360 x 360 and 1920 x 1920 pixels
How to plan your LinkedIn video strategy
When planning a LinkedIn video strategy, you can take a similar approach that you might use on TikTok, YouTube, or Instagram, but of course, for an audience of professionals. Be intentional with this video strategy. Think first about your target audience. If you're an individual, are you looking to become a through leader on LinkedIn or in your industry? Are you looking to use LinkedIn video to educate your audiences? Each of these goals will imply a different audience of either other businesses, peers, or potential clients/followers.
Then, identify the goals you have and the metrics you are looking to achieve with each uploaded video. This can help you test your content, try new approaches, and see what is and what isn't working.
Finally, be sure you fully consider the content types. Popular LinkedIn videos include tutorials from either a successful individual, or a brand with expertise, services, or products; thought leadership on pressing and key issues of our time (think a CEO speaking to the rise of AI, the role of personal data, or the future of banking); company culture if you're a business page trying to raise brand awareness and reach new hires; product demos for tech companies who may have customers or users on LinkedIn; or testimonials to provide social proof on a LinkedIn company page or individual page if you sell services.
What video equipment do you need?
Your LinkedIn video strategy can be as high-production as you want, but the quick iPhone videos that are popular on TikTok also work on this platform, as they are personable and come across as genuine and relatable. As long as you are able to upload videos in the formats we discussed above, then you will be fine. Depending on your budget and interest in investing in tech equipment, you can consider getting:
- A mirrorless camera, DSLR, or high-end webcam
- A ring light or an LED light panel
- A USB microphone or lavalier mic, you can also use your smartphone headphones
If you're not interested in investing in video equipment, your standard smartphone, natural lighting, and a quiet room will still allow you to produce results.
Creating professional LinkedIn videos
To create the best videos make sure you follow general videography best practices, including the following steps:
- Storyboarding and scripting: Even if you are filming on an iPhone and looking to create spontaneous content, it's wise to have an idea of a general script before you post videos. Keep a note in your phone will bullet points so that you can jot down ideas when inspiration strikes, and review your general talking points before you press record.
- Start with a hook: Get your viewer interested within the first few seconds of your LinkedIn video by beginning with a hot take, a timely piece of information, or a unique point of view.
- End with a call to action (CTA): Always direct your viewer to something they can pursue next, whether it's a free trial, a follow for your page, a visit to your website, or a download of an ebook or guide you published.
- Consider lighting and framing: Make sure your face is clearly visible, well-lit, and centered in the frame before you press record for an aesthetically pleasing shot.
- Enhance your video: By editing, clipping, overlaying sound, adding captions, subtitles, catchy video thumbnails, and graphics.
With LinkedIn launching a TikTok style vertical video feed, you may want to repurpose your content across platforms. OpusClip is the perfect tool for both companies and content creators to maximize the opportunity by using AI to streamline processes, create highly engaging and viral vertical videos, and post videos with true engagement potential.
How OpusClip can support your video strategy on LinkedIn
Whether you're a business or a creator, posting videos on LinkedIn is proving to be the next essential step to any marketing strategy. And, the opportunity for businesses to target audiences with video ads only increases the value proposition. If you're looking to take your video content to the next level without adding extra work, consider using OpusClip. Our AI platform creates short catchy video files from your longer content, equipped with subtitles, captions, graphics, and more. Try it out for free today to launch your LinkedIn video strategy with ease.
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About the Author
Conor Eliot
Conor Eliot has been working with creators since 2015. Fluent in Mandarin, he helped globalize the creator economy by connecting major Asian and Western brands with content creators in foreign markets. Recently, Conor spent two years leading Asia operations for TSM Esports, where he worked with some of Twitch's biggest creators. Seeing that non-gaming live creators were being massively underserved, Conor joined Opus, where he works with creators to push the boundaries on what is possible to do with the livestreaming medium.
