If you’re not posting video on LinkedIn, you’re likely missing out on a significant opportunity.
Indeed, LinkedIn recently reported that video watch time rose 36% year-over-year in 2024, with short-form video creation growing at twice the rate of other post formats, while video posts are shared 20x more than any other content type.
Yeah, those are some pretty compelling stats, and if you want to maximize your video efforts in the app, LinkedIn has published a new guide to help you with just that.
LinkedIn’s 11-page “Art and Science of Video Storytelling” report is based on analysis of over 13,000 B2B video ads, in order to identify the key creative elements that consistently lead to higher engagement.
As per LinkedIn:
“What we found was the best performing videos didn’t necessarily have the most impressive production budgets, but they were the most creatively intentional, emotionally grounded, and culturally in tune.”
The report includes a heap of stats on LinkedIn video engagement, including overall interaction, and the challenges facing creators:
The data highlights five key principles that drive LinkedIn video engagement, and should be factored into your planning:
The report breaks down each of these elements in detail, explaining the key factors behind each:
Each includes more stats on video engagement, as well as links to relevant case studies and further info about LinkedIn’s video offerings:
There’s a heap to take in here, and if you are thinking about posting video on LinkedIn as part of your content strategy, it’s definitely worth downloading the report, and reading through the various considerations.
And while the main focus is on ads, the same principles apply to organic video posts, with relative engagement across both set to follow similar principles in viewership.
Definitely worth considering for your broader content strategy.
You can download LinkedIn’s “Art and Science of Video Storytelling” report here.
