How to Master LinkedIn Video: Tips and Tricks for Success

Why LinkedIn video is your biggest untapped opportunity

Social media platforms have gone all-in on video, and LinkedIn is no different. If you’re still relying on static LinkedIn posts, you’re missing out. Native video content drives higher engagement, builds trust faster, and makes your LinkedIn company page or personal profile stand out.

With over 1 billion LinkedIn members, there’s an audience for every niche. According to Aberdeen Group, brands that use video marketing grow revenue 49% faster than those that don’t.

Body language plays a huge role in communication—55% of it comes from nonverbal cues, while 38% comes from tone. Text posts alone can’t do that. But video can.

This guide will show you how to use LinkedIn video to grow your reach, boost engagement, and drive real results. Build your brand, generate leads, and stay ahead.

What kinds of LinkedIn videos should you post?

Not all LinkedIn videos work the same way. You need the right format for the right goal. Here are some examples:

• LinkedIn native video – Uploaded directly to LinkedIn, these perform best because LinkedIn prioritizes them.
• LinkedIn video ads – Great for targeted brand awareness and lead generation (e.g., generating leads for your software development firm).
• LinkedIn Live video – Unscripted, raw, and great for engagement (e.g., a roundtable event with cloud computing leaders). It gets 24x more comments than pre-recorded videos.
• Explainer videos – Quick, punchy insights about your product or industry (e.g., explaining a key concept about web development).
• Behind-the-scenes content – Humanizes your brand and gives your audience a peek into your company culture.
• Testimonials and case studies – Nothing builds trust like real stories (e.g., showcasing happy clients who love your motion graphics services).

And while LinkedIn Stories is gone, its successor—the LinkedIn feed’s immersive video experience—is gaining traction. This feature mimics Instagram Reels and YouTube Shorts, offering short-form, vertical, and engaging content. If you’re already leveraging Instagram Reels, you can easily repurpose them for LinkedIn.

Native videos vs. LinkedIn video ads: Which one to use?

Both native LinkedIn videos and LinkedIn video ads serve important roles, but they cater to different goals. Choosing the right format depends on whether you’re aiming for organic engagement or targeted conversions.

1. Native LinkedIn videos: Best for engagement and brand-building

• Boost personal and company branding by showcasing expertise, storytelling, and industry insights.
• Encourage organic engagement. LinkedIn’s algorithm prioritizes native videos in the feed over external links.
• Ideal for thought leadership, behind-the-scenes content, and testimonials.

Use case: A startup founder sharing a behind-the-scenes look at their company culture to build trust and credibility.

2. LinkedIn video ads: Best for targeted reach and conversions

• Drive lead generation and direct conversions by targeting specific audiences.
• Highly customizable. You can refine by job title, industry, location, and company size.
• Great for product promotions, event sign-ups, and retargeting campaigns.

Use case: A SaaS company running a LinkedIn video ad campaign targeting HR professionals for their new employee engagement software.

3. Thought Leader Ads (TLAs): The hybrid approach

LinkedIn’s Thought Leader Ads (TLAs) let you sponsor organic video content from a personal profile rather than a company page. This is a game-changer for founders, executives, and creators looking to expand their reach beyond organic limitations.

• Personal brands see higher engagement. TLAs leverage individual credibility over corporate messaging.
• Works well for leadership insights, testimonials, and knowledge-sharing content.
• More visibility than relying on organic reach alone.

Use case: A CEO sharing a LinkedIn video post about industry trends and boosting it with TLAs to reach a larger professional audience.

Additionally, LinkedIn video ads can now be optimized for the LinkedIn feed, meaning you can leverage the same strategies you’d use for another social media platform like Instagram Reels, YouTube Short videos, and TikTok-style ads.

Best practices for killer LinkedIn videos

Creating a LinkedIn video post isn’t enough. It needs to be optimized for engagement. Here’s how to do that:

Hook your audience in 3 seconds

The first three seconds determine if someone will watch or scroll past.

• Ask a question, drop a stat, or challenge a belief.
• Example: “Did you know 85% of social media videos are watched on mute?”

Use closed captions

Most social media videos are watched without sound. Adding captions increases watch time by 12% (Facebook IQ, 2016).

Use tools like Rev, Kapwing, Descript, or LinkedIn’s built-in captioning feature.

Optimize for LinkedIn’s feed

• Keep it short (30 seconds to 2 minutes).
• Use square (1:1) or vertical (4:5) formats for better mobile viewing.
• Thumbnails matter, choose an engaging one.
• If repurposing a YouTube Short, make sure it fits LinkedIn’s dimensions.

How to actually get engagement from your videos

Just posting to your LinkedIn page isn’t enough, you need to create interaction.

Be authentic

Forget overly polished corporate videos. Just pop out your phone and start recording.

Example: A graphic design agency founder casually discussing a challenge from their home office.

Always include a CTA (call to action)

Every video should prompt an action:

• “Drop a comment below.”
• “Tag a colleague.”
• “Visit our website.”

Leverage video outreach

Instead of text-based DMs, send personalized video messages.

This works incredibly well for LinkedIn sales, networking, and following up with event attendees.

Measuring video success: what actually matters

Optimizing your LinkedIn videos is only half the battle, you need to track performance to refine your strategy and maximize results. The right metrics will tell you what’s working, what’s not, and how to improve. Here’s what to focus on:

1. Engagement rate

Engagement is a strong indicator of how well your content resonates with your audience. This includes:

• Likes and reactions – Show that your content is appreciated.
• Comments – Indicate deeper engagement and can lead to conversations.
• Shares – Expand your video’s reach to a broader audience.

Tip: A high engagement rate means your content is valuable and relevant. If engagement is low, experiment with different formats, topics, and CTAs to encourage interaction.

2. Completion rate

This metric shows how many viewers watched your video all the way to the end. According to LinkedIn, videos under 30 seconds achieve a 200% increase in view completion rates compared to longer videos.


Tip: If people drop off early, your video might be too long, too slow, or not engaging enough in the first few seconds. Start with a strong hook and keep videos concise to maintain interest.

3. Click-through rate (CTR)

CTR measures how many viewers click on your CTA (e.g., a website link, a lead form, or a sign-up page). A strong CTR indicates that your video is compelling enough to drive action.

Tip: If your CTR is low, tweak:

• The CTA placement (try placing it earlier in the video).
• The CTA wording (make it clear and benefit-driven).
• The thumbnail and headline (a more compelling visual can improve clicks).

4. Watch time

Watch time measures how long viewers are watching your video. LinkedIn’s algorithm favors content with higher watch times, so optimizing for retention can improve visibility.

Tip: Use storytelling, pacing, and visual variety (cuts, graphics, captions) to keep viewers engaged longer.

5. Lead generation and conversions

If you’re using LinkedIn videos for marketing or sales, track how many leads, demo requests, or sign-ups come directly from your video content.

Tip: Use LinkedIn’s conversion tracking to measure ROI and refine your strategy.

Troubleshooting poor performance

If your LinkedIn video isn’t performing well, try:

✅ Shortening the length – Stick to 30-60 seconds for best results.
✅ Adding captions – A lot of social media videos are watched on mute.
✅ Improving the thumbnail – A compelling visual can boost views.
✅ Experimenting with different hooks – The first 3 seconds make or break engagement.

You can optimize your videos for maximum impact and ensure you’re not just creating content, but creating content that delivers results if you continuously analyzing these metrics.

How LinkedIn video compares to other platforms

Video creators work with a versatile format, so if you’re already creating content for other platforms, it’s time to rethink how LinkedIn fits in:

1. LinkedIn video posts outperform static posts

• Just like Instagram Reels and YouTube Shorts, LinkedIn videos drive more engagement than text or image posts.
• According to LinkedIn, video posts receive 5x more engagement than text posts.
• Native LinkedIn videos get priority in the feed, meaning they’re more likely to be seen than external links.

Tip: If you’re repurposing content from Instagram or YouTube, adjust the format and message to align with LinkedIn’s more professional audience.

2. LinkedIn video is business-first, unlike TikTok

• TikTok is entertainment-driven, while LinkedIn video content leans towards business, industry insights, and professional networking.
• While casual content can work on LinkedIn, content that offers thought leadership, career advice, or industry insights tends to perform best.

Tip: Frame your content for decision-makers, industry peers, and professionals. Instead of viral challenges, focus on expertise, case studies, and valuable takeaways.

3. Native LinkedIn video gets more visibility than external YouTube links

• LinkedIn prioritizes content that keeps users on the platform.
• LinkedIn native videos autoplay in the feed, while YouTube links require an extra click, leading to lower engagement.

Tip: Instead of just posting a YouTube link, upload your video directly to LinkedIn for better visibility.

4. Short-form video is dominating across all platforms

• Just like Instagram Reels and YouTube Shorts, LinkedIn has been shifting towards short-form, vertical videos that are quick, engaging, and mobile-friendly.
• LinkedIn’s immersive video experience mimics other short-form platforms, allowing for a seamless transition if you’re already creating content elsewhere.

Tip: If you’re already producing short-form video for Reels or Shorts, repurpose that content for LinkedIn by tweaking messaging to align with professional audiences.

The future of LinkedIn video (and why you need to act now)

LinkedIn is rapidly evolving into a video-first platform. The rise of short-form video, LinkedIn video posts, and LinkedIn Live content means that text-only posts won’t cut it anymore.

Look at how Instagram Reels, YouTube Shorts, and TikTok’s vertical video format have reshaped engagement on social media. LinkedIn is following suit.

And with generative AI tools making video content creation easier than ever, there’s no excuse not to start.

Your audience is watching. The only question is—are you showing up?

Final thoughts

Mastering LinkedIn video isn’t just about following trends, but leveraging the power of storytelling, authenticity, and engagement in a way that aligns with your brand’s goals.

The key is consistency. A single video won’t change the game, but a steady stream of valuable content will position you as a thought leader, increase your visibility, and open doors to new opportunities.

Whether you’re a startup founder, a consultant, or a marketing team looking to scale, LinkedIn video is your ticket to higher engagement, stronger connections, and better business results.

And if you need help creating impactful LinkedIn video content that gets noticed, shared, and acted upon, Column can help.