The impact of video content on LinkedIn for content marketing purposes


26 Sep 2023  •   3 minutes read

Author: Admin

LinkedIn has emerged as one of the leading platforms for professionals to connect, network, and share valuable content. With over 774 million members worldwide, it presents a massive opportunity for businesses to reach their target audience effectively. In recent years, video content has become increasingly popular on LinkedIn, offering a unique and engaging way to communicate with professionals. In this article, we will explore the impact of video content on LinkedIn for content marketing purposes and discuss how businesses can leverage this platform to drive results.

The Rise of Video on LinkedIn

Video content has witnessed tremendous growth and popularity across various social media platforms, and LinkedIn is no exception. In fact, LinkedIn’s native video feature was launched in 2017, allowing users to upload and share videos directly on their profiles and company pages. Since then, video content has become a powerful tool for professionals to showcase their expertise, share insights, and engage with their audience.

One of the main reasons behind the rise of video on LinkedIn is its ability to capture attention and convey information quickly. As professionals scroll through their feeds, videos stand out and are more likely to grab their attention compared to text-based posts. Additionally, videos enable businesses to humanize their brand and establish a personal connection with their target audience, which is crucial for building trust and credibility.

The Benefits of Video Content on LinkedIn

There are several key benefits of incorporating video content into your LinkedIn marketing strategy:

1. Increased Engagement

Video content on LinkedIn tends to generate higher engagement compared to other types of posts. According to LinkedIn, videos are shared 20 times more often than other types of content on the platform. This increased engagement can lead to more likes, comments, and shares, thereby amplifying your reach and visibility.

2. Enhanced Brand Awareness

Using video content on LinkedIn allows you to showcase your brand’s personality and values in a visually compelling way. By consistently sharing high-quality videos, you can establish a strong brand presence and increase awareness among your target audience. This, in turn, can lead to improved brand recall and recognition.

3. Improved Message Retention

Video content is highly effective in conveying complex information or messages in a concise and memorable manner. According to a study conducted by Forrester Research, one minute of video is equivalent to 1.8 million words of text in terms of message retention. By leveraging video, you can ensure that your key messages are effectively communicated and understood by your audience.

4. Higher Conversion Rates

Video content has the potential to drive higher conversion rates compared to other types of content. According to a survey conducted by Wyzowl, 84% of consumers have been convinced to make a purchase after watching a brand’s video. By incorporating compelling calls-to-action (CTAs) in your LinkedIn videos, you can drive traffic to your website, capture leads, and ultimately convert prospects into customers.

How to Leverage Video Content on LinkedIn

Now that we understand the benefits of video content on LinkedIn, let’s explore how businesses can effectively leverage this platform for their content marketing strategy:

1. Create Engaging and Relevant Videos

When creating videos for LinkedIn, it is crucial to keep your target audience in mind. Understand their pain points, challenges, and interests, and create videos that address these topics. Focus on delivering value and providing actionable insights that professionals can apply in their respective industries. Additionally, keep your videos concise and visually appealing to maintain engagement.

2. Optimize Your Video for Search

Just like any other content on LinkedIn, optimizing your video for search is essential to improve its visibility and reach. Use relevant keywords in your video title, description, and tags to help LinkedIn’s algorithm understand the context and relevance of your video. This will increase the chances of your video appearing in search results when professionals are looking for related content.

3. Incorporate CTAs in Your Videos

To maximize the impact of your video content, it is essential to include compelling calls-to-action (CTAs) in your videos. Whether it’s directing viewers to visit your website, download a resource, or subscribe to your newsletter, CTAs can help drive traffic and generate leads. Be clear and concise with your CTAs, and ensure they align with your overall marketing goals.

4. Promote Your Videos

While LinkedIn’s native video feature is a powerful tool, it’s also important to promote your videos to reach a wider audience. Share your videos across other social media platforms, embed them in relevant blog posts or articles, and include them in email newsletters. By leveraging multiple channels, you can increase the visibility of your videos and attract more views and engagement.


Video content has revolutionized the way professionals consume information and engage with brands on LinkedIn. By incorporating video into your content marketing strategy, you can effectively capture attention, increase engagement, and drive results. Remember to create engaging and relevant videos, optimize them for search, incorporate compelling CTAs, and promote them across multiple channels. By leveraging the power of video on LinkedIn, you can take your content marketing efforts to new heights and achieve your business objectives.

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