The role of video content in driving engagement on LinkedIn company pages


26 Sep 2023  •   4 minutes read

Author: Admin

The Power of Video Content in Driving Engagement on LinkedIn Company Pages

LinkedIn has become a powerhouse platform for professionals to connect, network, and share valuable content. With over 700 million users worldwide, it is a hub for business-related discussions, job opportunities, and industry insights. As a company, having an active presence on LinkedIn is crucial for establishing thought leadership, building brand awareness, and driving engagement with your target audience.

One of the most effective ways to capture the attention of LinkedIn users and encourage them to engage with your company page is through video content. LinkedIn has recognized the power of video in driving engagement and has made significant efforts to prioritize video content in its algorithm. In fact, LinkedIn video posts are shared 20 times more often than any other type of content on the platform. In this article, we will explore the role of video content in driving engagement on LinkedIn company pages and provide tips on how to leverage video to maximize your LinkedIn engagement rate.

The Importance of LinkedIn Engagement

Before diving into the specifics of video content, let’s first understand why engagement on LinkedIn is so important. LinkedIn engagement refers to the actions taken by users on your company page, such as likes, comments, shares, and clicks. It is a measure of how well your content resonates with your audience and indicates the level of interest and interaction it generates.

Engagement on LinkedIn is valuable for several reasons. Firstly, it helps increase your visibility and reach on the platform. When users engage with your content, their connections are more likely to see it in their feed, increasing the potential for organic reach and brand exposure. Secondly, engagement provides social proof and credibility for your company. When others see that your content is being liked and shared, it enhances your reputation and establishes trust. Lastly, engagement fosters meaningful conversations and connections. By actively engaging with your audience, you can build relationships, gather feedback, and gain valuable insights into their needs and preferences.

The Power of Video Content on LinkedIn

Video content has proven to be highly engaging on social media platforms, and LinkedIn is no exception. According to LinkedIn’s internal data, LinkedIn members spend 3x more time watching video ads compared to static sponsored content. Additionally, videos are shared 20 times more frequently than other types of LinkedIn posts, indicating that they have a higher viral potential.

There are several reasons why video content is so effective in driving engagement on LinkedIn. Firstly, videos capture attention and convey information more effectively than text or images alone. As humans, we are naturally drawn to moving visuals and are more likely to stop scrolling and watch a video. Secondly, videos allow for storytelling and personalization, which can create a deeper emotional connection with your audience. By sharing authentic stories, showcasing your company culture, or featuring customer testimonials, you can evoke emotions and resonate with your viewers. Lastly, videos can provide valuable educational or informational content in a concise and easily digestible format. This makes it easier for your audience to consume and retain the information, leading to higher engagement rates.

How to Maximize Your LinkedIn Engagement Rate with Video

Now that we understand the power of video content on LinkedIn, let’s explore some strategies to maximize your LinkedIn engagement rate with video. These tips will help you create compelling videos that captivate your audience and drive meaningful interactions.

1. Know Your Audience

Before creating any video content, it’s essential to know your target audience and understand their preferences, interests, and pain points. Conduct market research, analyze your existing LinkedIn audience, and gather insights to inform your video content strategy. This will ensure that your videos are relevant, valuable, and resonate with your viewers, increasing the likelihood of engagement.

2. Create High-Quality Videos

Investing in high-quality video production is crucial for capturing and retaining your audience’s attention. Poorly produced videos with low resolution or sound quality can be off-putting and diminish the impact of your message. Consider working with professional videographers or investing in video editing software to ensure your videos are visually appealing and polished.

3. Keep it Short and Concise

LinkedIn users have limited time and attention spans, so it’s important to keep your videos short and concise. Aim for videos that are no longer than 2-3 minutes to maximize viewer engagement. If you have a longer topic to cover, consider breaking it down into a series of shorter videos or create a teaser to pique interest and encourage viewers to watch the full video on your website or YouTube channel.

4. Optimize for Mobile Viewing

The majority of LinkedIn users access the platform through their mobile devices, so it’s crucial to optimize your videos for mobile viewing. Ensure that your videos are mobile-friendly and can be easily viewed and understood on smaller screens. Use subtitles or captions to make your videos accessible, as many viewers watch videos without sound while scrolling through their feeds.

5. Tell a Compelling Story

Storytelling is a powerful tool for capturing attention and evoking emotions. Use your videos to tell compelling stories that resonate with your audience. Whether it’s sharing a customer success story, showcasing your company’s journey, or highlighting the impact of your products or services, storytelling can create a deeper connection and inspire engagement.

6. Incorporate a Call-to-Action

Every video should have a clear call-to-action (CTA) that prompts viewers to take the next step. Whether it’s visiting your website, subscribing to your newsletter, or downloading a resource, a CTA helps guide your audience towards further engagement. Make sure your CTA is relevant to the video content and easy to follow.

7. Engage with Comments and Messages

Engagement is a two-way street, so it’s important to actively engage with your audience’s comments and messages. Respond to comments, answer questions, and participate in discussions to foster a sense of community and encourage further engagement. This shows that you value your audience’s input and creates a positive impression of your company.

8. Analyze Your LinkedIn Engagement Metrics

To refine your LinkedIn video content strategy and optimize your engagement rate, it’s crucial to analyze your LinkedIn engagement metrics. LinkedIn provides analytics and insights for company pages, allowing you to track the performance of your videos and identify trends. Pay attention to metrics such as views, likes, comments, shares, and click-through rates to understand what resonates with your audience and adjust your content accordingly.


In conclusion, video content plays a vital role in driving engagement on LinkedIn company pages. By leveraging the power of video, you can capture attention, evoke emotions, and provide valuable content that resonates with your audience. Remember to know your audience, create high-quality videos, keep them short and concise, optimize for mobile viewing, tell compelling stories, incorporate a clear call-to-action, engage with your audience, and analyze your engagement metrics. By following these tips, you can maximize your LinkedIn engagement rate and build a strong presence on the platform.

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