Maximising LinkedIn Video: Tips For Improved Engagement
LinkedIn has become a powerful platform for B2B content marketing, but in 2024, a significant change is reshaping the way video content is discovered and engaged with.
LinkedIn’s recent introduction of a new video feed—resembling TikTok and Instagram’s algorithms—has revolutionised its content strategy.
This shift from connection-based discovery to interest-based engagement offers both opportunities and challenges for businesses looking to harness LinkedIn video.
So, how can your brand maximise engagement with this new format?
Here’s a comprehensive guide to help you improve your video content, reach the right audience, and achieve better results on LinkedIn.
Understanding LinkedIn’s New Video Feed
LinkedIn’s updated video feed now surfaces content based on user interests, rather than limiting it to a user’s immediate connections.
This means that LinkedIn videos can now reach a much broader and potentially more relevant audience, depending on how well the content aligns with the viewer’s interests.
By adopting an algorithm that prioritises content over personal networks, LinkedIn is following in the footsteps of popular social platforms like TikTok, Instagram, and YouTube.
This shift is a game-changer for brands (both personal and corporate) that can produce engaging, interest-based videos—offering a chance to significantly increase organic reach.
Why Interest-Based Feeds Matter For Engagement
The transition to interest-based feeds presents a unique opportunity to attract highly targeted audiences who are genuinely interested in your content.
Rather than relying on a person’s direct connections to spread your message, LinkedIn’s new system boosts content that aligns with what people are actively consuming.
For brands, this is an ideal time to:
- Expand Your Audience: The new feed gives brands the chance to reach individuals outside of their immediate network. If your content resonates with people’s interests, it’s more likely to be recommended across the platform.
- Increase Engagement: Viewers are more inclined to engage with content that matches their professional and personal interests. This can lead to higher likes, shares, and comments—critical metrics for driving more attention to your brand.
- Strengthen Brand Relevance: By crafting videos that cater to specific interests, you can position your business as a leader in niche areas. This is especially valuable for B2B companies looking to establish authority in their industry.
6 Key Tips To Maximise LinkedIn Video Engagement
1. Craft Captivating Intros
The first few seconds of your video are critical. In an interest-based feed, users scroll through content quickly, and you need to capture their attention immediately. A punchy, emotionally resonant intro that speaks directly to the pain points or aspirations of your target audience will keep them watching.
2. Use Clear, Concise Messaging
LinkedIn is a professional platform, and its audience values efficiency. Aim to communicate your message clearly and concisely within the first 30 seconds of the video. Avoid fluff, and ensure your content addresses a specific need or provides actionable insights.
3. Optimise For Mobile Viewing
Mobile devices account for a large portion of LinkedIn’s video consumption. Ensure your videos are mobile-friendly by using a vertical format (9:16) and keeping text and graphics large enough to be legible on smaller screens.
4. Leverage LinkedIn’s New ‘Chapters’ Feature
LinkedIn now allows creators to segment their videos into chapters, making it easier for viewers to navigate content. Take advantage of this feature to highlight key points, ensuring that viewers can quickly jump to the sections that interest them most.
5. Add Captions
Many LinkedIn users consume video content without sound, especially during work hours. Adding captions to your videos ensures that your message is still communicated effectively, even when sound isn’t an option.
6. Include Strong Call To Actions (CTA)
End your videos with a powerful call to action. Whether you’re encouraging viewers to visit your website, sign up for a webinar, or connect with your team, the CTA should be clear and direct. This is your chance to convert engagement into meaningful action. However, your call to action doesn’t necessarily need to occur in the video, it can appear in your post copy instead.
Creating Engaging Content For LinkedIn’s New Algorithm
Now that LinkedIn is focused on interest-driven content, here are a few additional strategies to align your video content with the algorithm:
1. Understand Your Audience's Interests
Research your audience thoroughly to discover the types of content they engage with. LinkedIn offers detailed analytics that can help you identify trending topics, which you can then incorporate into your video strategy.
2. Engage With Trending Topics
Like TikTok and Instagram, LinkedIn’s algorithm rewards content that engages with trending industry topics. If your video taps into a relevant conversation, you’re more likely to be surfaced in the new feed. Have a look at the LinkedIn news feed each day to keep up to date with the trending conversations on the platform.
3. Post Consistently
Regular posting helps you stay top-of-mind for LinkedIn’s algorithm. Aim for a posting schedule that ensures consistent visibility, but balance quality over quantity—your videos should always provide value.
Measuring The Success Of Your LinkedIn Video Strategy
Once you’ve adjusted your content for the new video feed, it’s important to track performance. Key metrics to monitor include:
- Views and Engagement: The number of views, likes, comments, and shares will give you insight into the initial success of your video.
- Audience Retention: Check how long viewers are staying engaged with your video. If your retention rates drop quickly, revisit your intros or pacing.
- Conversions: Ultimately, you want your videos to lead to tangible business outcomes. Keep track of how many conversions (e.g., website clicks, demo sign-ups, or form submissions) result from each video.
Keep in mind though, that metrics aren’t everything. There is a huge silent majority on LinkedIn, with the bulk of users not liking, commenting or sharing posts, merely just viewing them and receiving the content’s value.
Don’t be upset over a lack of physical engagement – people are seeing your content.
LinkedIn’s move towards interest-based video feeds is an exciting development for businesses looking to maximise their engagement.
By following these tips and adjusting your strategy to cater to this new algorithm, you can ensure that your LinkedIn video content not only reaches the right audience but also generates meaningful engagement and conversions.
Ready to take your LinkedIn video strategy to the next level? Let’s talk.
We specialise in creating impactful video content that cuts through the noise and drives real results.
Reach out to our team today and see how we can help you maximise LinkedIn’s new video opportunities.