Every LinkedIn Video Format and How to Use Them

June 24, 2020·13 min read

LinkedIn users watch 300 million videos per year and counting. Learn everything you need to know to generate traffic and conversions from LinkedIn videos.

After a long history of prioritizing the written word, the world’s largest professional networking site LinkedIn is now a prime place to post your marketing videos.

LinkedIn’s pivot to video came late, but its conversion has been total. It loves video. There’s some evidence that it gives video posts priority over other posts in the feed and some of the advantages—like autoplaying them, which helps capture more attention.

LinkedIn launched native video features in 2017 and in 2018 added a live video feature (still in beta and available by application only), with more to come.

Not long after, the LinkedIn Marketing Blog named video the top thing to post on the network.

“Video is the fastest growing format on our platform right now, and the one most likely to get people talking,” Pete Davies, director of product management at LinkedIn, told TechCrunch.

On LinkedIn, where comments are the holy grail of social currency, things that get people talking are things that spread. Any marketer already on LinkedIn looking for an advantage beyond paying to promote posts need look no further than video.

  1. Contents
  2. 1.Benefits of LinkedIn Video
  3. 2.LinkedIn Linked Videos and Direct Message Videos
  4. 2.1How to Post a Video on LinkedIn Using a Link (Desktop or Mobile)
  5. 3.LinkedIn Native Videos (a.k.a. In-Feed Videos)
  6. 3.1LinkedIn Native Video Ideas
  7. 3.2Specs for LinkedIn Native Video
  8. 3.3Best Practices for LinkedIn Native Video
  9. 3.4How to Share Native Videos on LinkedIn
  10. 3.4.1How to Upload a Video to LinkedIn on the Desktop Site
  11. 3.4.2How to Record and Share a LinkedIn Video from Mobile
  12. 3.5Native LinkedIn Video Metrics
  13. 4.LinkedIn Live Videos
  14. 4.1LinkedIn Live Video Ideas
  15. 4.2Specs for LinkedIn Live Videos
  16. 4.3Best Practices for LinkedIn Live Videos
  17. 4.4LinkedIn Live Video Metrics
  18. 5.LinkedIn Video Ads
  19. 5.1Best Practices for LinkedIn Video Ads
  20. 5.2LinkedIn Video Ad Metrics
  21. 6.Video in LinkedIn Articles
  22. 6.1Best Practices for Video in LinkedIn Articles
  23. 6.2How to Share LinkedIn Videos in Articles
  24. 6.2.1How to Share LinkedIn Videos in Articles
  25. 7.Bonus: Add Video to LinkedIn Profiles
  26. 7.0.2How to Embed Videos into LinkedIn Profiles
  27. 7.0.3How to Embed Videos into Company Pages
  28. 7.1LinkedIn Profile Video Metrics
  29. 8.Getting Started with Video on LinkedIn

Benefits of LinkedIn Video

LinkedIn users view 300 million videos per year. Video posts get 3x more engagement than posts with only text or images and a video post on LinkedIn is 5x more likely to start a conversation.

It’s little surprise that 51% of marketers on LinkedIn use video.

  • 92% of B2B marketers use LinkedIn (Omnicore)
  • 90 million LinkedIn users are senior-level influencers (LinkedIn)
  • LinkedIn Ads can be 227% more effective than other social networks (SocialPilot)
  • LinkedIn users log in for an average of 24 minutes per workday (Statista)

These effects compound. Brands that post helpful or informative videos on LinkedIn train viewers to expect videos—and earn more presence in the LinkedIn feed.

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LinkedIn Linked Videos and Direct Message Videos

The companies that benefit most from posting video on LinkedIn are those with inspirational or educational stories. But unlike ‘something-for-everyone’ social media sites like Facebook or YouTube, LinkedIn has a clear purpose: To connect professionals. That means the majority of conversations on the site revolve around careers, companies, products, and advice.

You’ll see lots of people posting jobs, announcing funding rounds, asking for tech stack input, and trumpeting their software. But the stories that tend to perform the best are those that connect back to a higher purpose or offer genuine value.

There are two primary ways of using video on LinkedIn:

  • Post a Link: Paste a video link into a LinkedIn post or direct message
  • Upload Natively: Upload a video file to LinkedIn or record a video with the LinkedIn app

There’s a big tradeoff here: Like all major social media sites, LinkedIn gives a slight preference to videos that are uploaded directly. It has an interest in keeping users within the platform. But its built-in analytics leave marketers wanting.

It’s only by posting a video link from a video platform that marketers gain visibility into more than just views, reactions, and shares. Only a video platform shows contact and company-level analytics and allows marketers to score leads based on their viewer behavior.

When it comes to sales use cases, sending a video link is always best. At the time of writing, LinkedIn doesn’t yet support direct video messages or InMails, so it’s your only option.

How to Post a Video on LinkedIn Using a Link (Desktop or Mobile)

  1. Navigate to your LinkedIn feed
  2. Click Start a post
  3. Paste the link (can be to wherever your video is hosted)
  4. Write your post
  5. Add hashtags and @ mention people
  6. To publish, click Post
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LinkedIn Native Videos (a.k.a. In-Feed Videos)

The great majority of videos shared on LinkedIn are native videos, either uploaded directly or recorded through the LinkedIn app.

Once published, native videos appear in the LinkedIn feed. Based on how viewers comment and, to a lesser extent, whether they like and share, it’ll be distributed over several days.

Learn From the Pros

Jack Taubl, an account executive at Forrester, recorded a song about year-end sales woes.

LinkedIn Native Video Ideas

  • Ask for Advice: Everyone loves to be asked for their expertise. This encourages engagement and commenting, which the LinkedIn algorithm likes.
  • Post Company News: What might be considered bragging on other sites is fair game on LinkedIn. People are interested in who you’ve hired, who you’ve acquired, and what events you plan to attend—no caveat needed.
  • Talk About Your Solution: The focus should be on the problem your product solves, not just your product itself. Simply posting facts or pictures without context isn’t as engaging as talking about a challenge overcome.
  • Discuss Your Vision: Inspire others by talking about a mission that’s larger than your company.
  • Share Customer Stories: Help others learn by talking about issues you helped your customers overcome. Do it in a way they’ll find flattering and ask their permission first.
  • Share Interviews: Host a Q&A with an executive or someone you connected with at a conference.
Learn From the Pros

Vidyard uses video clips, motion graphics, animated text, and more to promote our free video tool.

Specs for LinkedIn Native Video

LinkedIn native videos can be as short as three seconds and as long as 10 minutes. LinkedIn’s video player is just short of widescreen format and vertical videos will be either cropped into a square or displayed with pillar boxing.

  • Supports most file formats
  • Aspect ratio 1:2:4 or 2:4:1
  • Max file size 5 GB
  • Minimum resolution 256 x 144 pixels
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