LinkedIn Video: A Crash Course in Navigating the New Video Feed and Creating Successful Content
No one asked for lip synchs and viral dance trends in their LinkedIn feed. Fortunately, it hasn’t gone that far (yet?), but the platform IS banking on creator-style content to entertain and inspire users to consider LinkedIn the next place they swipe through videos.
If you’re an avid LinkedIn desktop user, however, chances are you haven’t been as exposed to video content. That’s because the platform is leaning on its mobile app to deliver the best video experience.
The LinkedIn video feed
Quick access to the video feed now lives conveniently next to the home button, perhaps the biggest sign they’re looking to go all-in on building creator personalities. Tap the button and you transform your view from the standard posts feed to the full-screen, TikTok and Reels-style experience we’ve come to know and love. LinkedIn is calling this its “immersive video feed.”
The mobile experience also features spotlights in your regular feed, similar to Reels spotlights on Instagram and Facebook. The difference is that these spotlights are always on one trending topic. Think “5-9 after my 9-5,” “work-life balance debate,” or salary negotiation don’ts.”
While the video feed provides a more classic short-form video experience, it’s not the only way videos can be viewed. In fact, there’s no special way to upload videos directly to the video feed; videos are still posted via the traditional feed, vertical videos are also starting to dominate.
Curating ideas for LinkedIn video
The best part of the LinkedIn video feed is that they make it as easy as possible to engage in trending topics. Your video feed highlights them across the top, giving you an option to swipe through and see what’s being prioritized and highlighted at the moment.
Some are more specific than others, like topics around AI and technology, while others are broader and focused on general work-life and professional development conversations.
No matter your business, there’s going to be SOMETHING that resonates with you and sparks some inspiration. This is also an easy way to inspire your organization’s thought leaders to start creating content.
One trending topic, five creator approaches
One of the other great things about the video feed being categorized by trending conversations? Seeing how different thought leaders, creators, and brands approach the same topic.
One of the trending topics in my personal feed is the “1:1 debate,” which explores internal one-on-one meetings. Here’s how five different creators contributed:
Cruz Corral creates comedic videos that often poke fun at the different generations. His video acting out how different ages show up in one-on-ones is no different–and also shows how LinkedIn doesn’t have to be buttoned-up!
Deepali Vyas takes the straight advice approach, directing her “how to run 1:1s with your team” video to managers.
Erin McGoff’s video uses a do’s and don’ts framework, showing examples of how you can have an effective one-on-one with your boss.
Nicos Marcou offers a response to a content piece, covering the highlights of a Harvard Business Review article alongside his thoughts.
Similar to Deepali, Roxy Cuse takes a “how to” approach, this one directed at employees, and introduces her framework for successful meetings with your boss.
LinkedIn video best practices
How do you make a hit video? Just like with every other short-form video platform, there’s no secret sauce to making a video go viral. But following these short-form video best practices increases the likelihood of getting increased exposure.
Vertical videos (the standard 9:16 format) are the preferred video type for the feed. Horizontal videos can still be published on the platform, but they don’t have as much of a chance of making it into the video feed. When they do show up in the video feed, they’re visually less appealing with large black bars across the top and bottom to fill the screen.
Short and sweet. Aim to keep videos under 60 seconds. Yes, some of the examples we pulled are longer, and that’s okay sometimes. Just make sure the majority of your videos fall into the 30-60 second range.
Use captions. This best practice is critical for accessibility and giving those who are watching sound off an opportunity to still watch and engage.
Consider post copy. Unlike Instagram and TikTok, longer, multi-paragraph post copy can flourish on LinkedIn. Utilize this real estate and be sure to craft solid copy that can accompany your video and aid its performance in general feeds. Note that most of the video examples we pulled also have strong corresponding copy.
Use hashtags. Also noticeable in the video examples we pulled? The use of hashtags. These help guide LinkedIn as the algorithm sorts what videos to place in the streams.
LinkedIn’s continued push for short-form content that’s creator and personality-driven is a clear indicator the platform’s evolution from networking tool to social media platform is complete. Now is the time to explore, have some fun, and find your unique angle on trending topics and beyond. Go hit record, and we’ll see you in the video feed!
Sarah Eutsler
CREATIVE DIRECTOR