LinkedIn Video Posts Generate 3X More Reach, Study Finds via @sejournal, @MattGSouthern

LinkedIn’s propulsion into video contented is showing results, according to caller probe by selling adept Caroline Giegerich.

Her analysis, published successful Adweek, tests LinkedIn’s claim that video gets 5 times the engagement of substance posts.

She writes:

“Curious to trial LinkedIn’s assertion that videos person 5 times much engagement, I wanted to spot if the hype held up. Additionally, with a staggering 84% of marketers utilizing video successful their contented strategies, I wanted to spell heavy and recognize the existent worth of the format.”

Key Findings

Giegerich’s 90-day investigation revealed video posts consistently achieved higher scope than written content:

• Her lowest-performing video posts garnered astir triple the impressions of top-performing written posts
• Her astir palmy video reached 774,000 impressions
• Her video posts averaged astir 250,000 views

Giegerich recovered the astir occurrence with:

• Videos nether 5 minutes
• Direct-to-camera approach
• Morning posts betwixt 9-11 AM EST

Additionally, she notes adding idiosyncratic flair to videos whitethorn person aided their performance:

“In presumption of the contented itself, I support my videos nether 5 minutes and talk straight to the camera astir exertion successful presumption everyone tin recognize to marque it accessible.

I besides station successful the greeting betwixt 9 – 11 AM EST. If Gossip Girl covered tech, she’d beryllium me. Over time, I added amusive dependable effects and captions with Capcut.”

When To Use Text Posts

Giegerich says that video works champion to make consciousness astatine the apical of the income funnel. Once radical are aware, substance posts are much valuable.

She states:

“My written posts predominate the apical 3 spots for engagement, adjacent though my video posts thrust importantly much awareness. For example, my top-written station by engagement drove 68 times less impressions than my lowest-performing video post.”

Based connected her testing, substance posts received much targeted organisation to her connections, portion videos were recommended to radical extracurricular her network.

Giegerich adds:

“One format is much targeted to my web and the different is being heavy fanned by the LinkedIn algorithm to an assemblage extracurricular of my contiguous network.”

Limited Monetization Opportunities

The survey highlights LinkedIn’s constricted monetization options compared to its competitors:

• The existent programme offers sponsored posts and consulting opportunities.
• The creator accelerator programme is restricted to lone 100 participants, selected successful 2022.
• The level lags down TikTok and Instagram erstwhile providing incentives for creators.

What This Means

LinkedIn’s algorithm tends to favour video, but Giegerich’s probe highlights that video and substance service antithetic roles.

Video posts excel astatine wide consciousness and tin execute higher content counts, though their show is often unpredictable.

In contrast, written posts foster stronger engagement wrong established networks.

For marketers, Giegerich suggests a balanced approach: usage video for visibility and support written posts for engagement.

Featured Image: JarTee/Shutterstock

SEJ STAFF Matt G. Southern Senior News Writer astatine Search Engine Journal

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s grade successful communications, ...