How to Create and Promote Engaging Video Content on LinkedIn in 2024

17 min read

Tips and trends for video content on LinkedIn in 2024

LinkedIn is the leading social media platform for professionals, where you can showcase your brand, products, services, and expertise.

To stand out from the crowd of over 800 million users worldwide, you need to leverage video content, which can boost your engagement by up to 20 times compared to other types of posts. Video content is also the preferred format for LinkedIn users, who spend three times longer watching videos than static content.

Creating and promoting video content on LinkedIn requires a strategic approach that aligns with your goals, audience, and budget.

In this guide, we will cover the following topics:

1. Types of video content you can create and share on LinkedIn

2. How to create good video content:

    • How to plan
    • How to produce
    • How to promote

3. Our top tip: animated text-led video, a rising trend in 2024.


What are the best types of video content on LinkedIn?

You can use video content on LinkedIn to achieve various objectives, such as building brand awareness, generating leads, driving traffic, educating prospects, showcasing customer success, or establishing thought leadership.

Depending on your goals, you can choose from the following types of video content on LinkedIn:

Native video

This is a type of video that you upload directly to LinkedIn, which can be up to 10 minutes long and can appear on your profile, feed, or group. Native video can help you showcase your expertise, share insights, or demonstrate your products or services.

LinkedIn Live

This is a type of video that allows you to broadcast live to your network or a group, which can be up to four hours long and can be co-hosted with up to four guests. LinkedIn Live can help you create interactive and authentic conversations with your audience, such as Q&A sessions, interviews, events, or webinars.

Video ads

This is a type of video that allows you to promote your brand, product, or service to a targeted audience, which can be up to 30 minutes long and can have call-to-action buttons, captions, or lead gen forms. Video ads can help you drive awareness, consideration, or conversion for your business goals, such as website visits, lead generation, or sales.


Are there tips and best practices for video content on LinkedIn?

Corporate video content is one of the most powerful and engaging forms of content today. Video benefits as a marketing tool because humans evolved to respond best to motion in the natural world. Video can capture attention, convey emotion, and communicate messages in a memorable and persuasive way.

Here are six compelling statistics on video content that every business should know in 2024:

  1. Short-form videos are 2X as captivating to LinkedIn users compared to longer videos
  2. 74% of consumers on LinkedIn prefer authentic videos
  3. 73% of B2B marketers report that video content has significantly boosted their marketing ROI
  4. Video advertisements hold users’ attention nearly 3X longer than other ad formats
  5. 59% of executives would opt for video content over text on LinkedIn
  6. LinkedIn live streams receive 7X more reactions and 24X more comments than standard videos

Tips for planning your content:

Know your audience

Before you create any video content, you should research and define your target audience on LinkedIn, based on their: demographics, interests, pain points, and goals.

You should also consider their content preferences, such as the topics, formats, lengths, and tones they like and respond to.

 Define your goals

Set clear and specific goals for your video content, such as increasing brand awareness, generating leads, driving traffic, educating prospects, showcasing customer success, or establishing thought leadership.

You should also define how you will measure your success, using relevant metrics and indicators, such as views, impressions, clicks, likes, comments, shares, conversions, or revenue.

This aligns your video content with your overall marketing strategy and desired outcomes.


What tips are there for producing your video content?

Producing your own video content can be a powerful way to showcase your brand, products, or services, and connect with your target audience. However, you need to plan and execute your video content carefully to ensure its quality and effectiveness.

Here are eight tips to enhance the production of your video content and make it stand out from the crowd:

Start Strong

Have a clear message and purpose from the start of your video to capture viewers’ attention and interest. Research indicates that human attention span is now shorter than a goldfish’s, which is around 8 seconds. Therefore, it’s essential to capture the viewer’s attention within the first few seconds of a video.

Typography and Color Theory

Make your text more engaging with motion graphics and kinetic typography. Use colors that match your brand and evoke emotions in your viewers.

Engagement and Viewing Duration

Keep your videos short and sweet, ideally under 60 seconds, to retain more viewers till the end. Short-form videos have the highest ROI and are preferred by 81% of consumers.

UGC and Authenticity

Use user-generated content (UGC) and be authentic in your videos to connect with your audience and build trust.

Optimise for Mobile

Make sure your videos look good on mobile devices, as more and more users are watching videos on their phones.

High-Quality Production

Use high-quality video production to make a strong impression and convey professionalism.

Captions and Imagery

Use captions and vivid imagery to impact viewers who watch videos on mute.

Add Subtitles

Include subtitles to cater to a global audience and those who prefer reading along.

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Are there tips for promoting your video content?

Once you have created your video content, you need to promote it, using organic and paid methods, to reach and influence your target audience.

Here are 5 ways to promote your video content on LinkedIn to enhance its effectiveness:

Organic Methods

Leverage your network

Use your network of connections and followers, who already follow your brand and content, to promote your video content on LinkedIn. Encourage them to watch, like, comment, and share your videos, and tag relevant people or companies when appropriate. This will boost your video exposure and engagement.

Join and participate in groups

Another way to promote your video content on LinkedIn is to join and participate in relevant groups, where your target audience is active and engaged.

Understand Your Audience’s Activity

Analyse when your target audience is most active on LinkedIn. This can vary by industry, job role, and region.

Leverage LinkedIn’s Peak Times

Generally, the best times to post are during business hours, with Tuesday through Thursday, especially between 9 AM and 2 PM, being the most effective.

Consistency is Key

Maintain a consistent posting schedule to keep your audience engaged and looking forward to your content

Paid Methods

  • LinkedIn ads

You can reach a more qualified and interested audience by using the Campaign Manager tool, which lets you choose different goals, formats, and targeting options for your video ads. You can also retarget people who have already engaged with your website or content and increase your conversion chances.

Our top tip: Leverage Animated Text-Led Video, A Rising Trend in 2024

How do you stand out from the crowd and deliver value to your audience on LinkedIn in 2024? One of the answers is animated text-led video, a powerful format that combines motion graphics and text to tell a story, without any audio.

5 Animated Text-Led Video statistics in 2024:

  1. 80% of LinkedIn users prefer watching videos with the sound off.
  2. Animated videos on LinkedIn have a 5X greater engagement rate compared to other content types,
  3. 78% say animated video helps to increase brand awareness.
  4. 85% of B2B marketers say animated video is an effective tool for generating leads.
  5. 93% of brands got a new customer because of a video on social media, with kinetic typography playing a significant role in this success.


Some of the benefits of using animated text-led video on LinkedIn are:

  • It can increase your reach and engagement, as LinkedIn users are more likely to watch and share video content that is visually appealing and easy to understand.


  • With animated text-led video, you can turn complex or abstract ideas into simple and clear visuals, showcase your brand personality, and keep your viewers hooked till the end.


  • It makes you more accessible and inclusive to LinkedIn users who are deaf or hard of hearing. You can also connect with LinkedIn’s global network of over 200 countries with different languages. Therefore, expanding your audience, increasing your social impact, and showing your commitment to diversity and inclusion.



5 tips for the best practices to create animated text-led video on LinkedIn:

  1. Use clear and concise language, with short sentences and bullet points, to communicate your key message and call to action.
  2. Use contrasting colors, fonts, and sizes, to create visual hierarchy and emphasis, and match your brand style and tone.
  3. Use transitions, animations, and effects, to add movement and interest, and avoid static or boring slides.
  4. Use relevant images, icons, charts, or diagrams, to support your text and illustrate your data or points.
  5. Use subtitles or captions to reinforce your text and make your video content searchable and discoverable.



As you can see, video content is a powerful and popular way to showcase your brand, products, services, and thought leadership on LinkedIn.

In this guide, we have explored the different types of video content you can create and share on LinkedIn, with a special emphasis on animated text-led video, which is a rising trend in 2024.

We have also given you some tips and best practices for planning, producing, and promoting your video content for LinkedIn, to help you achieve your goals, reach your audience, and optimise your video content success.

To find out more about how our award-winning creative content agency can elevate in you video content on LinkedIn, reach out today.