As a social media platform focused on professional networking and career development, LinkedIn is used differently than more personal sites like Facebook or Instagram. While lighthearted or entertaining content can work on other platforms, LinkedIn users are typically looking for informative content relevant to their industry or role. This means thinking strategically about what types of content will interest and engage your target audience on LinkedIn.
One key content format on LinkedIn is video. With native video support and an algorithm that favors video, this medium can be highly effective for reaching LinkedIn users. However, there is an open question around ideal video length for the platform. Is longer, more in-depth content better, or should videos be short and snappy?
The answer, as with much of social media, is: it depends. There are benefits and drawbacks to both long and short form video content on LinkedIn. The ideal length will depend on your goals, target audience, and specific content. By understanding the pros and cons of long and short videos and aligning your video strategy with your overall objectives, you can create compelling video content tailored to finding success on LinkedIn.
Benefits of Long Videos on LinkedIn
There are a few key potential benefits to creating and sharing longer videos on LinkedIn:
- Provide in-depth information: With more time, you can create detailed educational resources, step-by-step tutorials, or thorough demonstrations. This allows you to really share your subject matter expertise.
- Increase watch time: Longer videos drive more total watch time, which is a metric LinkedIn uses in its algorithm. More watch time signals users are engaged.
- Enable high-level discussion: There is more time to have a nuanced, strategic discussion by going longer with your video. This allows for thoughtful analysis of complex topics.
- Appear authoritative: A long, highly informative video can establish your or your brand’s authority on a given topic area.
- Convert customers: With more time to explain your product, service, or approach, long videos can be better for conversions compared to brief teasers.
For certain goals like demonstrating expertise, driving watch time, or making an in-depth case to convert customers, long videos seem a natural fit for LinkedIn.
Challenges of Long Videos on LinkedIn
However, there are also some potential drawbacks to be aware of with long videos on LinkedIn:
- Higher drop-off rate: Longer videos see more viewers dropping off before the end, losing interest along the way.
- Slow pace: If poorly paced, long videos may drag and bore the viewer.
- Higher production effort: Filming and producing long-form video requires significantly more time and resources.
- Less shareability: LinkedIn users may be less likely to share very long videos with their networks.
- Opaque value: If someone sees a video is 30 minutes long, they may not immediately grasp what value it will provide them.
Achieving high retention and engagement with a long video requires strategic plotting of the pacing and content. Additionally, longer videos are more resource intensive to produce. These factors make long videos a riskier bet than short videos, though the payoff can be substantial if done well.
Benefits of Short Videos on LinkedIn
On the other hand, short videos have some clear advantages on LinkedIn:
- Increased engagement: Short videos tend to keep viewers watching through the end at a higher rate.
- Easy to produce: Short videos require far less time and resources to film and edit.
- Simple message: It is easier to communicate one clear idea or story in a compact video.
- More shareable: LinkedIn users are much more likely to share a short, engaging video with their network.
- Appealing pace: A fast pace keeps the viewer interested before losing focus.
With short videos, you can create a steady stream of engaging, shareable content without overcommitting resources. The concise format allows communicating clear messages as well.
Challenges of Short Videos on LinkedIn
On the other hand, some limitations to be aware of with short videos are:
- Less detailed: By necessity, short videos provide less in-depth information, analysis, or demonstration.
- Lower watch time: Even with great engagement, total view duration will be low due to the brief length.
- Limited persuasion: It may be difficult to make a complex, persuasive case or convert customers in just a minute or two of video.
- Less authoritative: Brief videos have less time to establish expertise on a topic or showcase credentials.
- Appear oversimplified: Covering complex matters in a short snippet may seem overly simplistic to some audiences.
For goals like demonstrating thought leadership or making an elaborate product pitch, short videos may not provide the required time to convey the full value. The abbreviated format also necessarily limits the detail and nuance that can be communicated. However, for other objectives like engagement and shareability, short videos excel.
Ideal Video Length Depends on Your Goals
There is no universally ideal length for LinkedIn videos. The best length depends primarily on your goals and audience:
- Education goals may warrant long, detailed videos.
- Brand awareness goals lend themselves to short, engaging videos.
- Lead generation may require moderate length to convey key information while maintaining attention.
- Executive audiences may appreciate in-depth analysis from long videos.
- Engineering audiences may favor concise, technical explanations from shorts.
Consider both the advantages and drawbacks of long versus short videos based on your specific objectives and target audience needs. This will help determine the ideal direction for your LinkedIn video content strategy.
Best Practices for Long Videos on LinkedIn
If pursuing long videos on LinkedIn, keep these best practices in mind:
- Outline a thorough content plan to maintain pace and interest.
- Hook viewers in the first 30 seconds before drop-off can occur.
- Break up the video with transitions and graphics to add visual interest.
- Avoid dry speeches or lectures; adopt a conversational, engaging tone.
- Ask periodic questions or prompts to maintain an interactive feel.
Well-structured, visibly produced long videos can leverage the benefits of extended time while mitigating the risks of losing audience attention or appearing overly dry.
Best Practices for Short Videos on LinkedIn
For short videos, remember these best practices:
- Hook immediately; you have 10-30 seconds max to grab attention.
- Stick to one key message or story; don’t try to cram in too much.
- Evoke emotion and interest through visuals, characters, and other tactics.
- Ask viewers to take one simple, clear action at the end.
- Leave viewers wanting more to generate interest in your other content.
An engaging tone, strategic framing, and compelling hook early on are critical for short videos to maximize their impact before drop-off.
Examples of Effective Long and Short Videos on LinkedIn
To see these principles in action, let’s look at some examples of both long and short videos that have driven results on LinkedIn:
Long Video Examples
Company | Video Topic | Length | Results |
---|---|---|---|
Salesforce | Product capabilities overview | 25 min | 450,000+ views |
Hootsuite | In-depth training | 1 hr | 150,000+ views |
Accenture | Thought leadership panel | 45 min | 75,000+ views |
These long videos succeed by providing in-depth value focused on topics the audience cares about. Despite the length, they maintain engagement with strong production quality and pacing.
Short Video Examples
Company | Video Topic | Length | Results |
---|---|---|---|
Mailchimp | Behind the scenes | 1 min | 100,000+ views |
Audi | Product launch teaser | 30 sec | 300,000+ views |
Forbes | Thought leadership intro | 90 sec | 200,000+ views |
These short videos succeed through crisp visuals, emotional hooks, and clear concise messaging that engages in a brief format.
Testing Different Video Lengths
While considering your goals can determine an initial video length strategy, real data trumps guesswork. The ideal approach is to test different lengths and see what resonates best with your LinkedIn audience.
Measure metrics like view-through rate, completion rate, social sharing, and conversions across long and short videos. Look at both raw numbers and ratios like completion rate. Over time, you will likely find particular lengths, topics, or video styles that consistently outperform for your brand on LinkedIn.
Keep iterating and optimizing based on performance data. There is no one right answer, only the length and style that provides the best results for your specific audience and objectives. Maintain the agility to pivot your video strategy over time as you learn more.
Conclusion
There are pros and cons to both long and short form video content on LinkedIn. Long videos enable in-depth education and demonstration, while short videos facilitate increased engagement and shareability. The ideal length depends primarily on your goals and audience.
For long videos, focus on strong pacing and production quality. For short videos, hook quickly and highlight one compelling idea. Measure data from both approaches to determine what resonates best. While long videos may work well in certain contexts, don’t assume that longer is necessarily better when it comes to LinkedIn video. The right length is whatever best supports your specific objectives for the platform.