As a social media platform used primarily for professional networking and career development, LinkedIn requires a different approach to video content compared to other social networks. When creating videos for LinkedIn, it’s important to keep the audience and goals in mind, which are typically focused on providing value, education and thought leadership versus just entertainment.
One key consideration for LinkedIn videos is the ideal length to maximize engagement and effectiveness. The recommended LinkedIn video length and ratio aims to find the right balance between being comprehensive enough to communicate key information while short enough to maintain viewer attention and completion rates.
LinkedIn Video Length Recommendations
According to multiple studies and expert recommendations, the ideal video length for LinkedIn is typically between 30 seconds to 5 minutes long. Here are some of the top guidelines for LinkedIn video ratios:
- 30-90 seconds – Best for short announcements, quick tips, and introducing yourself/your business.
- 1-2 minutes – Ideal for providing overviews of products, services, and presenting straightforward how-to content.
- 2-3 minutes – Allows for diving deeper into key features and benefits and showing more complex processes.
- 3-5 minutes – Recommended for detailed product/service demonstrations, full tutorials, and case studies.
Videos longer than 5 minutes may see declining completion rates on LinkedIn, so it’s recommended to stick to 5 minutes or shorter when possible. However, don’t make the video too short either – 30 seconds doesn’t allow much time to provide value to your viewers.
Benefits of the Recommended LinkedIn Video Lengths
Keeping LinkedIn videos within the recommended 30 seconds to 5 minute range offers several benefits:
- Improved audience retention – Videos that drag on too long lose viewer attention. Shorter videos that get to the point quickly are more likely to be watched to completion.
- Higher completion rates – LinkedIn’s algorithm favors videos that keeps viewers watching. Higher completion rates signal to LinkedIn that your content is engaging.
- More video views – Completing at least 50-75% of a video triggers it to play automatically as followers scroll feeds. This leads to more passive video views.
- Boosted engagement – Shorter videos allow viewers to more easily fit your content into their day. Greater engagement (likes, shares, comments) improves distribution.
Additionally, various studies into optimal online video length across social media sites back up the effectiveness of the 30 second to 5 minute recommendation:
Optimal Video Length Statistics
Platform | Optimal Video Length |
YouTube | 2-3 minutes |
1-5 minutes | |
30-60 seconds | |
30 seconds – 5 minutes |
As you can see from the table, the recommended 30 second to 5 minute video length aligns well with the best practices for other major social platforms too.
Maximizing LinkedIn Video Effectiveness
To maximize the impact of your LinkedIn video content, here are some additional tips to follow:
- Craft a compelling title and description that communicates the value to encourage clicks.
- Hook viewers in the first 5-10 seconds before they click away.
- Ensure high quality video and audio production for a polished, professional look and feel.
- Leverage LinkedIn’s auto-play feature – videos must be at least 3 minutes long to qualify.
- Include a strong call-to-action at the end to drive conversions.
- Track performance metrics to identify top-performing video styles and topics.
Video Content Ideas for LinkedIn
Here are some top examples of high-value video content types that work well within the ideal 30 second to 5 minute duration on LinkedIn:
- Expert interviews and fireside chats
- “Day in the life” videos showcasing company culture or events
- Virtual events, conferences, and webinars (recordings or live streams)
- Case studies and client testimonials
- Thought leadership videos and keynote speeches
- Behind-the-scenes company and product videos
- Quick tips, how-tos, and listicles (e.g. “5 Ways to…”)
- Video blogs and video articles
Conclusion
When creating video content for LinkedIn, sticking to the recommended length of 30 seconds to 5 minutes offers the best results. This video ratio hits the sweet spot for optimizing audience retention, completion rates, engagement, and overall effectiveness.
Of course, there can be exceptions where longer videos make sense for things like extended training materials, interviews, and events. However, in most cases, the 30 second to 5 minute rule is a best practice to follow.
By combining concise and compelling video content that provides value to your LinkedIn audience with professional production quality, you can build a powerful video marketing presence on the platform.