Study Reveals LinkedIn Videos Generate Five Times More Engagement Than Text Posts, Personal Flair Boosts Reach

A new study by Caroline Giegerich published in Adweek finds that video posts on LinkedIn get five times more engagements than posts with only texts. Giegerich did a 90 days analysis and found that even her video with lowest engagements had three times more reach than her highest performing text posts. The average views her video posts got was 250,000 views, while her most successful video had 774,000 views on LinkedIn.

It was also analyzed what makes a video get high views on LinkedIn. According to the study, a video which was under 5 minutes got the most views. Morning posts which were posted between 9-11 AM EST also get the most views. A bit of personal flair to the videos also results in high engagements. Giegerich also said that if markeers want to build connections and get sales, video posts work the best. Once you are done with this, you can make text posts which are targeted to your network you have built on LinkedIn.

The study also highlighted how limited LinkedIn’s monetization options are. The current program has consulting opportunities and sponsored posts. The creator program by LinkedIn is restricted to only 100 participants ever since 2022 and the platform doesn't provide good incentives to creators. Giegerich says that marketers need to use a mix of videos and text posts for visibility and engagement on their account.

Image: DIW-Aigen

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by Arooj Ahmed via Digital Information World