LinkedIn’s push into video content material is exhibiting outcomes, based on new analysis by advertising and marketing professional Caroline Giegerich.

Her evaluation, revealed in Adweek, checks LinkedIn’s claim that video will get 5 instances the engagement of textual content posts.

She writes:

“Curious to check LinkedIn’s declare that movies obtain 5 instances extra engagement, I wished to see if the hype held up. Moreover, with a staggering 84% of entrepreneurs using video of their content material methods, I wished to go deep and perceive the true worth of the format.”

Key Findings

Giegerich’s 90-day evaluation revealed video posts persistently achieved greater attain than written content material:

  • Her lowest-performing video posts garnered almost triple the impressions of top-performing written posts
  • Her most profitable video reached 774,000 impressions
  • Her video posts averaged round 250,000 views

Giegerich discovered probably the most success with:

  • Movies below 5 minutes
  • Direct-to-camera method
  • Morning posts between Sep 11 AM EST

Moreover, she notes including private aptitude to movies could have aided their efficiency:

“By way of the content material itself, I hold my movies below 5 minutes and communicate on to the digicam about expertise in phrases everybody can perceive to make it accessible.

I additionally submit within the morning between 9 – 11 AM EST. If Gossip Woman lined tech, she’d be me. Over time, I added enjoyable sound results and captions with Capcut.”

When To Use Textual content Posts

Giegerich says that video works greatest to create consciousness on the prime of the gross sales funnel. As soon as persons are conscious, textual content posts are extra useful.

She states:

“My written posts dominate the highest three spots for engagement, despite the fact that my video posts drive considerably extra consciousness. For instance, my top-written submit by engagement drove 68 instances fewer impressions than my lowest-performing video submit.”

Primarily based on her testing, textual content posts obtained extra focused distribution to her connections, whereas movies had been really useful to individuals exterior her community.

Giegerich provides:

“One format is extra focused to my community and the opposite is being closely fanned by the LinkedIn algorithm to an viewers exterior of my fast community.”

Restricted Monetization Alternatives

The research highlights LinkedIn’s restricted monetization choices in comparison with its opponents:

  • The present program gives sponsored posts and consulting alternatives.
  • The creator accelerator program is restricted to solely 100 contributors, chosen in 2022.
  • The platform lags behind TikTok and Instagram when offering incentives for creators.

What This Means

LinkedIn’s algorithm tends to favor video, however Giegerich’s analysis highlights that video and textual content serve totally different roles.

Video posts excel at broad consciousness and might obtain greater impression counts, although their efficiency is usually unpredictable.

In distinction, written posts foster stronger engagement inside established networks.

For entrepreneurs, Giegerich suggests a balanced method: use video for visibility and keep written posts for engagement.

Featured Picture: JarTee/Shutterstock


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