Your video is fresh, exciting and ready for the grand unveiling on LinkedIn, as planned in your communication strategy.

As with Facebook, Pinterest and other social media platforms, LinkedIn's goal is to provide its users with content that is most relevant to their interests. As soon as your post is published, the professional social network immediately rates its quality to predict how it will be perceived by your audience.

The almighty algorithm casts its judgement. Just posted, already judged... these are the harsh laws of social networking.

post video on linkedin

To avoid being penalized by LinkedIn's algorithm, some golden rules must be respected. And it's not always easy to find your way between hashtags, mentions, descriptions, video titles, or even finding the ideal time to publish.

Here's the guide to publishing your video on LinkedIn effectively: boost your click-through rate, generate engagement and reinforce your brand image.

Some good reasons to publish a video on LinkedIn ✅

Video on LinkedIn is not as old as you may think. It was only made available to all users in August 2017, and was previously unavailable for corporate pages.

Video can be a really powerful tool on LinkedIn:

  • It's one of the formats with the furthest reach, according to LinkedInsights
  • 28% of marketing specialists believe that the platform is one of the most effective for video marketing, claims an eMarketer study

This last figure may not seem like much; but since the platform introduced video only 3 years ago, it's impressive that these experts agree so strongly on its performance.

LinkedIn company pages are now also able to jump on the bandwagon: so let's take this opportunity to put LinkedIn video under the spotlight.

5 tips for posting a video on LinkedIn 📌

Before diving into these tips, it's interesting to know how LinkedIn's algorithm actually works and how it affects the platform's millions of users.

Once your post has been published and its score has been ranked by the algorithm, the platform will present it to a sample of your connections, in their news feed, to see how they react to it. If your content is judged to be performing well and if it receives reactions such as "likes" and comments, then it will be circulated more widely.

In reality, less than 40% of your audience will see your posts. This is called the impression rate or organic reach: the number of people for whom your publication is displayed.

The LinkedIn algorithm ensures that the clock returns to zero each time. If one of the publications was a hit, it's no guarantee that the next one will be as a result.

Therefore, the cards are redealt for each new publication... a little incentive to keep that creativity alive!

Now it's time for best practices for publishing a video on LinkedIn.

Publish in the right format

A video with a high click-through rate is, naturally, a video that's enjoyable to watch — especially if it's in a format specifically tailored to the platform.

To publish a video on LinkedIn, here are the recommended sizes and dimension:

  • The minimum size is 75 KB and the maximum is 5 GB.
  • The video aspect ratio is 1:2.4 for vertical format, and 2.4:1 for horizontal.
  • The duration can range from 3 seconds, like a GIF, to 10 minutes.
  • The resolution must be between 256 x 144 pixels to 4096 x 2304 pixels.
  • LinkedIn supports the main video file formats: mp4, mov, mpeg, and webm, and not the raw formats such as wmv1, mpeg-2.

PlayPlay Pro tip

Once you've created your video, use a video compression tool if the video exceeds the size supported by LinkedIn. The MP4 format remains the easiest to handle and compress with free online tools.

Optimize the post that accompanies the video

B2B marketers claim that 80% of their social media leads come from LinkedIn, according to a 2017 study. To reap the same benefits, it's essential to pay attention to the post as a whole and how it will be viewed by users.

One of the fundamental elements to keep in mind: the LinkedIn algorithm penalizes anything that could encourage the user to wander off to another website. Thus, publishing a video via YouTube and pasting the URL of a different website directly on the post are practices to be avoided as much as possible.

An external link can reduce the impression rate by between -25% and -50%. Worse yet: a link alone, without text, is distributed between -50% and -80%, according to a 2019 study.

There are 2 available solutions to this problem of redirecting audiences elsewhere without putting your post at the bottom of the pile:

  • Post your content without a link, then edit it by adding the link in the post.
  • Write in your post that the link is available in the first comment. You will then simply have to publish your post and quickly add the URL (leading to your website, for example) as a comment. LinkedIn will take care of moving your comment to the top, for your target audience.

When you upload your video for a post, LinkedIn automatically adopts the title you gave to your video file. Be sure to check the name under which it is saved.

To boost your click-through rate even further, choose a title in the form of a question, or by revealing the subject with impactful words. For example...

  • A tutorial: "5 key tips for starting your own business."
  • An institutional video: "The facts that have marked the history of your town."
  • A series of video presentations of employees: “How it's done: Emily's incredible talent for sales.”

You've been working on that title, haven't you? So to make it stand out and make your video even more impactful, include it in the video thumbnail and get those viewers clicking.

PlayPlay Pro tip

By default, some videos on LinkedIn start automatically without sound. Subtitles are, therefore, fundamental to the accessibility of your video, so don't forget to integrate them. Video editing tools like PlayPlay make this process super easy.

The @mentions and #hashtags

Mentions and keyword hashtags should only be used if they are relevant to your post.

Hashtags help members of the LinkedIn community to find topics of interest to them. However, not everyone who follows the hashtag will see every single post that includes it.

LinkedIn also attaches importance to the quality of your connections: if they are interested in what you're offering them and engage with the posts (likes, comments, etc.), then your posts will be deemed more relevant, and their distribution rate will be increased.

A couple of recommendations:

  • Use a maximum of 3 hashtags on a post, choosing the most relevant to the subject of your video.
  • Mention no more than 5 people: give priority to influencers in your industry or to people appearing in the video.
publish video on linkedin

PlayPlay Pro tip

If you are mentioned in a post and want to give even more visibility to the original content, copy/paste the entire publication in a new post, rather than sharing it — without forgetting to mention the original author.

When are the best moments to publish content on LinkedIn?

The hour following the publication of a post is crucial for visibility on the professional network. The faster people react, the more your post will be put into the spotlight. That's why you have to choose the right time to publish a video on LinkedIn to encourage more engagement:

  • The most favourable days are Tuesday, Wednesday and Thursday.
  • Outside of working hours: between 7:00 and 8:00, the lunch break and after 5:00.

PlayPlay Pro tip

Do your own analysis (which is possible with LinkedIn analytics) to confirm the right times to reach your followers, testing multiple publications posted on different days and times. Not all audiences work in the same way: it's up to you to find out their habits and preferences!

Publish the video and get the conversation rolling

To publish a video on a LinkedIn post, two options are available:

  • Share a video from YouTube with a URL link.
  • Upload a video from your computer or external storage: this is called native video.

Native video will reach an average of 40% more people than a video shared via an external platform. A link share encourages the user to leave the social network, as they will leave the site upon after clicking on the link. This makes LinkedIn very unhappy! Therefore, try to publish videos natively as often as possible, even if it means downloading a YouTube video and then republishing it natively (and citing its author, of course).

To upload your video natively, go to your LinkedIn homepage and click on the "video camera" icon at the top of the page.

LinkedIn will then ask you to select the video from your saved files that you want to publish as a post. This is also the moment to integrate the thumbnail or subtitles for your video.

linkedin video
how to publish video on linkedin

To do this on the mobile application, simply:

  • Click on the "post" icon at the bottom center of your screen.
  • Then click on the videocamera icon.

You will then have the choice of uploading a video from your gallery or recording a new one ready to upload.

This second option — used more by influencers than anyone else — is not recommended: it's not always possible to give these kinds of videos the professional polish that is appropriate for LinkedIn. Favor publishing slick, well-edited videos on LinkedIn.

PlayPlay Pro tip

In the words of a LinkedIn content coach, quality content is like pinball: every interaction (like, mention, comment, share) allows it to bounce back. So react to each comment under your post, and try to finish posts with a question to encourage discussion and maximize engagement with your videos.

Let the creativity flow 🥳

Are you lacking a little inspiration on what topics to cover in your LinkedIn videos?

Here are some examples to inspire you:

  • Tutorial video: give advice to your customers on LinkedIn about getting the best out of one of your products or services, and boost your brand awareness among your online community.
  • Corporate video: unveil one of the secrets from your factories or workshops, and increase the credibility of your product by revealing where some of the magic comes from.
  • Employer brand video: express your company's culture, its mission, and its values with a series of dynamic shots that show the office space and the people who work there.
  • Event video: share a short teaser of an event (virtual or physical), full of dynamic visuals and enticing details to maximize the number of registrations.

Here are some examples to inspire you:

  • Tutorial video: give advice to your customers on LinkedIn about getting the best out of one of your products or services, and boost your brand awareness among your online community.
  • Corporate video: unveil one of the secrets from your factories or workshops, and increase the credibility of your product by revealing where some of the magic comes from.
  • Employer brand video: express your company's culture, its mission, and its values with a series of dynamic shots that show the office space and the people who work there.
  • Event video: share a short teaser of an event (virtual or physical), full of dynamic visuals and enticing details to maximize the number of registrations.

The secret to posting a video on LinkedIn like a true pro? It's really all about sharing relevant and engaging content with your LinkedIn community, before thinking about the algorithm and how to make it work in your favor. After all, you know your community better than anyone, don't you? 🎯