LinkedIn’s push into video content material is exhibiting outcomes, in line with new analysis by advertising professional Caroline Giegerich.
Her evaluation, printed in Adweek, assessments LinkedIn’s declare 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 needed to see if the hype held up. Moreover, with a staggering 84% of entrepreneurs using video of their content material methods, I needed to go deep and perceive the true worth of the format.”
Key Findings
Giegerich’s 90-day evaluation revealed video posts constantly achieved larger 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 beneath 5 minutes
- Direct-to-camera method
- Morning posts between 9/11 AM EST
Moreover, she notes including private aptitude to movies could have aided their efficiency:
“When it comes to the content material itself, I preserve my movies beneath 5 minutes and communicate on to the digital camera about expertise in phrases everybody can perceive to make it accessible.
I additionally publish within the morning between 9 – 11 AM EST. If Gossip Woman coated 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 finest to create consciousness on the high of the gross sales funnel. As soon as persons are conscious, textual content posts are extra worthwhile.
She states:
“My written posts dominate the highest three spots for engagement, regardless that my video posts drive considerably extra consciousness. For instance, my top-written publish by engagement drove 68 instances fewer impressions than my lowest-performing video publish.”
Based mostly on her testing, textual content posts obtained extra focused distribution to her connections, whereas movies have been really helpful to folks 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 quick community.”
Restricted Monetization Alternatives
The examine highlights LinkedIn’s restricted monetization choices in comparison with its rivals:
- The present program presents sponsored posts and consulting alternatives.
- The creator accelerator program is restricted to solely 100 members, 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 larger impression counts, although their efficiency is commonly unpredictable.
In distinction, written posts foster stronger engagement inside established networks.
For entrepreneurs, Giegerich suggests a balanced method: use video for visibility and preserve written posts for engagement.
Featured Picture: JarTee/Shutterstock
