LinkedIn Video Marketing: How to Reach and Engage Professionals

Written by Louise Simon
4 mins, 24 secs Read
Published On April 27, 2023

LinkedIn has emerged as the most popular professional social networking platform, with over 740 million users worldwide. With the growing popularity of video content, LinkedIn has also become a popular platform for video marketing, providing a unique opportunity for businesses to engage with their target audience.

Marketers can use video content on LinkedIn for various purposes, including brand building, lead generation, customer engagement, and employee recruitment. The platform’s focus on professional networking makes it an ideal place to showcase industry knowledge, thought leadership, and expertise.

To effectively reach and engage professionals on LinkedIn, it’s essential to understand the LinkedIn video ad specs, algorithm, audience preferences, and best practices for video content creation. Keep reading this article to learn how to reach and engage professionals.

LinkedIn Video Marketing  

LinkedIn video marketing refers to using video content on LinkedIn to promote a business, product, or service and engage with professionals on the platform. This form of marketing involves creating and sharing relevant videos with a specific target audience, building brand awareness, driving engagement, and generating leads.

Video content on LinkedIn can take various forms, including explainer videos, product demos, testimonials, how-to videos, thought leadership pieces, and more. You can use it for employee recruitment, showcasing company culture, and sharing industry insights.

LinkedIn’s algorithm favors video content, making it a valuable tool for businesses to reach their target audience and increase their visibility on the platform. LinkedIn video marketing also allows companies to establish themselves as industry experts, build relationships with potential clients or customers, and ultimately drive business growth.

Types of LinkedIn Videos 

Here are the types of LinkedIn videos:

  • LinkedIn Native Videos: These videos are uploaded directly to LinkedIn rather than being hosted on another platform and embedded into a post.
  • Embedded Videos: These are videos hosted on other platforms, such as YouTube or Vimeo, and embedded into a LinkedIn post.
  • LinkedIn Video Ads: These ads appear as sponsored content in a user’s LinkedIn feed. They can be in the form of either native or embedded videos. It must have a minimum time of 3 secs and a maximum time of 30 minutes, with its total file size at 200 MB. 
  • LinkedIn Live Videos: These are live-streaming videos on LinkedIn you can use for events, product launches, interviews, and more.
  • LinkedIn Video Messages: These are personalized video messages that you can send directly to another LinkedIn user or a group of users.

How to Reach and Engage Professionals Through LinkedIn Video Marketing 

LinkedIn video marketing can be a great way to reach and engage professionals. Here are some tips on how to do it effectively:

Define Your Target Audience

Before creating videos for LinkedIn, it’s essential to identify your target audience. Who are the professionals you want to reach? What are their interests and pain points? You can create relevant, valuable, and engaging content by understanding your target audience.

To define your target audience, start by researching the demographics and interests of your ideal customer. Use LinkedIn’s search tools to find people who fit your target demographic and look at their profiles to understand their interests, job titles, and industries. You can also use LinkedIn Analytics to gain insights into the demographics and interests of your existing audience.

Once you understand your target audience, you can produce video content that meets their needs and interests.

Plan Your Content

Now, it’s time to plan your video content. The key is to create videos that provide value to your audience, such as tips, insights, or industry news. Keep your videos concise and use visuals to keep your audience engaged.

To create engaging videos, try to tell a story or provide a unique perspective on a topic. Use real-life examples, case studies, or customer success stories to demonstrate how your product or service can solve a problem for your audience.

It’s also important to be consistent with your video content. Create a content calendar and plan out your videos in advance so you can stay organized and ensure a steady stream of content to share with your audience.

Use Captions

Many LinkedIn users watch videos on mute, so it’s important to include captions in your videos. This will help your audience follow along and understand your message, even if they can’t listen to the audio.

To add captions to your videos, use LinkedIn’s captioning feature or add captions manually utilizing a video editing tool. When creating captions, keep them concise and easy to read.

Optimize Your Videos for Mobile

Many LinkedIn users access the platform from their mobile devices, so optimizing your videos for mobile viewing is essential. Use vertical or square video formats and ensure your videos load quickly.

Remember that mobile users have smaller screen sizes and limited attention spans when creating videos. To grab their attention, start your video with a strong hook or teaser that makes them want to watch more.

Promote Your Videos

Once you’ve created your videos, it’s time to promote them on LinkedIn to reach a wider audience. Share your videos on your company page, in relevant LinkedIn groups, and in your network. You can also use LinkedIn’s targeting options to reach specific audiences.

To get the most out of your video content, consider boosting your posts with LinkedIn Ads. This will help you reach a larger audience and drive more engagement for your videos.

Measure Your Results

Finally, measuring the success of your video marketing efforts on LinkedIn is essential. Use LinkedIn analytics to track views, engagement, and other metrics. Use this data to refine your strategy and create more effective videos in the future.

Some of the key metrics to track include:

  • Views: The number of people who have viewed your video.
  • Engagement: The number of likes, comments, and shares your video has received.
  • Click-through rate: The percentage of viewers who clicked on a link or took a specific action after watching your video.
  • Completion rate: The percentage of viewers who watched your video to the end.

By analyzing these metrics, you can gain insights into what types of videos resonate with your audience and adjust your strategy accordingly.


Without a doubt, LinkedIn video marketing can be the best tool to reach and engage professionals. By using the right video ad specs and creating informative, engaging, and relevant content for their target audience, marketers can effectively capture the attention of professionals on the platform. 

Tools like LinkedIn targeting options and analytics can help marketers refine their video ad campaigns and optimize results. By leveraging LinkedIn’s video marketing, businesses can establish themselves as thought leaders in their industry, build brand awareness, and drive conversions and revenue.

Author: Louise Simon