In today’s world, sharing content has become a key activity for businesses looking to position themselves as industry leaders. They might do this by posting videos on their social media channels, such as X, Facebook, or if they’re a B2B business owner – LinkedIn.
It might sound strange, but video content marketing on LinkedIn can offer various benefits for your B2B business, including increased visibility, sales growth, and helping you build a rapport with leading figures in your sector.
As a LinkedIn advertising agency working with B2B companies – we know just how useful LinkedIn is when it comes to brand expansion. If you’re interested in the above but are unsure if it’s worthwhile – keep reading. In our blog below, we’ll highlight 10 LinkedIn video stats that will help you shape your next marketing strategy.
1. 89% of businesses use video as a marketing tool (source)
An astounding 89% of businesses surveyed by wyzowl revealed they use video as a marketing tool. If you’re not doing the same within your company or industry – you might already be behind.
You don’t have to be a filmmaker to create and share video content on LinkedIn or other social media. Just ensure you have scripted your video and edited it in a way that makes the content engaging and digestible. For example, you can use free apps such as iMovie to edit your videos – just ensure you have an expert within your video to add credibility to the insights you’re sharing.
2. Shorter videos are more engaging than longer videos (source)
According to SproutSocial, LinkedIn users are more likely to engage with videos that are shorter than 15 seconds, compared to a short-form video that’s 15-30 seconds long.
We’ve become increasingly more lazy as the years go by and information has become more accessible than ever. So make sure you consider this when making video content – no one wants to read or watch an essay, they just want an easy way to consume the information they need.
3. Brand pages with more than 100K followers on LinkedIn can get up to 2K views per video (source)
You read that right. LinkedIn brand pages with over 100k followers can get up to 2k views per video they post. For B2B businesses, this might drive the motivation you need to grow your company on the platform over the next few years.
Just imagine the amount of prospects you could reach!
4. LinkedIn has announced a 36% more year-over-year increase in video views on the platform (source)
LinkedIn itself has revealed the platform has had a 36% year-on-year increase in video views.
This again showcases the demand for accessible content that doesn’t take time or effort to consume.
5. Short-form videos are favoured in search results (source)
According to Punchy Digital Media, short-form videos have appeared in search results 183% more over the past few years.
Whilst this statistic doesn’t pertain to LinkedIn, but organic searches in general, it does suggest how popular this type of content is throughout the internet.
6. Videos have 16x more CTR than other forms of content (source)
vidyard has revealed that video content has 16x more CTR than other forms of content that can be shared.
If you’re looking for a way to increase conversions, making your content on LinkedIn more video-led, as well as solution-orientated can help engage viewers further. Before you make your videos, try to consider your business’s USPs and how you solve your customer’s problems. Ensure these are highlighted within your video content.
7. Videos are the most shared content type on the platform (source)
Videos are the most shared type of content on LinkedIn.
To make your videos more sharable and engaging, try to offer unique insights such as specialist data that can inform those within your industry. Anything that is particularly shocking will always have a better response – remember, users want their connections to be interested in the content they share too!
8. Video posts now sit at a 5.60% average LinkedIn engagement rate (source)
Those sharing video content on LinkedIn can expect an average engagement rate of 5.6% – which is a fairly high metric to generate. Engagement encompasses anything and everything from likes, comments, views, and reposts.
Making engaging videos doesn’t have to be a difficult task – even if it seems like one. Remember, you’re the expert so share your knowledge – especially any out-there opinions (as long as they aren’t offensive) – this can be a great way of facilitating discussion with other industry leaders and increasing engagement.
9. 64% of consumers say they’re more likely to buy a product featured in a video (source)
wyzowl also revealed that 64% of consumers are more likely to buy a product featured in a video.
Since viewers can process this information quickly – it’s no wonder that advertising via video format has a better success rate.
10. LinkedIn users share video content at high rates (source)
Finally, our last video statistic is from Vidico. According to the platform, LinkedIn users are 20x more likely to share video content.
Whilst LinkedIn is a platform used by professionals, this doesn’t mean they don’t want to view and receive information simply – after all, the majority are busy business owners!
It’s no wonder that video marketing is propelling businesses on LinkedIn, and over the next few years, it should be a part of your strategy too.
Create a content marketing strategy that works with help from StraightIn
As a B2B business, LinkedIn should be a platform you use regularly. Not only can it help you expand your network, but it also can help you build credibility for your brand and your position as a thought leader within your industry.
But, having worked with hundreds of businesses over the years, we know exactly the obstacles you face when it comes to LinkedIn marketing.
Being short on time or having little resources doesn’t mean your brand’s marketing has to suffer. In fact, when you outsource your LinkedIn marketing to the experts at StraightIn, you’ll see tangible results in no time.
Our services include Outreach Marketing, LinkedIn Advertising, and Personal Branding. Get in touch with us today to find out more about how we can help you. Call 0161 518 4740, or email grow@straight-in.co.uk.
LinkedIn Video Statistics: FAQs
Why should I share and post videos on LinkedIn?
As a B2B business owner, there are three main reasons why you should share and post videos on LinkedIn. These include:
- Boosts engagement: Sharing videos on LinkedIn is a great tool to utilise when it comes to boosting brand engagement. Simply put, platform users can interact with the videos you share by commenting, liking, or even reposting. If prospects like what they see, it helps to increase the likelihood of them following your brand and seeking your insights.
- Increases credibility: LinkedIn video marketing helps to increase the credibility of your brand. Although it seems simplistic, if you share valuable insights that none of your competitors are that help solve your prospects’ solutions, they’ll be more inclined to pursue your expertise in the future – and might even purchase your product/service.
- Reach a wider audience: With more visibility, interactions, and engagement from the videos you share on LinkedIn, the more chance you’ll have of reaching a wider audience. Now your brand is in front of more people, you’ll have a better opportunity to convert these viewers into customers.
How do I measure the performance of my LinkedIn videos?
It’s important to measure the performance of your LinkedIn videos, so you can see what works with your prospects and what doesn’t.
As a result, you can adjust your strategy accordingly. Some ways you can measure LinkedIn video performance are:
- Use LinkedIn’s native metrics: The platform allows you to see the metrics of your video, including CTR, engagement rate, views, and more. Check on these each time you post a video to see which ones have better metrics.
- Set KPIs: Think about what you want your content to achieve. Is it more brand awareness, more customers, and therefore more sales? If so, set objectives that align with this so you can check your performance throughout your campaigns.
Check-in regularly: Ensure you’re consistent with the evaluation of your content. You’re not going to get the results you want by posting every once and a while, or posting consistently but not reviewing the performance. Checking your performance regularly allows you to understand what works and what doesn’t, so you can appeal to more customers.
