LinkedIn Video Posts Deliver 3X More Reach Than Text

The power of video on LinkedIn, In today’s digital marketing landscape, LinkedIn has emerged as a powerful platform for professionals to connect, share insights, and grow their networks.

While text posts have long been the traditional choice for sharing information, a new trend is taking over video content. Recent studies indicate that LinkedIn video posts reach three times more people than their text-based counterparts.

This article unveils the secrets behind this phenomenon, explores the effectiveness of video content, and provides actionable insights for professionals looking to supercharge their LinkedIn strategy.

Key Insights About Video Reach

One of the key insights from recent research is that video posts achieve three times the reach of text posts on LinkedIn. This means that when you choose to share your message through video, you can expect it to be seen by a significantly larger audience. This increased reach offers businesses and professionals the chance to enhance brand visibility, attract potential clients, and establish themselves as thought leaders in their industries.

The Ideal Video Formula

To maximise the impact of video content on LinkedIn, it’s essential to follow a tried and true formula. Research suggests that videos under five minutes tend to perform best. Short, concise videos capture attention quickly and keep viewers engaged throughout.

Additionally, posting videos in the morning, particularly between 9–11 AM EST, yields the highest traction. This strategic timing ensures that your content lands in front of your audience when they are most likely to be active and receptive.

The Study That Unveiled It All

Marketing expert Caroline Giegerich recently conducted a ground-breaking study that supports LinkedIn’s claim that video content generates five times more engagement than text.

Published in Adweek, her research sheds light on the real value of video marketing on the platform. Giegerich’s motivation was simple yet profound to determine whether video truly lived up to the hype in the marketing world.

Over 90 days, her analysis revealed that video consistently achieved higher reach than text posts. Even her least successful videos reached nearly triple the impressions of her best performing text posts.

Her top performing video garnered an impressive 774,000 impressions, while her average video post received 250,000 views. These findings underscore the undeniable power of video in capturing audience attention.

The engaging presentation was another critical element. Speaking directly to the camera and using relatable language created an authentic connection with viewers.

Giegerich incorporated creative elements such as sound effects and captions using tools like CapCut, further enhancing the video’s appeal and encouraging engagement.

When to Use Text Posts

While video content excels at generating broad visibility, Giegerich emphasised that text posts serve a different purpose. Text posts are more effective for deeper engagement within existing networks. Videos work best for creating awareness at the top of the sales funnel, attracting new audiences and expanding reach.

Her analysis showed that text posts achieved more targeted distribution to her immediate network, whereas videos were algorithmically promoted to a wider audience. Although her most engaging text post received 68 times fewer impressions than her lowest-performing video, it had a greater impact within her network, fostering meaningful interactions.

Key Takeaways for Marketers

Giegerich’s findings offer valuable insights for marketers seeking to optimise their LinkedIn strategies. A balanced content approach is essential to maximise the benefits of both video and text posts. Here’s how:

1. Use video for maximum visibility – Leverage LinkedIn’s algorithm by incorporating video content into your strategy. Videos are ideal for expanding reach and creating awareness among new audiences.
2. Rely on text posts for targeted engagement – Text posts excel at nurturing relationships within your existing network. Use them to drive deeper engagement and encourage thoughtful interactions with your connections.
3. Balance content types strategically – Recognise the unique strengths of each content type and use them strategically to achieve your marketing goals. Video enhances visibility, while text fosters connection.

Conclusion Videos vs Text

In conclusion, Caroline Giegerich’s study underscores the distinct strengths of video and text content on LinkedIn. Each serves a unique role in achieving marketing objectives. Video posts are ideal for expanding reach and creating awareness, leveraging LinkedIn’s algorithm to connect with a broader audience. On the other hand, text posts excel at driving deeper engagement and fostering meaningful interactions within existing networks.

For marketers, the key is to strike a balance between these two content types. Use videos strategically to amplify visibility and draw in new audiences, while relying on text posts to nurture relationships and encourage thoughtful engagement. By understanding and leveraging these insights, businesses can optimise their LinkedIn strategies to achieve both reach and connection.

In a time where digital interactions drive business success, the power of LinkedIn video content cannot be ignored. By incorporating video into your marketing strategy, you can harness its reach and engagement potential to elevate your brand and leave a lasting impact on your audience. Whether you’re a seasoned marketer or a budding entrepreneur, the time to explore the world of LinkedIn video is now.