In today’s digital marketing world, LinkedIn stands out as a powerful platform for reaching and engaging professional audiences. This social network is considered number 1 for B2B. Videos, too, are becoming increasingly important. They attract attention and open the door to more meaningful interactions with your target audience. But which best video format for LinkedIn is ideal for performing on this social network?
Our paid media agency guides you through essential tips for optimizing your videos and reaching their maximum potential on LinkedIn. Discover with us all the recommended formats and features needed to create a video tailored to this platform.
Video formats on LinkedIn
LinkedIn allows you to convey your message concisely and impactfully via video, supporting a variety of formats. But there are some formats that are most recommended for this social network.
Let’s take a look at the best video format for LinkedIn:
- MP4: MP4 is the most common and effective format for LinkedIn video. It’s renowned for its broad compatibility and efficient compression. It maintains quality while reducing file size.
- ASF: ASF (Advanced Systems Format) is also suitable for LinkedIn and maintains video quality similar to MOV. It is best known for its flexibility in streaming multimedia content. Although less common than MP4, it is ideal for videos intended for streaming.
- MOV: The MOV format, developed by Apple, is also compatible with LinkedIn. This format excels for its superior quality, particularly suited to videos requiring detailed editing. However, it is considered bulkier than MP4 in most cases.
Technical characteristics of video formats on LinkedIn
Like other platforms, LinkedIn imposes certain technical characteristics on published content. To optimize your videos, it’s crucial to master these details for the best video format for LinkedIn. This guarantees compatibility with the platform, delivery and a pleasant user experience.
Video length
The length of your video plays a key role in its effectiveness on this platform. The minimum length of a LinkedIn video is 3 seconds. At the same time, the maximum length is 10 minutes.
On LinkedIn, short videos, generally 30 seconds to a minute in length, tend to perform better in terms of engagement. They’re perfect for conveying concise messages and quickly capturing your audience’s attention.
However, if your content requires more detail, you can aim for between 1 and 3 minutes to ensure complete transmission of information without loss of interest. For example, in the case of a product demonstration or tutorial.
Video ratios
LinkedIn supports several ratios to accommodate the diversity of viewing preferences and uses on the platform.
Here are the video ratios allowed by LinkedIn:
- 16:9 (horizontal): This is the most common aspect ratio for videos, ideal for desktop viewing.
- 1:1 (square): Square videos are increasingly popular on LinkedIn, especially for viewing on mobile devices.
- 9:16 (vertical): This aspect ratio is suitable for mobile users who hold their devices in a vertical position.
- 4:5 (slightly elongated portrait): This is a great option for those looking to combine the benefits of square and vertical videos on LinkedIn.
Video dimensions
Choosing the right dimensions for your videos on LinkedIn is essential to ensure optimal display quality and improve user engagement.
Let’s take a look at the recommended dimensions for each video ratio on LinkedIn:
- 1920 x 1080 pixels is the recommended size for a 16:9 ratio
- 1080 x 1080 pixels for a 1:1 aspect ratio
- 1080 x 1920 pixels for a 9:16 aspect ratio
- 1080 x 1350 pixels for a 4:5 aspect ratio
Video file size
The file size of your video should not be overlooked. It directly affects ease of loading and playback. LinkedIn allows video files up to 5 GB in size.
However, it is advisable to compress your video to speed up loading. Using video compression tools can help reduce file size and maintain sufficient quality.
How to optimize your best video format for LinkedIn?
Engaging with your videos involves more than just choosing a better LinkedIn video format. It also involves a thoughtful publishing strategy. Understanding and optimizing these parameters can greatly influence how your content is received and interacted with on the platform.
When to publish on LinkedIn ?
The timing of your publication is crucial to maximizing visibility and engagement. Analysis shows that office hours, particularly at the beginning and end of the working day, are often the most effective for reaching professionals on LinkedIn. This includes the 8-10am and 4-6pm slots, Tuesday through Thursday. These are times when users are most likely to consult their network before or after their workday. Testing different times and measuring engagement can help you refine this window for your specific audience.
Video caption
A well-formulated caption is essential to capture interest from the very first seconds. It should be concise, relevant and inciting. Remember to include a clear call to action, whether it’s to encourage a comment, share the video, or visit a website. The caption should also reflect your brand’s tone and style.
Your video description
Your video description offers more detail about the content and can improve your video’s SEO on LinkedIn. It should include strategic keywords related to your industry or topic. These will help your video appear in relevant searches. Hashtags also play a key role in increasing the reach of your content. Choose 3 to 5 relevant hashtags that are popular but specific to your niche.
Video promotion
After publication, promoting your video can be very beneficial for increasing engagement. You can share your video on other platforms and social networks, or incorporate it into newsletters. But above all, you can use LinkedIn’s advertising campaigns feature to reach a wider, more targeted audience. Actively engage with comments to maintain dialogue and encourage further interaction.
What’s more, you can get inspiration from the best examples of advertising on LinkedIn Ads Library.
When it comes to LinkedIn paid advertising, we’re used to supporting professionals from a variety of sectors as a LinkedIn Ads agency. Whether you’re just about to launch your business, or looking to accelerate it, don’t hesitate to call on our team of experts to arrange a meeting.
Why publish videos on LinkedIn?
In the vast world of social networks, LinkedIn stands out as an essential platform for professionals and businesses. Using video on LinkedIn isn’t just about following trends. It’s a powerful strategy for improving visibility, engaging in meaningful discussions and boosting your credibility in your industry.
Here are a few reasons to publish videos on LinkedIn:
- Videos help convey complex messages in a simple, straightforward way, making information more digestible and engaging.
- They also offer a unique opportunity to show rather than tell. Videos enable companies to present their products, services or corporate culture in a lively, personal way.
- Videos are often more shared and commented on than other types of publications, increasing your organic reach. This is a perfect case, as LinkedIn favors content that generates interaction.
Mistakes to avoid when creating your LinkedIn video format
Neglecting the importance of first impressions
First impressions are crucial, especially on a professional platform like LinkedIn. Ignoring the importance of the first few seconds of your video can lead to an immediate loss of interest. Make sure the beginning of your video is captivating, clear and relevant to entice viewers to keep watching. Using a visual hook or a provocative question can be a great way to grab attention right from the start.
Choosing the wrong ratio or dimensions
Using a video format that isn’t optimized for LinkedIn can make your content less appealing or even unsuitable for the platform. For example, choosing an inappropriate ratio for the type of content can lead to framing or readability problems. It’s essential to respect the recommended dimensions for each type of video to ensure a quality visual experience for your audience.
Ignoring technical specifications
Publishing a video that doesn’t comply with LinkedIn’s technical specifications, such as maximum file size or supported video codecs, can lead to playback problems or degraded visual quality. Before publishing, always check that your video meets the platform’s technical criteria, including resolution, file size and compression format. This ensures smooth delivery and good accessibility for all users, whatever their device.
Underestimating supporting text
Captions and descriptions accompanying your video are essential for improving SEO and clarifying the context of the content. Neglecting these textual elements can limit your video’s reach and engagement. Be sure to use precise descriptions, clear calls to action and relevant hashtags to maximize visibility and interaction with your video.
Conclusion
Publishing videos on LinkedIn is a wise strategic choice for any company wishing to increase its influence and engage its audience in a meaningful way. By taking into account the different formats available, technical features and publishing best practices, you can maximize the impact of your videos and see a real difference in your digital marketing strategy.
