LinkedIn: Video or Text? A Guide to Boosting Your Reach and Engagement

9 Nov 24

3 minutes

If you’ve ever wondered whether to post a video or go with a text update on LinkedIn, you’re not alone! A fascinating study by marketing expert Caroline Giegerich delves into this very topic.

Over 90 days, she analyzed how video and text posts perform on LinkedIn. And the results? Well, they might just change how you think about your future posts.

Video Posts: The Kings of Reach

First up, let’s talk about reach. In the LinkedIn world, reach means how many people see your post. The research highlighted a standout phenomenon: videos hit way more eyeballs compared to text. In fact, even the least viewed videos achieved nearly three times the impressions of the top written posts. This shows that if you want lots of people to notice you, video is definitely the way to go.

But not just any video format will do the trick. The study found that short videos, those under 5 minutes, posted in the morning between 9-11 AM EST, had the best performance. Incorporating elements like sound effects and captions helped as well, making your content more relatable and engaging.

Text Posts: Engaging with Your Inner Circle

Although videos sweep the floor with reach, when it comes to engagement, text posts are a force to reckon with. Engagement measures how much your audience interacts with your posts, like commenting, liking, or sharing.

Giegerich discovered that text updates hold the top spots for engagement, nurturing existing connections more effectively than videos. Basically, while videos help you meet new people, text posts are great for chatting with your existing friends on LinkedIn.

Who Sees Your Posts?

When it comes to who’s seeing your content, there’s a neat difference between videos and text. Video posts have the magic ability to zip around LinkedIn, reaching people far beyond your immediate network. This makes them super handy for reaching new audiences and spreading the word about your brand or ideas.

On the flip side, text posts are more likely to pop up on the feeds of your connections. So, if you’re looking to stay visible and connected within your own circle, text might be your best bet.

Making Money: The LinkedIn Challenge

Sure, LinkedIn can get you seen, but making money directly from your content is another story. Compared to TikTok and Instagram, where creators can earn from views and sponsorships, LinkedIn doesn’t offer as many monetization options yet. Time will tell if they change that, but for now, consider LinkedIn more as a tool for networking and sharing ideas than as an income generator.

What Does This Mean for Your LinkedIn Strategy?

For the best of both worlds, it’s a smart idea to mix things up a little. Use videos to cast your net wide and build awareness — especially when launching something new or if you’re looking to reach a lot of people quickly. Meanwhile, don’t abandon text posts. Use them to start conversations, share insights, and engage deeply with your existing connections.

Keep an Eye on the Algorithm

Lastly, it’s good to be friends with LinkedIn’s algorithm. Right now, this algorithm seems to favor video posts for wider distribution. This doesn’t mean other types of content won’t work, but knowing this can help you plan what to post and when.

To sum it up, don’t just stick to one type of content. A balanced mix of videos and text posts can help you maximize your reach and engagement on LinkedIn. Videos will open the door to a bigger audience, while text can make sure your existing followers stay engaged and interested in what you have to say.

Marketing