Insights from testing Linkedin videos versus written posts

The difference? One format is more targeted to my network and the other is heavily distributed to an audience outside of my immediate network by the LinkedIn algorithm. Per impression counts, my engagement rate is higher for written posts. In addition, written contributions usually enable a deeper discussion of topics and are better suited for detailed professional insights.

So don’t sleep on written posts. They are essential for building engagement within your network.

Best practices for using both formats

1. Use LinkedIn videos to increase awareness and get initial attention.
2. Follow up with written posts to deepen engagement and foster community.
3. Tailor content to audience preferences and professional interests.
4. Encourage meaningful interactions in both formats to signal relevance to the algorithm.
5. Post at the ideal time of day – between 9am and 5pm in your local time zone, Monday to Friday, when LinkedIn engagement is highest.
6. Focus on the new metrics that drive the LinkedIn algorithm: relevance, expertise, and engagement.

One last thing: provide appropriate incentives to creators

Although LinkedIn has expanded video content on its platform, the company still lags behind TikTok and Instagram when it comes to incentivizing creators. For example, TikTok leads the way with a comprehensive creator rewards program, creator marketplace, live gifts, tips, and affiliate marketing. Instagram comes in second with options like sponsored posts, IGTV ads, tips, and subscription revenue. In comparison, LinkedIn offers limited incentives for creators – a creator accelerator program that selected 100 creators in 2022 and has not expanded since. Currently, sponsored post opportunities with brands and indirect revenue opportunities through consulting are the top monetization paths for LinkedIn creators.

By understanding the differences between video and written content on LinkedIn and using both strategically, marketers can develop a more effective LinkedIn content strategy that balances wide reach with targeted messaging.

Go ahead, B2B video marketers, and create.