30 Aug How to effectively use video content on LinkedIn to generate leads

Video content on LinkedIn is particularly effective because it is more engaging than text or images alone. Research shows that video generates more engagement than any other content type, with LinkedIn reporting a 20x increase in the likelihood of video posts being shared compared to other content forms. Videos are more memorable, making them a powerful medium for establishing brand authority and trust​.

Strategies for Effective Lead Generation with LinkedIn Video

Short and Engaging Content: The optimal length for LinkedIn videos is between 30 seconds to 2 minutes. Short-form videos capture attention quickly, which is crucial given the fast-paced nature of social media feeds. For lead generation, use videos that get straight to the point, addressing pain points and providing clear value propositions​.

Incorporate Strong Calls to Action (CTAs): Don’t rely on the content to speak for itself – guide your audience on what to do next. Whether it’s signing up for a webinar, downloading a whitepaper or visiting your website, clear CTAs are essential for converting views into leads. Place these CTAs strategically within or at the end of the video to maximise conversion opportunities​.

Utilise Native Video Features: LinkedIn’s native video capabilities, such as uploading directly to the platform and using autoplay, are designed to increase engagement. Unlike other platforms, LinkedIn videos autoplay without sound, so ensure your videos are optimised with captions or text overlays to convey your message effectively, even when muted​.

Highlight Social Proof and Testimonials: Video testimonials from satisfied clients or case studies showcasing success stories can significantly influence potential leads. These videos build credibility and demonstrate real-world results, making them highly effective in nurturing prospects further down the sales funnel​.

Use Video in Ads and Sponsored Content: LinkedIn video ads allow for highly targeted campaigns that can reach specific industries, job titles or geographic regions. Combining organic video posts with paid strategies can amplify your content’s reach and effectiveness, driving both awareness and lead conversion​.

Businesses using LinkedIn video content for lead generation often see substantial returns. For example, companies that incorporate video into their LinkedIn strategy are more likely to generate higher-quality leads and see a better ROI than text-based campaigns. One case study highlighted a company that used a mix of product demos and customer testimonials to achieve a 40% increase in lead conversions from LinkedIn. 

Optimising your LinkedIn strategy is key to keeping your engagement levels high with your audience. By utilising the visual power of video, you can convey more to your potential leads in less time. Start optimising your lead strategy by incorporating video and watching the leads trickle in.