LinkedIn’s push into video content is showing results, according to new research by marketing expert Caroline Giegerich.
Her analysis, published in Adweek, tests LinkedIn’s claim that video gets five times the engagement of text posts.
She writes:
“Curious to test LinkedIn’s claim that videos receive five times more engagement, I wanted to see if the hype held up. Additionally, with a staggering 84% of marketers utilizing video in their content strategies, I wanted to go deep and understand the real value of the format.”
Key Findings
Giegerich’s 90-day analysis revealed video posts consistently achieved higher reach than written content:
Her lowest-performing video posts garnered nearly triple the impressions of top-performing written posts
Her most successful video reached 774,000 impressions
Her video posts averaged around 250,000 views
Giegerich found the most success with:
Videos under 5 minutes
Direct-to-camera approach
Morning posts between 9-11 AM EST
Additionally, she notes adding personal flair to videos may have aided their performance:
“In terms of the content itself, I keep my videos under 5 minutes and speak directly to the camera about technology in terms everyone can understand to make it accessible.
I also post in the morning between 9 – 11 AM EST. If Gossip Girl covered tech, she’d be me. Over time, I added fun sound effects and captions with Capcut.”
When To Use Text Posts
Giegerich says that video works best to create awareness at the top of the sales funnel. Once people are aware, text posts are more valuable.
She states: