LinkedIn Video Production: Leveraging the Platform for Professional Engagement

LinkedIn has evolved beyond networking and job hunting. Now, this social platform is an important tool for businesses and professionals to engage and expand their reach. 

One of the most compelling tools for this purpose is video production. Videos provide a dynamic way to connect with audiences and engagingly portray your professional story.

Why LinkedIn Video?

LinkedIn video enables users to create a more personal and engaging connection with their audience. As videos are more engaging than text or image posts, they often increase engagement rates. Here’s why they’re so powerful:

Visibility and Engagement

LinkedIn videos are shared more often than other content, drawing more attention to your posts. Why? Dynamic videos can quickly showcase your products, services, or thoughts. 

Imagine you have a product demonstration video versus a simple product image. The video brings the product to life, showing how it works and why people should care. This liveliness attracts more viewers, leading to more shares and connections.

Personal Connection

Through video, you can look your viewers in the eyes and speak directly to them. Videos allow you to convey emotions, enthusiasm, and charisma, making your audience feel like you’re talking right to them. It’s a more intimate connection that fosters trust and creates loyal followers.


Despite being engaging, videos on LinkedIn still maintain a professional tone. LinkedIn is a platform for professionals, so while your video can be fun and engaging, it also needs to be professional. This balance lets you entertain and inform, keeping viewers engaged without losing your level of professionalism. 

Types of LinkedIn Videos

There are different types of videos that you can leverage on LinkedIn to engage with your audience. These include:

Native Videos

These videos are uploaded directly to LinkedIn and autoplay as users scroll through their feeds. This feature grabs attention, enticing viewers to stop and watch. Native videos can be used for everything from quick tips to detailed tutorials, fitting various professional needs.

LinkedIn Live

Going live on LinkedIn allows real-time interaction with viewers in an event format. This two-way conversation makes your audience feel involved and valued, boosting engagement. Live sessions can include Q&A sessions, product launches, or expert interviews, creating a dynamic and interactive experience.

Video Ads

LinkedIn’s video ads allow you to target specific demographics, helping you reach the right people with your message. Video ads can boost conversion rates and generate more leads by tailoring your content to a specific audience.

Planning Your LinkedIn Video Production

A well-planned video can have a big impact. Here’s how:

Define Your Purpose

Before even starting, know what you want to achieve. Create a video that tells your brand’s story if it’s brand awareness. For a product demonstration, show the product in action. Having a clear purpose will guide your entire production process.

Know Your Audience

Your content must resonate with the people you want to reach. Are they executives or entry-level professionals? Tailoring your message to your audience ensures that your video speaks directly to their needs and interests.

Choose the Right Type

Select the right type of video based on your purpose and audience. A live Q&A may be perfect for a product launch, while a polished native video could be better for a brand announcement.

Creating High-Quality Videos

Quality in video production isn’t just about having a clear image and sound; it encompasses content, aesthetics, and timing. Here’s how to ensure excellence in each area:


Your content should align with your audience’s interests and needs. Research your target demographic and create content that solves their problems, answers their questions, or provides value in another way.


Utilize storytelling, humor, or provocative questions to captivate your viewers. Create a narrative that guides them through the video, making them eager to see what comes next.


Your video should educate or provide something new. Whether it’s an expert insight, a step-by-step guide, or an innovative idea, offering unique value can set your videos apart.

Promoting Your Videos on LinkedIn

Promoting your videos effectively is as crucial as creating them. Here’s how you can take your promotion to the next level:

Track Performance Metrics

LinkedIn Analytics provides various metrics like views, engagement, and click-through rates. Monitoring these numbers gives you insight into how well your video is performing.

Identify What Works

You can identify the elements that resonate with your audience by analyzing which videos perform best. Knowing what works helps you create more impactful content in the future, whether it’s a particular topic, style, or format.

Understand Your Audience

Analytics can show you who’s watching your videos, such as job titles, locations, and industries. This data helps you understand your audience and tailor your content to suit their preferences.

Respond Promptly

Engaging with comments promptly shows you value your audience’s opinions. A quick thank you or answer to a question can turn a casual viewer into a loyal follower.

Ask for Feedback

Encourage your viewers to share their thoughts or ask questions. Asking for feedback fosters interaction and gives you insights into what your audience wants to see.

Create a Community

Regular engagement turns your comments section into a community. Viewers who see ongoing conversations are more likely to join, creating a more vibrant and interactive space.

Wrapping Up 

LinkedIn videos offer a powerful way to connect with professional audiences. By understanding why videos work, the types available, and how to plan, create, and promote them, you can leverage LinkedIn to create more meaningful and effective engagement. 

Whether sharing your expertise, promoting a product, or building your brand, LinkedIn video production is a versatile tool from which every professional can benefit.

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