With over 1.3 billion members, LinkedIn represents a huge opportunity for you to meaningfully connect with your target audience. The question is: are you making the most of LinkedIn? The only way to confidently answer that question with a “yes” is by making video content a part of your strategy.
Recently, LinkedIn published an informative piece for users, doubling down on the importance of video on the platform. Users are leaning into content that feels more personal and authentic. Video conveys these concepts better than just about anything else.
As the leader of a healthcare organization or B2B brand, this shift toward video presents an opportunity to revamp your content strategy. That doesn’t mean you have to abandon what already works. Consistency and quality still matter more than quantity, but video deserves a place in that conversation. Here’s how to put these concepts to use.
Why Is Video Becoming Increasingly Popular on LinkedIn?
For many years, professionals thought of LinkedIn as a place for posting well-thought-out written content. While that’s still true, LinkedIn is also a social media platform, and it has evolved on a similar trajectory to its counterparts, including IG and TikTok. Video is a primary source of content.
Video helps your brand:
- Put a face behind the organization
- Build familiarity and trust
- Present complex ideas in a digestible way
- Showcase culture and expertise
- Increase engagement and visibility
Video can also help healthcare brands feel more approachable and authentic. When your content reaches patients in a meaningful way and opens the door for connection, it can have lasting benefits for your business. The human element matters more than ever.
You Don’t Need to Post Every Day
One of the biggest mistakes organizations make after hearing “video is important” is overcorrecting. You do not need five to seven posts per week to have an effective LinkedIn presence. Forcing daily content can lead to lower-quality posts and fatigue your audience. Your marketing team may get burned out as well.
Instead, make sure you have a strong cadence that makes sense for your business and audience. Here’s an example format that you can adjust to suit your market:
- Two high-quality LinkedIn posts per week
- Video integrated into that schedule
- A focus on relevance and value rather than volume
Brands should never be producing videos for the sake of it. Instead, make it your goal to create content that says something meaningful to the audience you want to connect with.
Start With One Long-Form Video
The easiest way to incorporate video into your LinkedIn strategy without overwhelming your team is to think in terms of repurposing. Start with one longer conversation or interview each month. Then, break it into multiple short clips that you can post throughout the month.
For example, a 20-minute Q&A interview with a physician could become four or five short clips. Each clip can focus on a single takeaway; that way, it feels cohesive and complete. Repurposing longer content also maximizes the value of the time your internal experts are already investing.
Focus on Authenticity Over Production Quality
Many brands, especially those with a B2B audience, assume that their video content must be polished and over-produced. That’s simply not the case. If your content is genuine and digestible, it can be successful.
There’s nothing wrong with cleaning up your content a bit before you publish it. But you don’t have to pour countless marketing dollars and dozens of hours into the production process. A clear message, good lighting, and strong audio are often enough to make an impact.
What Now?
Video works best when you use it to support your big-picture content goals. Human-first storytelling can resonate with your audience and help you build trust with your target audience. As you identify when and how to incorporate video into your LinkedIn posting schedule, make sure that you prioritize the following:
- Posting consistently
- Clear messaging
- Targeting the right audience
- Thought leadership
- Brand credibility
Video is a powerful format for reinforcing these goals, but it must be part of a complete marketing strategy. Now is the right time to begin incorporating LinkedIn videos into your strategy thoughtfully.
