Every platform is a video platform these days (at least that’s what it feels like). That coupled with the growth of video in B2B marketing means you might be starting to develop a LinkedIn video strategy.

Here’s what you need to know before you turn the camera on:

Best Practices

Show what you want your audience to see in the first 10 seconds of the video. (Later they say to Establish your point in the first 5 seconds, then drive it home.)

Think like a silent film director: a large portion of LinkedIn members will watch your ad with the sound off.

Keep videos under 30 seconds for brand awareness and brand consideration goals. A study by LinkedIn* found that videos under 30 seconds reported a 200% lift in view completion rates (Source: LinkedIn internal study, 2018).

Test longer videos for demand generation.

Specs

• Format: MP4 (max 200mb)
• Length: 3 seconds - 30 minutes

Multiple aspect ratios supported:

• 4:5 - 1080 x 1350 pixels
• 9:16 - 1080 x 1920 pixels
• 16:9 - 1920 x 1080 pixels
• 1:1 - 1080 x 1080 pixels

Custom thumbnail is optional - 2mb max, match video dimensions

When a potential customer visits your site, they aren’t trying to talk themselves out of becoming a customer. They’re trying to talk themselves into it.

They have a list of objections they are just waiting to raise and run.

Your job is to answer each one. And even then they still may not convert.

“After years of post-pandemic revenge spending, consumers are becoming more prudent as they face economic uncertainty, still-high interest rates, and vehicle prices that remain elevated,”

Although the U.S. economy is fairly strong, Americans’ perceptions and priorities have changed, leaving many still uncertain, especially in an election year. 

Vehicle affordability in the U.S. is “very stretched”

Cars are big ticket items, making this trend more apparent.

Elsewhere in the market you may see a widening divide between luxury and value with a shrinking middle market.