What do you do on LinkedIn?
If you’re in the job market, either as a college graduate or the CEO of an enterprise, you definitely have LinkedIn.
But what do you do on it?
LinkedIn can be an excellent platform not only for networking and job hunting but also for marketing. Whether you have a business to promote or a product to sell, advertising on it can give you a huge boost in brand awareness and sales.
Especially if you’re advertising using videos.
Here are the most recent LinkedIn video stats worth knowing in 2023!
What is LinkedIn? 🤔
LinkedIn is a social media platform that focuses on professional networking and career development.
It is primarily used to connect with professionals, networking, as well as to showcase skills and accomplishments.
LinkedIn allows users to create a personal profile that serves as a digital resume, which can include work experience, education, skills, endorsements, and other relevant information.
Besides connecting with other professionals in their industry or field, users can also join groups related to their interests, and share content such as articles, videos, and job postings.
LinkedIn also offers job search and recruitment features, allowing companies to post job openings and search for potential candidates. Users can apply for jobs directly through the platform or be notified of job opportunities that match their skills and interests.
Additionally, LinkedIn offers educational resources such as online courses and certifications to help users develop their skills and advance their careers.
What are LinkedIn videos? ⏯️
LinkedIn videos can be posted on the platform for free. They can range in length from a few seconds to 10 minutes max.
LinkedIn videos can be:
- Personal introduction videos: These videos allow users to introduce themselves and their skills to potential employers or clients;
- How-to videos: These videos provide step-by-step instructions on how to perform a specific task or skill, such as using a new software program or tool;
- Industry insights: These videos provide insights and analysis on trends and developments within a particular industry or field;
- Event highlights: These videos showcase highlights from industry events, conferences, or other professional gatherings;
- Expert interviews: These videos feature interviews with experts in a particular field, providing valuable insights and advice on various professional topics.
- Product demos: These videos showcase the features and benefits of a particular product or service.
How do LinkedIn videos work?
LinkedIn videos can be posted and viewed by anyone.
All you have to do is click the video icon on your post, select the video you want to share from your files, pick a thumbnail, and finally add your caption.
LinkedIn Analytics allows you to see the total number of views, CTRs, reactions, comments, and more.
What should I include in my LinkedIn video?
What to include in your LinkedIn video highly depends on the type of video you’re making and the information you want to send.
But if there is one thing you must include no matter what type of video you’re making it’s a straight-to-the-point intro and a clear call to action.
Remember, people on LinkedIn come across your content by scrolling and you want to make them stop. But that will not happen if you don’t give them a good reason within the first one or two seconds.
When you do manage to catch their attention, your goal isn’t to only make them watch the whole video.
You want them to engage through reactions and comments. You want them to click on your link and for the LinkedIn algorithm to remember that information.
Without a great intro and CTA, the chances of your LinkedIn video doing well can significantly decrease.
LinkedIn video stats 📊
So, what can we learn from the numbers?
We gathered the latest statistics related to the average video views on LinkedIn, overall watch time, mobile, CTR, and engagement.
The information comes from various trusted industry sources, including Social Insider, Getuplead, Publer, Social Status, and more.
The full reports are all linked in their respective paragraphs.
LinkedIn is the oldest social media platform, at least among the ones still used today. Its launch date even precedes MySpace by a few months.
It can be tempting for marketers to disregard LinkedIn when there are many other trendy apps worth focusing on such as TikTok, Instagram, or YouTube.
But despite its old age, LinkedIn is one of the most used social media platforms in the world. And yes, people are actually active on it!
When you hear things like
📽️ 87% of video marketers say that video has increased traffic to their website.🧑💼👩💼Over 90% of B2B marketers use LinkedIn for organic social marketing.
It’s hard to not want to do email marketing, video marketing, and LinkedIn marketing all at once
— Aditi (@o0Aditi0o) November 7, 2022
1. The platform boasts more than 900 million members in 200 countries and regions worldwide. Out of these, over 200 million are from the United States, which according to a recent report by Kepios, is the country with the most registered LinkedIn users as of January 2023.
2. The same report notes that 43.7% of LinkedIn’s global users identify as female while 56.3% identify as male.
3. As far as age goes, Kepios found that 520.0 million LinkedIn users are aged between 25 and 34 years old—that’s 60% of the platform’s total ad audience.
4. But that doesn’t mean that there is no sign of Gen Z on the platform, as proved by the 190.0 million users who are between the ages of 18 and 24.
Clearly, marketers can potentially reach a ton of people if they decide to dip their toes into LinkedIn advertising.
But that’s just LinkedIn. What about LinkedIn videos specifically? Why spend time and energy on filming video content and not just write a few articles?
5. According to the newest video statistics released by Demand Sage, “online video is expected to account for 82.5% of all web traffic” in 2023. Part of this is thanks to TikTok, which made short-form videos skyrocket in popularity, to a point where Instagram Reels and YouTube Shorts also decided to hop on the trend.
6. But video content had been steadily growing every year before that. The same report by Demand Sage found that “there has been a 25% growth in firms embracing video as a marketing strategy” starting from 2016.
If you’re still on the fence about whether or not you want to try LinkedIn video marketing, you might want to make a decision ASAP. There’s a plethora of reasons why you should start writing your video script right now.
And while you’re at it, you might want to consider video ads for your campaign, as well.
LinkedIn video ads can be especially useful for marketers for several reasons, such as:
- Targeting: LinkedIn video ads allow businesses to target their ads to specific audiences based on a variety of factors, including job title, industry, and company size;
- Customization: Video ads on LinkedIn can be customized with different ad formats, including sponsored content, message ads, and dynamic ads, to suit different business goals and objectives;
- Metrics: LinkedIn offers detailed metrics on ad performance, including impressions, click-through rates, and engagement, allowing businesses to optimize their video ads and improve ROI;
- Branding: video ads provide an opportunity for businesses to showcase their brand and messaging on LinkedIn in a visually compelling way, helping to increase brand awareness and recognition.
How effective is marketing on LinkedIn? 📈
7. According to Hootsuite’s LinkedIn stats in their 2022 digital trends report, thanks to the platform’s large user base, an ad on LinkedIn can potentially reach nearly 15% of the world’s population.
8. The report also points out that “LinkedIn’s ad reach grew by 22 million people” in the fourth quarter of 2021. These numbers have only been growing since.
9. LinkedIn themselves found that 40% of B2B marketers thought the platform was the most effective channel for driving high-quality leads and “brands have seen a 33% increase in purchase intent from an ad exposure on LinkedIn.”
10. They also claim that marketers see a 2x higher conversion rate and an almost 3x brand attribution lift on LinkedIn. Not only that, but audiences are 6x more likely to convert after being exposed to a LinkedIn ad.
Marketers corroborate this.
11. According to a 2022 survey by Wyzowl, marketers chose LinkedIn as the second most effective video marketing channel, right after YouTube.
There really is no reason not to market your business or brand on LinkedIn, especially through videos, which proved to be the majority of people’s preferred content.
LinkedIn video stats on average view rate
12. Social Insider found that as of 2022, the average video view rate on LinkedIn is 14.46%.
13. Social Status, a platform that helps track analytics on social media profiles, publishes the average LinkedIn video view rate every month. At the time of writing this, in March 2023, it shows that the overall video rate was 12.44% “in the last month.”
This shows us that while the average rate does change periodically, it tends to stay in the same range. As long as your analytics are within it, your LinkedIn video marketing strategy is on a good path.
LinkedIn video stats on watch time
14. On LinkedIn, the maximum duration is 10 minutes for native videos and 30 minutes for video ads.
But people rarely stick around for that long.
15. Publer reports that the average video watch time on LinkedIn is about one minute.
This doesn’t come across as a surprise given the growth of short-form video content over the years. It allows social media users to consume more content in less time, which translates into faster engagement and conversions for brands.
The data is consistent with what is going on on other social media platforms such as TikTok, Instagram, and Facebook.
LinkedIn video stats on mobile
With phones becoming smarter and smarter, it makes sense that apps see better statistics on mobile than on desktop.
LinkedIn is no exception.
16. Oberlo found that over 50% of LinkedIn’s traffic came from mobile in the year 2022.
This means you need to ensure your videos are mobile-friendly. You don’t need to produce cinematic masterpieces with a lot of intricate compositions and numerous angles. Too many details will be really hard to see on small screens.
Keep the video simple but the information is super valuable.
LinkedIn video stats on CTR
You don’t just want people to watch your videos—you also want them to click for more.
17. According to Getuplead, “the CTR is lower at 0.44% and 0.40%” for both video content and carousel on LinkedIn.
While this doesn’t look too good, keep in mind that many things can influence your click-through-rate, including keywords, CTAs, audience targeting, as well as ad placement.
It would be a good idea to experiment with different kinds of video ads to see which ones can draw the best CTR.
LinkedIn video stats on engagement rate
The fact that users like engaging with the videos they watch shouldn’t come as a surprise.
18. According to the data from Social Insider, “the average engagement per impressions rate on LinkedIn is 3.16%” and accounts under 50K followers may see up to 4.49% engagement per impressions rate with videos.
Bigger profiles seem to be benefiting more from images and native documents. But this goes to show that if you’re just getting started onLinkedIn, videos are a great way to boost awareness for your brand and reach a wider audience.
In Conclusion 📕
If you want to start a video marketing strategy in 2023, you should definitely consider expanding it to LinkedIn.
The most recent LinkedIn video stats prove that there is a solid chance to find your target audience there and built a small community.
Frequently asked questions about LinkedIn videos 📝
expanding it to LinkedIn.
The most recent LinkedIn video stats prove that there is a solid chance to find your target audience there and built a small community.
LinkedIn videos can be posted by anyone who has an account on the platform completely for free.
If you want to dive into sponsored video ads, however, you’ll need to set a budget for them.
Yes, videos can do very well on LinkedIn! In fact, video content has become increasingly popular on LinkedIn in recent years, and the platform has made a concerted effort to promote video content in users’ feeds.
Videos that work best on LinkedIn are educational or informative, showcasing company culture or highlighting thought leadership. Educational videos offer value to viewers by sharing insights and expertise, while culture videos give a behind-the-scenes look at company values and employees. Thought leadership videos demonstrate industry knowledge and position individuals as leaders in their field by providing unique perspectives on current trends and issues.
