How to Use Videos and Images on LinkedIn to Boost Engagement by@elenacucu

How to Use Videos and Images on LinkedIn to Boost Engagement

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Elena Cucu

A data geek in love with storytelling. Creator of insightful social media studies. Full-time marketer, part-time dancer.

With the rise of TikTok, Instagram Reels, or even Clubhouse, digital marketers around the globe constantly find themselves challenged by a difficult task: that of being up-to-date and adapting to every trend’s switch.

Even if most brands orient their efforts into the more popular platforms like Instagram and Facebook, LinkedIn can also help marketers attract more eyes to their businesses.

Let’s not forget it is, after all, one of the most important social platforms from which B2B brands can benefit a lot.

Therefore, with LinkedIn gaining more and more attention, businesses need to step up their game.


And so, one of the questions that immediately pop up iswhat type of content performs best on Linkedin. Covering this and some other best practices, here's a quick guide meant to help social media managers improve their LinkedIn marketing strategy.

1. Use more images to increase the number of likes you’re gaining

You may be a fan of images, or you may be a fan of videos on LinkedIn.

This is totally fine in either case because visually-oriented content has a big upwards path on LinkedIn, following all the social channel’s patterns.

Thanks to LinkedIn's professional-oriented approach, brands can deliver a lot of helpful information through charts and infographics, packed in a friendly, eye-pleasing manner, just like in the image below.

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Images are a great way of increasing LinkedIn’s engagement since they usually make people press the like button. So, adding them more into your content calendar should be a big yes-yes.

The simple reason behind this action may be because of people’s way of rewarding brands for the information offered, which is super easy to access.

There’s also a saying around, according to which the save button is the new like button. And when it comes to content saved but on LinkedIn, images are a great pick due to their friendliness.

Remember that you can rapidly consult that piece of information after saving it in times of need. Isn’t it great?

2. Rely on videos to get more comments on LinkedIn

I don't know how often you have heard this, but top marketing experts nowadays keep saying video marketing is the hot new thing. What is great about video marketing on LinkedIn is that it opens the door for conversations.

LinkedIn videos make for a great and easy way to deliver information.

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And thanks to their more dynamic nature, people tend to open up more.

This translates into more comments and greater engagement, which is always welcomed, as shown in the graphic above.

People are eager to communicate and exchange opinions and see their voices matter.

A strong reason why videos on LinkedIn seem to increase the median number of comments on LinkedIn is that customers feel like they have received an invitation to speak up their minds through this particular type of content.

So, by incorporating more interactive content like videos - especially humanized and real videos featuring employees and top experts - you’ll undoubtedly increase the LinkedIn engagement of your accounts.

3. Post around 10 - 30 times a month

If we talk about LinkedIn’s best practices in brand communication for 2021, according to Onalytica, the optimal LinkedIn posting frequency is around 10 - 30 times a month.

Because, of course, even if one of the sacred rules of successful communication is consistency, there’s also the other side of the coin.

You don’t want to spam your audience. Also, to prepare qualitative materials, you must take your time and work on them as hard as you can.

After all, you can never know when that next big, viral piece is hidden, right?

4. Do live-streaming sessions

The benefits of incorporating more videos into the social media content calendars have already been covered.

But there’s so much that can be said about it simply because it’s a more immersive way of communication that allows users to discover a ton of helpful information in a time-efficient manner.

And besides the classic, pre-recorded videos, more and more brands started to do live-streaming sessions regularly.

Actually, did you know that the practice of going live on LinkedIn has increased by 158% since last year? And by 55% on Facebook? This may be a result of the COVID-19 pandemic, but most certainly not only.

Live streaming sessions are so well received by the audiences of all the social media platforms because a business’s image becomes more authentic. A brand gains personality during live videos with real people.

For example, in Facebook’s case, live sessions generate double the engagement compared to pre-recorded videos.

So, with such results, wouldn’t it be worth trying it on LinkedIn as well?

Remember, testing is the only way to discover what works for your brand and what doesn’t. And it is also what’s needed to learn and succeed.

On a final note

Having an audience that presents interest in your topics, that’s open to communication, and that shows involvement is every brand’s dream and every social media manager’s objective.

And remember that when it comes to LinkedIn, this can be achieved through video content.

Adding up to the reasons why you should construct your social media strategy around video content on LinkedIn, as well in general, is a simple fact that videos are more likely to be shared.

For this exists, of course, a good explanation which consists in the great power of video content called storytelling by digital marketers.

If you want this element to be the core point of your messages, a good approach is also using the wannabe carousels on LinkedIn.

A great feature introduced by LinkedIn was the split of documents under the form of a carousel.

By uploading a series of visuals as a document, LinkedIn will aesthetically display that as a LinkedIn carousel, through which users can side-swipe.

An essential aspect that every social media manager must always take into account is that only pairing the right objectives with your desired actions will get you where you want.

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