Study Finds Video Posts on LinkedIn Get 3x More Reach

LinkedIn’s push toward video content is delivering results, according to new research from marketing expert Caroline Giegerich.

Her analysis, published in Advertising weektesting LinkedIn demand this video gets five times more attention than text posts.

She writes:

“I was curious to test LinkedIn’s claim that video gets five times more engagement, and I wanted to see if the hype would last. Plus, with a staggering 84% of marketers using video in their content strategies, I wanted to dive deeper and understand the real value of this format.”

Key Findings

Giegerich’s 90-day analysis found that video posts consistently achieved higher reach than written content:

• Her lowest-performing video posts received nearly three times as many impressions as her best-performing written posts.
• Her most successful video has 774,000 views.
• Her video posts averaged about 250,000 views.

Giegerich achieved his greatest success:

• Video up to 5 minutes
• Direct approach to the camera
• Morning posts from 9-11am EST.

Additionally, she notes that adding a personal touch to videos could improve their effectiveness:

“In terms of the content itself, I keep my videos under 5 minutes long and talk directly to the camera about technology in terms that everyone can understand to make it accessible.

I also post in the morning between 9am and 11am EST. If Gossip Girl was about technology, it would be me. Over time I added fun sound effects and captions using Capcut.”

When to use text messages

Giegerich says video is the best way to drive attention to the top of the sales funnel. Once people know this, text messages will become more valuable.

She states:

“My written posts dominate the top three for engagement, although my video posts get significantly more engagement. For example, my top-performing post by engagement received 68 times fewer impressions than my top-performing video post.”

According to her testing, text messages received more targeted distribution among her connections, and videos were recommended to people outside her network.

Giegerich adds:

“One format is more targeted to my network, while the other is actively pushed by the LinkedIn algorithm to audiences outside of my immediate network.”

Limited monetization options

The study highlights LinkedIn’s limited monetization capabilities compared to its competitors:

• The current program offers sponsored publications and consulting opportunities.
• The Creator Accelerator Program is limited to only 100 participants selected in 2022.
• The platform lags behind TikTok and Instagram in terms of incentives for creators.

What does it mean

LinkedIn’s algorithm tends to favor video, but Giegerich’s research highlights that video and text serve different roles.

Video posts have high visibility and can generate higher impressions, although their performance is often unpredictable.

In contrast, written messages promote greater interaction within existing networks.

For marketers, Giegerich suggests a balanced approach: use video for visibility and publish written posts for engagement.

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