Contrary to past advice, recent data shows LinkedIn videos perform better with short, concise captions. The platform's UI creates 'context switching' friction between watching a video and reading long text, making brief captions paired with on-screen text more effective for earning likes.

The Video Sales Letter (VSL), despite being 20 years old, remains effective because its core psychology adapts to new platforms. It has evolved from long-form sales pages into compressed 2-5 minute versions for Meta ads, proving foundational marketing frameworks evolve rather than become obsolete.

Data analysis from LinkedIn on thousands of ads shows that creative is the most critical component of success, responsible for 60-70% of effectiveness. This means marketers should prioritize emotive, human-centric creative that builds a connection, rather than focusing solely on technical ad delivery aspects.

When selecting short-form videos for paid ads, prioritize content with a high saves-to-likes ratio. Content that users save, like educational lists or step-by-step processes, indicates higher purchase intent compared to content that is merely shareable, leading to better quality leads.

Unlike other social platforms that demand visual ad creative, LinkedIn ads can be highly effective and cheaper when you simply promote a well-crafted, text-only post. This format works well for both organic lead generation and paid promotion, simplifying the creative process.

Contrary to the 'shorter is better' trend, long-form 90-minute webinars can be highly effective for technical audiences in the late-stage 'shortlist confirmation' phase. The key is matching the content depth and duration to the audience's specific informational needs.

On LinkedIn, behind-the-scenes (BTS) video content significantly outperforms other formats, achieving a 200% higher engagement rate. This lo-fi approach, showing how products are made or offering glimpses into company culture, resonates strongly with the platform's professional audience, regardless of industry.

Instead of brand-centric ads, this play puts the AE who will eventually run the deal in long-form video content. This creates a sense of a continuous relationship and familiarity at scale, so when the first sales call happens, the prospect feels like they "already know" the salesperson.

Chris Koerner treats his millions of short-form views as top-of-funnel lead generation. The goal is to convert a 22-second viewer into a 9-minute long-form viewer, which he calculates builds 20 times more trust and creates a more valuable audience member.