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 "Walk & Talk" video format—simply walking while talking to your phone—is being championed by LinkedIn's leadership. This authentic style counters AI-generated content and sees engagement rates 41% higher on personal pages and 72% higher on company pages, creating a more genuine connection with audiences.

At the start of a sales cycle, you haven't earned a buyer's time. Send very short videos (under 3 minutes) to provide a quick hit of value. As you build trust and a relationship, you gain the right to send longer, more in-depth content (e.g., a 10-minute micro-demo).

When a potential follower lands on your profile, they make a split-second decision. 'Thin content'—like memes, one-line insights, or simple tips—acts as a low-friction entry point. It's easily consumed, quickly communicates your brand's personality, and reduces the barrier to hitting 'follow'.

Instead of pushing for immediate conversions, focus on providing standalone value in each Short. After seeing several of your valuable Shorts, viewers will choose to explore your brand on their own, leading to higher-intent conversions.

The true measure of success for short-form video isn't just views, but private shares. To get your content shared in DMs or Slack channels, focus on creating highly shareable content with a strong 3-second hook, compelling storytelling, and a clear loop or CTA.

Heike Young outlines a specific formula for high-performing LinkedIn videos. Success requires an integrated approach: a text title superimposed on the video, clear captions, a strong visual hook in the opening seconds, and a compelling hook in the accompanying text post to grab attention in the feed.

While certain content formats (like text-only posts on LinkedIn) may currently win algorithmically, relying on them exclusively makes you one-dimensional. Deliberately mix in formats like video that build deeper brand equity, even if they underperform on short-term engagement metrics.

Use high-reach, short-form videos to capture initial attention. Then, use DM automation to strategically funnel that audience to deeper content like newsletters or YouTube, where you can build a meaningful relationship and drive conversions.