On LinkedIn, your video will not be watched as it is on your site. It starts on its own, without sound, between other posts, on a phone most of the time. Nobody searched for it: it must stop the scroll, then make sense within seconds.
Here are the rules that make the difference, from the file format to the first seconds.
Upload the file, do not paste a link
LinkedIn favours videos uploaded directly to the platform over links to YouTube or your site. A native video starts in the feed; a link shows a thumbnail people must click. For a post, always upload the file.
Square or vertical rather than 16:9
A 16:9 landscape video fills a thin strip of a phone screen. A square or vertical video fills far more, and stands out more while scrolling. For LinkedIn, prepare a square or vertical version of your video, and keep the 16:9 version for your site and presentations.
Our social media versions, vertical, square or both, are an add-on priced on our pricing page.
Made to be understood without sound
In the feed, the video starts muted. It must therefore make sense without sound:
- on-screen text carries the message, not only the voice-over;
- a subtitle file (SRT) is added when publishing;
- music and voice reward those who turn the sound on, without being essential.
The first seconds
This is where everything happens. A LinkedIn video that opens with a logo or a brand intro loses most of its viewers before saying anything.
- Start with the problem your audience recognises, not with your name.
- One line on screen, readable in a second on a phone.
- Movement from the first frame, to stop the scroll.
- Choose the cover image: a readable line beats a logo.
The right length: 30 to 60 seconds
For a post, aim for 30 to 60 seconds. Beyond that, attention drops quickly in a feed. If you have more to say, make a series of short videos, or point to a longer version on your site. Our article on corporate video length gives the benchmarks per channel.
What works in B2B on LinkedIn
- Explaining a problem in your market, before talking about your solution.
- Showing the product at work, on a single task, up close.
- Making a figure speak: a result, a comparison, a trend.
- Having your team carry the video: a video posted by a founder or a salesperson often reaches more people than a company page.
For a product launch, our article on the SaaS launch video details how one video serves LinkedIn, Product Hunt and your site.
Publishing
- A hook line above the video that makes people want to watch.
- The link to your site in the text or in a comment, not in place of the video.
- Subtitles added, cover chosen.
- A post shared by team members in the first hours.
In short
A B2B LinkedIn video is uploaded, comes in square or vertical, makes sense without sound, hooks from the first second and runs under a minute. Our presentation video costs €2,250 excl. VAT, and its social media versions are priced up front. For the big picture, read our guide to corporate motion design video.
