The LinkedIn Video Opportunity You're Probably Missing
Okay, let's talk about something that's been fascinating me lately: LinkedIn video engagement is absolutely exploding.
We're talking 36% growth in video watch time year-over-year, with short-form video creation growing at twice the rate of other post formats.
And here's the kicker: video posts are shared 20x more than any other content type.
Twenty. Times. More.
But here's what's driving me slightly mad: most business owners are either avoiding video entirely or creating content that makes me want to hide under my desk.
Why Most LinkedIn Videos Make People Scroll Past
LinkedIn recently analysed over 13,000 B2B video ads (yes, thirteen thousand), and what they found will probably surprise you:
The best performing videos didn't have the biggest budgets.
They weren't the most polished, the most expensive, or the most "professional" looking.
They were the most creatively intentional, emotionally grounded, and culturally in tune.
Read that again. Intentional. Emotional. Cultural.
Not perfect lighting. Not Hollywood production values. Not even flawless delivery.
The 5 Principles That Actually Drive LinkedIn Video Engagement
Based on this massive analysis, here are the five elements that separate scroll-stopping videos from scroll-past content:
1. Lead with Value, Not Vanity
Your video needs to solve a problem or answer a question within the first 3 seconds. Not after your intro music. Not after you've told us your name and what you do. Immediately.
2. Be Authentically You, Not Industry You
The videos that perform best don't sound like everyone else in their industry. They sound like the person behind the brand. Professional? Yes. Personality-free? Absolutely not.
3. Hook Hard, Then Deliver Harder
Your opening line needs to stop the scroll, but then you need to actually deliver on that promise. No clickbait. No bait-and-switch. Just genuine value that makes people glad they stopped.
4. Embrace Imperfection Over Perfection
People connect with humans, not robots. A slightly shaky camera that shows genuine expertise beats a perfectly produced video that says nothing every single time.
5. Make it Shareable, Not Just Watchable
Ask yourself: "Would I share this with my network?" If the answer is no, neither will anyone else. Create content that makes people look smart for sharing it.
The Brand Strategy Hidden in LinkedIn's Data
Here's what really caught my attention about this research: the most successful video creators aren't just posting content - they're building brands.
Every video reinforces their expertise, their personality, and their unique perspective. They're not just creating posts; they're creating a consistent brand experience that makes people think, "I need to work with this person."
The Mistakes I See Professional Services Making
❌ Waiting for perfect conditions: "I'll start posting video when I have better lighting/equipment/confidence"
❌ Copying industry templates: "I'll just do what everyone else in my field does"
❌ Focusing on features over benefits: "Here's what I do" instead of "Here's what you get"
❌ Being professionally boring: Thinking "corporate" means "personality-free"
❌ Inconsistent posting: One video every two months isn't a strategy
What Your LinkedIn Video Strategy Should Actually Look Like
Instead of sporadic, generic posts, think about video as part of your overall brand strategy:
✨ Consistent visual identity - same colours, fonts, style across all videos
✨ Recognisable voice and tone - people should know it's you before they see your face
✨ Strategic content themes - rotating between education, inspiration, and behind-the-scenes
✨ Clear call-to-actions - what do you want people to do after watching?
✨ Brand reinforcement - every video should strengthen your position as the expert
The Simple Framework That Actually Works
Here's the formula I use for every LinkedIn video:
Hook (0-3 seconds): Stop the scroll with a compelling opening
Value (3-45 seconds): Deliver on your promise with actionable insight
Proof (45-50 seconds): Quick example or case study
Call to Action (50-60 seconds): What should they do next?
No fancy equipment needed. No perfect script required. Just genuine value delivered authentically.
The Walking Realisation
Ian and I were discussing this research during our evening walk yesterday (still keeping up with those fitness goals!), and he made this brilliant point:
"The videos that work aren't trying to impress people - they're trying to help people."
Exactly.
Your LinkedIn videos don't need to win awards. They need to win trust, build relationships, and position you as the expert worth hiring.
Your Video Strategy Starts with Your Brand
Here's the thing: you can't create compelling video content without a strong brand foundation.
If you don't know who you are, what you stand for, and how you're different, your videos will feel generic no matter how well-produced they are.
But when your brand is clear, consistent, and authentic? Your videos become an extension of that brand - reinforcing your expertise and attracting your ideal clients with every post.
The Bottom Line
LinkedIn video isn't just a nice-to-have anymore. It's a must-have for any professional services business that wants to be seen as the expert in their field.
But success isn't about having the best equipment or the most polished presentation.
It's about having the clarity to show up authentically, the confidence to share your expertise, and the consistency to build trust over time.
And all of that starts with a brand that knows exactly who it is and what it stands for.
Are you using video on LinkedIn? What's stopping you from posting more consistently? Hit reply and let me know - I'm genuinely curious about what holds professional services back from this massive opportunity.
Ready to build a brand foundation that makes creating compelling video content effortless?