The Case for Videos on LinkedIn: Why Video Outperforms Carousels

As professionals and business leaders seek to maximize their reach and influence, the type of content they post plays a crucial role in determining visibility and interaction.

I recently conducted an experiment, posting the same content in two different formats one as a carousel and the other as a video. The results? Video significantly outperformed the carousel in every key metric.

Breaking Down the Numbers

Here’s a side-by-side comparison of the performance for both content formats:

 Carousel Post

• 459 Impressions

• 203 Members Reached

  

 Video Post

• 6,904 Impressions (15x more!)

• 5,870 Members Reached (28x more!)

• 1,532 Video Views

• 6h 12m 57s Total Watch Time

Why Does Video Perform Better on LinkedIn?

Videos capture more attention

People are naturally drawn to motion. Videos stand out in the feed, making them more likely to be clicked and watched.

LinkedIn’s Algorithm Favours Video Content

LinkedIn actively promotes video content because it keeps users engaged on the platform longer. As a result, video posts are more likely to be shown to a wider audience, leading to greater reach.

Higher Engagement & Longer Watch Time

The data clearly shows that people spend more time engaging with videos compared to static content. Even with an average watch time of just 14 seconds per viewer, the total accumulated watch time was over 6 hours—a level of engagement that carousels simply can’t match.

Stronger Emotional Connection

Videos allow you to show personality, tone, and emotions, which helps create a deeper connection with your audience. Whether you're explaining a concept, sharing insights, or telling a story, video fosters authenticity and reliability

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Key Takeaways for LinkedIn Content Strategy

If you're serious about growing your LinkedIn presence, here’s what you should focus on:

• Prioritize video content over carousels and static posts. The reach and engagement benefits are undeniable.

• Keep videos concise and engaging LinkedIn users tend to have short attention spans, so hook your audience within the first few seconds.

• Leverage captions to make videos accessible for viewers who scroll with sound off.

• Experiment with video formats, such as talking head videos, animated explainer clips, or behind-the-scenes content.