LinkedIn video content provides a powerful opportunity for professionals to share industry updates, key insights, and impactful brand stories with their network. They leverage video to increase their reach, attract more viewers, and educate the public on what they’re doing or how they can benefit their community or industry.

If you’re in the healthcare or technology fields, video posts significantly improve your chances of being found. In addition, they are a powerful tool for communicating innovative concepts and providing project status updates to a broader audience.

Here’s what we’ve learned goes over best with LinkedIn audience in the next section.

Why Use LinkedIn Video Now?

In a world where video dominates communication, LinkedIn video is emerging as one of the most powerful platforms for professionals. The platform is launching a ton of exciting new video features. Now, businesses and professionals alike have new and exciting ways to reach their colleagues, customers, and prospects.

Users on the platform are now spending more time watching videos than ever before. This move is just further evidence of how professionals want to connect, learn, and share their ideas. Healthcare technology and clinical documentation decision-makers can use video to establish and deepen connections. It delivers stronger messaging and additional chances to showcase your value in a competitive marketplace.

Boost Your B2B Engagement

Businesses will find that they receive the best returns on LinkedIn when they share videos which address the pain points of their audience. Creative concepts ranging from short announcement videos, how-to tutorials, and behind-the-scenes facility tours speak to B2B audiences who seek out content with substance and purpose.

Analytics and insights help determine what is working best, whether it’s watch time, click-through rates, or engagement. By monitoring these metrics, teams can adjust their video strategy and identify what topics resonate best. Engagement increases when brands encourage viewers to leave a comment or share an experience.

Trying out different video formats, from Q&A videos to animated explainers, increases viewer engagement. It’s a great way for audiences to find the content they love most!

Build Professional Credibility Faster

Videos allow your subject matter experts to illustrate their knowledge in a way that a text post just can’t compete with. By sharing what you know in high-quality videos, you’ll establish trust with colleagues and potential clients.

Relevant example studies and client stories in video format give tangible proof of professional success. Concise tips, trends, and easy-to-understand explanations are what make a thought leader stand out from the pack. Regular, quality videos build a credible, trustworthy brand identity, providing audiences with further motivation to tune in and engage.

Drive More Qualified Leads

Targeted video messages have the power to directly address the folks that need to hear from you. LinkedIn video ads, up to 30 minutes long, let brands share detailed stories, while short native clips (up to 10 minutes) keep messages focused.

CTAs in videos direct viewers to take the next action needed, such as booking a demo, signing up for a webinar, or downloading a white paper. Smart marketing teams track and analyze lead data to determine what types of content attract the highest quality leads.

By using relevant keywords and hashtags, your video can appear in search results, getting in front of even more potential future clients.

Enhance Brand Visibility Here

LinkedIn’s relatively underused video feed gives brands the opportunity to connect with a more active, less expected audience. Intelligent hashtag strategy, coupled with collaboration with influencers in your industry, expands the reach.

Therefore, regular posting is necessary to ensure that brands stay top of mind. Videos hook audiences 3x better than regular text posts, making sure more people discover and retain every single message. As video continues to lead the way in awareness, it’s quickly becoming a video essential for all who want to be noticed.

Explain Complex Ideas Clearly

Video is a great way to break down complicated subjects. Simplifying complex concepts into bite-sized segments, incorporating animations and illustrations, and employing a narrative approach all allow your audience to grasp your message quickly.

Video is definitely the most effective medium to reach these busy executives, 59% of which would prefer to watch a video than read content. Viewers digest video content at a rate 3-8 times faster than text.

When viewers ask questions, brands can reply directly in follow-up videos, closing knowledge gaps and building authentic understanding.

How LinkedIn Video Algorithms Work

Unlike most other social feeds, LinkedIn’s video algorithm has a greater emphasis on professional relevance and user engagement. The platform’s complex algorithm analyzes extensive data to decide which videos show up in each user’s feed. It surfaces content that is most relevant to the professional interests and occupations of its members.

The algorithm doesn’t just look at what a video is about, but how people are watching it. Beyond just engagement, LinkedIn Video looks at who shared the video and when. For people in healthcare technology or clinical workflows, knowing how this engine works can help them reach the right audience, whether they’re sharing new AI tools or quick tips on medical documentation.

Factors Influencing Video Reach

Factors Influencing Video Reach

Viewer engagement metrics are the best indicator of what works. Likes, comments, and shares help the algorithm learn that a video is important to viewers. For example, if a successful LinkedIn video about streamlining EHR workflows gets a lot of early likes from doctors and medical managers, LinkedIn will push it to more users with similar profiles through its immersive video feed.

So timing is important as well. Share your content when most people are online, such as weekday mornings or early afternoons. That’s how you increase the likelihood that big healthcare leaders will see it! You don’t want to lose your audience by posting too frequently. If you post more frequently than once every day, LinkedIn will punish your reach.

Testing different video formats—such as short, snackable under-60-second clips versus longer explainer videos—is essential for identifying what resonates. Utilizing LinkedIn video analytics tools allows creators to check which video length or topic garners more complete views, and 58% of viewers finish business videos under a minute.

Why Native Video Matters Most

This is why native video, meaning video uploaded directly to LinkedIn, receives the most organic distribution. The algorithm prioritizes these more than it does for simply shared YouTube or Vimeo links. Native uploads have higher engagement rates, with viewers more likely to watch, comment on, or share the video.

LinkedIn’s creation tools—like auto captions, title cards, and trim features—combine to create an experiential nature of video that can captivate picky, time-starved clinicians or tech managers. Utilizing these native features increases not only the quality of your video, but the potential reach as well, since the algorithm rewards shiny, in-app content.

Early Engagement Signals Explained

I have found that the algorithm puts a lot of weight on what occurs in the first hour after you post. Early engagement signals such as likes, comments, or shares can help surface a video to a significantly wider audience. Videos that start by posing a central question or soliciting input from the audience are more likely to generate fast engagement.

Keeping an eye on these early indicators sets the tone moving forward, providing insight on what healthcare topics or workflow tips resonate best.

Role of Profile Authority

Profile authority is a third major factor. Having a regular cadence of thoughtful and helpful content establishes authority and trust as an industry expert. When LinkedIn, for example, notices a user regularly posting videos about clinical documentation best practices, it learns the behavior.

Consequently, it pushes those creators’ videos out to a wider audience. Interacting and getting endorsed by other influential leaders establishes your authority. That solid groundwork results in more organic reach for every video you publish going forward.

Crafting Your LinkedIn Video Strategy

With a smart LinkedIn video strategy in place, your healthcare and tech experts can have more meaningful connections with their target audience. It establishes authenticity and trust and creates meaningful results. In 2021, video made up 60% of engagement on social media.

To take full advantage of this trend, leaders in clinical medicine and the tech sector need to craft a considered, customized strategy. The next sections outline the process for developing a strategy that serves LinkedIn’s audience and business objectives.

1. Define Your Specific Video Goals

These SMART goals should guide your video creation process. Teams will aim for so many views, engagement rates, or lead conversions, using previous LinkedIn analytics as a guide.

These goals should connect with broader marketing objectives, like increasing brand awareness or enhancing adoption rates of clinician workflows. By reviewing performance data every month, teams can identify trends and adjust targets accordingly.

Detailed timelines, including quarterly content reviews, ensure projects stay on course.

2. Understand Your Target B2B Audience

Understanding the LinkedIn audience helps to provide insights that can inform what job roles’ pain points and interests are. Tools such as LinkedIn Analytics or even in-app polls can help you discover what is important to doctors, tech leads, or admin staff.

Content made specifically to address obstacles from burnout, workflow gaps, or compliance headaches will always hit home. Gathering viewer feedback helps refine topics, while audience segments (like hospital IT versus clinical users) allow for more targeted messaging.

3. Select Relevant Video Formats

Now, not every message should be a video. How-to demos are great for product walk-throughs. Talking-head interviews are best for thought-leadership pieces.

Fun, short explainer clips or authentic BTS photos from a shoot can help humanize a brand. Analytics can help you understand which formats are creating the most engagement with those clinical or tech savvy audiences.

When you experiment with different styles, such as customer testimonials or case studies, real-world value tends to shine through.

4. Use Effective Storytelling Techniques

Stories are what captivate an audience. Teams follow a simple arc—problem, solution, outcome—to communicate the story of their impact.

When you introduce emotion, like a clinician’s testimonial on how charting is now easier, it creates connections. Story angles may need to be tested multiple times before brands find what works best for their target audience.

5. Optimize Video Length Smartly

You’ll probably find that shorter videos (less than two minutes) work best—particularly with mobile viewers. Analytics help identify when viewers leave the video, allowing teams to cut or rework immediately.

Make it short, make it snappy. Fast-paced feeds are brutally competitive, so consider the power of a short video.

6. Ensure Professional Production Values

Even modest improvements, better lighting, sound, and steadiness, will raise production values. A regular branding theme, including colors, templates, or logos, makes videos easily identifiable.

Editing tools allow you to create clean transitions that will keep the viewing experience smooth.

7. Always Add Captions for Access

Captions are important because the majority of users scroll with sound off. Providing clear, accurate captions benefit all of your viewers—especially those who are Deaf or hard of hearing.

Using translated captions can help you reach audiences outside of the U.S.

8. Write Engaging Video Descriptions

Descriptions need to provide a brief overview of your content and include primary keywords for search purposes. A friendly, concise tone draws clicks and invites comments.

Experimenting with different formats allows teams to identify what drives engagement.

9. Include Strong Calls-to-Action

Each video needs a strong call-to-action. Tell viewers to leave a comment, check out a website, or learn more information.

Consider A/B testing your calls-to-action to find out what will elicit the best response from your busy healthcare pros.

10. Stay Authentic, Avoid Generic Content

Authentic, detailed anecdotes create credibility. Speaking to actual issues faced—whether it’s EHR adoption or a new workflow—demonstrates thought leadership and encourages real, honest conversations.

Current B2B Video Trends

In order to keep a leg up over the competitive LinkedIn landscape, businesses need to be aware of the current B2B video trends. Understanding these trends will be key to your success. Video content has exploded in popularity and necessity for B2B marketing and communications.

In reality, 74% of marketers report that it is essential on LinkedIn. This is much more than a fad. The data backs it up: 58% of LinkedIn users say they would rather learn about brands through video than text, and video posts get five times the engagement of text posts.

Since LinkedIn users are 20 times more likely to share video than any other type of content, the return on investment for brands is undeniable. As these stats illustrate, keeping video strategy aligned with what’s trending today is a nice-to-have, not a need-to-have.

Rise of Short-Form Explainers

Short-form explainers have taken the top spot. These short videos, usually less than 30 seconds long, have a 200% greater completion rate compared to lengthier clips. LinkedIn’s mobile-first audience (57% of views on LinkedIn are mobile) is all about those short, sweet, informational nuggets.

B2B brands have picked up on this trend, showcasing product features or offering workflow tips in high-paced, easy-to-follow snippets. For example, a health tech company might want to promote a new EHR feature with a short 20-second video.

Perhaps most importantly, this strategy proves value upfront and with no fluff. Content teams that experiment with various styles, animation, live action, split screen, and monitor audience performance metrics can continue to refine.

The most successful brands and organizations use metrics such as view duration and shares to optimize every single video they create moving forward.

Behind-the-Scenes Company Culture

Leading with behind-the-scenes glimpses into your team’s work has emerged as an effective tactic to build trust. These videos introduce potential recruits to actual employees, what their day-to-day jobs look like, and the little interactions that convey the larger company culture.

For instance, if you’re a medical documentation company, you can create video content featuring short interviews with clinicians or even onboarding footage for new hires. These short videos provide an authentic look into the company’s purpose and encourage audiences to engage in conversations around workplace culture.

Even a simple “day in the life” video can generate discussion and increase brand recognition by half.

Expert Interviews and Panels

Featuring outside experts in native LinkedIn videos increases a brand’s credibility as an authority among their peer group. Expert interviews and panel discussions attract audiences looking for insight from the best and brightest in the health tech space, especially with topics like AI’s impact on documentation. When well-promoted, these sessions can leverage the credibility of popular thought leaders and attract a large viewership through the LinkedIn video feed.

Storytelling through these short-form video formats, particularly in LinkedIn video ads, is an effective way to engage your audience. When stories are the primary focus, retention rates increase by 2x! This approach not only captivates viewers but also enhances the overall performance of your LinkedIn content strategy, ensuring your message resonates with your target audience.

By utilizing expert insights and storytelling, brands can create compelling content that stands out in the crowded social media platforms. This strategy not only boosts engagement but also solidifies a brand’s position as a thought leader in their industry, ultimately driving more meaningful interactions with their audience.

Client Testimonials and Case Studies

Client testimonials and case studies have become a staple of B2B video. When prospects see actual clients discussing their successes, it creates a sense of reliability and trustworthiness.

A short testimonial from a clinician about how a new digital tool improved their workflow is definitely more authentic than any printed brochure. Case studies help take viewers through challenges, solutions, and outcomes in a visual, memorable manner.

Brands that invite their customers to tell their stories in front of a camera build credibility. This strategy creates videos that others will be excited to share.

Measuring Real Video Success

LinkedIn has exploded into a rich, organic space for professional video content. To measure true video success, you have to go further than measuring simple view counts. Teams serious about using video to drive results must use a rounded approach, tracking deeper engagement and how videos feed into broader business goals.

Brands and professionals should be able to look at the figures and see how people are responding to each clip. This process allows them to focus on what’s truly working, what they need to improve, and what really resonates with their audience.

Look Beyond Simple View Counts

Views are a key metric for showing the reach and visibility of your video ads, but they don’t paint the full picture. If your teams aim to glean real value from LinkedIn, focusing on more than just a view is essential. They explore the rabbit hole of engagement metrics—likes, comments, and shares—to determine who is watching and what’s capturing their interest in the LinkedIn video feed.

For instance, a native LinkedIn video that sparks a lively comment thread or gets shared by clinicians in the healthcare field points to content that resonates. Comments provide qualitative feedback, and the measure of shares reflects the clip’s impact and usefulness to larger networks.

Where a video has plenty of views but little engagement, it may be time to rethink the topic or style. If you want to create meaningful experiences that resonate with your audience, look to their signals. Look beyond the simple view count as it climbs.

Track Audience Retention Rates

Because it doesn’t matter if a million people watch if nobody watches for more than 3 seconds. Retention rates will indicate whether your video is holding people’s attention or if they’re bailing out within the first few seconds. Even a slight increase in average watch time can indicate the content resonates more.

Captions increase watch time by 12% on average. This is a big deal, especially for all those busy professionals who typically consume video with the sound muted. This is the most common place that teams cut videos.

This information allows them to re-cut for length, pacing or experiment with different approaches to maintain audience engagement all the way to the end. Considering that the first three seconds are the most impactful, it’s critical to start strong.

Monitor Engagement Metrics Closely

A signal leading to true success Teams monitor likes, comments, and shares on LinkedIn videos to understand what is truly resonating with audiences. When a video on clinical workflow tips gets shared by nurses or discussed by managers, it’s a sign the topic has hit the mark.

The only way to determine which themes or formats are the most successful is to compare these numbers across videos. Engagement data from last month can guide the plan for this month, aim to establish a review cadence and stick to it.

When a video does miss the mark, ceasing promotion after 30 days allows you to refocus effort on what is succeeding.

Analyze Lead Generation Impact

For most of us, LinkedIn videos are not a brand awareness play—it should be generating leads and bottom-line results. Then, teams know exactly how many clicks or new signups each video is driving and can tie those back to important business objectives.

Identifying videos that drive viewers to seek more information or contact your organization using analytics will inform future strategy and planning. Perhaps a 30-second demo video yields higher sign-up rates than a 3-minute explainer, or a live Q&A generates the most qualified leads.

These insights allow teams to focus their time and resources where they can make the biggest impact.

Assess Profile Visit Increases

An increase in profile visits following the posting of a video is a sign of increasing interest. Teams watch these numbers to see if videos drive viewers to learn more about the company or person behind the content.

For example, a video on AI in healthcare might send more tech leaders to a profile than a general update. Measuring this data directly links your content to a jump in engagement.

It’s equally useful for fine-tuning future posts, so that each video can play a part in a bigger strategy.

Common Video Pitfalls to Avoid

Creating great LinkedIn video content involves a lot more than simply pressing record. They want to sidestep common traps that can pull down their message or make their work blend into the noise. Most teams—including those in healthcare technology or clinical documentation—face these exact problems. Without the right steps and planning in place, even the best concept can go off the rails.

Avoid common video pitfalls. Don’t overlook the basics to make sure your concepts go far. Teams are able to look back on previous video footage and review analytics to find areas of opportunity. They can ask for feedback from trusted peers or mentors to provide further perspective. Conducting periodic audits ensures that videos continue to follow best practices and stay up to date with the ever-evolving needs of the platform.

Neglecting Audio and Visual Quality

If the sound is scratchy or the image blurry, people switch off quickly. Even when creating short clips for native LinkedIn videos, investing in a good quality microphone and camera will significantly enhance the quality. Prior to recording, teams should conduct sound and picture test runs to eliminate static, echo, or blur.

Don’t overlook the editing process. Cut out the silence and adjust audio fluctuations! By incorporating clear visual aids, even the most complicated healthcare workflows can be transformed into easy-to-understand content. Failing to include captions/subtitles greatly reduces a video’s impact, especially for users scrolling through the LinkedIn video feed in busy health clinics or on the go.

Avoid combining vertical and horizontal shots together in one clip as this is disorienting. Choose either vertical or horizontal and adhere to that choice. Don’t forget to think about mobile, as a large portion of LinkedIn traffic comes from mobile devices.

Lacking a Clear Core Message

The foundation of a successful video is having one core idea. Getting everything in a little too tight creates a muddled message. Concise, concrete narratives hook audiences and hold them captive. For example, a 45-second walk-through of a new AI tool for clinicians is much more interesting than a seven-minute “all at once” tutorial.

A strong hook within the first two seconds will do a lot to keep that busy, scrolly professional’s attention. Each video needs to connect to a larger team or brand objective, not simply to make something to check the box.

Being Overly Salesy Too Soon

Rushing into a close is perhaps the quickest way to break rapport. Rather, videos that present real pain points—such as reducing administrative burden for physicians—provide value up front. By sharing tips or highlighting new findings, you establish yourself as an authoritative voice.

The ask or product mention is most effective when it doesn’t seem like an ask at all, and made after trust has been established.

Ignoring Audience Interaction Below

LinkedIn may be the most social of them all. Responding to comments, thanking viewers for their insights, and creating new episodes based on that feedback creates a loyal following. A direct care nurse in North Carolina wonders what a rule-making process is like.

A subsequent video addressing their question shows that their feedback really counts. Analytics further indicate that videos with lively comment sections and obvious requests for viewer feedback receive additional reach.

Repurpose Content Into Video Snippets

Repurposing content into native LinkedIn videos allows teams to reach more people, optimize their resources, and cater to the needs of busy professionals. This strategy is particularly effective in healthcare technology and clinical workflows, enabling rapid communication of essential information necessary for any medical legal record. By leveraging LinkedIn video analytics, teams can track engagement and refine their approach to maximize impact.

Creating engaging video content demands considerable time and effort. However, with the right tools and expertise, teams can transform a single content asset into numerous engaging video ads. This not only boosts brand awareness and trust but also fosters a more loyal customer base. In fact, 92% of marketers report a positive ROI for video content.

Turn Blog Posts Into Videos

This is why smart teams will often begin with blog posts, where the subject matter is already packed with well-researched knowledge. Then, they take those big ideas and mold them into short, engaging, digestible videos. These videos rely on colorful and bold graphics to help make complex concepts simple and engaging.

Even the most casual LinkedIn feed scrollers won’t miss a beat. For example, a blog post on AI-driven documentation can become a 60-second video showing the top three benefits for clinicians. Teams that do share these videos will be able to capture a wider audience. They can even include calls to action, prompting them to visit the full blog for more detailed information.

Adapt Webinars for Short Clips

Webinars are packed with valuable information, but their often hour-long duration makes them hard to replay. To do this, production teams pull out all the gold nuggets and repurpose them into short, snappy video clips. Even a potentially dry, hourlong session on regulatory compliance can yield five or six fun, easy-to-digest 30-second clips.

Each video focuses on one major point. With some careful cutting, the pacing remains quick and the energy level high, ensuring that audiences aren’t lost to boredom. Their teams post these clips on LinkedIn, Twitter, and even internal company platforms, generating additional buzz and excitement for the full event. With the help of AI tools, this entire process is much quicker and requires minimal hands-on work.

Visualize Data From Reports

Reports and white papers can often be filled with data that feels boring or intimidating. Our teams leverage industry-leading charts, graphs, and engaging animations to present this data in a compelling native LinkedIn video format. For instance, a short two-minute video could effectively explain survey results on clinician burnout, utilizing color and motion to capture the viewer’s attention.

These native LinkedIn videos have performed exceptionally well, generating discussions and showcasing thought leadership. Teams can share them across blogs, podcasts, and other channels, giving the content new life and reaching B2B buyers—75% of whom use social media platforms for decision-making.

With the help of AI-powered tools, it’s more manageable than ever to produce these videos while maintaining high quality and low cost, all with a small in-house team.

Boost Engagement With Interactive Elements

Creating video content with interactive elements like this on LinkedIn increases audience engagement and takes it to the next level. They make a big difference in taking viewers from passive consumption to active engagement. This is a growing practice in the US.

Professionals in health care and tech circles are hungry for these kinds of opportunities to learn and share, and develop their own point of view. Interactive content is an effective way to increase user engagement, improve brand favorability and increase lead capture.

In fact, sponsored LinkedIn content with interactive features increases brand favorability by 12%. It’s responsible for 40% more lead captures. Interactive content is the future, and by 2025, predictions say that interactive content will be responsible for more than 80% of all web traffic.

These statistics just go to demonstrate the importance of incorporating interactive elements into your video strategy.

Use Polls Alongside Videos

Viewers who watch a video on LinkedIn can participate through polls, allowing them to easily provide their feedback. This is ideal for fast-moving topics such as new clinical software or the latest regulatory changes affecting health care.

Polls are user-friendly for users whether they’re on desktop or mobile, and poll results guide and influence what happens next. For instance, one example poll could learn what clinicians’ top documentation hurdles are.

Those answers help inform that next video or blog post, creating content that’s truly relevant. Sharing the poll results in subsequent videos further updates viewers and demonstrates that their input is valued.

This simple two-way interaction fosters a deeper, more passionate community of advocates.

Host Live Video Q&A Sessions

Live video Q&A sessions on LinkedIn allow your audience to engage with you and each other during the stream. This not only builds trust, but makes viewers feel like their questions are being heard and addressed.

Advertising these sessions well in advance will help you attract a larger audience and allow more time for people to submit questions ahead of time. In fast-moving areas such as AI in health care, live Q&A affords the opportunity for experts to step in and clarify areas of confusion, or highlight best practices.

The conversational, back-and-forth flow keeps the session energetic and engaging. Learnings from these sessions can inform upcoming videos, helping content to be as practical and helpful as possible for viewers.

Encourage Comments and Discussion

Encouraging viewers to leave their stories or opinions in the comments helps to foster a positive discussion environment. By responding to comments and participating in the discussion yourself, you help to continue the conversation.

Like, after a video about solutions to clinician burnout, viewers can contribute their own tips or ask follow-up questions. That spoken word reel can lead to some fresh ideas for future videos, or even a short panel discussion.

Once the audience realizes their feedback is building the channel, they will want to return and continue contributing.

Conclusion

LinkedIn video shines brighter than ever. Video hooks people in, ignites discussion, and moves tangible project success. Teams that experiment with short, punchy clips or live Q&As are rewarded with more likes, shares and even leads. U.S. Health tech pros and managers use video to show off new ideas, answer hot questions, or break down workflow tips. Each upload further informs them on what resonates and what falls flat. By tracking results, people identify gaps quickly and address them before it’s too late. To achieve authentic growth, crews need to stay on top of their footage, stay diverse in style, and communicate honestly. There has never been a better opportunity to try something new! LinkedIn video can do wonders to highlight your work and bring it out of the shadows. Try something new—figure out what works.