Professional networking has evolved dramatically, with video content now taking centre stage on LinkedIn. Gone are the days when a simple text post and occasional connection request were enough to build meaningful business relationships.

LinkedIn’s algorithm increasingly favours video content, rewarding it with significantly higher engagement rates compared to text-only posts. B2B decision-makers certainly spend more time watching informative videos than reading lengthy articles. Additionally, organic reach has become more attainable through video, as the platform works to compete with other video-centric social networks. This shift creates a tremendous opportunity for professionals who adapt their content strategy accordingly.

Therefore, whether you’re looking to expand your industry connections, establish thought leadership, or generate new business opportunities, incorporating video into your LinkedIn strategy is no longer optional for 2025. This guide will show you exactly how to leverage this powerful tool to transform your professional networking results.

Why LinkedIn Video Is Essential for Professional Networking in 2025

The numbers tell the story that’s reshaping professional networking on LinkedIn. Video content on the platform now receives five times more engagement than traditional text posts, marking a fundamental shift in how professionals connect and communicate.

The shift from text to video in professional content

In recent years, LinkedIn has moved far beyond its origins as a simple digital resume and job board. Video creation is now growing at twice the rate of other content formats, showing professionals’ evolving preferences for dynamic content. This trend is particularly striking among B2B buyers, with 62% stating they trust LinkedIn video content, making it increasingly central to professional relationship building.

The platform reports that videos under 30 seconds achieve 200% higher completion rates, reflecting our changing content consumption habits. Furthermore, LinkedIn users are 20 times more likely to share video content than any other type of post, dramatically expanding organic reach within professional circles.

Notably, this shift isn’t simply about platform dynamics—it reflects genuine user preference. A recent study found that 58% of LinkedIn users prefer video when learning about brands and services, highlighting a fundamental change in how professionals research potential partners and opportunities.

LinkedIn’s growing focus on video features

LinkedIn’s internal data reveals video being watched 36% more year-over-year, prompting the platform to invest heavily in new video-focused features. In response to this growth, LinkedIn has introduced a dedicated video tab on mobile, ‘Videos For You’ modules in both mobile and desktop feeds, and enhanced video discoverability in search results.

The platform has also rolled out new profile preview capabilities within the full-screen video player, allowing viewers to see creator profiles without leaving the video experience. This feature helps potential connections evaluate professionals quickly, streamlining the networking process.

Moreover, LinkedIn has improved video analytics, introducing metrics like average watch time. This allows creators to better understand audience preferences and optimise networking content accordingly. These investments demonstrate LinkedIn’s commitment to making video central to its future.

Why video builds trust faster than text

Perhaps most significantly for professional networking, video dramatically accelerates the trust-building process essential for meaningful business relationships. Research shows that 94% of buyers trust a brand more after watching a video about them, creating credibility far beyond what text alone can achieve.

The human element of video creates authentic connections that text simply cannot replicate. Unlike written posts, videos allow viewers to see facial expressions, hear tone of voice, and gauge authenticity—all critical components in establishing professional trust. Studies reveal viewers retain 95% of a message delivered through video, in contrast to just 10% when reading text.

For networking specifically, this trust factor translates into concrete results. Video ads on LinkedIn boost conversion rates by up to 30% while increasing brand awareness by 50%. Video also inspires five times more conversations than text posts, fostering the meaningful interactions that form the foundation of professional relationships.

Video has become the modern equivalent of a firm handshake and direct eye contact—establishing credibility, demonstrating expertise, and building the trust necessary for effective professional networking in 2025.

Types of LinkedIn Videos That Work for Networking

Not all LinkedIn videos deliver equal networking results. Knowing which formats drive meaningful professional connections can set your strategy apart in 2025. Let’s explore the five most effective video types that are proven to build valuable business relationships.

Short-form feed videos

The full-screen vertical video format has become LinkedIn’s answer to TikTok-style content, yet with a professional focus. These videos receive significantly higher engagement, with LinkedIn reporting that uploads are up 34% year-over-year as of July 2024.

Short-form videos between 15-30 seconds perform best, whilst those under two minutes but longer than 15 seconds generate optimal results. Their effectiveness stems from their digestibility—professionals are often pressed for time, and these bite-sized insights can be consumed quickly, making them ideal for initial networking interactions.

For maximum networking impact, include a relevant description with your video and design content that prompts sharing or comments. Additionally, since 79% of LinkedIn videos are watched with sound off, always include captions to ensure your message lands with potential connections.

LinkedIn Live sessions

LinkedIn Live broadcasts receive an extraordinary 24 times more engagement than standard posts, making them uniquely powerful for expanding your professional network. Unlike other video formats, Live sessions create real-time interaction opportunities that foster deeper relationships.

To access this feature, you’ll need to meet LinkedIn’s eligibility criteria and use a third-party broadcasting tool. Advanced broadcasters can connect directly using a custom stream (RTMP Ingest) with tools like OBS or Zoom.

Live sessions are particularly effective for networking when hosting:

• Interactive Q&A segments that address audience questions
• Panel discussions with industry influencers
• Webinars that showcase your expertise
• Behind-the-scenes glimpses of your professional environment

For best results, stream for longer than 15 minutes to let your audience grow, but conclude within 1-2 hours to prevent viewer drop-off.

Thought leadership clips Thought leadership videos establish you as an authority in your field, creating natural networking opportunities as viewers seek your expertise. Video particularly excels here because it showcases your personality and communication style alongside your knowledge—elements that text alone cannot convey.

These clips should be relevant, valuable and authentic. They work exceptionally well when extracted from longer conversations or interviews, then shared as concise insights. This approach maximises your content investment while making your expertise more digestible.

Customer success stories

Customer testimonials via video create powerful networking currency because, as one marketing leader notes, “a business can say whatever it wants about itself, but genuine credibility comes from customers”.

These stories are becoming “critical to establishing credibility in the marketplace”, with video making them significantly more impactful than written testimonials. The power lies in seeing real personalities and authentic passion, which builds trust with potential connections.

Behind-the-scenes team videos

Behind-the-scenes content offers a unique glimpse into your professional world, humanising your brand and making connection-building more natural. These videos show “the process, not just the product”, helping potential connections understand your values and work style.

These videos are particularly effective because they tap into our inherent curiosity—statistics show that 73% of consumers are more likely to engage with a brand after seeing the people behind it. For professional networking, this translates to more meaningful connections based on shared values and authentic insights.

The beauty of behind-the-scenes content is that it doesn’t require polish—in fact, authenticity works better. Simply capture genuine moments showing your team culture, workspace, or creative process to create content that fosters genuine professional relationships.

How to Create Engaging LinkedIn Videos

Creating videos that capture attention in the busy LinkedIn feed requires strategic planning and execution. The right approach can transform your professional networking efforts from forgettable to remarkable.

1. Start with a strong hook

Capturing attention in the first few seconds is crucial—LinkedIn data shows viewer attention drops significantly after the 10-second mark. A compelling hook stops scrolling and encourages continued viewing. Effective hook strategies include:

• Opening with a surprising statistic or insight
• Posing a thought-provoking question
• Starting with a bold statement or contrarian view
• Sharing a brief professional story
• Previewing your most valuable takeaway

Research indicates that videos using strong hooks in the first 1-2 seconds receive substantially higher engagement rates and watch times.

2. Keep it short and focused

Conciseness matters enormously on LinkedIn. Videos under 30 seconds report a 200% lift in view completion rates. For optimal engagement, aim for 15-30 seconds for awareness content, though up to 3 minutes works for more detailed professional insights.

Additionally, the platform recommends shorter videos for brand awareness objectives, whilst longer formats can be effective for demand generation when they tell a more complex story. Either way, senior decision-makers typically won’t watch more than three minutes.

3. Use captions for silent viewing

Up to 85% of short-form content on social platforms is watched without sound, with 80% of LinkedIn videos specifically played on mute. Consequently, captions aren’t optional but essential for professional networking success.

LinkedIn now offers auto-caption generation that can save time. Alternatively, you can upload SRT (SubRip Subtitle) files with your videos. Studies show captioned videos receive 7% more views on average and increase watch-through rates from 66% to 91%.

4. Include a clear call to action

Without direction, viewers won’t know what to do next after watching your video. Effective calls to action align with your networking goals, whether building connections, demonstrating expertise, or generating leads.

For optimal results, ensure your CTA is brief (under three words), uses action-oriented language, and creates a sense of urgency with words like “now” or “today”. Furthermore, place your CTA strategically, either mid-video for longer content or at the perfect concluding moment.

5. Optimise for mobile viewing

A significant portion of LinkedIn users access the platform via mobile devices. For these viewers, vertical (4:5) or square (1:1) video formats create a larger on-screen presence than traditional landscape videos.

Keep key visuals and text in the centre of the frame to enhance mobile viewing. This ensures nothing important gets cut off when viewed on smaller screens. Likewise, ensure text is large enough to read on mobile devices, with high contrast for better visibility.

6. Distributing and Promoting Your Videos for Maximum Reach

Producing great LinkedIn videos is only half the battle—strategic distribution determines whether your content reaches the right professionals. Creating a methodical approach to video sharing can dramatically amplify your networking reach.

7. Post natively on LinkedIn

Uploading videos directly to LinkedIn (rather than sharing YouTube links) yields significantly better results. Native videos autoplay in-feed, grabbing attention more effectively. They generate three times more engagement than text posts and are five times more likely to start conversations among LinkedIn members. For optimal performance, publish videos in a square aspect ratio with captions overlaid directly onto the video. This format maximises screen real estate in the mobile feed, where most professionals view content.

8. Feature videos on your profile

The Featured section on your LinkedIn profile is a permanent showcase for your best video content. This area allows you to highlight your authored posts, making them

instantly accessible to profile visitors. To add a video to this section, post it to your feed, then add it to your Featured section through your profile settings. This approach prevents viewers from leaving your profile to watch your content, keeping potential connections engaged with your professional presence.

9. Share in relevant groups

Extend your video’s reach by sharing on LinkedIn Groups where your target audience gathers. First, ensure you’re a member of relevant groups. Subsequently, use the Share option on your video post, select “Group Members,” and choose your desired group. Before sharing, add thoughtful commentary that connects your content to the group’s interests. This tactic helps you reach professionals beyond your immediate network.

10. Cross-promote on other platforms

Maximise your video’s impact by strategically cross-promoting across different platforms. Rather than posting identical content simultaneously, spread sharing across different days. Create image variants that promote your LinkedIn video for use on Twitter, Instagram, and other channels. Most importantly, customise your approach for each platform—what works on LinkedIn requires adjustment for other networks.

11. Encourage employees to share

Employee advocacy represents a powerful amplification strategy. Employee networks have 10 times more connections than a company’s followers, and employee-generated content receives twice the click-through rate of company-shared content. Furthermore, people are three times more likely to trust information shared by employees than by CEOs. As a result, companies with socially engaged employees are 58% more likely to attract top talent. Consider implementing a structured employee advocacy programme that makes sharing professional videos simple.

Measuring Success and Improving Your Video Strategy

Effective video strategies on LinkedIn require consistent measurement and refinement. Success depends on your ability to interpret data and adapt accordingly, especially as the platform evolves.

Track views, watch time, and engagement

Successful professional networking through video hinges on understanding key performance metrics. LinkedIn defines a view as two or more continuous seconds of playback with the video at least 50% on screen. Beyond basic view counts, watch time reveals deeper engagement—91% of consumers prefer video content from brands, and 92% of marketers report positive ROI from video efforts.

Essential metrics to track include:

• Video views (total times watched for more than 2 seconds)
• Total watch time (cumulative viewing duration)
• Average watch time (typical viewing duration per viewer)
• Engagement (reactions, comments, and reposts)

Use LinkedIn analytics tools

LinkedIn provides robust analytics for videos posted on your profile. Access these insights by visiting your profile, navigating to Posts & Activity, selecting the Videos tab, and clicking “View analytics” below your video. Analytics remain available for up to 400 days after posting, though demographic data requires at least 25 impressions.

Test different formats and lengths

Despite existing recommendations, ultimately, your audience determines what works best. Through systematic testing, identify which video types generate the strongest connections. Since LinkedIn video content drives most engagement with a 34% increase in uploads over the past year [36], experimenting with different formats gives you a competitive advantage.

Refine based on audience feedback

Fundamentally, audience feedback helps you create content that resonates with potential connections. Structured feedback forms with specific questions about narrative flow, clarity, and visual aesthetics provide more valuable insights than general inquiries. For professional networking specifically, look beyond standard engagement metrics to track:

• Profile visits after viewing
• Connection requests
• Direct message inquiries
• Newsletter subscriptions.

Above all, consistency matters more than individual video performance—improving your strategy requires both analytics and direct audience input.

The rise of video content on LinkedIn marks a definitive shift in professional networking strategies for 2025. Throughout this guide, we’ve explored why video has become essential, with engagement rates five times higher than text posts and the ability to build trust significantly faster. Undoubtedly, professionals who adapt to this evolution gain a substantial competitive advantage in building meaningful business relationships.

Different video formats serve various networking purposes. Short-form feed videos capture attention quickly, while LinkedIn Live sessions create real-time interaction opportunities. Thought leadership clips establish authority, customer stories build credibility, and behind-the-scenes content humanises your brand. Each format, when executed properly, opens doors to valuable professional connections.

Creating effective videos requires strategic thinking. Strong hooks within the first few seconds prove critical, as does keeping content concise and focused. Clear calls to action and mobile optimisation further ensure your content performs optimally.

Distribution strategy determines whether your excellent content reaches potential connections. Posting videos natively on LinkedIn, featuring them on your profile, sharing in relevant groups, cross-promoting across platforms, and encouraging employee advocacy all amplify your networking reach substantially.

Finally, measurement remains the cornerstone of continuous improvement. Tracking views, watching time, and engagement helps identify what resonates with your audience. LinkedIn’s analytics tools provide valuable insights that, combined with direct feedback, allow you to refine your approach over time.

The evidence speaks clearly—LinkedIn video has transformed from a nice-to-have into an essential networking tool. Professionals who embrace this medium now position themselves for stronger connections, enhanced credibility, and greater opportunities in 2025 and beyond.