Be honest, how many minutes do you spend swiping through TikTok every day?
Some reports say Americans spend an average of 55.8 minutes per day on the app. The time warp sucks you in. It’s terrifying. I get it.
Short-form videos have become the hottest attention-grabbing craze across social media platforms.
And you know the trend has reached full maturation, when LinkedIn, the “professional network,” goes all in on it.
Yep, LinkedIn has added a video tab.
(See the ‘Video’ tab on the bottom of the screenshot 👇 )
In 2024, LinkedIn began testing a dedicated vertical video feed similar to TikTok.
As of September 2024, my personal LinkedIn app has a video tab on the bottom (screenshot above). Not sure if this feature is in Beta or fully GA-ed, but I doubt it’s going away any time soon.
For anyone who creates content on LinkedIn, this marks a significant change.
The historically stiff “professional” social media network is opening the floodgates of fast-paced video entertainment.
Hey, if one company figured out how to keep Americans scrolling nonstop for 60-min a day, you bet everyone else will copy. For social media companies, “attention” is their currency. Their lifeblood.
Yet it’s the natural evolution that every social media company must follow in a capitalist system.
ANYWAY.
I’ve been creating video since I was 10 years old. It’s changed a lot since then.
While this guide is tilted toward LinkedIn-specific video, it can be applied to any short form video. It’s a simple guide to get you started on creating one type of video for LinkedIn.
In this guide, we’ll cover:
- The Why behind short-form video content
- The How of making effective short-form videos, from planning to editing
- Real-life examples of short-form videos in action on LinkedIn
Why create short-form vertical videos on LinkedIn?
With its new focus on short-form video, LinkedIn is positioning itself as the go-to hub for professional video content. Here’s why you should get in early on LinkedIn’s short-form video trend:
1. It’s new, which means less competition (for now…)
As with any platform new-to-launch, there is an advantage for those who are early. LinkedIn will be hungry for the content (and may prioritize it in feeds) which could give you significant reach boosts with your content.
Instagram and TikTok are saturated with content. It’s hard to stand out over there. But with LinkedIn’s short-form video library small and growing, they will likely show your video to thousands more viewers than other platforms.
LinkedIn could be the new frontier for video content, where early adopters can gain a competitive edge.
Start posting short-form vertical videos now, before everyone else gets on board. Be the early adopter.
2. Video is the most engaging format on LinkedIn
According to LinkedIn’s own research, video content is the most engaging format on their platform, generating the highest number of ‘shares’ compared to other types of posts.
Video, across all platforms, tends to holds users’ attention longer, generates more interaction, and is more likely to be shared.
3. Video helps show your personality and boost your brand image
Compared to text and images, video allows for the more personal element, building rapport and connecting with your audience. It’s a dynamic representation of your expertise, skills, and professional personality.
When you create short-form videos, you’re not just sharing information; you’re showcasing who you are, how you present yourself, and what kind of value you bring to your field.
Video also allows you to showcase your skills in action.
Whether you’re sharing tips, offering insights, or demonstrating expertise, video puts your skills on display in a way that static content just can’t. Your audience gets to see and hear your passion, authenticity, and expertise — all things that build credibility and make you memorable.
4. The younger generations love it
Hubspot’s Social Media Report suggested that 57% of Gen Z prefer short videos to learn about products and services compared to any other platform.
Not that you have to appeal to Gen Z, necessarily. But it’s definitely the trend across all platforms.
How to Create Effective Short-Form Videos for LinkedIn
One of my favorite aspects of video content is that the sky is the limit with creativity.
There are many types of video that will likely perform well on LinkedIn. For this guide, we’ll focus on one specific style that has worked well for me.
Today we are talking about the video style: talking head + product screen capture.
Note that this is just one “style” of video. The guide will center on basic process principles you can apply to any style of video you create. It’s meant to be flexible.
Let’s kick things off with the process. Creating short-form videos is a mix of creativity and process.
But it’s the process part will help you sustainably scale. If you get the process down, content creation becomes easy and seems to flow.
I typically see three main stages in the process for creating video:
- Planning (60% of your time)
- Recording (10% of your time)
- Editing (30% of your time)
Note that this ratio (60/10/30) is a loose guideline. Every person and video is different, so no need to hold yourself to a rigid timebox.
Instead, treat this ratio as guidance to think about how you’ll allocate time to create your talking head + product screen capture video.
We’ll explore each stage of the creation process in more detail.
1. Planning your video (60% of your time)
When creating a video, I’m a firm believer that most of your time should be spent on planning.
Why? Because if you plan effectively, recording and editing will be a breeze.
Here’s how I approach the planning process:
Planning Step 1: Ideation
First, you’ll need to decide on the topic of your video.
My top tip: focus on ONE key message. A 60-second video (typically the max upload length for short videos today) doesn’t have space for multiple ideas.
The more clear and specific you are in your topic choice, the better.
For example, instead of “How to Create Content,” narrow it down to something like “How to Use ChatGPT to Create Effective Job Aids”
By the end of the ideation phase you want to have a topic and a vision for your video.
Use a Google sheet to keep track of all your potential content ideas. As your list of ideas grows, you’ll start seeing patterns and opportunities for future videos. If any one idea feels too broad, try breaking it into multiple videos that are more focused.
Planning Step 2: Write your script
Once you’ve settled on a topic, it’s time to write a script.
Keep your script simple and conversational. I also suggest writing out your main points in bullets vs. a word-for-word script.
Using bulleted notes and speaking adhoc will allow you to speak more naturally to the camera. This will make your video will come off as more authentic and less robotic.
If you read a script verbatim, word-for-word, I find your video almost always comes off stiff and unnatural. Even with a teleprompter, it’s easy to tell someone is reading vs. talking off the cuff (unless you are a trained actor!).
Arguably the most important part of your script is the first sentence – this is your hook.
The hook is important because in the first few seconds of your video, you have a chance to either captivate your audience or lose them. SWIPE.
This first sentence you write, your hook, is the only part of the script where you DO want to write it and speak it word-for-word.
I suggest brainstorming multiple hooks before settling on one. For example, you can start with: “If you’re new to LinkedIn video creation, don’t make this mistake…” This hook sparks curiosity (WHAT IS THE MISTAKE??) and makes people want to learn more.
Planning Step 3: Practice speaking your script
Practicing before you record will save you tons of time in the long run.
I find it most valuable to set your camera up and read your script out loud, following the bullets in your outline.
This will help you refine any awkward language, and get comfortable with the overall flow.
I sometimes find it helpful to actually record a practice run using a tool like Loom or your phone’s camera. This way you can analyze your draft and make adjustments before you hit the big red button for real.
Step 4: Setting stuff up
Before you hit record, make sure you have everything set up. Camera, tripod, recording software…what else?
It’s also helpful to get familiar with LinkedIn video specs and sizing. I recommend going with a 9:16 aspect ratio (this is the vertical short-form videos you see on TikTok and Reels).
If you are using a smartphone, make sure the camera is positioned facing up. If you have a DSLR or other camera, you’ll want to move the camera on its side, so it’s shooting sideways. This will give you a 9:16 by default.
2. Recording your video (10% of your effort)
If you’ve done all the necessary prep work, recording should be a breeze.
Camera setup
I use a Sony camera to record videos, but tbh you don’t need a fancy camera for this. Your smartphone is actually ideal for creating short-form videos.
Here’s my setup:
- Camera or Phone on a tripod (set up to record 9:16 aspect ratio)
- USB Microphone (for higher-quality audio, very important!)
- Screen recording software (such as Loom, Camtasia, or QuickTime)
- Good lighting: If you’re recording indoors, natural light from windows works well. Otherwise, invest in an affordable ring light.
Recording tips
- Look directly at the camera: This builds a connection with your audience.
- Record it all in one take: If you mess up, don’t stop recording. Just keep going, keeping the video all in one file. This will make the editing process so much easier!
- Record audio separately: Using a dedicated microphone, such as a lavalier mic or a condenser microphone, can immensely improve the audio quality of your video.
When recording your screen, make sure your browser size matches the 9:16 aspect ratio so you won’t have to crop during editing. You can do this by adjusting the size of your browser window to be as close to 9:16 as possible. Remember, aim for vertical.
You can also record your screen on your phone directly, if possible.
3. Editing your video (30% of your effort)
Editing is where you get to bring your final product to life!
Editing tools
You don’t need anything fancy here. Tools like Camtasia, iMovie, or CapCut will work perfectly.
Camtasia is my favorite as it’s especially great for training videos. It includes built-in screen recording and audio editing features, so you can do it all in one tool. They even have an auto-captioning feature now which is super handy.
Editing tips
- Edit for brevity: Remove any fluff and focus on clarity. The goal is to keep your audience engaged for the full 60 seconds. Sometimes you’ll find the words you wrote in the original script don’t translate well to video. That’s okay. Cut it, and move on.
- Add captions: Many viewers will watch your video with the sound off. Tools like Descript make it easy to auto-generate captions, ensuring your message gets across even without audio. Camtasia also has a captioning feature (but I find that Descript’s is better).
- Experiment with music: Light background music can make your video feel more polished and professional, but keep it subtle. You don’t want to overpower your voice.
Two examples of LinkedIn videos
Here are two videos that I’ve made on LinkedIn that performed relatively well for my audience size. Let’s break them down as a case study:
Final thoughts
Creating short-form vertical videos for LinkedIn doesn’t have to be intimidating. Start small, experiment with different styles, and keep refining your process. Remember, video creation is a personal art form, and it takes time to find your rhythm.
By following these steps and focusing on planning, you’ll be ready to ride the wave of LinkedIn’s upcoming video revolution. If you want to stand out as a content creator, now is the time to start. Grab your phone, hit record, and get ready to share your expertise with the LinkedIn world.
About the Author:
Andrew DeBell is a learning experience strategist and content developer on the customer education team at Atlassian. Connect with him on LinkedIn for more.
