The Best LinkedIn Video Strategy for Small Business

Have you ever felt like you’re ignoring LinkedIn in your video marketing strategy?

I get it—when most of us think about video marketing, we picture Instagram Reels, TikTok, or maybe YouTube Shorts.

LinkedIn doesn’t always get the love it deserves, but it’s a hidden gem, especially if you want to connect with professionals, build real business relationships and actually get clients...

I'm going to give you 7 STEPS on exactly how to use LinkedIn video to attract your ideal audience. I’ll break it down and by the end, you’ll know how to create content that actually WORKS FOR YOU, no matter what kind of business or brand you’re building.

Let’s jump in.

Step 1: Understand LinkedIn’s Video Formats

Okay, so first things first—you’ve got to understand the different types of videos LinkedIn supports. LinkedIn isn’t a one-size-fits-all platform, and each video format serves a different purpose. So, let’s talk about your options.

Feed Videos. These are the OG's of LinkedIn video. Feed videos are your classic posts that show up in your network’s feed. They’re versatile, too—you can post them on your personal profile or a company page. They can be up to 10 minutes long, and LinkedIn supports horizontal, vertical, or square orientations. So, you’ve got a lot of flexibility.

One thing I love about feed videos is that they don’t just vanish into the ether. Once you post them, they’re stored under the video tab in your activity section. That means people can go back and find them later, which is perfect if you’re building a library of valuable content.

Next up, we’ve got LinkedIn’s SHORT VIDEOS. These are newer and designed for quick, high-impact messaging. The sweet spot here is between 45 seconds and 2 minutes.

Now, these are best in vertical format—think smartphone-friendly. And here’s a little tip: since these videos autoplay silently in the feed, you’ve got to grab attention visually. Use captions, bold text, or even a quick headline at the top to draw people in.

Finally, there’s LINKEDIN LIVE. The livestream format on LinkedIn is SO underutilized, but it’s a powerhouse if you want to build deeper relationships with your audience. The audiences tend to be smaller on LinkedIn, but the engagement that actually results in an action being taken is much higher than some other platforms.

With live video, you can engage in real time, answer questions, and even funnel viewers into your email list or consultations.

The great thing is that after the event, the video doesn’t just disappear. It lives on in the Events tab under your activity section.

And here’s a PRO TIP: Some marketers like to trim the replay to just the first few seconds to keep it exclusive for live attendees, but others keep the entire event accessible for long-term value. You can experiment and see what works for you.

Step 2: Start Small with Short Videos

So now you know the formats—where do you start? If you’re new to LinkedIn video, start small. Here's my advice: Create 10 short videos.

Why short videos? Because they’re quick to produce and perfect for testing different ideas to see what resonates with your audience.

There’s only one exception: if your content requires a lot of technical detail—like screen shares or tutorials—you might want to go straight to feed videos. Those are much better suited for that kind of content.

Step 3: How to Decide What Your Video Topics Should Be

One of the biggest challenges I hear from people is, “What should my videos be about?” And honestly, this is where most people get stuck. They overthink it. So, let me help you simplify this process.

First, think about the questions you get asked all the time by your clients, colleagues, or network. What are the most common issues people in your audience face? Those questions are gold because they show you exactly what your audience wants to know. Answering them in your videos is an easy win.

Next, consider what makes you an expert. What’s something you know inside and out that your audience might struggle with? Maybe it’s a specific skill, like project management, or an industry trend you’ve been tracking. Share that knowledge in a way that’s actionable—something people can apply right away.

Another great way to pick topics is to think about what’s happening in your industry or niche right now. "News" basically - time-sensitive info. Are there any big changes, challenges, or opportunities? For example, if you’re in marketing, you might talk about how AI is transforming content creation. If you’re in design, maybe it’s about the latest UX trends.

And here’s a PRO TIP: Don’t be afraid to get personal. Some of the best LinkedIn videos come from sharing your own experiences. It could be a lesson you learned the hard way, a success story, or even a failure you grew from. People connect with stories, so don’t underestimate the power of being a little vulnerable.

BUT not A LOT vulnerable! LinkedIn is still a more business-like platforms than others.

Last, remember that not every video has to be groundbreaking. Sometimes, the basics are what people really need. A simple “how-to” video or a quick tip can perform just as well—if not better—than a deep dive.

Step 4: Use the "Hamburger Method" to Plan Your Content

Let’s talk about strategy. When it comes to LinkedIn video, I recommend what I like to call the “Hamburger Method.” It’s simple, effective, and keeps your content fresh without feeling repetitive or too salesy.

Here’s how it works:

1. Top Bun: Start with a video that’s relevant to your audience but not directly tied to your business. For example, if you’re a marketing strategist, you could create a video about creator burnout. This kind of content helps you connect with your audience on a personal level.

2. The Patty: Next, go for the 'MEAT'—a video that directly relates to your product or service. For example, you could follow up with a video on how to grow your email list using LinkedIn newsletters.

3. Bottom Bun: Finally, wrap it up with another indirectly related but valuable video. Maybe you address a challenge your audience faces, like how to generate inbound leads without relying on referrals.

The beauty of this approach is that it balances VALUE with PROMOTION. You’re not overwhelming your audience with sales pitches, but you’re also not leaving your business goals on the table.

Step 5: Tailor Your Content to Your Brand

Let’s be real—your video content strategy depends on who you are and what you’re trying to achieve. A personal brand will approach this differently than a company page. So, let me give you a few ideas tailored to different scenarios.

For PERSONAL BRANDS, you might focus on showcasing your expertise and personality. Think direct-to-camera videos, behind-the-scenes looks, or live Q&A sessions.

If you’re managing a company page, your focus could shift to team spotlights, product demos, or event coverage. And if you’re camera-shy, don’t worry—you can still share tutorials, customer success stories, or highlights from your company culture.

Step 6: Don’t Skip the Text

Here’s something that might surprise you: longer text descriptions actually help video performance on LinkedIn. I know, it sounds counterintuitive, but hear me out.

Take the time to transcribe your video into your post description. Format it nicely with short paragraphs, headers, or even bullet points to make it easy to read. This not only helps with accessibility but also gives context to people who might not have time to watch the full video.

You do have to be aware on the word count limitations on LinkedIn posts though. So depending on the length pf the video, the whole transcript might not actually FIT in the post description. But in that case just post a 'excerpt' and encourage readers to watch 'the video for the full story'.

Step 7: Track Your Success

Finally, let’s talk metrics. Each LinkedIn video type has its own success benchmarks. FEED VIDEOS are great for sparking discussions and attracting connection requests. SHORT VIDEOS are perfect for driving profile visits. And for LIVE VIDEOS, monitor conversion rates, like email sign-ups or direct inquiries.

On the whole, keep an eye on your profile visits, connection requests, and direct messages. These are often the clearest signs that your videos are working for you.

OK so let's do a quick review:

1. Understand LinkedIn's video formats

2. Start Small with Short Videos

3. How to Decide What Your Video Topics Should Be

4. Use the "Hamburger Method" to Plan Your Content

5. Tailor Your Content to Your Brand

6. Don’t Skip the Text

7. Track Your Success

That's it! A step-by-step guide to mastering LinkedIn video.

Remember, you don’t need to tackle everything at once. Start small, experiment, and build on what works.

LinkedIn might not be the trendiest video platform out there, but it’s a goldmine for connecting with professionals and growing your business.