LinkedIn video for companies: what to post, format, length and examples

Why video works on LinkedIn

LinkedIn has changed a lot. A few years ago it was a network of CVs and job ads; today it is where companies that sell to other companies find clients, partners and talent, and where professionals build their reputation.

In that context, video has a clear advantage: it gives the company a face and a voice. Well-written text persuades; someone from the team explaining something sensibly in a minute builds trust. And trust is what is bought in a business-to-business sale.

LinkedIn is also giving more and more room to video, with a dedicated vertical video section in the app that looks very much like reels on other networks. That means a good video can reach people who do not follow your company, something increasingly hard with text-only or image posts.

There is one important difference from Instagram or TikTok: the audience. On LinkedIn people are in work mode. They want to learn something useful, understand their industry, get to know who might be their next supplier or their next boss. What works here is not entertainment for its own sake, but knowledge delivered in an approachable way.

That is why video on LinkedIn is, above all, a tool for corporate communication and for the team's personal brands, not for advertising.

Which videos to post on LinkedIn as a company

These are the types of video that work best on LinkedIn for a company.

Industry knowledge. An in-house expert explains something useful in a minute: a common mistake, a regulatory change, a way of doing things. It is the format that builds most authority.

Short interviews with executives. The company's vision, an important decision, what has changed in the industry, told by the person in charge.

Success stories. A client explaining what problem they had and how you solved it. On LinkedIn, where potential clients see you, it is probably the content that sells most.

Culture and team. How things work inside, who does what, a department's day-to-day. It attracts talent and humanises the brand. We cover it in employer branding video.

Events and trade fairs. What was said at a conference, a round-up of the fair, a product launch. Posted the same day or the next, while it is still of interest.

Milestones. An award, a funding round, a new client, an opening. Told with images, not just a thank-you post.

Excerpts from something longer. If the company has a podcast, webinars or talks, each one gives you several short videos for LinkedIn.

What does not work: the pure ad, the three-minute corporate video uploaded as it is, and any piece without subtitles.

LinkedIn video format, size and length

These are the technical questions people ask most. The exact specifications change from time to time, so it is worth checking LinkedIn's help pages before an important launch.

Format. MP4, with H.264 video and AAC audio, is the safest option. LinkedIn accepts other formats, but MP4 causes the fewest processing problems.

File size. The usual limit is 5 GB for regular posts. In practice, a well-exported video of a couple of minutes is far smaller.

Length. LinkedIn allows videos of up to around fifteen minutes uploaded from a computer, and somewhat less from mobile. But being allowed does not mean it is a good idea: most videos that work last between thirty seconds and two minutes.

Orientation. Anything from very vertical to very horizontal is accepted. Vertical or square takes up more of the screen on mobile, where most LinkedIn use happens, and these are the ones that appear in the video section. Horizontal is still useful for long pieces or interviews that will also be watched on a computer. We explain it in detail in which aspect ratio to use on each network.

Subtitles. Essential. Many people browse LinkedIn at the office or on public transport, with the sound off. You can upload them as a file or burn them into the image. We explain why and how in video subtitles.

And the cover. LinkedIn lets you choose a thumbnail: make it legible, showing a face or a clear idea.

How to post a video on LinkedIn so it performs

Posting a video well on LinkedIn involves a few tricks that make a difference.

Upload it directly. A YouTube link looks small and LinkedIn shows it less, because it takes people off the platform. A natively uploaded video autoplays as people scroll and reaches more of them.

Start strong. The first few seconds decide whether someone stops. A direct line to camera, a fact, a question.

Write good copy. The video does not stand on its own: the text with it needs to give context and a reason to watch. The first lines are the ones read before clicking "see more".

Post from people, not just the page. This is the most important point. On LinkedIn, posts from people usually travel much further than posts from company pages. A video from the managing director posted on their profile, and shared by the page, performs better than the same video posted only by the company. That is why LinkedIn video is closely tied to executives' personal brands, which we discuss in how to build a personal brand with video.

Reply to comments. The first few hours count. If the author replies, the conversation grows and the video reaches more people.

And be consistent. One video a month builds nothing. Someone who posts a useful video every week for months becomes a reference on their subject.

Example: a technology company that communicates through video

A good example of how to use video on LinkedIn is a technology company that has to explain something complex to very different audiences.

For Qilimanjaro, a European quantum computing company based in Barcelona, we have produced more than fifteen videos and photographed its team and facilities. Many of those pieces live on LinkedIn, which is where the company talks to investors, partners, clients and talent.

Each piece has a different job. A short documentary with its CEO, Marta Estarellas, explains why the company exists. A piece with Dídac, who runs its lab, shows who does the scientific work. A product piece explains SpeQtrum with motion graphics. A thirty-second recap of the year shows at a glance everything that has happened. And coverage of events and awards proves the company is moving forward.

Together, those pieces do on LinkedIn what a good salesperson would do: explain what the company does, prove it is real, put faces to the people and give reasons to trust. And the team photography, in a consistent style, makes every company profile look coherent.

The lesson for any company, tech or not, is the same: not one video, but a system of short pieces, each with its own job, posted consistently.

How we produce it for companies

Producing video for LinkedIn does not require big shoots, but it does require method. At Bostak Films we do it like this.

First, we define with the company what it wants to achieve on LinkedIn and who will front it: leadership, experts, the team. Then we prepare a plan of pieces by month and organise shoot days at their offices or in our studio in Viladecans, twenty minutes from Barcelona, where in a few hours we film material for several weeks. We prepare the speakers so they come across naturally and edit each video in vertical and horizontal, with subtitles, a cover and suggested copy for posting.

For companies that need video and photography on an ongoing basis we have a fixed monthly plan with credits, where an interview, a success story or the team's headshots is one more piece. We explain it on our page for companies.

At Bostak, Albert Murillo's production company, we do corporate communication on video for companies in Barcelona, the Baix Llobregat and across Spain. If your company wants to start using video on LinkedIn, or posts but cannot get it seen, book a free diagnosis: we will review your profiles and propose a plan for the next three months.

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