[FAQ]

My team is having a debate and I’m looking for some data points or even just strong anecdotal evidence. We have limited time to create content for our company’s LinkedIn page. Half the team thinks we should be all-in on creating short-form videos, since that’s what works everywhere else. The other half thinks that LinkedIn is a professional platform where in-depth, long-form text posts and articles perform better.

For those who have seen success, where do you get more meaningful engagement (comments, shares, DMs) on LinkedIn? Is it from video or from well-written text? Thanks!

[Jeff Bullas]

This is the central question of content strategy on LinkedIn.

Short Answer: Both are powerful, but they serve different purposes. Video is for capturing attention and building brand presence, while long-form text is for establishing authority and starting deep conversations.

A more effective way to approach this is to shift the question from ‘which is better’ to ‘which is right for a specific goal’.

First, you should use video when your primary goal is broad reach and humanising your brand. A short, well-produced video with subtitles is excellent for stopping the scroll and showing the people behind your company, but the engagement can often be passive. Second, you deploy long-form text when your objective is to build trust and be recognised as a thought leader in your space. A detailed text post or a full article that analyses a market trend invites a much deeper level of engagement from a more invested audience. Third, the most effective strategy is to use these formats together. You might use a brief video to announce a new industry report, then follow it with a series of in-depth text posts discussing its key findings. You must align the content format with your desired outcome rather than committing to only one.

Cheers,

Jeff

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