Linkedin video stats: what conversion can you expect?

Linkedin video stats and best-practices

Let's start with some video stats we've collected from multiple sources including LinkedIn.

- View rate for video: 20%-25%

- CTR for video: 0.44%

- Conversion for video: 3%

LinkedIn video is not always better

The promise of video is great, but what can you expect?

Social Insider research shows that 12% of content on LinkedIn involves video, but does not provide the highest engagement.

Text scores lower, but an image or picture higher for companies with less than 5,000 followers, but if you have more than 10,000 followers then video works better again.

"According to Optinmonster, video marketers get 66% more qualified leads per year."

So despite the prodigious video statistics, there are exceptions showing that video does not always work best on LinkedIn, but as always, it depends on your kpi's.

And so there are no doubt several unusual LinkedIn video stats that are not yet known, but most video stats paint a picture very much like the land of honey and milk.

Judge for yourself and check out the options in this blog - should you want to go further LinkedIn, also check out our video marketing guide.

"59% of senior executives prefer video over text if the content is the same"

Video views & completion rate

What actually is a view on LinkedIn?

Watching a video is considered a view from 3 seconds and longer. Subsequently, quarters are used:

• 25% view
• 50% view
• 75% view

Completion: A complete view has a bandwidth of 97%-100%.

Benchmark: 20-25% view rate

Example campaign: view rate 33%

Engagement in this example is significantly higher than the benchmark. We suspect that "copy" has a big impact, but cannot prove it.

Video stats CTR

Click-Through-Ratio (CTR) is measured by dividing the number of clicks by number of impressions. This could be to a download form on LinkedIn, for example, or a referral to one's own website.

Benchmark CTR video: 0.44%

Example campaign: 0.73% CTR

We chose to advertise with a relatively long video (3:41 minutes). We believe that with view time we can get a good picture of the potential buyer's intent. The CTR here was many times higher than the benchmark.

Linkedin video conversion

Conversion depends entirely on the goal. LinkedIn conversion is very extensive and depends on your KPIs.

Benchmark completion ratio: 13.27% (average video 30-60 seconds)

Sample campaign: 1.45% (3:41-minute video)

The choice of a longer video makes itself felt immediately. We score lower than the benchmark because we choose a retargeting campaign.

Lead conversion

The average lead conversion rate to a landing page is 2.35% according to CampaignMonitor. And the conversion rate is 86% higher when a video is used on a landing page according to Eyeview.

Benchmark: 3-4% for LinkedIn conversion when referred to a landing page on one's own website.

For this, you can use the LinkedIn insight tag.

LinkedIn video best-practices

#1 Best-practice – View rate focus

Awareness: Create a 30-60 second video to create awareness. Choose the "learn more" option and reference a longpost blog.

Consideration: The longpost describes challenges but does not focus on conversion.

Conversion: Pure bonus.

#2 Best-practice – View time focus

Awareness: Create a 2-3 minute video. If it gets 75-100% views, it equals a white paper download.

Consideration: Retarget viewers who have seen more than 50% with a 30-60 sec video + concrete CTA.

Conversion: Direct viewers to a separate landing page.

#3 best-practice - conversion focus

Awareness: Create a short 30-45 second video and offer a white paper immediately.

Consideration: Retarget viewers with >25% view with another short video.

Conversion: Keep the visitor on LinkedIn and make it as easy as possible.

In conclusion

There are many more LinkedIn video stats, but these three options provide a good initial guide. With a budget of €500-1,000 per month, concrete results can already be achieved with video ads.

An alternative is a more personalized video outreach via LinkedIn or email.