I’m always going to tell you to test out different types of content formats on LinkedIn. And, I’m always going to tell you to differentiate as much as you can, so that you can learn what works best for your brand, best for your business, and best for your audience. How do you choose, however, between a video or a text post on LinkedIn? Here are some golden rules I like to live by on LinkedIn.
When to use LinkedIn video or text
Let’s be clear on one point – there is no definitive answer to this question. Both formats have their place in a strategic LinkedIn content approach, and understanding when to use each can dramatically affect your results. After working with thousands of clients, I can assure you of this: the most successful LinkedIn users aren’t simply creating content. The most successful LinkedIn users strategically choose the right format for their specific goals and audience. When deciding between video and text for a specific post, ask yourself these questions:
- What is my primary goal with this content? Am I trying to build awareness, establish expertise, generate leads, or strengthen existing relationships?
- When is my audience most engaged? Are they typically scrolling LinkedIn during commutes when they might prefer video, or are they browsing during work hours when text might be more appropriate? Understanding when and how your audience engages with content should influence your format choice.
- How complex is my message? Simple concepts, emotional stories, and time-sensitive updates often work better as videos. Complex analysis, detailed tutorials, and reference materials typically perform better as text posts.
LinkedIn video vs. LinkedIn text posts
Video and text posts serve different psychological functions on LinkedIn. Text posts create an intimate, conversational experience. When someone reads your text post, they’re having a mental conversation with you. It feels personal, thoughtful, and allows for deeper reflection. Your audience can read at their own pace, re-read important points, and take their time to digest your message.
Video posts create immediate connection and authenticity. There’s something powerful about seeing someone’s facial expressions, hearing their voice, and witnessing their genuine reactions. Video builds trust faster, because it’s harder to fake authenticity on camera. Your personality shines through in ways that text simply cannot replicate. LinkedIn’s algorithm treats each format differently too.
LinkedIn has consistently favoured video content in recent years, often giving it broader organic reach. That doesn’t mean you should only create videos! A well-crafted text post will generate more meaningful engagement and better business results than a video that doesn’t resonate with your specific audience.
When text posts are your best choice
Text posts should be your number one choice when you’re sharing strategic insights, detailed analysis, or complex ideas that require careful consideration. If you’re explaining a multi-step process, sharing industry predictions, or providing actionable advice that people need to reference later, text is often more effective. Text posts work exceptionally well for thought leadership content. When you’re challenging industry norms, sharing contrarian viewpoints, or presenting data-driven insights, text enables your audience to fully absorb and consider your perspective.
Text posts also perform better when your audience is in a professional, focused mindset. If your content is educational or instructional, text posts allow for the kind of deep engagement that builds real authority. Text posts are also easily accessible. Not everyone can watch videos during their workday, especially in open offices or during brief LinkedIn scrolling sessions. Text posts can be consumed quickly and quietly, making them more inclusive for your entire audience. If you’re looking to start a detailed discussion, then a text post should be your choice of format. That conversation will begin in your comments.
When video is the superior strategy
If your intention is to build personal connection and trust quickly, I recommend you share a video. If you’re new to your industry, changing career directions, or trying to establish your credibility in a competitive field, video helps people get to know the real you much faster than text ever could.
Video posts work best for motivational content, personal stories, and behind-the-scenes glimpses into your professional life. When you’re sharing lessons from failure, celebrating team victories, or explaining your journey through challenges, video adds an emotional, deeply personal dimension.
Video posts are also great for sharing quick tips or time-sensitive announcements. If you’re launching something new, sharing breaking industry news, or providing rapid-fire advice, video feels more urgent and immediate. Your audience gets the sense that they’re receiving fresh, timely information directly from the source. When your audience can see and hear you, they develop a sense of familiarity that makes future interactions feel more natural.
Choosing video and text posts
The best way to maximise your LinkedIn activity is to choose both types of content formats. Different pieces of content serve different purposes. Think about using video posts to engage with new people and begin to build new relationships. Then, add on text posts that provide deeper value. Don’t forget, however, that repetition is an important part of your content strategy, so repurposing your content across different formats is important.
As you develop your own LinkedIn content strategy, remember that consistency matters more than perfection. Whether you choose video, text, or a combination of both, the key is showing up regularly with valuable insights that serve your audience. Focus on building genuine relationships and providing real value, and you’ll find success regardless of which format you choose.
The most important decision isn’t whether to use video or text—it’s the decision to start creating content that genuinely helps your professional community. Choose the format that feels most natural for your message, and let authenticity guide your approach.
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