With mobile usage driving professional interactions, LinkedIn’s shift to vertical video presents a big opportunity for global marketers. In fact, LinkedIn video content is shared 30% more than on other platforms, according to Vidico, making it a powerful way for brands to engage global audiences.
However, making the most of LinkedIn vertical videos means way more than just resizing your content. You need to craft a compelling message, adapt it for diverse cultural contexts and optimize it for LinkedIn’s platform.
Here’s a full guide on how to use LinkedIn vertical videos to increase brand visibility, grow engagement and build connections with international audiences. Plus, key examples from brands that are doing it right.
Why vertical videos are transforming LinkedIn marketing
As mobile usage continues to outpace desktop, LinkedIn has adapted to prioritize mobile-first experiences. This shift makes vertical videos more prominent and engaging in the feed. For global marketers, this presents an opportunity to capture attention quickly with short, targeted messages that speak to region-specific audiences.
Unlike horizontal formats, vertical videos fit seamlessly into LinkedIn’s scrolling feed, encouraging longer viewing times and higher interaction rates. In fact, video posts drive 5x higher interaction rates compared to text or image posts, making it one of the most effective formats for driving engagement on LinkedIn.
Additionally, LinkedIn’s algorithm favors native video content, meaning vertical videos have the potential to reach broader audiences without relying on additional ad spend.
For global brands, the versatility of vertical videos is a game-changer. A single video concept can be adapted with localized subtitles, voiceovers or cultural adjustments to resonate across different markets. This simplifies content production while ensuring that the message remains relevant and impactful, no matter the region.
Also, Vidico data shows that video posts receive 7x more reactions than text-standard posts, demonstrating that with this format, global marketing teams can enhance brand visibility, tell more compelling stories and drive stronger engagement.
See also: Short-form B2B video marketing that works for global brands
How to create high-quality LinkedIn vertical videos
As a professional network, LinkedIn’s users expect content that is visually engaging, purposeful and culturally relevant. LinkedIn encourages users to share high-quality videos that feature personal perspectives and stories, useful tips and industry news.
To create vertical videos that truly resonate and perform across different markets, marketers should keep a few strategic elements in mind.
- Tell a great story, with a great hook: With limited screen space and attention spans, vertical videos need to deliver value fast. Starting with a strong hook and maintaining a clear narrative throughout can help keep viewers engaged from start to finish.
- Design for mobile: Since vertical videos are mostly viewed on mobile, designing specifically for that format is crucial. Visuals should be well-lit, framed for smaller screens and focused on what matters most, placing the key action or message in the viewer’s natural line of sight.
- Go beyond simple translation: Cultural relevance plays an important role. Consider how visuals, language, tone and even color symbolism may differ across regions. For instance, a color that signals celebration in one culture might carry a completely different meaning elsewhere. Creating region-specific versions or testing localized content can make all the difference in audience connection.
- Understand the algorithm and adapt your content: Native video uploads tend to perform better than external links, and shorter videos (ideally under two minutes) are more likely to hold attention, especially among busy professionals scrolling through their feed. Consider this to increase visibility.
- Encourage engagement: Using on-screen text, captions or clear calls to action can drive engagement by inviting viewers to comment, visit a link or download a resource.
See also: Social media localization: Go global without fresh content
How to tailor vertical videos for global audiences
As mentioned before, vertical video that works well in one market may not have the same impact in another. Global marketing teams need to go beyond translation and take into account cultural context, visual preferences and audience behaviors to ensure their LinkedIn videos resonate worldwide.
Adapt messaging without losing impact
Direct translations often miss the subtle nuances of a message in different cultures. Instead, global brands should focus on transcreation, adapting content so it stays relevant and compelling in each region.
Transcreation involves rewriting captions, adjusting the tone and even slightly modifying calls to action to better suit local expectations.
Imagine translating “Sign Up” into German as “Registrieren.” While this is correct, it may not represent the formality and tone that German audiences are used to, making a phrase like “Jetzt Registrieren” (“Register Now”) way more effective. It’s the same CTA, but adapted to the language and region.
This is an example from HubSpot’s US and German websites, and this applies to video too:
See also: Social media marketing in Germany: Effective growth tactics
Optimize for regional viewing habits
Different regions have different habits when it comes to consuming video content. In some areas, mobile internet speeds may limit how users engage with high-resolution videos. In others, like Southeast Asia, watching videos on mute is common, making captions essential.
To address these variations, consider adding subtitles, dynamic text overlays or region-specific voiceovers. These adjustments ensure your content remains accessible and engaging, no matter how and where it’s viewed.
See also: Subtitling translation: 5 tips for global video content creators
Use culturally relevant visuals
Colors, imagery and body language carry different meanings in various cultures. For example, a handshake might work in Western markets, but in Japan, a bow would be more culturally appropriate. Similarly, the color red may be auspicious in China but carry different connotations in other cultures.
So, when producing vertical videos for global audiences, it’s important to keep these cultural differences in mind and ensure the visual elements align with local customs. Incorporating region-specific backdrops, attire and symbols can improve the relatability of your content and create a stronger connection with your audience.
See also: How to create a global social media strategy that drives results
How to optimize vertical videos for LinkedIn’s algorithm
Creating a great vertical video is just the start, getting it seen is the real challenge. LinkedIn’s algorithm favors content that keeps users engaged and encourages interaction. Here’s how to make sure your videos reach a wider audience and make a lasting impact:
- Catch attention early: LinkedIn users scroll quickly, so you need to grab their attention right away. Start with a bold statement, surprising fact or an intriguing question to get them to stop and watch. Avoid slow intros or company logos, they won’t help hold attention.
- Encourage interaction: Likes, comments and shares show LinkedIn that your content is worth sharing more widely. Ask your viewers to comment by posing a direct question, instead of simply sharing insights.
- Keep it short and valuable: Shorter videos typically perform better on LinkedIn. With videos under 30 seconds achieving 200% higher completion rates. Aim for videos from 20 to 90 seconds maximum, enough time to provide value but short enough to keep viewers engaged until the end. If the topic needs more depth, consider breaking it up into a series of shorter videos.
- Upload videos directly: LinkedIn prefers videos uploaded directly to the platform over links to external sites. Native videos autoplay in the feed, making them more likely to catch the viewer’s eye and drive interaction.
- Optimize for silent viewing: Many LinkedIn users watch videos without sound. To make sure your message gets across, add captions, on-screen text, or animations. Tools like CapCut, Veed or LinkedIn’s own subtitle feature can help with this.
- Post at the right time: The timing of your posts is important. LinkedIn’s peak engagement times vary by industry, but generally, weekday mornings and lunch hours work best. However, the best way to get a good time is by checking your LinkedIn analytics to find when your audience is most active and schedule accordingly.
How to use LinkedIn analytics to refine your strategy
Even the best vertical videos won’t deliver results if you’re not tracking their performance and adjusting accordingly. LinkedIn Analytics gives you the data you need to optimize your video strategy, ensuring your content reaches the right audience and drives meaningful engagement. Here’s how to take advantage of these analytics:
Identify what’s working (and what’s not)
Track key metrics like views, watch time, engagement rate and audience demographics to spot patterns and identify what works best. Are certain topics getting more comments? Do some videos retain viewers longer? Use this data to double down on what resonates.
Focus on watch time and completion rates
LinkedIn prioritizes videos that people actually watch. A high drop-off rate in the first few seconds? Your hook might not be strong enough. Low completion rates? Your video may be too long or not delivering value quickly. If people stop watching after a certain point, analyze why and adjust your format.
Understand your audience demographics
Who’s actually watching your videos? LinkedIn Analytics breaks down your viewers by job title, industry, location and company size.You should look at this often. If your target audience isn’t engaging, you may need to tweak your messaging, include more related keywords or refine your distribution strategy.
Compare organic vs. paid performance
If you’re running LinkedIn ads, compare how your organic and paid videos perform. Are your paid videos getting views but not much engagement? That might mean they’re reaching the wrong audience. Are organic videos outperforming ads? You might need to refine your ad targeting.
Refine your Call to Action (CTA)
If your watch time and completion rate are high but your analytics show low engagement after the video, your CTA may not be compelling enough. Test different approaches like questions, direct invitations or even on-screen CTAs, to see what drives more action.
Keep iterating and improving
LinkedIn’s algorithm and audience behavior are always evolving. Regularly review your analytics, test new approaches, and adjust based on data—not just assumptions. The more you refine your strategy, the more effective your vertical videos will be.
See also: AI content analysis: Tools to measure marketing performance
Key examples: Global brands using LinkedIn vertical videos successfully
Some of the world’s top brands and marketers are already taking advantage of LinkedIn’s vertical videos to connect with global audiences, tell compelling stories and drive engagement.
Here are a few standout examples of companies that are doing it right, each with a different approach that global marketers can learn from:
1. HubSpot
HubSpot has truly mastered the art of creating quick and engaging content for LinkedIn. Their vertical videos often feature employees or customers sharing success stories, behind-the-scenes moments, marketing tips or quick product updates.
By making their content feel conversational and authentic, they have been able to create a strong connection with their global audience.
2. Gary Vaynerchuk
Gary Vaynerchuk, a personal brand and entrepreneur, is an excellent example of leveraging LinkedIn vertical video effectively.
His content covers a range of topics, including business, personal development and entrepreneurship. Gary often uses vertical videos to share motivational messages, podcast clips, advice on business strategy and sometimes even funny videos with a message behind, like this post. His videos are engaging, casual and often designed to spark conversation, which is the main idea.
3. LinkedIn
LinkedIn itself is a huge advocate for vertical video content. Their official LinkedIn page often uses vertical videos to share tips on case studies, updates about platform features and best practices, just as in this example, where they talk about profile pictures in a short, educational video.
Their approach to video on their own platform emphasizes the power of vertical content in reaching their professional audience.
What global marketers can learn from these brands
By taking inspiration from these examples, marketers can create impactful videos that connect with audiences worldwide.
As mobile-first content consumption continues to grow, brands that embrace short, engaging and localized videos will have a competitive edge in reaching diverse audiences worldwide. According to HubSpot, 54% of consumers want to see more video content from the brands they support
From optimizing content for LinkedIn’s algorithm to tailoring messaging for different cultural contexts, the key takeaway is clear: LinkedIn’s vertical videos are a powerful tool for global marketing. But success lies in execution. The brands that win on LinkedIn are the ones ensuring that every video adds value to the conversation.
If you’re looking to implement vertical videos into your global marketing strategy but aren’t sure where to start, VeraContent can help. We specialize in creating and localizing LinkedIn content that resonates with international audiences.
Get in touch with us today to explore how we can help you create an impactful social media strategy for a global audience.
