While you might think of TikTok for short-form videos, you’re likely seeing more and more friendly faces on LinkedIn. In B2B, we recommend video as one of the fastest ways to build credibility, embrace authenticity, share insights and emphasize the humanity behind a brand.
Earlier this year, Fast Company reported, “Videos are also getting front-and-center placement on the [Linkedin] platform. When you search a topic, relevant videos will appear in a swipeable carousel. A bigger follow button in the full-screen player makes it easier to keep up with creators and viewers can check out a quick profile snapshot and other videos without leaving the player.“
Yes, using videos successfully as a social strategy requires effort and intention. We can help with that. But for many spokespeople, this can also be fun.
Here’s how we guide our clients to create confident, compelling short-form content… no film degree required. Read on, or better yet: watch.
Catch ‘em with a hook.
Think of the last time you scrolled through a website on your phone. You likely glossed over an immense amount of information in a short time. To get the average user’s attention, you have mere seconds to catch their attention.
You can bring people into a deep or technical conversation, but you must begin with a bold claim, a surprising stat, or an emotionally resonant insight. Lead with clarity over cleverness. Don’t bury the value. Some examples could be:
- “AI won’t replace you. But this decision might.”
- “85% of leaders are doing this [XYZ] process wrong.”
Follow a simple structure.
Keep it short and punchy. Aim for one idea per video and direct users elsewhere for more. A good framework looks like this:
- 0–5s: Hook (challenge, stat, or hot take)
- 5–25s: Value (quick story, lesson, or takeaway)
- 25–30s: CTA (go here, comment this, follow that, etc.)
Stick to under 60 seconds. Even half of that can work. You don’t have to solve the world’s problems right now; we’re only trying to get attention toward a specific topic.
This is also where the magic of editing comes in. You don’t need to think backwards. Once you’ve identified the key components of your ideal video, you can clip and rearrange accordingly.
Assume viewers are half-watching.
This point might be disappointing. We can have a separate topic about societal attention span later, but your audience probably won’t listen to your wisdom. They’ll read it. Hootsuite claims that 85% of LinkedIn video views happen without sound. So, do this:
- Use on-screen captions. We’ll add them, or an editor like TikTok will populate. You’ll likely need some manual edits to correct the words or phrases.
- Speak slower than feels natural for the captions to linger a bit longer
- Reinforce your key point visually when you can. Images, whiteboards, objects.
Look polished, not overproduced.
Perfectionists, I’m going to hold your hand while I say this. A ring light is probably not necessary. Your hair might be serving Little Rascals’ Alfalfa. Your practiced phrase might have stumbled a bit. That’s all okay and expected. Authenticity wins. Here are simple guidelines:
- Smile and pause before speaking (it makes editing easier).
- Do a test recording to check framing and lighting.
- Quiet, uncluttered spaces with natural light work best.
- Branded backgrounds and outfits? Optional.
Take a hike (or something like that).
Not every video needs to be a behind-the-desk monologue. Try walking and talking. Use a whiteboard or visual aid. The couch, dining room and school pick-up line all work. Switch locations to add relevance or energy.
The added benefit of movement on camera can help boost your confidence.
We’re not crafting a feature film, we’re trying to build a conversation.The most important part of the video process is to bring your energy, insight, and personality. If you mess up, pause and try again. That’s normal. If you’re working with PANBlast, we’ll trim, caption, and polish it up in post. Want to see if short-form video or executive social is a fit for you? Let’s chat.