LinkedIn has been encouraging CEOs and executives to post video content. Recently, community managers shared some best practices with a group of content creators including myself.

LinkedIn said video posts by CEOs are up 68% in the past two years. They said people who post videos are seeing faster follower growth.

One person who has received a lot of attention for posting videos is Blackstone’s Jon Gray. He has a signature style in which he records himself while jogging and talking about who he’s meeting and what’s in the news.

Other role models who post video that LinkedIn’s team cited:

Ken Poliziani, CMO PGIM
Hanneke Faber, CEO Logitech
Christine Duffy, President Carnival Cruise Lines
Harley Finkelstein, President Shopify

Guidelines to create high performing video content:

–Keep it Short i.e. less than 2 minutes
–Make it Informative sharing ideas
–Be Original ie specific to the speaker
–Be Authentic i.e. not overly scripted

A few things to keep in mind:

–Include a hook with the video’s point
–Add captions in style that fits you
–Add B roll or accompanying images

The best content educates, inspires or entertains. Common frameworks:

–Share career tips
–Share professional news
–Break down company news
–Take the reader behind the scenes
–Comment on industry trends

DM me if you are a CEO or executive looking for help in creating a content strategy for LinkedIn or other social platforms.