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THE PLAYBOOK

I used to think LinkedIn video was a waste of time. In fact, I hated it.

When they first starting introducing and encouraging video on LinkedIn, I’d spent the last 3 years obsessing over how I could become a better copywriter.

• I’d worked copywriting jobs.

• I’d been paid £1000s to write copy.

• I was all in that it was the best format.

Short, punchy text posts - that’s what built my audience. That’s what worked.

Then AI happened.

Suddenly, anyone could generate decent writing in seconds. The content game quickly shifted, and being able to format words in a certain way became much less valuable.

That’s when I started obsessing over video.

While it isn’t a format that comes naturally to me, it’s safe to say that video will play a huge part in any marketing strategy going forward.

In the B2C world, it’s widely accepted that video is the way to go, but with B2B… well, as always, people are a few years behind.

But LinkedIn heavily pushing video is a sure thing sign that’s it is something all B2B companies need to be jumping onboard with - so that’s exactly what I’m going to be covering in this playbook.

Let me be clear though, This playbook will not:

• Give you the silver bullet.

• Give you a step-by-step solution.

• Tell you what you should be doing.

Instead, I’ll break down the best-performing formats, what actually works for our clients and me, and how to make video a key part of your content strategy.

Here’s the LinkedIn Video Playbook:

Best Formats

Format 1: The Raw Cliffhanger Open

Let me introduce you to a friend of mine called Louis Butterfield. 6 months ago, I never knew this man existed. Then he sent a video of me viral and amassed 2M+ views with it.

(Talk about catching my attention!)

But here’s what’s interesting: it wasn’t just the topic that made it blow up. It was the format. A format I’m calling the “Raw Cliffhanger Open”.

I called it this because Louis’s videos start with what seems like a simple Zoom interview clip.

• He asks a simple question.

• The interviewee starts to answer.

• Then, CUT the video shifts, leaving you on a cliffhanger.

Louis then takes 20-30 seconds to explain his perspective and offer some value before returning back to the less the interviewee was going to share.

Why This Works

Most people on video tend to preach - they sit in front of the camera, start monologuing, and expect people to stay engaged.

This format flips that completely.

It starts with a raw interview, leaves you on a cliffhanger, and then hits you with the educational part of the video.

How to Use It

Let’s say you run a marketing agency (like me). You’d have to set up an interview with a marketing expert - like Rory Sutherland.

Then structure the video like this:

1. Start with the raw hook

   • Ask Rory a question like: “Rory, what’s the most successful marketing campaign you’ve ever run?”

   • As he starts to answer - cut away.

2. Jump in with context.

   • Before showing Rory’s full answer, you step in: “Before we get into that, here’s why this is so interesting…”

God, I love this format.

Format 2: Interview-Style

The highest-performing format on my profile so far has been the “Interview-style” video.

The format is simple: you record yourself doing 1 of 3 things:

• Speaking on stage

• Being interviewed

• Or on a podcast

You then add captions and hit post.

It’s by far the easiest format to get out there, but it works so well because the format signals so much authority.

• If you’re speaking on stage → It signals you’re worth listening to.

• If you’re being interviewed → It signals you’re worth listening to.

• If you’re on a podcast → It signals you’re worth listening to.

So people listen.

(Steven Bartlett often employs this same style too - and it’s been massively effective for him too.)

But what happens if you’re not on stage? Or getting interviewed? Or on podcasts?

Answer: Simulate them.

• Buy a handheld microphone → Have a colleague interview you.

• Set up a studio like a podcast → Record a fake podcast.

• Present like you’re on stage → Just be in the office.

I’ll let you in on a secret: 70% of the pod-style videos I post are recorded in our office studio - not on someone’s podcast.

Format 3: Day In The Life

My brother Morgan has hit 1M+ views after posting just 10 videos in this format.

At it’s core, all he’s done is:

• Pick up his phone.

• Record his day.

• Crop it together.

But let me be clear: a Day in the Life video isn’t about showing your morning coffee, laptop setup, and gym session. They only work when there is a real story attached to them.

There are 2 things you have to focus on for these:

1. It’s not just what you do - it’s why it matters
   

   A mistake people make is thinking this format is about simply filming their tasks. Instead, the best versions follow a mini-story arc:
   
   - Set the scene: Where you are, what’s happening
   - Introduce a conflict: A challenge, insight, or unexpected moment
   - Resolve it with value: A takeaway, lesson, or insight

2. The more videos the better
   
   The best versions of this format change the shot every one to two seconds. Whether it’s a zoom, cut, pan, or text overlay, movement keeps attention.

   
   So as you record your day, record as much as possible - you’re going to need the footage.

Lara Acosta used this format really cleverly last week to promote her course launch. The first half of her video showed a normal workday. Then, seamlessly, her “day” became about putting the finishing touches on her course (which was an undercover promotion of everything that is inside).

She then plugged the launch date and the waitlist link at the end in an authentic and informal way.

No hard sell - just storytelling.

Format 4: Cinematic With Voice Over

Voiceover-driven videos are performing consistently well on LinkedIn. They combine strong visual storytelling with audio narration.

One of the best examples of this was Steven Bartlett’s recent video:

• A simple drone shot of him running through the woods

• An audio clip from his podcast playing over the footage

• Captions reinforcing key phrases

Why does this work?

1. The visuals grab attention
   You don’t need a drone, but you do need motion. Static shots won’t cut it. Walking, gesturing, whiteboarding - all of these should work.

2. The voiceover tells a story
   Most people start by filming and then figuring out what to say. Flip the process. Record a voice memo first, then match the visuals to it.

3. Text keeps people engaged
   Most LinkedIn users scroll with sound off - so use captions.

How to use it:

• Repurpose a strong LinkedIn post into a short-form voiceover video

• Overlay a podcast clip with relevant footage

• Show behind-the-scenes moments while explaining a concept

This format is still underused on LinkedIn, but it’s growing fast. Now is the time to test it.

The video was him running in the woods with what seemed like a drone following him while an extract from his podcast was the voiceover and captions.

Format 5: Zoom Call-Style Clips

Similar to the Louis Butterfield technique we talked about in format 1, another high-performing is this zoom call style format that Tasleem has been using here:

It’s a Zoom-style video, but it feels like insider access to his insights.

All he does is:

• Jump on Zoom with a friend.

• Have them ask him questions.

• Answer them in concise ways.

Sounds easy, but execution matters.

What doesn’t work:

• Long, slow, unedited clips

• A dull “meeting” aesthetic

• Poor lighting, bad sound, zero energy

Such a simple video, yet one I will definitely be testing.

But that’s enough about formats, let’s get into the general best practises.

Best Practises

1/ Avoid No Man's Land

The biggest mistake I’ve made so far on LinkedIn is creating videos that are in what I call “No man’s land” - content that's neither raw nor highly produced.

The best-performing videos fall into one of two categories:

1. Raw Format: These are authentic, minimally edited videos with just captions. They feel genuine and unfiltered. I've seen great success with this style, including videos reaching 100,000 views.

2. Highly Produced: These are well-edited videos with graphics and animations. This polished approach can also yield impressive results, with some videos surpassing 75,000 views.

Anything in between tends to underperform, so aim for either end of this spectrum.

2/ The "We Just" Opening

Posts that start with "We just..." consistently pull in more attention.

Why?

People want to hear what you’re doing - not what you’re preaching.

✅ "We just hired a meme expert."
🚫 "Here’s why hiring a meme expert is smart."

The more you can tie it back to what you’re doing or to your own experience, the better. Avoid preaching at all costs.

3/ The "2 hooks”

Most LinkedIn videos fail for one simple reason - they don’t hook the viewer in the first 3 seconds.

You need to use 2 types of hooks to do this:

• Visual Hook – Something moving on screen. This could be a quick zoom, a cut to a new angle, a bold text pop-up, or even you simply walking into frame. Movement forces attention.

• Audio Hook – What you say first matters. Avoid slow intros. Start with a strong statement, a bold claim, or a question that makes people curious. Example: “Most people are doing LinkedIn video completely wrong.”

4/ Pre-Validate

Most people record, post, and hope for the best. But you’ll waste massive amounts of time. If you’re going to have success with videos on LinkedIn, you need to use pre-validated ideas and formats.

Here’s how to do it:

1. Study Instagram Reels and YouTube Shorts

2. Look at past LinkedIn posts that did well

3. Then find a way to apply them back to you

Find formats, concepts, and ideas that have worked on other platforms and bring them over to LinkedIn.

NOTE: Generally, LinkedIn aligns more with what works on Instagram Reels vs what works on TikTok.

 🌱 THE GREENHOUSE

Things I’ve saved this week that are worth seeing:

• The stats on my video tests. (See here)

• My highest performing LinkedIn video. (See here)

TL;DR

Best Formats

• The Raw Cliffhanger Open

• Interview-Style

• Day in the Life

• Cinematic With Voiceover

• Zoom Call-Style Clips

Best Practices

• Avoid No Man’s Land

• Use the "We Just" Opening

• Master the 3 Hooks

• Pre-Validate Everything

It’s a sad time when you spend your Saturday writing 2000 words on a LinkedIn video, but I really do think it’s going to be a massive channel and opportunity for a lot of B2B businesses in 2025.

Hopefully, you found this useful - if you did, why not send it to a friend?

Until next Sunday.

— Niall

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THAT’S ALL!

This has been a breakdown of LINKEDIN VIDEO playbook. I hope you have learned something and can implement a similar strategy in your business!

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