LinkedIn Content Strategy for Video Business Owners

Most video producers know they should be posting more on LinkedIn. It’s the B2B social platform. It’s where your clients and prospects are. And it’s one of the best places to share your work, ideas, and insights.

But for many people, there’s resistance. It can feel awkward or fake. And when you do post, it’s easy to feel deflated when no one reacts.

The truth is, LinkedIn isn’t about likes or comments. It’s about visibility.It’s about staying in your clients’ awareness.

This guide will help you build a practical rhythm for LinkedIn so you can stay visible, relevant, and human.

Why LinkedIn Matters

LinkedIn is where your clients spend time. If you work with corporates, agencies, universities, or government, this is their social platform. It’s not an optional extra. It’s part of your business infrastructure. Like your website, your gear, and your accounting system.

Posting on LinkedIn isn’t about ego. It’s about responsibility. Your job as a business owner is to make sure people know you exist and remember what you do.

When you show up consistently, people start to feel like they know you. They see your face. They see your work. They remember your name. That’s how familiarity builds trust.

Most video producers know they should be posting on LinkedIn, but they hesitate because it feels awkward or self-promotional.

Reframing LinkedIn as a Business Tool

Many producers think of LinkedIn as a chore or a social obligation. Try reframing it as part of your infrastructure.

If you were managing someone else’s business, the owner would expect you to represent it publicly, talk up the work, and connect with clients and prospects. That’s part of the job.

Think of it the same way in your own business.
It’s not emotional. It’s just part of running things properly.

Once you make that mindset shift, the next question becomes clear: what should you post?

The Five Types of LinkedIn Content

I tend to group LinkedIn content into five categories. These give you enough variety to keep things interesting while staying consistent.

1. Educational

Teach something simple or share something you’ve learned.
It might be a filming tip, a story from a shoot, or a short lesson about helping a client solve a problem.

For example, how to prepare for being filmed, or how to interview someone on camera. These practical insights show that you know your craft.

But remember: information is cheap now. With the rise of AI, anyone can ask ChatGPT for a list of tips. What people value is the human angle. Frame your lessons through your own experience. Share what happened on set, how the client reacted, what you noticed. That’s where your expertise shows up.

2. Behind the Scenes

People love behind-the-scenes content. It gives them a window into your world.

Show your team setting up, a quick clip from a shoot, or even a phone photo. It doesn’t have to be polished. In fact, rough footage often feels more personal and real.

Sometimes, for larger projects, it’s worth having someone specifically capture BTS content and interviews. It gives you great material for later: social posts, case studies, even showreel snippets.

Every shoot is a content opportunity. If you’re already on location, what could you show or talk about that helps people see your process?

3. Personal

This is where you let people see the person behind the business.

Maybe it’s something you’ve been thinking about, a lesson learned the hard way, or a reflection from your week.

You don’t need to overshare. Just a glimpse into what drives you, what you care about, or how you approach your work. These posts help people connect with you on a deeper level.

It’s not about vulnerability for engagement. It’s about showing the human being that clients will actually work with.

4. Philosophical

These are the bigger reflections: the ideas you’d probably talk about with another filmmaker over coffee.

Creativity, technology, collaboration, AI, leadership. This is where you show how you think.

It signals that you’re a professional who reads, reflects, and stays curious. You’re not just a technician who happens to own a camera. You’re someone who brings ideas, not just gear.

These posts often build long-term trust. They attract clients who value thinking, not just production.

5. Ask

This is the “right hook” in Gary Vaynerchuk’s framework Jab, Jab, Jab, Right Hook.

You give value through your posts. You share generously. You’re not always selling.

Then occasionally, you ask.

Tell people about your services, a new offer, or an upcoming opportunity. Because you’ve earned their attention by giving value first, these posts feel natural, not pushy.

When the time’s right, say clearly what you have, who it’s for, and why it helps. People appreciate directness.

Don’t Overthink What Belongs Where

A common mistake is trying to separate what’s “for Instagram” and what’s “for LinkedIn.”

These days, almost anything goes on LinkedIn. You can post reels, photos, reflections, or short updates. It’s not just for corporate announcements anymore.

If you’ve made something you’re proud of, share it in both places.
A behind-the-scenes shot, a client testimonial, a short clip. It all works.

Selfies are great too. A quick photo with your client or crew shows connection and energy. It humanises your business.

When people see those posts, they think, “That looks like a good team to work with.” It’s social proof without saying a word.

The Power of Consistency

Most people post once, get little engagement, and stop. But that misses the real power of LinkedIn.

Many of the people who matter won’t like or comment at all. They’ll just see your name, your work, and remember you.

Clients have told me months later that they saw something I posted, even when I had no idea they were paying attention.

That’s the power of consistency. You’re part of their awareness, even when they don’t respond.

And when they need video help, you’re already on their mental shortlist.

Visibility Is a Responsibility

If you believe in the value of your work, posting regularly isn’t self-promotion, it’s service.

Your clients benefit when they find you. If you hide, you’re making it harder for them to get the results your videos deliver.

Think of visibility as duty of care. You’re giving people a chance to discover your work and get help from someone who genuinely knows what they’re doing.

The Medium Is the Message

When I studied media at university, we learned about Marshall McLuhan, a Canadian philosopher and media theorist from the 1960s.

He’s famous for the phrase, “The medium is the message.”

What he meant is that the form of communication shapes meaning more than the actual content. When television arrived, it didn’t just show programs. It changed attention, emotion, and culture itself.

The same is happening now with LinkedIn.

The medium shapes the message. Just showing up communicates something.

Even if people don’t react, they still register your presence. They see that you’re active, professional, and part of the conversation.

Over time, that repetition shapes perception. It tells your network that you’re relevant and doing work that matters.

Be Human in the Age of AI

When ChatGPT arrived, it was exciting. Suddenly you could generate ideas, outlines, and content fast.

But something strange has happened. Everything’s started to sound the same.

Same rhythm. Same tone. Same overly polite personality.

Scroll through LinkedIn and you can spot it instantly: the perfect formatting, the symmetrical sentences, the same phrases popping up everywhere. (“Here’s the truth.”)

Then you see comments that sound robotic too.

It’s all too clean. Too polished. Too safe.

And it’s killing individuality.

The irony is that people don’t want perfection. They want you.

Your phrasing. Your rough edges. Your perspective. That’s what stands out now.

So use AI if it helps you organise your ideas. But then put yourself back into the writing. Loosen it up. Make it sound like an actual person.

Because human rhythm is what people connect with.

Bringing It All Together

Keep showing up. Post regularly on your personal page.

Use the five types of content: educational, behind the scenes, personal, philosophical, and ask.

Mix them up. Teach something. Share something human. Show people who you are.

Don’t worry about going viral. Focus on rhythm and visibility.

Because someone out there is scrolling right now, and your name might be the one they remember.

If you want to build a smarter, more consistent marketing rhythm that doesn’t rely on random referrals, this is what I help video business owners do through coaching.

You can find out more at ryanspanger.com/coaching.