The Power Of Video Content

Why 60-Second Videos Outperform 10-Minute Posts—And What to Say In Yours

Let’s face it—attention is the new currency.

You can pour your heart into a 10-minute LinkedIn article that reads like a mini-masterclass, but it’ll likely get half the traction of a raw, relatable 60-second video where you're just talking to the camera.

Why? Because the game has changed. And if you're building your personal brand on LinkedIn, or trying to grow your business by showing up online, understanding why short-form video works is just as important as knowing what to say when you hit record.

📉 Long-form fatigue is real

We’ve been trained to scroll. Think about how you consume content: you're not reading 1,000-word posts line by line. You're skimming. You're watching stories while brushing your teeth. You're listening to Reels on mute in the grocery store lineup.

Our attention spans have shrunk—not because we’re lazy, but because we’re overwhelmed. The average LinkedIn user scrolls through at least 15-20 posts in just a few minutes. If you don’t hook them immediately, they’re gone.

That’s why 60-second videos are magic.

They’re quick. They’re punchy. And if done right, they pack more punch than a 10-minute monologue.

🎥 Short videos outperform for 3 key reasons:

1. They play to the algorithm.
   LinkedIn is heavily promoting video right now, especially native video. And the videos that hold attention get rewarded with reach. A 60-second video that keeps 75% of viewers engaged is algorithm gold compared to a 10-minute post with a 10-second scroll.
   

2. They feel personal.
   When you show up on camera—even with your dog barking in the background—it builds trust. People don’t want polished perfection anymore. They want to feel like they know you. A short, talking-head video creates that instant connection that text can’t.
   

3. They respect people’s time.
   You’re a busy person. So is your audience. Short videos respect that. When someone sees a short video, they’re more likely to click because they know it won’t suck up their lunch break.
   

So what the heck do I say in 60 seconds?

Here’s the best part—it doesn’t have to be groundbreaking. It just needs to be genuine, focused, and value-driven.

Here are 5 simple content frameworks that kill on LinkedIn (all under 60 seconds):

1. The One-Liner Lesson

Start with: “Here’s one thing I wish more people understood about [your field]...”
→ Then drop a quick insight or myth-buster.

✅ Example: “Most people think posting once a week builds your brand. Truth? It’s about consistency and connection.”

2. Client or Personal Win

Start with: “This happened last week with a client…”
→ Tell a 30-second story, and tie it back to a takeaway your audience can apply.

✅ Example: “A client landed three new leads from ONE short-form video we created. Proof that showing up as yourself works.”

3. The Rant (a.k.a. Stir the Pot)

Start with: “Unpopular opinion: [insert your hot take]”
→ Share a contrarian belief that shows you’re a thought leader, not just another echo chamber.

✅ Example: “Unpopular opinion: You don’t need fancy transitions or lighting. You need clarity and confidence.”

4. Behind the Scenes

Start with: “Here’s a peek into how I…”
→ Bring people into your world. Whether it’s how you prep for a client call or how you brainstorm content—it builds intimacy.

✅ Example: “Before I film a client’s LinkedIn video, we always ask: What does your ideal client need to hear today?”

5. Rapid Tips

Start with: “3 quick tips if you want to [solve a specific problem]…”
→ Give bite-sized, actionable tips someone can use today.

✅ Example: “3 quick tips if you hate being on camera: 1) Talk to one person, not the masses. 2) Don’t script, outline. 3) Film when you feel good.”

Pro tip: Don’t overthink it.

You don’t need a ring light, teleprompter, or studio. You need clarity of thought and authentic energy. Use natural light, clean audio, and speak like you’re talking to a friend.

At Executive Lens, we help founders, realtors, and executives turn ideas into content that connects—and converts. But even if you're DIYing it, you can get started today.

Pick up your phone. Frame your face. Hit record.

Then tell us something real.

Your audience isn’t looking for a 10-minute speech.

They’re looking for a spark.

And in 60 seconds, you can light it.