Cracking the Code on LinkedIn Video DMs: Do They Boost Response Rates?
Ever hit "send" on what you thought was the perfect LinkedIn message, only to watch it disappear into the void? You're not alone. Here's something that might surprise you: viewers retain 95% of information from video compared to just 10% when reading text. That's a massive difference that could change how you approach outreach entirely.
Think you're doing fine with text-only messages? Consider this: brands using video marketing see their revenue grow by 49%. LinkedIn video messaging lets you connect with professionals directly on the platform without the back-and-forth of email chains. Plus, trust matters more than ever in sales: 44% of buyers surveyed by LinkedIn say it's a crucial factor in their purchasing decisions, and personalized video messages are incredibly effective at building that trust.
Whether you're reaching out to new prospects, following up with existing connections, or nurturing relationships that have gone cold, video messages give you a serious advantage in cutting through the noise.
Sound interesting? This guide will show you exactly when video works (and when it doesn't), what to say in those make-or-break first seconds, and how to set yourself up for success with the right approach and tools.
When Video Works (and When It Doesn't)
Video messaging isn't a magic bullet for every LinkedIn interaction. The difference between getting responses and adding to someone's digital clutter often comes down to knowing when to hit record and when to stick with text.
The numbers don't lie:
- LinkedIn video posts are five times more likely to start a conversation and earn three times the engagement of text-only posts.
- Personalized videos deliver an impressive 16 times higher click-to-open rate.
- Video messages can improve response rates by up to 300%.
Here's what makes this especially powerful for B2B sales: 59% of senior executives prefer watching videos over reading text. If you're targeting leadership positions, video gives you a serious edge.
When Video Makes Sense
Use LinkedIn video strategically in these high-impact situations:
- Making first impressions: When you need to stand out in a crowded inbox and create a genuine personal connection
- Explaining complex concepts: When demonstrating products or walking through detailed ideas that would take paragraphs to explain in text
- Building relationships: Throughout your sales process, from initial prospecting to follow-ups
- Re-engaging cold prospects: When your previous text-based outreach has been ignored
When to Skip Video
Stick with text-based messaging for:
- Quick updates or simple questions that don't need visual explanation
- Times when your prospect likely can't watch video (busy environments, mobile-only situations)
- Basic meeting logistics or straightforward follow-ups
One sales expert puts it perfectly: "Video is not the be-all-and-end-all... There are as many people who hate getting video messages as there are who like getting them." Smart application beats blanket video usage every time.
Keep It Short
The sweet spot for prospecting videos is 30-90 seconds. Go beyond two minutes and you'll lose about 60% of your viewers. Your goal isn't to tell your whole story. It is to start a conversation.
What to Say in the First 8 Seconds
Picture this: you've spent time crafting the perfect video message, hit record, and then... freeze. What do you actually say when that camera starts rolling? You're not alone; most people struggle with those crucial opening moments.
Here's the reality: the first 8 seconds determine whether your recipient watches until the end or hits delete. No pressure, right?
The good news? You don't need to be a natural on camera to hook your viewer.
Focus on creating four types of hooks that work together:
- Visual hooks - Your facial expression and background
- Audio hooks - Your tone and opening statement
- Written hooks - Any text overlays in your video
- Caption hooks - The preview text that appears in the message
Start with something that makes your viewer think. Ask a provocative question that addresses their pain points: "Did you know most people make this mistake when negotiating their salary?". This creates natural curiosity that prompts them to keep watching.
Alternatively, use humor to break the ice. A well-placed joke about a common industry challenge can put viewers at ease and show you're not just another sales rep pushing a product. This approach builds instant rapport.
Your messaging should mirror what works in your cold calls - don't reinvent what already converts just because you're on camera. Keep it concise, aiming for 30-60 seconds at most.
Here's a common mistake: starting with lengthy intros or stating your name and company first. As one expert notes, "Have you ever seen a commercial that starts with the name of the product?". Instead, dive straight into the story or value proposition.
The goal is simple: make viewers so curious they can't help but watch to the end. With personalized video messages, you'll stand out in crowded inboxes - especially important considering more than 70% of consumers expect companies to deliver personalized messaging.
Pro tip: prepare either a brief script or key talking points beforehand to ensure you deliver your message confidently without forgetting crucial elements.
The Setup: Tools, Lighting, and Delivery
Getting your video messages to look professional isn't rocket science, but there are a few non-negotiables. First up: you must use the official LinkedIn mobile app to send native video messages. Skip the third-party tools like Loom or Drift. Your prospects are far less likely to click external links compared to watching videos directly on LinkedIn.
Lighting can make or break your message. Even the best camera looks terrible with poor lighting. Here's what works:
- Key light: Position your main light source at a 45-degree angle from where you're sitting
- Fill light: Add a softer light on the opposite side to eliminate harsh shadows
- Back light: Place a light behind you for depth and separation
Don't have a professional setup? No problem. Position yourself near a window with soft, indirect light. Avoid harsh direct sunlight or overhead lighting that creates shadows under your eyes. Quick DIY fix: use desk lamps with some diffusion material or white foam board to bounce light back.
Your smartphone camera works perfectly fine. Just use the rear camera for better quality when possible. Mount it on a tripod for stability and position it at eye level. Nobody wants to look up your nose or down at the top of your head.
Keep your background clean and professional. Avoid confidential materials or anything distracting in the frame. A plain wall or simple, organized space does the job.
Here's something important: nearly 70% of LinkedIn users access the platform via mobile devices, so your video needs to look good on both mobile and desktop. Plus, 85% of social media videos are watched without sound. This means your message should work visually even if someone can't hear you.
Your body language matters more than you think. Maintain a relaxed posture, make eye contact with the camera, and rehearse your key points beforehand. Confidence shows, and so does nervousness.
The LinkedIn app allows videos up to ten minutes, but keep business messages between 30-90 seconds for best results. Any longer and you risk losing your viewer's attention.
Scripts That Actually Get Responses
Here's the reality: most video messages sound exactly the same. Generic introductions, lengthy company pitches, and desperate-sounding calls to action. Ready-to-use scripts change that completely. They make the difference between a message that gets ignored and one that starts a real conversation.
The most successful LinkedIn video messages follow a three-step structure that prioritizes conversation before pitching. Start with the right approach. Sending videos directly through the LinkedIn app yields higher engagement as prospects are far less likely to click to an outside link vs just watching your video directly on LinkedIn. Ditch outdated tactics like whiteboards with prospects' names, which experts note "died in 2019".
For SDRs: The "Probe, Qualify, Snatch" Method
This approach has helped professionals book over 1,200 calls in two years:
- Probe: "How were your inbound leads last month? Any from LinkedIn?" (Uncover pain points conversationally)
- Qualify: "What's your current MRR? Do you have ads live right now?" (Determine if they're a good fit)
- Snatch: "Interesting, we've just booked 22 calls for a SaaS agency like yours in July. Want me to show you what we did?" (Book the call)
The beauty of this method? You're not pitching immediately. You're having a conversation that naturally leads to booking time.
For Founders: Pattern-Interrupt Messages
Voice notes work incredibly well for founders in a pattern-interrupt that creates curiosity. Your first-touch template might be: "Hi [Name], I'm reaching out because I saw [trigger]. Typically when I speak with [title] who have [tie to trigger], they struggle with [pain point] which leads to [impact]".
This approach positions you as someone who understands their world, not just another founder trying to sell something.
For Account Managers: Multi-Thread Conversations
Account managers can use "multi-thread conversations" that address both business and personal topics simultaneously: "Hey [Name], dig the concept behind your company. You guys do mostly Google ads for what kinds of companies? Always wanted to visit [their location], by the way".
This creates multiple conversation threads they can respond to, increasing your chances of getting a reply.
The Follow-Up Formula
When following up after connection acceptance, keep it simple: briefly introduce yourself, explain why you reached out, highlight relevancy to their pain points, and create a simple call-to-action.
Don't overthink it. Customize these scripts. One LinkedIn message that achieved a 38% reply rate simply noted engagement with content and asked a leading question about potential pain points. Sometimes the simplest approach wins.
Ready to Make Video Work for You?
You've got the roadmap. You understand when video makes sense and when it doesn't. You know how to hook viewers in those crucial first seconds and set up your recording for maximum impact. The question now is simple: what are you going to do with this knowledge?
Here's the reality: video messages can boost response rates by up to 300%, but only if you actually use them strategically. The professional communication landscape has shifted, and those who adapt will win while others keep sending messages that never get opened.
Think about your current outreach approach. Are you still relying solely on text messages that blend into crowded inboxes? Your prospects are getting dozens of similar messages every day. Video gives you a chance to stand out, build trust, and create genuine connections that lead to real conversations.
The beauty of LinkedIn video messaging lies in testing what works for your specific audience. Start with one or two video messages this week. Pay attention to response rates. Notice which approaches generate replies and which fall flat. This becomes your personal conversion data that no competitor can replicate.
Different roles require different approaches. SDRs might find success with the "Probe, Qualify, Snatch" method, while founders could benefit from pattern-interrupting techniques. Account managers often see better results with multi-threaded conversations that mix business with personal elements. The key is finding what resonates with your prospects.
Don't overthink it. Your smartphone camera works perfectly. Good lighting helps, but it doesn't need to be Hollywood-level production. What matters most is authentic connection and providing value in those first few seconds.
The 49% revenue growth potential for brands using video marketing isn't just a nice statistic. It represents real opportunity for professionals who embrace this approach. Will you be one of them, or will you keep doing what everyone else is doing?
Start small, track your results, and refine your approach based on what actually works. Your prospects are waiting for someone to break through the noise and connect with them as real people, not just another name in their inbox.
Tools to Make Video Messaging Work Better
Getting your video messaging setup right can feel overwhelming at first. You've got the strategy down, you know what to say, but now you need the right tools to make everything work smoothly. Here's the thing: the difference between a video that gets watched and one that gets deleted often comes down to having the right platform behind your efforts.
Most salespeople try to cobble together a workflow: recording in one tool, uploading somewhere else, then manually pasting links into cold messages. It’s clunky, time-consuming, and hard to scale.
SalesHero
That’s where SalesHero helps. While it’s not a video creation platform, SalesHero makes it easy to attach personalized video links directly into your outreach messages. Whether you're using Vidyard, Loom, or another video tool, you can embed your videos into sequences without breaking your workflow. No switching tabs or copy-pasting links.
With SalesHero, your video messages are delivered exactly where they should be: in front of the right prospects, within a message that’s personalized and relevant. It’s a small integration with a big impact of boosting engagement while keeping your outreach streamlined and efficient.
Ready to make your LinkedIn outreach faster, smarter, and more consistent? Request a demo of SalesHero today and see how AI can unlock better results without the grind.
