If you call LinkedIn advertising the greatest gift to B2B businesses since direct mail, you wouldn’t be far off. The ability to advertise to people based on their job title is a great marketing and sales opportunity. The addition of a built-in video player in 2017 made LinkedIn even more powerful and it provides a great opportunity for brands.
LinkedIn isn’t just for getting a job, it is a great place to connect professionally and share business-related content. As with any social media site that ventures into video, there is a time where said social media site gives an extra boost to posts that include video.
This is true on Linked and to back this up, LinkedIn has released some data about what they see when it comes to video on the site. LinkedIn says that video posts are shared 20 times more than regular posts. It is important to know that this only works for videos directly uploaded to LinkedIn. So, no more sharing your YouTube video links on LinkedIn if you want to get all of the benefits that LinkedIn gives your video.
If you have been sitting on the fence when it comes to video, now is the time to get started. This is a good time to build an audience on LinkedIn because not a lot of people are uploading video to LinkedIn, which makes it easier to stand out. Every day that you wait means it will just get more complicated and expensive to get people to watch your videos, no matter how good they are.
It is tempting to reuse content you have created for other platforms. I think it is a good idea to use your video content on as many sites as possible as long as it isn’t seen as duplicate content by search engines, such as Google and Bing. However, not all of your current videos will be right for LinkedIn. Make sure you do some testing to see what will work best for your LinkedIn audience. At the very least your call to action at the end of the video should be customized for Linkedin.
Remember to give the viewer a reason to keep watching past the first 10 seconds. Just like on the other social platforms, you need to visually capture someone’s attention, especially with ads. It is also a good idea to burn in subtitles. You also need to think about your audience when thinking about how long to make your videos. For ads, it is best to start at 30 seconds. Before you upload any video, make sure your profile is optimized because your profile is credibility. You need a good headshot. The headline should be clear. You need a header image that shows what you do.
Getting started is easy
Uploading a video is very easy. On a desktop computer log into your account, start creating an update, and select the video option. You can then upload your video. Don’t just post the video. Make sure you put something in the description. Make sure this description is search friendly. This is important for LinkedIn.
Remember, Google also crawls LinkedIn. Make sure the first frame of your video is right for the thumbnail. As of right now, you can’t upload custom thumbnails. LinkedIn will pull the first frame of your video for the thumbnail, so try to customize the first frame.
Also, make sure to use an emoji in your title or description. I know this seems strange but, as of the writing of this post, emojis are a valuable tool on LinkedIn. Next, add your tags. This is an important step because it will provide additional views for your video by making your video more discoverable. The last step is to click the post button.
You can also record video right from the app on iOS and Android devices. If you are going to do this I recommend using a tripod and microphone if you are recording with a cell phone. It will make your videos look more professional.
I have created a free guide with links to the accessories you need to make your smartphone video look better. You can download it here.
The best thing to do with video is to jump in with both feet. Don’t get lost in the process. If you are a big brand, spend the money to get professional help. If you are a small brand, get out your smartphone and start recording. Create as much content as you can at one time.
Both horizontal and vertical video work on LinkedIn, so you can hold your phone in portrait or landscape. I haven’t seen any data as to which type of video works best on LinkedIn, yet. This will be something you will want to keep an eye on. I lean toward the traditional landscape style video because you can repurpose it for YouTube.
Just like Facebook videos, LinkedIn videos auto-play without sound. This makes it important for you to add captions. We have found the LinkedIn captions to be a little problematic so make sure to burn in your captions. This is done using professional editing software, making the captions part of the video file. This glitch will most likely get better over time, so keep an eye out and adjust accordingly.
Just like Facebook and every other video sharing site, make sure that the first few seconds of your video are visually appealing. The first three seconds are the most important. Why? Because if you can keep them for the first three seconds, then you have them hooked for another 3 -5 seconds and so on and so forth.
What types of videos work best
There are many different types of videos that you could create. As with anything, some types of video work better on LinkedIn than others. Here are a few you might want to consider.
Some might call this a company introduction video. This story makes the viewer the hero. Unfortunately, too many brand stories are focused on the brand bragging about how great they are and fail to draw in the viewers who are looking for someone to solve their problems.
Thought leadership video
This is more than just a how-to video. Thought leaders change the world with their ideas. Thought Leadership video, when done right, sets you up as an expert that people want to do business with.
Customer success stories
These are important because it is way more valuable to have someone else talk about how great your company is than to have you bragging about yourself.
You can also do a quick demo of your product if it is of value to the LinkedIn audience. Another idea is to tease an upcoming webinar or event. This would be a great place to use a trade show video production that invites people to connect with you at an upcoming trade show or shows what happened at your last trade show.
Videos with real people in them are going to do better than motion graphics animated video. Animated video is great for explaining complex ideas, but real people are best for almost every other type of video.
Test and Measure
LinkedIn provides some analytics for your video so make sure to keep an eye on them to see what company, what role, and where your viewers are from. It is interesting to note that LinkedIn analytics expire after 30 days. LinkedIn doesn’t seem to be good for long-term audience growth in the same way that YouTube is. This is why we recommend to our clients that you create a version for LinkedIn and YouTube: LinkedIn for rapid audience growth and YouTube for long-term searchability.
Linkedin Video Ads
LinkedIn video ads are great for B2B companies because you can target your audience by different traits; such as job title, seniority, company name, industry, skills and more. LinkedIn says that site users spend 3x more time watching video ads compared to static sponsored content. Video ads can have one of three goals on LinkedIn: website visits, collect leads or get video views.
As with any social media site, you need to be consistently uploading new videos. One video a week for 1 minute is a good way to get started. While a site like YouTube gives preference to uploading daily, LinkedIn currently seems to do best when you upload once a week.
There is a lot of confusion about using LinkedIn for marketing. Remember, just because it is a business-focused social media site doesn’t necessarily make it right for your business. You need to check to make sure your target audience actually uses it. The HR department can use video to attract top talent. In this time of low unemployment, your company needs to stand out. This isn’t just for brands individuals should use this opportunity to build their personal brand. As with any content marketing strategy you are not going be an overnight success but with the niche audience of Linkedin and some commitment you or your brand have a good opportunity to build an audience faster than could be done on other social platforms.