LinkedIn recently improved it’s native video tools. It used to be that you could only link to YouTube videos. What this means is huge increased potential for driving brand awareness, website traffic, and ultimately – sales, has increased significantly. This post will explain how you can use the LinkedIn video platform more effectively to grow your business.
Why LinkedIn Video?
If you’re like me, you mostly only jump on social media sites a few times a day – when you’re waiting in line for lunch, taking a bio-break, or winding down before bed. This means I typically blast through the feed of political rants, kid photos, and advertisements and only stop if I see something interesting. Most of the time it’s a video that catches my eye. I’m not that into cat videos, but a good ski or mountain bike video can draw me in.
When I’m perusing LinkedIn, it’s a bit different. I still skim through at a good clip and only stop if I see something that piques my interest but when I view LinkedIn I typically have my B2B hat on rather than the B2C mindset that I have when viewing Facebook or other platforms. Either way, video is what pulls me in most of the time.
Sprout Social has done research showing that on average a typical LinkedIn user only spends 17 minutes a month on the platform where a typical Facebook user spends 50 minutes a day. A main reason is video and that’s why you need to use video on LinkedIn today. Look at it from LinkedIn’s perspective (LinkedIn is owned by Microsoft). They want you to spend time on their site because it grows their ad revenue and builds their social profiles for more targeted advertising in the future. If they know that video draws in the viewers and gets them to spend more time on LinkedIn, they’re going to promote video content and be sure to get the best videos in front of more people.
That’s why you need to make and post awesome videos on LinkedIn.
What should you post on LinkedIn Video?
So, you’ve decided to begin to leverage LinkedIn video, now the question is how.
Here are some pro tips on how to make the best and most engaging LinkedIn videos, whether they’re to market your new product, build brand awareness, or promote yourself in your career.
Choose the right topic
LinkedIn is a professional network and what may be perfect for other platforms will flop on LinkedIn. No cat videos, No fail videos, No vacation videos (Unless you’re in the cat business of course).
If your product is evergreen, you don’t need to worry about the timeliness of your LinkedIn videos, but if you have products that continually change and get upgraded or revised, you’ll want to be sure you use relevant content that matches the current state of things. This should be a no brainer, but we’ve seen plenty of videos that are outdated and no longer match reality. Keep things up to date.
Engage your viewers
If you remember my social media viewing habits described above, you’ll know how the typical viewer engages on LinkedIn. You have a fraction of a second to catch people’s attention and get them to watch your video. Once they start watching your video, you have about three seconds to keep their attention before they scroll on. How do you do that?
Tell a story
A tried and true way is to tell your audience a story. We all love a good story and if you know your audience and target a story to them that draws out emotions, you’ll have them hooked to the end.
Another way is to give them bite-size chunks of valuable knowledge. A good example of this is a quick overhead food video showing how to make a dish in a timelapsed view.
The primary question you should ask yourself when deciding what type of video to make, is “How will this add value to the viewer?” If the viewer is getting value from your video from the beginning to the end, they’ll start and keep watching.
Catch their eye with a thoughtful thumbnail
Regardless of what type of video you choose to post on LinkedIn, the thumbnail and title are perhaps the most important parts in getting people to stop and watch. Choosing a thumbnail that represents a critical part of your video without giving away the entire story is effective. An example would be if you’re promoting your floral business by telling a story of a husband buying flowers for his wife for a special occasion, you could grab a screenshot of the wife couple embracing with some tears on the wife’s face and the flowers in the foreground of the shot. There’s emotion in the shot, but it doesn’t tell the whole story.
Use a sharp title to hook them
For the title, you need a hook. This could be a question or a statement that causes the reader to ask, “what’s that all about?” The title should represent what you’re promoting, but it can also be a bit off topic to allure the viewers.
If your content is good, people will watch, engage, and share it with others. This is proof that you’ve hit the nail on the head and if you don’t get any watches or shares, you can be sure you need to try something else the next go-around.
Keep it short
Another key point to getting viewership for your LinkedIn videos is to keep them short. People go to YouTube to watch videos. They come to LinkedIn to connect with their industry, peers, and learn about new things. This means your videos need to be no longer than a minute or two.
If you have way more content to share, you can create a quick trailer for a longer video that you have hosted somwhere else. You can watch a one minute trailer for a full-length motion picture and understand the general story enough for you to want more. This is a good method to use on LinkedIn as well. Give them a taste and get the viewers to click through to more content on your website. Don’t drown them in content on LinkedIn. They won’t watch it all.
Make it Pro
You may think you need a professional video editor to produce any video content for social media. The truth is that using your Iphone and a good story, you can make some decent footage.
Check out our post on getting better video from your smart phone here.
Of course you likely won’t be able to rival a professional production studio with your phone camera and Movie Maker, but you can get a good-enough product.
Professional video is doable for relatively cheap if you know where to look. Especially if you do the storyboarding and filming, which is totally doable.
The post production is the stage that separates amateur from pro when it comes to LinkedIn video. Having slick animated titles, transitions, and captions isn’t required, but will improve your viewer’s experience and let them know that you are a top-shelf company and can be trusted with their business.
Now that you have a great video to share, let’s dive in to how you can leverage your video on LinkedIn.
How LinkedIn Video Works
As of this post, here are the basic steps of how a user can add video to LinkedIn.
- Mobile app users can tap the icon next to the status update box to add LinkedIn video.
- Users can then choose the option to either shoot and record an ongoing event or select a video to upload from their mobile video gallery. Any videos recorded using the LinkedIn app will be saved and added to the user’s mobile media gallery or phone camera roll.
- Once a video is recorded or selected, the user can add a text description before sharing it on LinkedIn.
- The uploaded video will automatically play, with sounds turned off by default, on your contacts’ news feeds as they scroll through their feed.
LinkedIn allows videos up to 10 minutes in length, but as discussed previously, you’ll have a hard time capturing your viewer’s attention for that long on a routine basis.
You can post vertical or horizontal videos.
LinkedIn tracks and displays your video performance metrics based on views and length of view like Facebook or other platforms. This will allow you to know if your videos are effective or if you need to revisit the studio or editing desk.
You’ll also get a breakdown of your video viewer’s demographics to help further targeting.
This basically lets you figure out which users are most likely to view specific types of content, allowing you to tailor your strategy accordingly and develop more video content that fits the tastes and needs of your desired audience.
So, what are you waiting for. Get going with B2B target video marketing on LinkedIn today and start growing your business.