In the last few years, the existence of online video has surged, and on LinkedIn, it’s no different.
LinkedIn video supports creditability while educating and engaging with your audience. After all, act-on.com reports that 80% of B2B leads come from LinkedIn. What’s more, other social media channels produce less than 19.67 per cent of all leads, making LinkedIn the largest producer of all.
With 71 per cent of users reporting that they feel LinkedIn is a credible source for professional content, it’s no wonder that about 45% of readers are in the upper ranks of their industries, such as managers, VPs or CEOs.
When it comes to utilising LinkedIn for video marketing, people are 20 times more likely to share a video with their connections than any other type of LinkedIn post.
So, while the lighting, equipment, backdrop, sound and editing are all important, the most essential factor is the content.
LinkedIn videos fall into a number of categories, but the ones to focus on include:
The Expert Positioning Video.
Here, you can position yourself as an expert with an attempt to educate your audience and share your knowledge on a topic within your area of expertise.
The Customer Success Video.
These videos aim to personify testimonials and are great for validation and social proof. A helpful tip is to create customer success videos that reflect the type of clients you want to work with in order to attract more of that demographic in the future.
The Demonstration Video.
The intention of these videos is to show your audience a product ‘in action’. While primarily used to showcase a product’s features, you can also use these videos to demonstrate a particular skill or service you can provide. While this can have some overlap with the Expert Position Video, the aim with a Demonstration Video is to behave more as an instructional tutorial.
The Presentation Video.
The focus for these is for any form of presentation such as a webinar or public speech. A great way to advertise yourself is to create a preview of a future presentation or snippet of a previous presentation, to engage your audience with your work.
The Company News Video.
These are informative videos with a company focus, aiming to share any news, updates or changes within your company. Use these to launch a new product or service to your audience.
The Company Team Video.
These behind-the-scenes videos are used to introduce key team members and bring a sense of transparency, personalisation, likeability and trust. Use these to spotlight your upcoming employees or interview influential team members to give your audience a unique insight into the business culture of your company.
Optimising your LinkedIn videos.
To keep your videos optimised for LinkedIn, the preferred length of a video should be between 30 and 60 seconds long. This means keeping them short and succinct for your purpose.
Once you have your video filmed, edited and ready to go, there are a few ways to share your video on LinkedIn, you can:
- Add the video to your profile. This can be done under the ‘media’ section where it prompts you to either add a link or upload directly.
- Start a post and either upload your video natively or share a link. Keep in mind that natively shared video will get more visibility as LinkedIn want to keep you on their platform.
- Include the video in an article that you have posted on LinkedIn.
- Add the video to your company or business page. Take note that while your personal page will get more traction, your company page videos are great for validation.
Lastly, if you are looking to create a video, some other tips include:
- Identify your goals and objectives before you start your video.
- Provide educational content that is specific to your audience.
- Include subtitles or closed captions for greater accessibility, as LinkedIn now has closed captioning features.
- Make sure you have your branding on your video. If your video gets shared, you want it to be connected to you.
- Have a call to action. If someone is engaged and inspired after watching your video, you’ll want to have your contact information available to them.
- Take advantage of search engine optimisation (SEO), so add keywords to titles, tags and descriptions and remember to use hashtags.
- You can use LinkedIn video ads to build awareness and engage with potential clients.
Don’t do a direct sales video; no one likes being sold to.
The aim is to educate.