Since the launch of LinkedIn videos in 2017, video posts have generated more than 300 million impressions, earned an average of three times the engagement of text posts, and are five times more likely than other content to instigate a conversation between LinkedIn members. Furthermore, studies have shown that brands using video marketing can grow their revenue 49% faster than other companies.
Obviously, using video in your small business marketing strategy is a no-brainer. But maybe you don’t know exactly where to start or you just need a few pointers for creating the best LinkedIn videos possible.
That’s why we’re sharing our best tips for LinkedIn videos for 2020. Get started on the road to LinkedIn videos success!
LinkedIn Videos – It Takes All Sorts
You may not be aware that there are a few different formats for sharing your videos on LinkedIn. In fact, the type you use may affect the way users can interact with them. Here’s a short rundown:
Embedded videos - Many brands use video-hosting platforms like YouTube or Vimeo, then share the link to their LinkedIn. This may be a perfect option for influencers or other businesses who want to feature their channels and increase views on their video platform. Furthermore, it’s necessary if you’ve written a LinkedIn article and want to share a video from there since native video won’t work in articles.
That said, embedded LinkedIn videos can have their limitations. Videos hosted on other platforms won't auto-play in the LinkedIn feed. Instead, a clickable preview image shows and users will have to click through to the other service to watch the video. This impacts the way your LinkedIn video metrics and other analytics will capture data. Furthermore, it changes the way users will interact with your post, so be sure you’re only using this option if it supports your end goal.
LinkedIn native video - “Native video” is uploaded directly to LinkedIn or created from within the platform. Unlike embedded videos, LinkedIn native videos auto-play and have a better chance of catching your networks’ attention. Studies show that native videos on social media are shared up to ten times more than linked videos.
After posting your video, you’ll gain audience insights such as how many views, likes, and comments your LinkedIn video gets over various periods of time. Similarly, you’ll be able to see the top businesses, job titles, and locations of your viewers.
LinkedIn video ads - These are sponsored company videos that appear in the LinkedIn feed. Page administrators can create an ad campaign using Campaign Manager or sponsor an existing post. Video ad campaigns will increase brand awareness and lead generation because they are displayed to a larger and more targeted audience.
LinkedIn native video can only be a maximum of 10 minutes long. In contrast, LinkedIn video ads can run for up to 30 minutes, which is super for sharing more in-depth information with your viewers. Another benefit is that LinkedIn video ads produce richer analytics and give you fantastic insight into your ideal audience and their interests.
Videos you can’t add – Animated GIFs will not work on LinkedIn and you can’t add video content stored from your iCloud account directly. Here’s a list of supported LinkedIn video formats and other information you should know about LinkedIn videos.
Ultimately you need to consider what your goals are. What do you want to achieve with your video? This will help you to determine the best type of LinkedIn video to display. If you want to draw viewers to your YouTube channel, embed your video. On the other hand, if you want to attract new connections or open up business opportunities, then native video or even an ad are probably your best options.
See how to optimize your LinkedIn profile for 2020!
Creative Content Ideas for LinkedIn videos
So now you know your display options for LinkedIn videos, and you may have hashed out some goals you want to achieve. But now what? You have to actually create your videos, don’t you? If you’re having trouble coming up with some ideas and need a place to start, we’re happy to help! Check out this list:
- If you have a company blog, choose your best performing content and repurpose it into a LinkedIn video
- Share company news and updates such as new board members or initiatives, recent acquisitions and partnerships, charity projects you’re involved in, or your impact within the community
- Announce new product launches or services, beta programs, or changes and additions you’re looking forward to in the future and encourage feedback
- Go behind-the-scenes to show your viewers a day in the life of your business. Showcase your employees and their skills, your company culture, or focus on the technology that allows you to give superior service
- Create instructional or educational videos relevant to your industry. Give a breakdown of complicated jargon or complex topics your customers often need help understanding
- Announce upcoming events and encourage registration
- Provide insider coverage of an industry event such as keynotes, speakers, product demos, interviews, and other top moments
- Become a thought leader with interviews that share the vision, passion, and insights of your executive team members
- Share a case study and other testimonials to show how your products or services have helped your customers
- Share your company values and vision. What is the ultimate end goal of your business and what impact do you want to have in the world around you? What impact have you already had?
- If your business gets mentioned on a television program, in a magazine article, by a famous blogger, or even used in a meme, share it!
- Make a video about your company’s history – how did you get started and how did you grow to the thriving business you are today?
- Post videos about your products and services, and not just encouraging people to buy them. Show them how to use them, give demonstrations, answer FAQs, resolve your customers’ pain points, etc.
4 Checkups for Your LinkedIn Videos
When creating your LinkedIn videos there are four important factors you should check for in order to help them succeed. After all, if you haven’t given the time and attention to make your video as awesome as possible, why should anyone give their time and attention to watch it?
- Be Mobile Responsive - 57% of all engagement on LinkedIn is mobile, so you need to be sure your hard work pays off by optimizing your content for mobile users. You can do this by using the correct format. The aspect ratio for LinkedIn videos should be 1:2.4 to 2.4:1, and the max file size is 5GB. Add subtitles for users who mute videos and preview your content on mobile before posting.
- Short is Sweet - The human attention span has decreased over time to a mere 8 seconds according to some studies. In fact, a study in 2017 showed the average length for video was 3 minutes and 48 seconds, but only 10 seconds of it was actually watched. You can hold viewer interest by keeping your content short and to the point. Reveal your main point and a hook-in right off the bat, then expound on the topic from there.
- Link-Backs are Key - Of course, you want as many viewers as possible to see your LinkedIn videos, so promote them elsewhere on the platform. When you post something relevant to it, link back. Write a transcript of your video, publish it as an article, and embed the video into your post. Link to it using other social media platforms.
- Be Professional - LinkedIn is a platform built for professionals, so posting low-quality videos won’t go over well. To put your best foot forward, you might want to hire a video marketing expert to create your content. Still, if hiring someone isn’t in the budget, you can be as effective as possible with a few simple steps:
- Make sure you have adequate lighting
- Keep your backgrounds simple and uniform in color
- Dress appropriately and appear well groomed
- Write a script first so you know what to say, and practice it
- Review, review, review and edit out any mishaps
- Record until you get it right
The Benefits of Using LinkedIn Videos
LinkedIn videos are an amazing and fun way to interact with your network, start discussions, share knowledge, and gain brand awareness. Yes, it takes a bit of work; none-the-less, we hope our LinkedIn Videos Primer prepared and inspired you to go ahead and get started. Your videos will give your viewers a more personal and interactive experience with your business and help you to stand out in a competitive market.
To discover more LinkedIn tips and insights, check out our blog. Or if you decide you could use some help with your LinkedIn marketing strategy, give us a call at (402) 810-6971.