Video content has become a vital part of online communication and marketing strategies. Leveraging the power of video transforms how businesses and professionals connect with their audience.
LinkedIn, renowned for connecting professionals, recruiters, and companies, offers a unique opportunity to engage with a targeted audience through video features.
From offering a glimpse into your brand’s world to engagingly explaining complex concepts, the right video content can make a significant impact on your audience.
Understanding the essence of creating compelling content is critical for a digital marketer. — this is where understanding LinkedIn video production comes into play.
Importance of LinkedIn Video to Your Business
When talking about business, LinkedIn stands out as the go-to social media platform for promotion. Many marketing executives rate it as the top spot for quality content.
Combine this with the fact that people are turning to online videos to learn about products and services, and it’s clear: video is the king of content in 2023 (and beyond).
LinkedIn has caught on to this video marketing trend. They’ve been rolling out features like Native and Live Video, making it easier for marketers to share and track their video content.
LinkedIn’s stats show that video is their fastest-growing ad format, earning three times more engagement than articles. This means quality video content on LinkedIn has vast potential.
Types of LinkedIn videos
1. LinkedIn Live
This new addition to LinkedIn’s video features is currently in beta and accessible only to select members and pages. This live video streaming service offers a real-time interactive experience where viewers can engage directly with hosts through comments and questions.
In addition to public streaming, LinkedIn Live introduces a private streaming option. Hosts can invite specific members to join without broadcasting to the entire network, which opens up a world of possibilities for businesses on LinkedIn.
2. LinkedIn Stories
This new feature is like the short videos you see on social media. Right now, it’s just for their “Student Voices” program, where college students in the US can post quick videos to something called Campus Playlists.
These stories stay in the playlist for a week but remain in the student’s profile forever. How well “Student Voices” does will help LinkedIn decide if they want everyone else to use Stories, too. They’re trying it out with students first to see how it goes.
3. LinkedIn Embedded Videos
Embedded videos on LinkedIn are those you share from other sites, like YouTube. Like most social channels, LinkedIn prefers that you upload videos directly onto its platform, called native video. So, if you post an embedded video, it could be more favored.
One big difference with embedded videos is they don’t start playing automatically like native or sponsored ones do on LinkedIn.
This creates a hurdle because people have to click to play them. If you want more people to interact with your profile or company page, avoid embedding videos and instead upload them directly to LinkedIn.
4. Native Videos
Native videos are the ones you upload straight to your personal profile or company page. When you share these, they naturally get seen by your network. You also add a description that shows up above the video.
These videos can be as short as three seconds or as long as 10 minutes, and the file size can be up to 5GB. LinkedIn lets you upload videos in both horizontal and vertical formats. But here is a heads-up: LinkedIn will trim it into a square shape in the newsfeed on desktop browsers if you upload a vertical video.
5. Video Ads
LinkedIn video ads are paid content. You can sponsor an existing video from your company page or create a new ad in the Campaign Manager. These ads can be three seconds to 30 minutes long, but the file size is 200MB.
Remember, your video ads must be horizontal; vertical videos won’t work for sponsored content. In the Campaign Manager, you can add a headline, a description, and a website link below the video. LinkedIn lets you try different headlines and descriptions to see what works best.
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4 Best Practices for Creating LinkedIn Videos
Creating videos for your LinkedIn platform is easy if you know the best techniques to follow when producing one. Below are some best practices to have in mind:
1. Avoid External Videos
You should avoid sharing videos on LinkedIn from external sites like YouTube or Facebook. For the best results, always go for LinkedIn Native videos or LinkedIn ads. This way, your content has the most impact, reaching your audience directly on the platform.
2. Include Keywords
Enhance the reach of your LinkedIn videos by tagging them with relevant keywords in the description. This strategy significantly expands your audience. Using a keyword research tool helps you come up with relevant keywords.
For instance, if you’re posting a video about a product launch, include tags like #product launch plan, #product launch event, or #product launch venue. By incorporating these targeted keywords, your video is more likely to surface when people search those phrases on LinkedIn.
3. Add CTA
Creating a compelling call to action (CTA) in your LinkedIn videos is crucial for engaging your audience. Your CTA must be clear, easy to understand, and reflective of your brand’s personality. While traditionally placed at the end, consider incorporating your CTA in the middle of the video for a unique approach.
Keep it concise and avoid sounding too salesy, which might turn viewers off. Also, be cautious about signaling the end of your video too soon before the CTA, as viewers might leave before seeing it.
4. Always Include Caption
Providing context for your LinkedIn video with accompanying text is almost as crucial as the headline for attracting viewers. This text should offer a concise overview of what’s in the video.
The first sentence must grab the reader’s attention and provide a compelling reason to watch the video. Why should they spend their time on it? Make this clear right away. Along with being engaging, ensure that you use relevant keywords and phrases that tie in with the video’s content.
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Conclusion
Leveraging LinkedIn video production is more than a trend; it’s a strategic approach to enhance your professional narrative and connect with your audience.
Therefore, it is wise to embrace the power of video to share your story, impart knowledge, and build your brand on LinkedIn.
With thoughtful content and effective delivery, your videos can become a cornerstone of your digital presence, fostering engagement and growth on this vital professional platform.
