LinkedIn is one of the oldest social media platforms, with a history spanning over 18 years. That alone is a testament to the stability and reliability of the platform.
With over 760 million registered users and 310 million active users, this social media platform for professionals is one that you should leverage to the fullest.
One of the ways you can do that is by posting video content on LinkedIn.
For B2B marketers, there’s nothing better than the marriage between LinkedIn and video marketing.
Why Should You Post Video Content on LinkedIn?
1. Video Content is More Engaging
One of the greatest challenges in marketing is attracting and engaging your target audience.
On LinkedIn, video content is one of the best ways to achieve both.
Simple. Because it appeals to all five senses.
Check out this example from MarketerHire, a company that helps place the best freelance marketers in remote work environments:
If you give the video a watch, it features one of the freelancers on their platform and illustrates how she led a client team to their best revenue earnings in five years.
Can you imagine the effect of hearing those words first hand through a video, compared to merely reading it in a text-only post?
The thing is, many marketers make the mistake of thinking that professionals only operate based on logic.
But in reality, whether you’re in the B2B or B2C industry, your audience is made up of people, and people love content that they can engage with.
And what type of content is more engaging than video?
But don’t just take my word for it! Studies show that LinkedIn video content drives 3X more engagement than plain text posts. That’s reason enough to start posting video content on LinkedIn.
2. Video Builds Trust
Another great reason to post video content on LinkedIn is that video is one of the best mediums you can use to build trust with your audience.
Trust plays an essential role in the success of any business, and building it is never easy.
That’s why LinkedIn decided to roll out the video feature on its platform.
Let’s take a look at some of the reasons why video content is so good at building trust:
- People trust faces more than they do words. People feel more connected to a message when they see the person conveying it. Facial expressions and gestures can also help your audience connect better with you and your message; you can’t get that without video!
- Video is more transparent. Video content has the power to give your audience a better insight than they would get from a text-based post. For example, a behind the scenes video of your company would be better at showcasing your company culture than a text-based post would.
- Live streaming builds instant relationships. With the rise of platforms like Zoom, video conferencing software and live streaming tools, we can all be live streamers now. LinkedIn is no exception. Live streams are a great way to connect with people in a real way and build instant relationships with your audience.
If you’re not posting video content on your LinkedIn profile or company pages, you’re missing out on an excellent opportunity to generate faster leads.
3. Video Makes it Easier to Express Yourself
They say that a picture is worth a thousand words. If so, then video content is worth a million words. That’s because video makes it easier than ever to express yourself. This is particularly true for concepts that are difficult to explain in writing – especially where tacit knowledge is involved.
More specifically, if you’re in the B2B sector, you need to convince buyers why they must choose to use your solution over your competition’s.
Putting out video content is a great way to showcase how your product works and the results that it can produce for your customers.
4. Video Content Appeals to Millennials
Millennials, standing at 72.1 million, have overtaken baby boomers as the largest living demographic in America.
They’ve also become the main decision-makers when it comes to purchasing decisions in B2B industries.
So what does all of this mean for your LinkedIn content strategy?
It means you have to focus on content that appeals more to millennials: video content.
Millennials grew up with technology and social media defining their way of life. And their preferred content type?
You guessed it – video.
This is why video marketing has been such a powerful marketing tool. It appeals to the largest group of spenders on the planet today, millennials.
So if you want to see some real results on LinkedIn, you need to start appealing and relating to millennials by using videos.
5. Video Content Drives Results
Research shows that marketers who use video content are 49% more likely to grow their revenue than those who don’t.
That’s a great example of how powerful video can be when it comes to driving results for your business.
Although LinkedIn video was only rolled out at the end of 2017, 28% of marketers are already citing it as one of the most effective video marketing platforms.
Sure, 28% may seem like a small number, but considering the infancy of the feature, it’s a promising sign that shows a lot of potential.
So, if it’s the results you want, then posting video content on LinkedIn is a must for your marketing strategy.
6. Video Content Drives Better Quality Leads
LinkedIn has been proven to be one of the best lead generation tools for B2B marketers. Studies show that 79% of B2B marketers value the platform for its effectiveness in driving leads to their businesses.
Another independent study by HubSpot revealed that LinkedIn is 277% more effective at lead generation than both Facebook and Twitter.
That’s exactly where video content comes into the equation. It actually improves the quality of the leads you generate.
LinkedIn already offers you access to a highly-targeted demographic in the form of your network. Posting video content allows you to hyper-target a particular demographic as your video content is (or should be) tailored to appeal to a particular group of people.
7. Video is an Effective Channel for Brand Awareness
One of the reasons why people would be hesitant to do business with you is that they don’t know you.
That’s where video content comes in.
By posting video content more often, people will start to get more acquainted with your brand.
Even if they don’t watch your videos at first, just seeing your logo or thumbnail can go a long way in creating a mental imprint about your brand.
Human beings are naturally curious, so it won’t be long before people decide to pay attention to your videos. That’s something text-based content can’t achieve.
Brand awareness is more than just being visible to your target market. It’s also about expressing your brand’s identity and personality in a way that resonates with your audience.
This is usually done through the content you produce, and what better format than video to portray who you are as a brand?
The good thing about video content is that it’s immersive, which will allow your audience to feel more like participants rather than consumers.
Of course, this goes a long way in fostering emotional connections with your audience as well. As a result, the next time they need a solution that you offer, they’ll think of you first.
Ultimately, whether you’re thinking of simply starting a new blog or launching a startup, one of the best ways to drive brand awareness is by posting video content on LinkedIn.
What Kind of Videos Should You Share on LinkedIn?
Now that you know why you should be posting video content on LinkedIn, let’s briefly look at some of the types of video content you can post:
- Explainer videos. Use these to explain your product and its features or the services you offer.
- Behind the scenes videos. These are great for engaging your audience and building rapport. They’re also a great way to build brand awareness. Monday.com, a project management tool, does this well below:
- Expert interviews. Expert interviews are great for building credibility and authority.
- Brand stories. Telling your audience who you are, what you stand for, and what you hope to achieve is a great way to build brand awareness.
- Trending news. Sharing trending industry news is a great way to show that you have your finger on the pulse of everything happening in your industry. This helps build trust with your audience. For example, take a look at this post from contract management platform, PandaDoc:
Industry reports are huge. But see the number of likes it received? Now, imagine how much more engagement a post like this would have if it was turned into a video format.
- Event videos. Not everyone can attend your event. Make those who can’t feel like they were a part of your event by sharing snippets of it.
- Webinar clips and recaps. If you are already hosting live video webinars, then you already have ample content at your fingertips. Take bits and pieces from your webinars and repurpose them into video content for LinkedIn. Share the highlights and parts that users found most valuable.
Video is a very versatile communication medium that allows you to create different kinds of content, and that’s what makes it so powerful at engaging your audience. In turn, converting them into customers becomes a lot easier.
LinkedIn Video Content Best Practices
Of course, a post on LinkedIn video content wouldn’t be complete without touching on a few best practices, would it?
So without further ado, let’s get to it.
1. Get Your Video Length Right
For LinkedIn native videos, you can create videos from 3 seconds up to 10 minutes long. However, the optimum length is between 30-90 seconds long.
2. Include Subtitles in Every Video
Over 80% of LinkedIn videos are watched on mute. This means for your video to have maximum impact, you must include subtitles in all your videos. There are different softwares you can use to add subtitles, or you can easily outsource it to a virtual assistant.
3. Front Load Your Important Information
With people’s attention spans growing shorter and shorter, you need to get to the point quickly. Use the first 30 seconds of your video to hook your viewers. Failure to do so could result in your losing them.
4. Add Copy to Your Video Post
As much as video is a powerful medium, creating compelling copy (headline and description) to introduce your video is key to driving engagement. Doing so also allows you to increase your video’s visibility by using relevant hashtags.
5. Don’t Forget Your CTA
People shouldn’t guess what to do after watching your video. Tell them what they should do by providing a clear call-to-action.
6. Let Analytics Direct Your LinkedIn Video Creation
Always keep tabs on the analytics on your LinkedIn video content. This will help you know which kind of content drives the best results. It will also give you insights into other marketing factors like the best time to post.
7. Favor Native Videos over Video Content from Other Sites
The LinkedIn algorithm favors native video content over content shared from other platforms. So make sure to create content specifically for LinkedIn. This will drive views and engagement.
Should You Be Posting Video Content on LinkedIn?
The impact video content has on your brand is difficult to ignore. From brand awareness to increasing sales, video content is effective at all levels of the funnel.
You should definitely post video content on LinkedIn. Otherwise, you’re missing out on an opportunity to completely transform your business.
Oh, and no need to worry about a production team or expensive equipment, with a video creation tool like Promo.com, you can easily create brand videos that will stop your target audience in their virtual tracks.