Last updated on March 13, 2020
For a long time, LinkedIn was an impersonal, text-based platform for making business connections.
In August of 2017, LinkedIn launched its video feature.
Many were skeptical about how well video content could perform on the platform.
However, engagement grew so quickly that by October, the platform was already its launching sponsored video service.
In one year, videos on LinkedIn generated over 300 million impressions and received three times the engagement of text posts.
The performance of LinkedIn videos has only grown since then.
As a business owner or marketer, LinkedIn presents a viable platform for your video marketing strategy.
In this article, we explore how you can expand your video marketing into the LinkedIn platform.
What Goals Can I Use LinkedIn Video For?
- 1 What Goals Can I Use LinkedIn Video For?
- 2 Tips for Your LinkedIn Video Marketing Practices
- 3 How to Use LinkedIn Video Ads
- 4 Set up Your LinkedIn Video Campaign
- 5 Conclusion
Your video marketing strategy could be targeted at one goal or a group of business goals.
LinkedIn allows for three types of videos.
- Embedded videos: Users can publish a link to videos hosted on other platforms such as YouTube.
- LinkedIn native videos: These are videos created on/uploaded directly to LinkedIn. They are displayed on users’ feeds.
- LinkedIn video ads: These are sponsored videos that are displayed within the target users’ feeds.
Here are some examples of the goals you can use LinkedIn video for.
LinkedIn is primarily about creating networks and building your brand recognition.
This makes it one of the best places to develop and share your brand story.
A brand story is a narrative that is woven using the features of your brand- both physical and abstract.
Everything from the history of your brand, to the reason behind your pricing style, brand mission, in-store experiences, and product quality can be used.
Brand stories trigger an emotional response that is essential when creating connections.
If you’re trying to connect with a business for future partnership, or with potential consumers for future sales, emotional appeal is one of the best approaches.
Improve your mobile conversion
Recent statistics show that 57% of LinkedIn users are mobile.
While this number is lower than other popular social networks, it is still significant.
We also know that 72% of users prefer video content to text when receiving marketing information.
Your target audience is increasingly choosing video over text, whether they realize it or not.
If one of your LinkedIn marketing goals is to improve conversion on your content, then you should be targeting mobile users with video.
Gain attention in your industry
More than 30 million businesses, in different sectors, are represented on LinkedIn.
A majority of the industry professionals, businesses, and consumers who you are looking to connect with can be found on this platform.
Since video can attract 4-5x more engagement than text on LinkedIn, you can gain more attention with video-based content.
Video is more likely to draw attention to your brand than text.
The human brain is easily captivated by content that uses moving elements, color, and sound- all components of videos.
Video can also be consumed passively with a higher retention rate.
With text, users have to make an effort to read with intent.
Since your audience is being targeted with tons of information whenever they look at their devices, you want to ensure that your content is as attention-grabbing as possible.
Repurpose your blog posts and articles
High-performing content can be repurposed for better value.
Marketers can turn a high-value article into an infographic, slideshow, podcast, or in this case, video.
If you’ve published a blog post or article that brought in significant conversion for your business, you can drive new results through repurposing.
By simply copying and pasting all his blog posts from his blog to Medium, Benjamin Hardy was able to gain 20,000 new subscribers.
Copyblogger turned their ‘The 3-Step Journey of a Remarkable Piece of Content’ article into a SlideShare that brought in over 30,000 unique views.
If you have text content that brought in significant ROI for your business, the benefits do not have to end there.
Such content can be repurposed into video and shared on LinkedIn for a broader, and more engaging reach.
LinkedIn video can also be used to promote your event, both virtual and physical.
The ‘energy’ surrounding an event often determines its success.
If you’re not creating enough buzz, people will be quick to assume that it may not be of much value.
For an online business event, such as a webinar, videos can be used in the pre-event and post-event stages.
Videos can be used to create excitement and anticipation.
If you have popular speakers or instructors involved, adding their pictures to the video thumbnail can encourage users to click.
For offline events, videos also serve some benefits.
One great option is using clips of previous events to create an advert for the upcoming one.
Viewers can get an insight into the value of prior events and what they can expect from the next event.
Tips for Your LinkedIn Video Marketing Practices
LinkedIn has always been specific about its practices.
The professional culture hasn’t changed much over time.
These principles also extend to videos.
Don’t worry; we’re not saying that you should only make videos in boardrooms with everyone in a suit and tie.
Instead, follow practices that still adhere to the professional culture of the platform.
Some types of videos also perform better on LinkedIn than others.
Here’s our guide to help you navigate video marketing on LinkedIn.
Keep your videos short
LinkedIn videos are a minimum of 3 seconds and a maximum of 10 minutes.
Sponsored videos, however, can be as long as 30 minutes.
It’s important to keep your LinkedIn videos short and straight-to-the-point.
LinkedIn recommends that you try to hold the viewer’s attention within the first 1-2 seconds.
Their research shows that if your audience’s attention wanes within the first few seconds, they are likely to drop off after the 10-seconds mark.
If you naturally tend to ramble or move between topics, you can fix that in the editing stage.
Go through your footage and cut out sections that are not relevant to the issue until you have a satisfactory video.
For specific numbers, LinkedIn recommends that you keep brand awareness videos within 30 seconds.
For upper-funnel marketing conversion, stay within 30-90 seconds.
Brand stories and other storytelling videos can take longer forms.
Of course, these parameters are not set in stone.
Through your testing and results, you will figure out which video lengths work best for your brand.
Use a professional setting
As stated earlier, you don’t need a boardroom or fancy office setting to create a LinkedIn video.
However, the background of your video should be professional to some extent.
I would suggest that if you can’t make a business video call somewhere, then it’s probably not ideal for your LinkedIn video.
Ensure that it is a clean, organized space that won’t pull attention away from the purpose of your video.
Remember that every content you publish contributes to your brand’s perceived value.
Optimize for no audio/sound off
LinkedIn videos auto-play with the sound off.
This means that most of your viewers will not hear the first few seconds of your audio, or possibly the entire audio clip.
They will only obtain as much information as you can communicate visually.
Use subtitles, vivid images, and infographic-style graphics to improve the audio-less value of your videos.
Use high-quality equipment and lighting
Create a high-quality recording setup.
You don’t have to spend too much money to get this done.
If you have a top-quality phone camera, and a room with enough natural lighting, you’re good to go.
If you’re recording with natural lighting, ensure that your setup is as close to a window as possible.
If you’re using artificial lights, set them up in positions that won’t cast shadows.
Always keep the camera high enough that viewers won’t see up your nose.
Before you hit ‘Record’, ensure that you get rid of all clutter or odd items in your background.
The smallest oddity can distract your audience and take away from the message in your video.
Script your videos
You should either create a full script or a loose outline of your monologue.
Avoid going in front of the camera unprepared.
You don’t want to seem ruffled by saying ‘umm…’ too many times or taking long pauses between sentences.
With a script, you know what to say, when to say it, and in what order.
Scripting your videos will help you make sure that you share all the needed details.
You will also create valuable, professional-looking content.
Invite industry-relevant guests
Add value to your videos by inviting relevant guests.
Your scope of content gains value when you involve more people with more knowledge to share.
A dialogue could also be more engaging and fun than your usual monologue.
Talking with someone will help you act more naturally and improve your body language.
Shake things up once in a while with a guest your audience will love.
Your caption should give a brief description of what your video is about.
Use engaging words that will draw in the attention of a potential viewer.
Video captions are also essential for SEO (Search Engine Optimization).
Beyond your connections, other LinkedIn users should be able to find your video by searching for related words.
For example, let’s assume that your video is about your team’s experience using Slack.
Words and phrases such as “Slack”, “my review of Slack”, “experience using Slack”, “best collaboration tools”, and more can be included in your caption.
These keywords will likely match with related searches, and your video will be added to the search results.
How to Use LinkedIn Video Ads
Advertising is an essential part of video marketing.
It can be used to connect your brand with a new audience and boost engagement levels.
Advertising also provides a quicker ROI than organic posts.
Here’s how to use LinkedIn’s video advertising feature to better connect with a professional audience.
Define your objectives
Every advertisement campaign should have a purpose.
When you have an objective, you can analyze your results and measure success better.
Your goal could be to improve brand awareness, create business relationships, or boost conversion.
Find your target audience
For the best results, your video ads should be targeted towards a specific audience.
These are the people who are most likely to engage with your ads.
LinkedIn doesn’t have a robust targeting set up like Facebook, but there’s still a lot you can do.
Targeting can be done using job seniority level, industry, LinkedIn interests, and more.
Look at the profiles of people who fall within your ideal audience scope.
Use the recurring details in their profiles to create your targeting specifics.
Outline and create your video content
Map out ideas for your video marketing campaign.
You can also organize creative brainstorming sessions with your team.
When you have video ideas ready, ensure that they are produced according to LinkedIn’s requirements.
LinkedIn provides technical specifications for sponsored videos.
- Length: Three seconds to 30 minutes (Tip: most successful video ads are less than 15 seconds long)
- Layout: Horizontal (Note: Vertical videos are organic only and can’t be sponsored at this time)
- File size: Between 75 KB and 200 MB
- File format: MP4
- Frame rate: Less than 30 FPS (frames per second)
- Pixel and aspect ratio requirements:
- 360p (480 x 360; wide 640 x 360)
- 480p (640 x 480)
- 720p (960 x 720; wide 1280 x 720)
- 1080p (1440 x 1080; wide 1920 x 1080)
- Video ads created with a 1:1 aspect ratio should have a minimum resolution of 600 x 600px, and a maximum resolution of 1080 x 1080px.
- Audio format: AAC or MPEG4
- Audio size: Less than 64KHz
Set up Your LinkedIn Video Campaign
Once your video is ready, you can go ahead to set up the ad campaign.
- Log into or create a LinkedIn Campaign Manager account.
- Select your account and click on ‘Create Campaign’.
- Set up your objectives: Awareness, Consideration, or Conversion.
- Input all the information about your target audience. This includes location, language, job seniority, job function, interests, and matched audiences. You can also exclude specific audiences.
- Under ‘Ad Format’, select ‘Video Ad’.
- Enable or disable the LinkedIn Audience Network option.
- Set up your budget both for daily spending and the entire campaign.
- Once all details have been set, click ‘Save’.
- On your new Campaign dashboard, click ‘Create New Ad’.
- Fill out the details, upload your file, and click ‘Create’. Your ad campaign will be saved and ready for launch.
- When you’re ready to go live, click ‘Launch Campaign’.
LinkedIn’s video feature should be tested for every brand marketing strategy.
This medium can be used to create B2B connections, establish a presence in the relevant industries, engage with the target audience, and improve sales-related conversions.
Your LinkedIn video marketing strategy will depend on your brand’s current practices and goals.
Explore the different types of video content, test your results, improve your methods, and deploy changes where needed.
With consistent improvement, your video marketing strategy and results should only get better.
PS…We hope you liked this post. Please let us know how you use or plan to use Linkedin for your video marketing by commenting below and sharing on social media.