Why should you be using video on your LinkedIn?
Video is becoming a huge part of LinkedIn’s content. It has been proven that videos increase engagement and effectiveness of sponsored content. But it isn’t just increasingly important for B2B content marketing strategies. It is becoming a progressively versatile content format. You can now share video directly from your phone, you are able to edit videos on desktops, laptops or tablets and upload from these devices and you can link to your content that you are sharing on YouTube and have these play automatically in your feed. Here are our top tips for making compelling LinkedIn videos and how to make them as effective as possible!
Post them at the optimum time. You need to ensure that all of your updates, or at least the most important ones are posted between these times to get the best results. On LinkedIn, it is found that the best time to post is generally monday to friday, 8-5pm, or the normal working week hours for your target audience. You should also be posting around 20 times a month. If you post once a day between monday and friday you should manage to cover this. Try posting them at different times on different days and see which posts get the most activity.
Think outside the box with your video content. Audiences on LinkedIn are usually busy business people- they don’t have time to spend hours watching loads of videos. You need to make your video seem worthwhile and make it creative so that they stop to watch it! Vary your video content, your audience doesn’t just want another talking head interview. How about sharing a few clips from an event you went to? Filming a quick ‘how to’ guide, so your audience get the most from your product? Having a short clip of some entertaining thing that have happened in the office this week or something that has been relevant in the news? You can get video content from absolutely anywhere, so you don’t need to stick to the same old salesy videos which aren’t making your audience stop and watch!
LinkedIn research shows that 91% of members watch videos from their mobile devices and that 57% of all LinkedIn engagement is through phones. This means your videos are far more likely to get better engagement when they are designed to deliver a good viewing experience on a phone. Consider capturing your videos vertically instead, which will save your audience from having to rotate their phones to watch it, again making it more likely that they actually will watch!
You have 6 seconds. 6 seconds to make sure the people that are watching your video think it's worthwhile to carry on. 6 seconds to entertain or interest your audience enough to make sure they watch the entire thing. Work in a hook or an offer designed to captivate people and make it seem relevant to them. It has also been discovered that only a third of people watch videos with the sound on so you may want to consider adding subtitles to your video to ensure that your audience are getting the full effect of your video.
Possibly most importantly, keep your videos short. How many times have you started to watch a video and checked its length to decide whether it is worthwhile to carry on? I do it almost every time I watch something. Anything longer than about three minutes, I usually decide I don’t have time for. So keep them short and sweet. Like I said nearer the start of the blog, your audience on LinkedIn are likely to be busy business people- they just don’t have the time!
Here’s a video advert that I saw on LinkedIn a few weeks ago that I thought was really clever.
It’s short (only 31 seconds), it’s relevant to current affairs, it’s funny, engaging and it gets straight to the point. It has nearly 500,000 views on YouTube (at the time of writing) and has been shared and liked copious times on LinkedIn. It has caused arguments and debates in the comments but most importantly it has done the job. It has advertised their company and now there are thousands of people who know a lot more about Studio Yes!
Written by Katie Ware