How to Use LinkedIn Native Videos to Increase Engagement
There is a smorgasbord of video statistics that highlight the effectiveness and importance of online video. One outstanding stat is that online video will account for more than 82 percent of consumer internet traffic by 2022.
Did you know that people watch over 1 billion hours of video on YouTube every single day while over 8 billion videos are watched on Facebook, every single day? Video is powerful. And LinkedIn knows that.
That’s why they started rolling out native videos last year to help you collect more leads and clients in the B2B space.
Let’s take a look at why you need to take advantage of LinkedIn native videos and how you can use it to increase engagement.
LinkedIn Native Videos Are More Engaging Than Embedded Videos
You may be thinking, “yes, video works for other social channels but what about the “buttoned-up” professionals of LinkedIn?”
LinkedIn users mostly engage through messages on updates and lengthy content (industry reports, long-form articles, etc.); but that mode of communication is limiting. And professional audiences don’t have time to consume all that content and video is the easiest way to deliver the necessary information in a clear, concise and engaging manner.
As it turns out, most professionals like to consume their content in video format. 59 percent of executives say that if text and video are available on the same topic, they’d likely go with video. Cisco Systems found that 75 percent of business executives watch work-related videos weekly.
Another thing to note is that personal connection is diminished when people can only read what you write but can’t see your face and hear your voice.
Video builds trust, reinforces your brand and gives people a better sense of who you are. People are more likely to connect with you after watching your videos and invaluable business could arise from those new relationships.
That’s why LinkedIn native video is such a big deal.
B2B marketers use LinkedIn to engage both clients and potential clients on the platform. So, native videos is a huge cause for celebration for them.
They think about it this way: Facebook native videos are currently 10 times more engaging than embedded videos. So if that holds true for LinkedIn, there is so much potential to create videos that not only engage, but convert high-quality leads.
The bottom-line is that video will amplify your brand on LinkedIn. If you spend time producing professional videos for LinkedIn, you will see positive results from your efforts.
LinkedIn Native Videos Provide Insights for Brands
LinkedIn native videos come with all the robust built-in analytical capabilities of the platform.
Marketers can view complex demographic data like job title, employer, industry, seniority, job function, etc. That demographic data may be more helpful to B2Bs than let’s say Facebook’s demographic data.
Marketers can use the data to fine-tune upcoming video content for better targeting.
LinkedIn, Just Like Facebook, May Prefer Native Videos
Previously, the only way you could share your content on LinkedIn was through a YouTube or Vimeo link. Those videos no longer receive the same level of engagement that LinkedIn native videos do. They simply don’t have the same reach as LinkedIn native videos.
LinkedIn already has an algorithm feed so it’s in a position to drive up the visibility of native video content over embedded videos. It seems to be happening already but you’ll want to jump onboard before this officially happens.
Introduction to LinkedIn Native Video
LinkedIn native video enables you to upload video content up to 10 minutes long which autoplays without sound in the LinkedIn feed.
You can either create a video on the spot or choose a previously recorded video from your phone’s video library. That’s right — LinkedIn native video is currently only available on mobile; so you’ll need to download the app or update your app to the latest version if you want to use it.
There are three places to use video on LinkedIn: your Profile, LinkedIn Publisher and Updates.
Post LinkedIn Native Videos on Your Profile
Adding a video to your LinkedIn profile is a great way to build your credibility and show your audience what you can do. A few members take advantage of it to show other professionals that they’re the best in the field.
You can use video in your profile to also feature your media clips, interviews and testimonials.
If you’re a high-level executive in your company (or if you and your brand are synonymous), you can use the space to introduce your brand and showcase your signature products.
Post LinkedIn Native Videos in Publisher
LinkedIn’s Publisher is reserved for the long-form, in-depth content that sets LinkedIn apart from other social media platforms.
Therefore, videos that are uploaded in Publisher should be in-depth, relevant and appeal to professionals.
The videos can be similar to the ones you might include in your profile. However, it’s a better space to put a webinar you have hosted, a longer how-to video you may have posted on YouTube or a repurposed blog post you made with Lumen5.
Note: Videos in Publisher need to include at least 400 words of text. You can use those words to explain your video and add a call-to-action.
Publish LinkedIn Native Videos in Updates
Video updates show up in your timeline just like they do on Facebook. So you can take the same approach you do for Facebook videos.
Don’t forget that a timeline is a crowded place. So you need an attention-grabbing video that truly stands out on its own; meaning that you should focus on relevant topics and short, engaging content.
The timeline is also the place that has the most reach which means it should be reserved for brand awareness and thought leadership.
How to Make The Most of LinkedIn Native Video
So, what should your video strategy be for LinkedIn?
You could do live videos on LinkedIn once in a while, perhaps to offer a quick tip or highlight an event. High quality professional videos however get more views. So you should create and edit your video before you upload.
There are several video creation and editing tools you can use to create a professional video. Using a video automation tool like Lumen5, you can quickly create a professional and engaging video from an existing blog post or from scratch in under 10 minutes.
Take a look at this LinkedIn native video that Forbes created with Lumen5:
Since LinkedIn is a professional and more business-focused platform, your LinkedIn videos will likely be different from the videos you post on Facebook, YouTube, Instagram, Snapchat and other platforms. The key is to ensure that your video content is relevant to the brand that you’ve created on LinkedIn.
If your brand is the same on LinkedIn as it is on Facebook, and you share the same content, you can use the same videos. But if your Facebook audience and videos are more casual, you’ll need to create different video content for your LinkedIn page.
LinkedIn native videos are a great for to introduce yourself and your company and talk about how you can help viewers. Create videos that address FAQs in your company or industry, provide tutorials and product demos, promote a book or a webinar. Remember to always add a link.
As you begin thinking about your LinkedIn video strategy, keep the following things in mind:
- Your videos should be candid. Why? To form a personal relationship with your viewers. (Candid videos don’t come off as self-promotional.)
- Try to keep videos under 5 minutes unless it’s a training video or one that requires a longer time
- Use subtitles. Majority of viewers actually watch video with the sound off so add some text to your video.
- Stick to one view: landscape, vertical or square.
Note: Your LinkedIn video content should be 80 percent informational/helpful and 20 percent promotional.
Types of LinkedIn Native Videos That Engage
When it comes to LinkedIn native videos, the problem is not how to create videos — that’s easy with Lumen5 — the problem is what content to put in those videos.
Our advice: on LinkedIn you need to remain relevant. Here are some video topics that could increase your engagement on LinkedIn.
Tell And Share Stories
Video is the perfect medium to tell (and sell) stories, particularly brand stories.
LinkedIn is a platform that is geared toward professional growth. With that in mind, it is the ideal platform to share key insights on professional development.
Here’s some food for thought from Dave Gerhardt, VP of Marketing at Drift:
Social media, in general, is a good place to share tips and how-to videos if you want high engagement.
Here’s a clip of Gary Bradt, a Keynote Speaker and Writer, on sticking to your company values:
You can even start a” quick tip series” where you give your audience one quick and good tip every week. It is also a great way to build a following while establishing yourself as a thought leader.
Showcase Industry Events
Industry conferences are big right now. If you’re taking part in any, let your audience know. It will show that you have your finger on the pulse of the latest happenings in your industry.
If your company is hosting an event or you’re speaking at an event, put out a video and give people an inside look at some of your high-profile activities.
Christina Lewis, Founder & CEO of All Star Code, gave her audience a preview of a talk she held last year.
Spotlight New Technology or Products
Doing product demos or highlighting a related product or service is a good thing to do with LinkedIn native video. In general, video is the perfect medium to showcase your products or services.
Check out this quick product demo of LinkedIn native video at the Inbound 2017 conference:
Creativity Is Always a Good Idea
LinkedIn can be a good place to show off your creativity. You can show the behind-the-scenes of what you do.
For example, if you’re a public speaker, artist or writer, share the behind-the-scenes in a creative way. This video time lapse, shows “a day in the life” of Universal set designer, Edwin Rhemrev. Pretty cool, huh?
Check out this behind the scenes video from an employee at Keenan Welding and Fabrication. The clip shows a new hire belting out opera while at work. What a fun workplace!
Interview Industry Leaders
If you by chance happen to meet with someone who is well-known and respected in your field, take the opportunity to promote and share their expertise on LinkedIn.
In the LinkedIn native video below, Allen Gannett, CSO at Skyword, interviews Cathy McPhillips, VP of Marketing at the Content Marketing Institute. He bumped into her at a marketing event and took the opportunity to ask her some questions that his audience cares about.
Repurpose Your Blog Content
If you want to send traffic back to your site, you can post short video clips that provide the main points you cover in your recent blog posts. These short video clips are effective in telling your audience what the post is about. You give them enough information to pique their interest before directing them to the blog post.
Take a look at this story-style post on LinkedIn. Wouldn’t it be a good idea to turn it into a video using Lumen5?
LinkedIn Sponsored Video Ads
In addition to creating and uploading LinkedIn native videos, you can now advertise native videos that show up in user’s newsfeeds on LinkedIn.
Video ads now come with the same targeting methods available with other types of LinkedIn ads. This means that you can target specific profiles by narrowing down demographics like job title, location, industry, company size, seniority, etc.. You can also use advanced features like remarketing and matched audience integration.
According to LinkedIn, sponsored video ads can build brand awareness by telling rich, visual stories. They can also drive highly relevant traffic to your site; and deliver high-quality leads via integrated lead generation forms.
LinkedIn also reports that videos are shared 20 times more often than static content. Highlighting yet again that video is king.
Here are a few things to keep in mind when creating LinkedIn video ads. (These tips are taken directly from LinkedIn’s Video Ad Tips:
- You have 10 seconds you capture viewer attention
- Try to keep ad videos under 30 seconds (LinkedIn found that 30-second videos got a 200 percent lift in view completion rates)
- You can shoot for longer videos when you’re doing a lead generation campaign (LinkedIn found that longer form video content drove as many clicks and views as shorter videos because they tell a more complex product or brand story)
- Use subtitles Use a clear call-to-action Add a descriptive headline and text to generate interest and views
Ready to Engage with LinkedIn Native Video?
In the online world we live in today, brands and companies need to put their face, personality and voice out there. Online video is the best way to do that as it establishes trust and credibility — the two most critical components to building strong personal relationships with consumers.
In fact, nothing builds a brand faster; and helps people to get to know, like and trust you like video does.
Almost every major social media channel gives you a platform to put yourself out there with video. LinkedIn recently jumped onboard to give you an opportunity to utilize video and boost your standing on the world’s largest professional network.
Are you gonna take the bait? You have nothing to lose and everything to gain in terms of engagement, branding and sales.