The Role of Native Video on LinkedIn: What it Means for B2B Marketing
We have seen the power that native videos have had on social media platforms, such as Facebook. They have generated far more reach and user engagement, social video generates 1200% more shares than text and images combined (Mansfield, 2016). Now it’s LinkedIn turn to shine, having launched a new video support feature.
What is it?
Previously, unless you were one of LinkedIn’s Influencers, the only way to add video on LinkedIn was to share a YouTube or Vimeo link. Now, LinkedIn users can upload videos directly to the platform. The videos can be up to 10 minutes long, however it’s highly advisable to use shorter lengths from 30seconds to 2minutes. User-uploaded clips will also be played automatically in the newsfeed and similar to Facebook/Twitter, LinkedIn counts a video view after three seconds of playing time. LinkedIn is also likely to prioritise videos due to the algorithm-based feed.
Could this be a game changer?
As a marketing tool, LinkedIn is a powerful one, with over 500 million users, 40% of which are active daily (Ominicore. 2017). This new video feature has huge potential for B2B industries.
Firstly, it’s important to understand what videos can offer. Video content can give people a better sense of who you are, which helps generate trust and increases visibility. LinkedIn reinforces this by stating:
“Some stories are better shown than told. Video allows you to evoke emotion and share some incredible insight when words and images alone aren’t enough.”
Videos on LinkedIn therefore give B2B industries further opportunity to showcase their brand, knowledge, products and services.
The new video update also offers key insights into viewership analytics, including one exceptional business-minded metric. It drills down into where people work, their job titles and locations. This new insight could help businesses better their understanding of target audiences, allowing companies to adjust their strategy to engage the right people.
How can you use videos to build your brand, rather than break it?
Below are three simple tips to help create interesting content which will engage your audience:
- Show the audience exciting things you’re working on
- Give an exclusive behind the scenes tour, it could be of your office or the factory were the latest products are being developed
- Create interviews with members of the team, let the audience feel personally connection with the staff
In conclusion, uploading a high-quality video to your profile may be the most powerful feature of your LinkedIn profile. Don’t forget to include keywords in the post so your video is easier to find, keep an eye on your analytics and use the data as a guide for your next steps.
If you’re interested in how to build a LinkedIn profile with exciting video content, contact us today to set up a meeting with your team.