Why you should make a video for Linkedin part of your marketing strategy (and how to do it)
Your LinkedIn feed is jam-packed with videos for a reason - people love it. And, studies show that 59% of executives say they would rather watch a video than read text on the same subject.
Back in 2017, Linkedin introduced native video to their platform. Up until that point, we could embed YouTube videos in posts and share links, but neither was great for engagement. However, the LinkedIn team is now claiming that the new video posts get shared 20 times more often than regular posts.
Ready to get on board yet? This guide will cover everything you need to know to get started with LinkedIn video
How does LinkedIn native video work?
Just like a video on Facebook, LinkedIn native video auto-plays without sound when you scroll through your feed. Metrics show that Facebook native videos garner 10 times more shares than linked videos, a boost that likely also holds true for LinkedIn native videos.
How to upload a video to LinkedIn
On desktop or mobile, sharing LinkedIn native video is pretty much a three-step process.
Mobile allows you to record and post in-app and add text and stickers, whereas desktop requires a pre-recorded video.
On desktop: 1. From the homepage, click start a post, photo, video, or idea. 2. Click the video icon. 3. Upload the video you want to share. Upload your video, add the copy, hit post, and you’re done.
On mobile: 1. Look for the share box (iOS) or post button (Android) at the top of the feed. 2. Tap the video icon. 3. Record a video in the app, or upload something you re-recorded. 4. Tap the filters or text button. 5. Add filters and/or text.
After posting a video you’ll have access to audience insights, including how many views, likes, and comments your post is receiving. You’ll also be able to see the top companies, titles, and locations of viewers. Learn which video metrics matter most.
Creating quality content within LinkedIn’s video specs
Step one of making a great video is meeting the platform’s specifications.
LinkedIn videos can run between 3 seconds and 10 minutes, though the suggested length for maximum engagement sits between 30 seconds and 5 minutes. Videos can be either landscape or portrait orientation and the max file size is 5GB.
Once you’ve nailed the specs, you’ve got to make sure your video meets certain key criteria for maximum effect.
Remember to be yourself.
Video is about connection, not perfection. Don’t be afraid to make a quick video on your smartphone about something your network will enjoy.
Keep it short.
While we don’t have much data about viewing habits yet, we know that LinkedIn users tend to be busy, so create short, concise videos that get straight to the point.
Start with a BANG.
You’ve only got a few seconds to grab a viewers’ attention, so use attractive colours and make a bold entrance.
Tips for optimising your set up
Before going into selfie mode and hitting the record button, here are a few things you should consider.
Lighting: Choose a well-lighted place. Natural light is often best, but artificial light can work in a pinch—just look out for shadows. Also, make sure subjects aren’t backlit, otherwise they’ll become a silhouette.
Camera position: No one wants to see up your nose. Take a test video, and adjust the tripod or add or remove a few books under the camera setup as needed.
Camera: If recording from your phone, use the rear camera. Most phones have larger apertures and offer higher resolution from the rear cam. Use a tripod or makeshift mount to keep the camera steady.
Background: Avoid a cluttered or distracting background. Also, if you’re shooting in an office environment, make sure confidential materials and other brand logos are tucked away. You don’t want to inadvertently endorse another brand on your company’s behalf.
Body language: In his research, psychologist Albert Mehrabian found that 55 percent of communication is transmitted through body language. Only seven percent is given through words, and 38 percent through tone. Maintain a relaxed presence by rehearsing your script. Look directly at the camera, smile, and breathe naturally.
Embrace Linkedin Video
It’s an area ripe for experimentation as the traditionally business-focused platform introduces a feature that has the potential to take it into the personal space. This makes right now the perfect time to experiment with LinkedIn native video and find out what it can do for you and your business.