Throughout 2018, LinkedIn made video content a priority, rolling out a range of new features and tools to cater to increased on-platform video consumption. After first allowing video uploads in August of 2017, LinkedIn has since discovered that video generates some 20x more shares than other types of content on its platform. Given this, it won’t be any surprise to see LinkedIn continue to prioritize video features on its platform well into 2019 and beyond.
The best practices for video marketing on LinkedIn resemble the best practices for Facebook - according to LinkedIn, 80% of video content on the platform is watched with sound-off, and 57% is viewed on mobile. Optimizing for sound-off mobile viewing by using text and mobile-friendly formats like square videos are some of the key video marketing best practices on LinkedIn. Videos should also be uploaded natively.
But what types of videos, specifically, should you be creating for LinkedIn?
The LinkedIn Marketing Solutions team recently co-created six video templates for B2B marketers based off of what LinkedIn has seen work best on its platform.
Partnering with online video maker, Animoto, LinkedIn co-created these templates to help B2B organizations maximize their video success on their platform. Here's an overview of the types of videos LinkedIn suggests, based on its internal usage insights.
1. Industry Insight Videos
Professionals on LinkedIn are there to network, to demonstrate their expertise and to consume relevant information related to their field/s of expertize. When B2B marketers create effective industry insight videos, they are creating inherently shareworthy content - videos of this nature can make the person sharing the video appear “in the know” and well-informed.
B2B brands will find a unique opportunity to build their presence on LinkedIn with videos that are shareworthy in the next 18 months. As video gets more and more popular on the platform, we'll see standout brands who build a strong presence, much like The Dodo and Buzzfeed did on Facebook a few years ago
Here's an example of this type of video in action - the video educates while demonstrating expertise, and it ends with a call to action to drive traffic to a website or blog.
2. Trending News Videos
Similar to industry insights, trending news videos are inherently shareworthy. The right video at the right time is better than the perfect video too late. First really is better on social media, especially if the video adequately communicates the message with text (for sound-off viewing) in a concise manner.
Below is an example of this type of video. Brands that keep their eyes peeled for news that's trending in their industry, or the business world at large, will likely see increased consumption share for their brand when they respond quickly with a shareworthy video.
3. Webinar Event Promo
Professional self-development is inherent to LinkedIn’s appeal, and as such, promotional videos relating to professional enrichment courses, webinars and so on will be inevitable.
Attention is the most difficult thing to attract and sustain on social media. When promoting an educational event like a webinar, brands need to concisely demonstrate what the soon-to-be registrant will learn from it. Offering interesting statistics and insights at the jump of a webinar’s promo video can help to underscore why the viewer should RSVP.
Famed social media guru Gary Vaynerchuk has developed an entire approach to social marketing, and intrinsic to his philosophy is that you always provide value before an ask.
Webinar event videos that lead with value (even if they ultimately end on an ask), will see more organic interest.
4. Event Recap Videos
Of course, not all networking is done on LinkedIn - the platform can, and should, be used to amplify in-person networking and events as well.
One of the best tools in an event marketer’s tool kit is social media. When used correctly, it can help distill and amplify the magic of, or the key takeaways from, an event. By demonstrating how awesome their last event was, event marketers can create buzz and make their lives easier moving forward.
Event recap videos can provide a curated and thoughtful summary of the event for those who attended, or those who were considering it. A great recap video respects the viewers time, and knows they have to take something away from watching it.
Check out the example below.
5. Company Intro Videos
Marketers and recruiters are inevitably going to become video creators themselves, particularly as LinkedIn provides more solutions for them. Showing (rather than telling) is a far more effective communication form than just text or photos, and consumers have already stated that video is the type of content they must prefer from brands.
Companies investing in their brands' reputation will be better able to attract top talent by demonstrating what makes their product/company unique. Similarly, marketers can benefit by showing how their product will help a prospect.
Recruiting pipelines and the B2B buying journey can be longer than your typical consumer marketing, so these kinds of stories are important for brands to tell.
6. New Launch Promo Video
Video marketing isn’t a whole new way of doing marketing - it’s a way to amplify what's already working for you and what your brand is currently promoting with the most fervor. As such, when a new product or service is launched, telling the story behind it, and the importance of that offering, is key on LinkedIn.
Brands should seek to demonstrate not only what they’re launching, but why it's important. Since this is a professional network, education and enrichment will always coexist along with entertainment. Even a video like a new launch promo can, and should, enrich the view in some capacity.
Follow Facebook feed best practices by creating video content that works in a sound-off, mobile environment. Leverage text to add context, and upload videos natively. Think about your company’s goals on LinkedIn and address them with video. Leverage LinkedIn video templates to get started, or just keep your eyes peeled for video content that's already performing well on LinkedIn and think about whether a similar approach makes sense for your business.