Julianna Lopez | Jul 26, 2019
In our last post, we talked about the importance of incorporating video content in your social media marketing strategy. This time, we’re focusing on the importance of including LinkedIn in your social media mix.
Out of all of the social media platforms, LinkedIn set itself apart as the “professional social media” network. While the platform may not have the most users of all the social networks, the number of users has grown from 467 million in 2016 to 590 million by the end of 2018. In response to this uptick in users and to keep up with the other social media sites, LinkedIn recently released new features designed to increase engagement, including LinkedIn Videos.
Because LinkedIn provides a balance between professionalism and creativity, it’s a great place to test out new thought-leadership content. According to social media strategist, Goldie Chan, “about 45% of all B2B buyers make purchasing decisions based on LinkedIn content. So if you’re on LinkedIn and you’re a B2B marketer, you have a good chance of reaching people who can help you move sales.” Research has shown that LinkedIn video posts earn 3x more engagement than text posts and native videos have 5x the potential to start a conversation with your audience.
Clearly, LinkedIn videos are a must-have for your overall video marketing strategy, but you need to ensure your content resonates with your specific audience and the platform’s general audience. This entails:
This is a must for ANY social media platform and ANY content you create and publish. According to research conducted by LinkedIn, the two most prevalent groups on the platform are Millennials and Gen Xers — Millennials are interested in content that educates and informs, inspires, and helps develop their skills while Gen Xers are interested in content that they find personally relevant and informs them of the latest industry trends. To get more specific information about your target audience on LinkedIn, consider adding the LinkedIn Insight Tag to your website to create more tailored content based on your insight findings.
As with any other social media platform, LinkedIn’s algorithm favors native videos, or videos uploaded directly to the site, over links to non-native videos. Native videos load faster than non-native videos, which in turn increases the overall engagement and view count for the post. You can see the difference in format for native (first) and non-native (second) video posts below.
To ensure your video content performs the best it can, here are a couple of best practice tips for optimizing your native LinkedIn videos:
Aside from the steps above, your post copy needs to be well written, engaging, informative, and entertaining with all relevant hashtags and mentions included in the text.
There you have it! Who’s ready to give LinkedIn videos a try?