How to Effectively Use Video Marketing on LinkedIn

Steven Brown

Steven Brown

Vimeo recently announced the end-to-end video integration with LinkedIn company pages. By using the “Publish to Social” feature, users can now easily publish videos from their Vimeo accounts and track their performance.

This decision falls in line with the launch of native video uploading earlier this year. LinkedIn is clearly encouraging marketers to rely more on video content, and for a good reason.

According to Cisco, by 2019 video will account for 80% of the world’s internet traffic. It looks like that prediction is on its way to becoming true, as shown by recent statistics: social video enjoys 1200% more shares than both text and images, and 64% of consumers make buying decisions after watching branded social videos.

What this means for your business is that now is a great time to consider video marketing, if you haven’t already. Seeing the booming popularity of video on other social media, especially YouTube and Instagram, it makes sense for LinkedIn to follow suit.

The power of videos doesn’t really need to be demonstrated.  Video content is usually considered as more stimulating than text as watching and listening to someone is effortless and creates an emotional connection faster.

With that in mind, let’s see how you can effectively use video marketing to reinforce your presence on LinkedIn and grow your business.

Improve Your Company Page with Videos
What goes into your company page and how it’s presented is crucial for making a strong impression on potential clients and business partners, thus prompting them to reach out to you.

Adding videos to your company page means more reach and engagement. The LinkedIn Newsroom website says that company pages that use videos are 5x more likely than other types of content to start a conversation among members.

If you want some inspiration to get started with your own company page videos, look no further than LinkedIn’s annual top 10 of company pages. Schneider electric uses videos to show executives speaking about different topics, whereas Cognixia offers among other things an unboxing of its IoT kit, and Ernst and Young goes for very short videos about quotes or upcoming events.

Curate and Share Videos of Others
Video marketing isn’t only about creating your own videos. You can also curate and share relevant videos from other content creators to add variety and consistency to your updates. Doing this helps you cement your image as a source of insightful content.

Whenever you share somebody else’s videos, make sure to tag them to let them know. They may return the favor by sharing some of your own content to their audiences. And who knows, by getting on their radar, you might even end up discussing possible partnership opportunities.

Promote Your Company with Native Video Advertising
A handy option for B2B businesses, LinkedIn allows you to create native video ads to promote your company and its offers.

Customers respond better to native ads than display and banner ads, since their look and feel is less disruptive and intrusive, in addition to leveraging the users’ trust of the medium they are displayed in.

On LinkedIn, you can create native video ads that show up on the news feed of your target audience. As with advertising on other platforms, audience targeting followed by measuring and optimizing are primordial for achieving high conversions.

Post Regular Updates Featuring Different Kinds of Videos
This is the most important aspect of LinkedIn video marketing. You won’t be surprised to learn that updates with embedded videos stand out easier in a user’s feed. If you don’t know what topics to tackle in your videos, take a look at this list:

Telling your brand story
Storytelling and videos work wonders together. Combining them allows you to convey the essence of your brand in a way that makes viewers curious to learn more about you.

Think of a simple, short story with the main character – who can be a founder, an employee, a customer, etc. – going through a problem and overcoming it, or speaking directly to the audience. Either way, the message highlights your values, your mission, and how you make lives better. Naturally, you need to tell your story in a way that’s, clear, concise, and compelling.

Product Demos
Demos are ideal for presenting your product’s essential features, showing it in action or boasting a slick user interface. Demos give potential buyers a taste of what to expect and relieve them from some of their biggest concerns: that a product is confusing, hard to use, or defective.

Demos are highly popular in the SaaS industry, but with a little bit of creativity, you can find ways to create engaging demos no matter what field you operate in. For example, GoPro gave free cameras to athletes and travel enthusiasts and asked them to share aspirational footage filmed with them, thus demonstrating the quality of their products right through their customers.

Client testimonials
What better social proof than praise from happy clients? Testimonials add weight to your marketing message and make it feel much more authentic. So whenever you find yourself a raving fan, let her do the talking and explain how your business helped her reach her goals and find success.

How-to / educational videos
A staple of content marketing in general, the “how-to” content is always in demand. Professionals and consumers alike are constantly looking for videos that show them exactly how to perform a task, solve a problem, or learn a skill. Solid knowledge of your audience’s most common needs and questions allows you to figure out timely topics for how-to videos.

Updates from recent events
If someone from your team is taking part in an industry event, like a conference or a seminar, then posting updates is a good idea, provided they do convey interesting information and are not simply random vlogs. Behind-the-scenes footages and interviews with industry influencers can work very well to keep your audience engaged. Similarly, you can post videos about your own events, like product launches or team-building events. 

Repurposing content from other formats
Repurposing content helps you reach a wider audience efficiently. Making new videos out of old content – like blog posts – ensures you get the most out of it without having to come up with new topics at every turn. The topic can be anything from the suggestions above, as long as it’s relevant to your LinkedIn audience. Conversely, videos that are first published on LinkedIn can be re-used later on to aliment your YouTube channel, should you decide to start one.

Promoting your offers
Lastly, you can simply ask your connections and followers to check out your products or services. But remember to balance informational and promotional content. Post too much of the latter, and you risk losing the interest of your audience.

3 Tips to Make the Most of LinkedIn Video Marketing
Crafting videos that garner views and conversions requires you to understand the user experience on LinkedIn. Be sure to follow the tips below to maximize the engagement of your audience with your videos.

Your opening sentences are crucial
Just as the first paragraph of an article is essential for retaining the reader’s fleeting attention, the beginning of a video is all about convincing the viewer to invest a little bit of time on it. Start your video with an intriguing question, a bold statement, or just say what the main takeaway is and then explain it afterward. 

Keep your videos short and to the point
Look at this from the viewers’ perspective. They are scrolling down their LinkedIn feed and will probably have to return to a more pressing task. They are much more likely to watch your video to the end if it asks for only a minute or two of their time. Knowing that, don’t take your time discussing your topics as you would in a podcast. Straightforward delivery works best on LinkedIn.

Optimise your videos for mobile users
Just like other social media, the video content on LinkedIn must be made with mobile viewing in mind. Make sure to preview your videos on mobile devices before posting them. Also, consider adding captions for users who don’t use audio while browsing their feeds on mobile devices. Failing to provide captions means you risk losing the portion of the audience that, for one reason or another, is not using earbuds.

In Conclusion
While the majority of the content found on LinkedIn is made of text, the video trend is gaining more ground on the professional platform. This isn’t to say you should disregard regular content, but video can be your ace in the hole. Used well, it generates more engagement and opportunities. 

Investing in video content doesn’t mean chasing after what’s hot right now; it means conversing with audiences through their preferred medium. And luckily, you don’t need a large budget to integrate video into your content strategy.

If you feel like you could use help with LinkedIn video marketing, we at Digita Comms can assist you. Reach out to us, and we’ll gladly discuss how you can use LinkedIn to grow your online presence and generate more business.

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