Nearly 10 years ago, Seth Godin famously stated: “Content marketing is all the marketing that’s left.” He was right; content is king for engaging customers and growing brands. In 2018, we can safely say that video is not the onlytype of marketing left, but certainly will be wearing the crown for years to come.
Increasingly, brands are identifying that consumers and buyers of their products & services can be narrowly targeted through the LinkedIn platform, and when approached with tailored, entertaining and educational content, they are achieving fantastic engagement and conversion.
Consider some of these statistics from Hubspot & LinkedIn:
- LinkedIn boasts more than 450M users, with over 9M business buyers and professionals in Australia & New Zealand.
- Video post benchmarks on LinkedIn are outpacing link share/image posts by up to 5%.
- Video consumption on LinkedIn has increased more than 25% in the past 2 years.
- LinkedIn delivers a professional context for videos: members are in a business mindset, which makes them more receptive to brand and solution messaging.
- LinkedIn supports video embedding in Company Page updates, specifically targeting each post to the most relevant audience.
- LinkedIn has started to roll out native video through the mobile app enabling users to record and share original videos that auto-play, directly increasing views and engagement of content.
- 75% of business executives watch work-related videos weekly.
So, the question is no longer whether you should share and advertise video on LinkedIn. Instead, it’s how do you build and leverage exceptional content to ensure your customers engage with you over competitors?
Marketing leaders and teams who want to maximise engagement, leads and conversions still need to follow best practice strategies. Consider these 5 LinkedIn optimisation strategies below:
- Go mobile: 58% (and growing) of LinkedIn membersessions are via mobile, and more than 90% of LinkedIn users view videos on their smartphones and tablets. If your video isn’t optimised for mobile viewing, you’re inadvertently cutting out a significant portion of potential viewers and customers. While you’re optimising for mobile, you should also consider shooting LinkedIn videos in a vertical format (making them more viewable on mobile devices). As reported by Snapchat, vertical video ad completion rates were 9x higher than those of horizontal ads and draw up to 2x higher visual attention. The reasons for this are obvious. For one, people naturally hold their phones vertically. Secondly, vertical video content takes up a lot more screen real estate. But don’t take this as the be-all-end-all of LinkedIn videos. Vertical isn’t always the best solution for all types of content. For example, this might be best for short-form content, while a long feature film might be best in landscape viewing.
- Variety is the spice of life: Look at a range of video executions. You don’t need an enormous budget or an in-house production studio for all videos. Mix and match high-production value content (perhaps with your content agency) with low-production value content (by yourself). Think simple how-to videos, motion graphics, Q & A’s, behind-the-scenes video, live feeds, etc. New technology and software today makes it even easier to shoot and produce video all in the palm of your hands (literally).
- Strive to be creative—and different: A video that looks and feels like scores of others, or is of poor visual or audio quality, will not achieve the results you’re after. Plus, it will often be a waste of time or money. The most effective videos are those that connect with viewers on an emotional level, so don’t be hesitant to inspire emotions like humour and empathy (and be authentic to your brand’s tone and positioning).
- Don’t overstay your welcome: the best videos say a lot in a short amount of time. Note that consumers tend to be impatient when they’re online, so, if possible, stay within 30-90 seconds for TOFU, awareness or teaser content or up to 2-3 mins if you are sharing trends, insights or educational content. In addition, put a lot of thought into the first few seconds of your video—since most viewers decide whether they’ll continue watching that quickly. Let viewers know what your video is about immediately and try to work in a compelling hook to get (and keep) their attention.
- Know what works: Posting content is just the start of your journey. You should constantly be testing and optimising to best-performing assets. Fortunately, any content that you post on LinkedIn (whether organic or paid) can be tracked and measured. Marketers have the ability to see how videos perform in terms of views, reach, engagement and more. You can also dive into audience specific insights like demographic, top companies they’re employed by, titles and locations. Knowing what works means you’ll spend more time understanding your target audience and less time (and money) on content that does not yield a return.
This is just a sampling of ideas and best-practices to ensure that any investment (of time or money) in sharing video through LinkedIn will be effective. Frizbee have developed a number of digital, social and video campaigns through LinkedIn for clients including Lenovo and Samsung. As you’re planning content for 2018, feel free to get in touch to understand how LinkedIn video could benefit your business.