Over the past month we’ve been been rolling out a blog series on building your video strategy on social media. So far we’ve taken a look at YouTube, Facebook, and Twitter. Today, in our final installment, we’re diving into building a LinkedIn video strategy.
LinkedIn is different from the other social platforms we’ve explored because it doesn’t have a surplus of video features, or the ability to upload video files directly to the site. But video can still be a powerful tool on the site. In an infographic about increasing LinkedIn engagement, QuickSprout reported that YouTube video links shared to LinkedIn result in a 75% higher share rate than other types of content.
Questions to ask yourself
So how can you leverage video to increase your LinkedIn success? We’ve put together a list of questions for you to consider when building your LinkedIn video strategy.
How can you use video to help yourself stand out?
Think about how you are currently using LinkedIn and then ask yourself, how can you supplement your current content with video to help yourself stand out? There are a number of ways you can incorporate video into your content strategy on LinkedIn.
* Include video on your personal LinkedIn profile
Adding a video to your personal LinkedIn profile can be a great way to add a little color to your business and help yourself stand out. There are a couple ways to do this.
The first is to add a video under your experience. Under each job you have listed, you’ll find an “Add Media” section that will let you add a document, photo, link, video or presentation. Many video production specialists will use this area to share a reel of their work, but it’s also a great spot for business owners to share a company overview.
Alternatively, you can embed video by adding the SlideShare application to your profile and using a YouTube video as the first slide of a presentation you’re sharing. You can find out more about using the application on the LinkedIn blog.
* Share video links
Sharing links to videos in your status updates from your personal profile, as well as a video page, is a great way to grab people’s attention and foster engagement. Sharing video links on LinkedIn is simple – just paste the URL of the video into your status bar and wait for the video thumbnail and description to load. Once it does, you can remove the URL and replace it with some text describing what the video is about.
UPDATE: As of January 2016, when you share YouTube and Vimeo links on LinkedIn, they will auto-play in the feed, making for even more attention-grabbing.
* Embed video in long-form posts
When you write a long-form post on LinkedIn, you can embed videos directly into your posts. LinkedIn currently supports embedded videos from YouTube, SlideShare, TED, Getty, Vimeo, and Lifestream in long-form posts.
What will your videos be about?
Since LinkedIn has a business focus, think of it less as a promotional platform and more as a place to establish yourself as an expert in your field. What does this mean in terms of content? The videos you share should be more business-focused. This could come in the form of how-to videos aimed at other businesses, company news and updates, industry talks and presentations, and other content related to your friend that would be helpful to other LinkedIn users in their professional careers.
Behind-the-scenes and team-related videos can also be a fun way to add a little bit of personality to your company on your business page. These videos are great for recruitment too, as they show off how great a place your business is to work.
Best practices for your LinkedIn strategy
Ready to dive in? We’ve compiled some best practices for you to keep in mind to make sure you’re getting the most out of using video on LinkedIn.
Optimizing your videos for LinkedIn
Optimization for LinkedIn videos falls into two categories: thumbnail images and descriptions. When you’re sharing a link or embedding a video from an outside source, like YouTube or Vimeo, it’s important to make sure you’ve selected an eye-catching thumbnail image. In the image below, which features an Animoto overview video I shared on my own LinkedIn profile, the Animoto logo is displayed because this is the thumbnail that was selected on YouTube.
When sharing a video link, you’ll also want to ensure that you’re including an attention-grabbing description.
Finally, when you share videos online, the rule of thumb should be to keep them as short as possible. Viewers have short attention spans. The only real exception to this on LinkedIn should be industry talks or presentation videos.
Building an engaged audience
Videos, in and of themselves, get shared more on Linkedin. But how else can you build an engaged audience? The best way is through using video to position yourself as a thought-leader on the platform. Share interesting, thought-provoking content in groups related to your industry and get a conversation started.
Asking questions can also be a great way to encourage people to engage. Try including a question the next time you share a video link to your business page.
Converting your audience
An engaged audience is good, but conversion is great. Admittedly, when it comes to conversion, LinkedIn is a better platform if you’re selling a B2B product. That being said, include links back to your website and a good description of your business on your company page to ensure that people know what you do and how to find you.
Curious to learn more? Check out the other posts in our Building Your Video Strategy on Social Media series: