Are you using video in your LinkedIn marketing strategy?
Linkedin video marketing is a powerful tool for creating more engaging content for your followers. It enables you to give your followers a glimpse into your brand’s world, and it helps you build a deeper and more meaningful relationship with your audience.
But you may be making costly errors that could hurt your engagement and your brand.
Let’s look at four common mistakes marketers make when using LinkedIn video that you can avoid.
1: Don’t rely on YouTube-Hosted Videos in the LinkedIn Feed
Do you upload your video to YouTube, then share it on other social media platforms? There are two reasons you should start uploading your videos on LinkedIn to the platform itself:
- YouTube videos don’t autoplay in the LinkedIn feed.
- Clicking to view a YouTube-hosted video on the news feed takes the user off LinkedIn and onto YouTube to view the video.
It’s best to use “native video” — video uploaded directly to LinkedIn or created on the platform itself.
Unlike embedded videos, LinkedIn native videos autoplay in-feed, making them more likely to grab attention and create engagement. After all, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.
And that same study found that 94% of businesses believe that their video has helped increase user understanding of their product or service.
2: Don’t run LinkedIn video ads without determining your goal
LinkedIn video ads can increase awareness, drive traffic and generate leads. However, if you don’t get the results you want, go back to the beginning of your process and define your goals.
What are you expecting the viewer to do when they watch your video ad? Sign up for your newsletter? Remember your brand? Opt into your sales funnel and become a lead?
You can’t create a video that leads people to take the action you want them to take if you’re unsure or haven’t clearly articulated the outcome you’re looking for.
Select a single goal, produce a video ad highlighting one valuable idea and the distinct advantages of taking your desired action, and then deliver a clear call to action (CTA).
More from LinkedIn:
Plan video content based on your objective
Content is at the heart of a successful video ad campaign — keep it concise, visually compelling, and focus on storytelling to drive your point home.
Identify your objective before creating content so that your video aligns with the type of success you want to drive. Here are key content types for each purpose:
For brand awareness and consideration:
- Keep your videos under 30 seconds.
- Position yourself as a thought leader
- Tell your brand story
- Share stories of customer success
- Test longer videos.
- Show a quick demo of your product
- Give a sneak peek of your webinar
- Preview your event
Follow best practices for creating videos
- Show what you want your audience to see in the first 10 seconds of the video.
- Viewer attention drops after that point.
- Capture and maintain your audience’s attention with visual storytelling.
- Deliver your message with graphics, people, and text that extend viewer attention span.
- Think like a silent film director: Most LinkedIn members will watch your ad with the sound off.
- Consider burning in video subtitles.
- Refer to LinkedIn video ad specs while planning to make sure that your content is formatted correctly.
3: Don’t Ignore Audience Engagement
You’ll be thrilled to see your LinkedIn videos get more views, likes, and shares. These interactions show that your audience is highly engaged and signal to LinkedIn that your video is creating good conversation and could result in LinkedIn surfacing your video in more people’s feeds.
How do you incorporate engagement triggers into your video? First, use a clear, concise CTA to tell viewers how they can join the conversation. Next, describe the video idea and put it at the beginning. Then engage with your viewers and tell them why they should watch your video. Finally, include elements that will increase the reach of your post, such as a LinkedIn hashtag or @mentions from relevant people and companies.
Are you already creating engagement with your LinkedIn videos? Congratulations! But if you’re not responding to that engagement, you’re losing out on a critical aspect of humanizing your brand, regardless of whether you’re engaging from a personal profile or a company page.
Being silent when you get positive interactions can make your audience feel ignored or inconsequential. That’s bad enough because it could have implications in terms of how your customer service is perceived. But remaining silent n less-flattering feedback and comments can be worse.
People do business with other people, so be human. Say thank you for compliments. Provide more information if a viewer asks for it. Ask follow-up questions.
4: Don’t Create Uninformed Video Content
LinkedIn is not Facebook, Twitter, or YouTube. It is a unique social media platform that has its own preferences and algorithms.
Two key points to remember when planning your LinkedIn video strategy:
First, while you might be able to humanize your brand with a few off-topic videos, LinkedIn is primarily about doing business.
LinkedIn claims it is the “world’s largest professional network.” LinkedIn can help you find the perfect job, internship, or professional relationship, as well as to build and maintain professional connections.
Your LinkedIn video content should reflect your business goals if you want to get business results.
The second point to remember is that you should tailor your content to your target audience. It is essential to know your target customer’s questions, their preferred content types, and how you can move them towards action. You should have all of this information in your comprehensive buyer personas/avatars.
Review your LinkedIn analytics as you create LinkedIn videos based on your target audience’s behavior. To see how people react to your video content, you can use what you learn to guide and adapt your LinkedIn video content strategy.
You can use LinkedIn videos to enable your target audience to learn about you and your business.
- Show customers how you make your products.
- Share explainer videos
- Share customer success stories
- Share company news and updates
- Preview upcoming events
- Spotlight an expert via an interview
- Highlight your employees
Your followers are professionals who work hard, so don’t waste their time— prioritize quality over quantity, and you will reap the benefits of your efforts.
👉 Pro tip: To maximize your LinkedIn visibility, you should share your videos between 8am and 4pm on workdays in your target time zone.