The benefits of using Video on LinkedIn for your businesses

May 14, 2024

Have you noticed that the content you see on LinkedIn is a lot more dynamic these days? When you scroll through your feed have you noticed more video content appearing?

Well, there’s a reason for that. 

According to recent statistics, 73% of B2B marketers report that video positively impacts their marketing return on investment (ROI) and it’s something that’s set to become more and more popular.

So what does that mean for you as a business owner? 

Are you suddenly expected to start turning out Spielberg-style video content for your followers? Do you need to learn to sing and dance to promote your business online? And, if everyone else is doing it, should YOU be embracing the rise of video?

Let’s find out more…

What makes a good video?

The most popular video format on LinkedIn is short-form video. Videos between 1 and 2 minutes long have also been shown to improve conversion rates by 30%. 

More LinkedIn members have taken to using the mobile version and these days vertical videos (mobile) are now the best-performing format. Not only do they take up more space on the feed which helps to grab attention but they have also been shown to get 15% more reach than square or landscape videos.

Be aware that the first few seconds of your video are a crucial part of keeping viewers engaged. It’s important to craft your hook (the start) carefully so that viewers continue watching for longer rather than scrolling past.

Did you know that 30% of LinkedIn members also watch videos without any sound on? For this very reason, it’s important to remember to add captions (subtitles) to your videos as this will help to increase your reach to a wider audience. You can do this using video tools such as Capcut and Kapwing or just opt for LinkedIn-generated auto-captions via the platform.

I would recommend always double-checking the auto-captions thoroughly though as they can sometimes generate some interesting spelling errors!

Where possible try to use native LinkedIn videos as including external links to other sites like YouTube can reduce your reach by half.

Just like a LinkedIn standard post, you should always end your video with a clear and compelling ‘Call to Action’ so your viewers know what action you want them to take next.

What types of videos are there on LinkedIn?

There are four types of videos that you will find on LinkedIn:

  • LinkedIn Shared Video – these are videos shared via an external link i.e. from your YouTube channel. These videos don’t automatically play on your feed as you scroll so they can be less engaging.
  • LinkedIn Native Video – these are videos uploaded directly via a desktop or your mobile. They play automatically on your feed and tend to have much better engagement and reach.
  • LinkedIn Video Ads – these are sponsored ads that appear on your feed to a targeted audience with a specific goal.
  • LinkedIn Lives – This is another great way to share videos but it is usually longer form. However, the beauty of live video is that once a stream is complete, it will remain on the feed of your LinkedIn Page or profile as a video that was ‘Previously recorded live’ for more views. Winning!

LinkedIn video reach and popularity is continuing to grow fast so there’s never been a better time to embrace it and help your business to get more visible online.

If you’re still not convinced here are 5 reasons to use Video:

Videos on LinkedIn can be one of the most engaging formats. Here are some key reasons why you should include them in your content strategy.

Reach new audiences

One of the best things about videos is that they stand out on the LinkedIn feed and they can be a great way for new people to discover more about you and your business. One downside is that those viewers might not be your ideal audience, but you can improve your chances by making your videos super-focused and using targeted keywords in the caption.

They generate lots of engagement

Video is becoming more popular right now and, as a result, they’re generating lots of views and engagement on LinkedIn. Take the time to engage back and you could see a spike in your follower numbers.

They stand out on the feed

Unlike a standard post, videos stand out much more on the feed especially when they are filmed in portrait (mobile). They can help to grab attention and create more interest with audiences who want to get to know more about you and your business.

Showcase your brand personality

Video is an opportunity to have a deeper connection with your audience and give them a glimpse of the people – or person – behind the brand or business.

They can encourage more saves

Depending on the purpose of your videos, they can often prompt more saves (a positive signal to the algorithm) especially if there’s some educational value or interesting industry insights that people will want to rewatch again at another time.

As we all know, people buy from people so videos offer a brilliant opportunity to make deeper connections with your ideal clients and customers by building knowledge, like and trust.

 

An example of a video that you could use

Here’s an example of a very simple educational video that I shared with my audience giving a useful LinkedIn tip. I created it using an app called Loom which has a free version and is very easy to use. You could create and share something similar with your own audience. For example, a quick tour of a new feature of a product or service on your website, some before and after examples of how you have helped a client, photos of a recent event that you hosted, a testimonial…..the potential is endless!

Ideas for Video

If you’re struggling with ideas for your videos, the best way to get inspiration is to check out what some of your competitors and other businesses are doing.

One of the great things about video is that it’s perfectly OK to take inspiration from others and put your own mark on it.

Start by making a note of the types of video you’d like to make. If you don’t want to show your face that’s fine. There are plenty of other options and I’d be happy to discuss ideas with you. See the Training and Coaching services I have on offer here.

Some quick video ideas:

  • Create a short how-to tutorial
  • Share 5 top tips that are useful to your audience
  • Show behind the scenes of your business and introduce the team
  • Share some highlights of an industry event that you’ve been to
  • Celebrate a special milestone for your business
  • Share a client/customer video testimonial about your services or product

My favourite video creators

Check out these businesses and creators on LinkedIn for some inspiration for creating engaging videos.

1.Headspace 

2.The Lego Group

3.Oatly

4.Slack

5.Rob Mayhew

Worried about taking the plunge? I understand how daunting learning a new skill such as making video can be – especially when you have a busy business to run.

That’s why I’d love to help you. I want to make video easy and accessible so that you can get started straight away.

You can grab my free easy guide with top tips for creating videos on LinkedIn here.

I offer tailored Video coaching, so if you want to take the plunge and get started, send me a message and let’s arrange a time to chat. 

My services include the following areas for founders and businesses:

Video for beginner’s masterclass, Video brainstorming session, Video audit, Video nurture package, Video strategy, Video creation.

Meet Jo…

Hi, I’m Jo, and I work with purpose-driven businesses and service-based founders helping them boost their LinkedIn and social media visibility by sharing content that provides value and has a positive impact with the intended audience.

I offer a variety of LinkedIn and social media training, strategy, content creation and management services for small businesses and founders to suit your budget and needs.

I hope this blog gives you the tips you need to take your business forward and achieve your social media goals.

Jo

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