Your chosen platform can make or break your video marketing strategy. For example, LinkedIn and YouTube marketing tips serve distinct purposes, so it’s crucial to tailor your approach for each. While YouTube is a search engine for video, LinkedIn is a social network for professionals.
This means educational content, such as webinars and how-tos, performs better on YouTube. In contrast, entertaining or inspiring videos, such as team spotlights or company culture content, are more effective on LinkedIn.
Understanding the nuances of each platform will help you create a video marketing strategy that drives results.
Table Of Contents
- Benefits of LinkedIn Video Marketing
- 12 Best Practices for LinkedIn Video Marketing
- 10 LinkedIn Video Marketing Content Ideas
- 10 Brands Leveraging LinkedIn Video Marketing
- Create Viral Shorts In Seconds With Crayo
Benefits of LinkedIn Video Marketing
The Expansive Reach of Video Content on LinkedIn
Video content is incredibly shareable on social media platforms, including LinkedIn. This allows videos to reach a much broader audience than text-based content. Viral LinkedIn videos can spread quickly across the internet, generating massive exposure for your business. Apart from that, videos are flexible sources of entertainment and can be molded in various ways. For example, videos can be embedded on websites or blogs for better online visibility.
The Impact of Video on Conversions and Sales
Videos can effectively tell your brand’s story, making it more relatable and memorable to potential customers. Showcasing products in action can help customers visualize how they can benefit from them, leading to increased conversions. Sharing positive feedback from satisfied customers can build trust and credibility.
Video Content and SEO Benefits
Video can improve your search engine rankings, as search engines like Google prioritize visually appealing and engaging content. Videos can also encourage users to stay on your website longer, signaling to search engines that your content is relevant and valuable.
How Video Enhances Social Media Engagement
Videos typically receive more likes, comments, and shares on social media than other types of content. Engaging video content can attract new followers and grow your social media audiences. Videos can help you establish your brand identity and increase brand recognition.
The Emotional Potential of Video
Videos can tell compelling stories that resonate with your audience emotionally. Creating content that evokes emotions like joy, sadness, or inspiration can foster a deeper connection with your viewers. Emotional connection can lead to increased customer loyalty and advocacy.
12 Best Practices for LinkedIn Video Marketing
1. Leverage Crayo AI for Exceptional Video Creation
Crayo AI simplifies the process of producing high-quality short videos. With its capabilities, you can generate unlimited short-form videos simultaneously. Crayo AI automatically creates captions, adds effects, and incorporates music.
This tool quickly turns ideas into engaging videos, allowing you to monetize content through programs like the TikTok creator fund. The workflow is straightforward: outline your concept, customize the style using Crayo’s templates, and export your video. Experience the ease of creating viral short videos with Crayo.
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2. Understand Your Audience
Targeting your audience is crucial for effective LinkedIn video marketing. Failing to do so may lead to poor engagement with your content. Begin each video by asking yourself what you hope to achieve by sharing it. Common goals include increasing brand awareness, establishing thought leadership, reaching new viewers, driving engagement, and enhancing brand loyalty.
Identifying your audience and objectives will guide you in choosing the proper video format and style that resonates with your viewers. To refine your focus, utilize the “rule of one,” which emphasizes concentrating on a single emotion, audience, and message. Content experts often use matrices to brainstorm video ideas based on various content categories.
3. Optimize Video Length
Determining the ideal length for LinkedIn videos can be challenging. Videos can range from three seconds to 10 minutes on mobile and 15 minutes on desktop. To maximize engagement, aim for a duration of one to five minutes. If your content requires more time, consider dividing it into sections. To maintain attention, capture the viewer's interest within the first six seconds, and keep the main content under two minutes.
4. Choose the Right Format
With LinkedIn now supporting vertical video, it’s essential to understand when to use this format. General guidelines suggest using vertical or horizontal orientations but avoiding both in a single video. While LinkedIn may favor square or horizontal formats for feed distribution, vertical videos can enhance engagement due to their prevalence on mobile devices.
Ensure your video adheres to LinkedIn’s accepted file types and formats. To optimize viewer experience, adjust your video’s aspect ratio for maximum screen coverage. Tools like Content Lab can help automate this process.
5. Ensure Accessibility with Mute-Friendly Videos
Videos that engage viewers without sound are especially effective on LinkedIn. Always include captions to enhance comprehension among most users who watch videos on mute. Customize the style of your captions to align with your brand’s visual identity, and consider using live translation options for multilingual audiences. Captions assist individuals with hearing impairments and improve brand awareness and recall among all viewers.
6. Create Attention-Grabbing Hooks
Establishing a compelling hook within the initial six seconds of your video is crucial to retaining viewer interest. Research suggests that attention spans have decreased significantly, making it imperative to engage your audience quickly.
Use captivating hooks that incorporate captions for silent viewers. Explore AI tools to identify impactful taglines or key messages. To organize your hook, utilize structured communication frameworks like BLUF (Bottom Line Up Front). Remember, every visual element in your video contributes to the overall hook.
7. Repurpose Existing Content for LinkedIn
Time constraints often hinder marketers from creating new video content. However, with the right tools and strategies, repurposing existing videos for LinkedIn can be quick and efficient. Use clear and specific prompts when working with AI tools to optimize their output for your needs. Plan for repurposing from the outset of content creation efforts to streamline the process later. This approach will save time and enhance your distribution efforts.
8. Prioritize High Production Quality
Video quality standards continue to rise, so ensuring your LinkedIn videos look polished and professional is critical. Key considerations include proper formatting, attention to lighting and background aesthetics, and consistent visual branding. Additionally, focus on precise editing to eliminate superfluous content that could detract from the viewer's experience.
9. Infuse Personality into Your Videos
While delivering valuable content is essential, adding personality to your videos is equally important. Viewers are drawn to both helpful information and relatable human interactions, so seek to balance these elements in your video strategy. Incorporating lighthearted or humorous moments can foster viewer connections and encourage social sharing.
10. Incorporate Clear Calls to Action
Always include a clear call to action (CTA) in your videos, regardless of their primary purpose. Link back to relevant landing pages or websites to facilitate user exploration of your brand or offerings. Many viewers utilize social media as an initial research tool, so make it easy for them to find what they’re looking for.
11. Analyze Data and Metrics
LinkedIn’s algorithms are constantly changing, making it crucial for marketers to assess analytics and adapt their strategies regularly. Track metrics such as views, watch time, and engagement rates to measure performance and uncover areas for improvement. Utilize intuitive reporting tools to streamline this process.
12. Avoid Irrelevant Content
Steer clear of posting videos that lack relevance to your target audience. Such content can undermine your credibility and damage your brand image. While some off-topic posts may be acceptable to showcase your organization’s human side, limit these instances and do not rely on them as a content strategy.
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10 LinkedIn Video Marketing Content Ideas
1. Industry Insights: Your Expertise, Your Voice
Share your knowledge by exploring current trends, challenges, or innovations in your field. This positions you as a trusted source and provides valuable information to your network. For example, a marketing professional might analyze the latest developments in digital advertising strategies.
2. Product Demonstrations: Show, Don’t Just Tell
Create videos that showcase the features and benefits of your products or services. Demonstrating how your offering solves specific problems can effectively engage potential clients. For instance, a software company could present a walkthrough of its latest application.
3. Customer Testimonials: Authentic Voices, Real Impact
Feature satisfied clients sharing their positive experiences with your product or service. Authentic testimonials build trust and credibility, encouraging others to engage with your brand.
4. How-To Tutorials: Step-by-Step Guides That Add Value
Provide step-by-step guides on using your products or services, or offer educational content related to your field. This not only showcases your expertise but also adds value to your audience. For example, a financial advisor might create a tutorial on effective budgeting techniques.
5. Event Recaps: Key Takeaways from Industry Gatherings
After attending or hosting an industry event, share a video summarizing key takeaways and insights. This allows your network to benefit from shared knowledge and positions you as an active participant in your industry.
6. Company Introductions: Humanizing Your Brand
Produce a video that tells your company’s story, introduces team members, and highlights your mission and values. This humanizes your brand and fosters a deeper connection with your audience.
7. New Product Launches: Announcing Innovations Creatively
Announce new products or services through engaging videos that detail the story behind the development and the problems they address. This approach is more dynamic and engaging than traditional press releases.
8. Behind-the-Scenes Content: Transparency Builds Trust
Describe your company’s daily operations, culture, or product-making process. Transparency can enhance trust and showcase the human side of your business.
9. Live Q&A Sessions: Real-Time Engagement with Your Audience
Host live sessions where you answer questions from your audience in real-time. This interactive format fosters engagement and allows you to address specific concerns or interests directly.
10. Thought Leadership Pieces: Sharing Insights to Boost Your Brand
Share your perspectives on industry developments, future predictions, or professional advice. Positioning yourself as a thought leader can boost your professional standing and influence within your network.
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10 Brands Leveraging LinkedIn Video Marketing
1. Pfizer: Building Trust Through Transparent Communication
Pfizer uses LinkedIn Live to host real-time discussions on health topics, research advancements, and corporate initiatives. This approach fosters transparency and positions the company as a thought leader in the pharmaceutical industry. By engaging directly with healthcare professionals and the public, Pfizer enhances its credibility and trustworthiness.
2. Adobe: Strengthening Community Engagement With Valuable Live Content
Adobe employs LinkedIn Live to showcase product tutorials, creative showcases, and industry panels. These live sessions provide value to their professional audience by demonstrating product capabilities and discussing design trends, strengthening Adobe's community engagement.
3. J.P. Morgan: Positioning the Brand as a Trusted Financial Advisor
J.P. Morgan leverages LinkedIn Live to share financial insights, market analyses, and economic forecasts. By delivering timely and relevant content, the firm positions itself as a trusted advisor in the financial sector, engaging clients and prospects effectively.
4. Blackstone: Humanizing the Brand With Creative Content
Blackstone produces creative holiday videos that glimpse the firm's culture. These videos, featuring humorous workplace scenarios and musical elements, humanize the brand and have become anticipated events within the financial community.
5. Gymshark: Enhancing Brand Relatability With Authentic Communication
Gymshark's CEO utilizes LinkedIn to share direct-to-camera videos discussing company milestones, product launches, and personal insights. This authentic communication strategy enhances the brand's relatability and strengthens its connection with the professional community.
6. Deloitte: Showcasing Expertise and Culture to Attract Talent and Clients
Deloitte integrates video content on LinkedIn to share thought leadership pieces, industry analyses, and insights into company culture. This strategy showcases their expertise and attracts potential clients and top talent by highlighting their organizational values.
7. ANZ: Boosting CEO Engagement With Direct Stakeholder Communication
ANZ's CEO, Shayne Elliott, uses LinkedIn video posts to communicate directly with stakeholders. By discussing financial results and strategic initiatives, these videos have contributed to a 23% increase in CEO posts since 2023, receiving four times more impressions than average.
8. CSL Limited: Engaging the Professional Community Through Video
CSL Limited's CEO, Paul McKenzie, leverages LinkedIn videos to engage with employees, investors, and the broader professional community. This approach has led to robust engagement, positioning CSL as a forward-thinking leader in the biotechnology sector.
9. Microsoft: Reinforcing Leadership Position With Valuable Video Content
Microsoft utilizes LinkedIn's video features to share product updates, tutorials, and thought leadership content. Microsoft enhances user engagement by providing valuable insights and demonstrating product functionalities, reinforcing its position as a technology leader.
10. Airbnb: Humanizing the Brand Through Engaging Stories
Airbnb employs LinkedIn video marketing to share stories about unique stays, host experiences, and company initiatives. This strategy humanizes the brand and appeals to professionals interested in travel and hospitality.
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Create Viral Shorts In Seconds With Crayo
Creating engaging short-form videos is essential for tapping into audiences on platforms like TikTok and Instagram. Crayo AI streamlines this process, enabling users to produce unlimited shorts in minutes. Simply outline your idea, customize with Crayo’s free templates, and export. The tool automatically generates captions, effects, music, and more.
Focus on going viral and monetizing your content rather than spending hours on editing. Try Crayo’s free clip creator today—no account needed.
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