As part of blogging some of the key highlights from Social Media Marketing World, let me share with you some insights from Viveka Von Rosen‘s fantastic presentation on “Native Video” on LinkedIn. LinkedIn launched native video in August, 2017 (See here), part of a growing recognition by nearly everyone that video is “where it’s at” in terms of the future of content. Reading is so, well, 1999. So even on the world’s #1 B2B network, video has increasing importance.
Take-aways on Native Video on LinkedIn
Take away #1 is that “native” video outperforms non-native video. Not surprisingly, LinkedIn isn’t keen to promote YouTube videos, so putting your video into “native” format means you can leverage LinkedIn’s preference for its own platform. As Gomer Pile would say, surprise, surprise, surprise – LinkedIn like Facebook and Google favor their own stuff. To get started, you need to create a video, either on your phone or via a webcam or other system, and then “upload” the video to LinkedIn either from your phone, or from your desktop computer.
Take away #2 is that including “outbound links” in your video (or in your posts) is another ding against you by the algorithm. Von Rosen’s workaround here was to include a link in the comments section (not the post) and reference in your video that the user can “get more stuff” by clicking the link in the comments.
So now you know that native video exists on LinkedIn, that it’s an opportunity, and that LinkedIn wants you to create content for its platform. What kinds of videos should you create? Well, of course, LinkedIn is all about B2B, so it’s heavily “utility” or “learning” videos, as opposed to funny, outrageous, or shocking videos of the type that do well on Facebook. A good example would be a “tips” video wherein a WordPress company explains something “secret” and “hidden” in WordPress, or a corporate training has a “tip” on how to start your first day at a new job. Things that provide utility and fit with the business-to-business will do well on LinkedIn. And, as on YouTube or on Facebook, video that’s authentic will do quite well. You don’t need a professional videographer if your video provides real user value.
Finally, for take away #3, Von Rosen pointed out that you need to work on “amplifying” or “promoting” your video. LinkedIn, like all the networks, rewards content that gets likes, comments, and shares, so do everything in your power to encourage user interaction. Simply asking users to “put their questions in the comments,” for example, is one way to spur interactivity. And, of course, you want to share that video on your other networks – Twitter, Facebook, etc. – and even use your Company Page to “share” the link and perhaps even advertise that share. (Companies to date can NOT yet post video to LinkedIn, as this feature exists only for the profiles of persons).
Oh, and one more thing, once you upload a video, click on the three dots (top right) and capture the direct link to your video on LinkedIn. The reason being that if it goes more than thirty days you can “lose” the video if you don’t know the link.