You might recall from your childhood that there was a significant difference between how a callous lunch lady at school slopped questionable “food” on your tray, and how your mom lovingly prepared a sandwich for you, without the crust, just how you liked it.
Similarly, serving up subpar video content on LinkedIn isn’t going to leave a great impression on your target audience. Everyone can tell when your heart isn’t in it.
LinkedIn is a goldmine when it comes to B2B businesses. There are over 30 million companies on the platform and, according to Foundation, 80% of B2B leads come from LinkedIn. Those numbers would get any marketer excited because the network offers opportunities to connect with professionals from across the globe.
In this chart, you’ll see how LinkedIn stacks up against other popular social media in terms of favorability. People generally tend to place more trust in LinkedIn compared to, say, Facebook.
In this post, we’re going to help you amp up your video content strategy for LinkedIn native video with 6 best practices. But before we get to that, let’s cover the basics first.
LinkedIn Native Video Basics
LinkedIn made it possible for its users to upload videos natively in 2017.
Here’s what you need to know:
- Videos must be between three seconds to ten minutes long.
- If you upload the video, make sure the size doesn’t exceed 5GB and isn’t less than 75KB.
- You can also shoot videos natively through the mobile app.
- Right now, it isn’t possible to add multiple videos to one post on LinkedIn
- These formats are not supported: Raw Video, VP6, WMV1as, ProRes, MPEG-2
- You can post horizontal and vertical videos. Vertical videos will be cropped into a square when they show up in the feed.
- Aspect ratio: 1:2.4 or 2.4:1
- Resolution: 256×144 to 4096×2304
- Bit rates: 192 kbps – 30 Mbps
- After posting videos, you’ll have access to analytics and insights, such as views; likes, titles of people who watched your video, top companies, and locations, etc.
Native videos perform well on the platform because LinkedIn prefers this type of content. If you’d like to learn more, check out our post on why LinkedIn Native videos are great for business.
Now that that’s out of the way, let’s get down to it.
6 Best Practices for LinkedIn Native Video
1. Think of your videos as silent films
Turns out, people on LinkedIn tend to watch videos with the sound off. In fact, 80% of the videos are watched in silence. It would be a good idea to keep this in mind.
A simple way to make sure your message doesn’t lose its meaning in this scenario is if you insert closed captions. You could also add titles and subtitles where necessary.
World Economic Forum frequently posts videos that can be viewed with the volume off.
2. Make it snappy
People don’t scroll through their LinkedIn feed to binge tons of lengthy content. Keep that in mind when you create Native videos for the platform.
You have a very short window to hook and hold your audience’s attention. Make sure you don’t lose them with content that drags.
3. Create videos with the buyer’s journey in mind
When you’re planning your video content strategy for LinkedIn, think in terms of the buyer’s journey. Create videos that resonate with viewers at every stage: awareness, consideration, and decision.
Here’s a brief overview of the buyer’s journey and the videos you can produce for each stage:
Awareness stage – Top of the funnel (TOF)
Videos in this stage are supposed to attract a wide audience. The primary aim is to build brand awareness and position your company in the minds of your target prospects. Thought leadership videos, short social videos that show your brand personality, and educational how-to videos are great for this stage of the buyer’s journey.
This behind-the-scenes video from Sony is a great example of an engaging video for this stage.
Consideration stage – Middle of the funnel (MOF)
Videos at this stage should help your audience in their research phase. You can experiment with longer content here, such as webinars, explainer videos, etc.
Decision stage – Bottom of the funnel (BOF)
You’re in the endgame now. At this stage, your prospect has chosen your company as the best solution to their problem. ‘About us’ videos and video testimonials are perfect for this stage.
Read this article if you want more details on how to utilize video for the buyer’s journey.
4. Remember, words have weight
So, you’re all set to post a video on LinkedIn? Great, but have you thought about copy? The fact is that descriptions and headlines matter. You’ll need to craft those with the audience and platform in mind.
Get a copywriter to weave together compelling captions for your videos. Once that’s sorted, you’re good to go.
Though you can go up to 1,300 characters, it’s best to keep your captions at 150.
5. Include a clear call to action
You’re creating videos with an objective in mind. It might be to educate your audience, get them to share your content, sign up, or buy something, etc. Whatever it is, make sure the viewer knows what the CTA (call to action) is.
The Body Shop’s video has a clear CTA. They ask viewers to check out their sustainability report on their website.
6. Keep branding consistent
Whatever content you put out, make sure your branding is present. Establish a unique tone (colors, style, etc.) and keep it consistent. If you’re going to re-brand, put some serious thought into it before rolling out the changes.
LinkedIn is steadily becoming the network for brands to build connections, and sharing video content is a great way to take advantage of the platform.
Just remember to put some thought into the content you post; otherwise, there’s no point. You don’t want to be the video content equivalent of the “mystery meat” you were served at your school cafeteria.
Aim to provide your audience with value and quality. If you keep that a priority, you’ll see positive results.