LinkedIn Video: Your Ultimate Guide for 2020

Over the past few years, social media has been getting a bad rap. From concerns over the declining happiness of its users and data breaches to the propagation of fake news and hate speech.

Advertisers are now becoming increasingly concerned about which platform they should choose to market their products/services.

Well, you’ll be happy to know that one site has managed to avoid scrutiny and controversy so far: LinkedIn.

Here are some cool stats to get you excited:

 

why linkedin video is great for business - infographic

 

The site is also a haven for businesses in the B2B realm. DemandWave reported it to be the number 1 platform for lead generation.

Keeping all of the above in mind, using LinkedIn to boost your content game and expand your influence in professional circles is something you ought to be doing.

And whether your goal is to attract, engage, or convert, you can’t go wrong with video.

According to MotionCue’s recent survey, 77% of marketers believe that video has successfully helped them achieve their business objectives.

Additionally, 78% of the marketers who shared brand videos on LinkedIn believe it helped their business.

If you’re new to video marketing and need some guidance to get started, check out our free e-book on how to plan a solid strategy:

How to build a video marketing campaign for startups

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For the uninitiated, this interview with Goldie Chan on how to build your influence on LinkedIn with video will prove to be quite informative.

 

Chan is the number one video content creator on LinkedIn and gives you three tips on how to grow your influence on the platform faster. The tips are:

  1. Know your demographics
  2. Optimize your captions
  3. Have a focus

She also talks about how LinkedIn plans to drop a Stories feature on its platform soon. One more thing for content creators to experiment with in the future.

Now, let’s take a look at the different ways you can use video on LinkedIn to your advantage.

 

Winning on LinkedIn with video – the 4 different categories

The 4 types of videos are:

  • Shared video
  • LinkedIn Native video
  • Video ads
  • LinkedIn Live

We’ll discuss them in detail below.

 

1. Shared videos

These are videos from other sites, such as YouTube or Vimeo, you share on LinkedIn. 

 

How do you post them?

Here’s how:

  • Click on ‘Start a post’
  • Paste the link
  • Write a caption and add a few relevant hashtags to improve the post’s reach
  • And hit ‘post’

Note: Videos that have been shared from other sites don’t tend to autoplay in the feed.

how to share video links

 

Pro tip: Since LinkedIn is a professional platform, your captions should reflect that. Use the Grammarly plugin to spell-check your post and don’t clutter the caption with a wall of hashtags.

 

2. Native video

LinkedIn rolled out Native video in 2017 to boost in-feed engagement.

The reach of Native videos supersedes that of other forms of content on the platform.

This doesn’t come as much of a surprise because platforms tend to prioritize this type of content more compared to a shared video link from another website, which also results in higher engagement for Native video.

Facebook’s algorithm prioritizes native videos on its platform, too.

 

What are Native videos?

It’s simple, videos directly uploaded to the platform are called native videos.

After posting them, you’ll have access to analytics and insights, such as views, likes, titles of people who watched your video, companies, and locations, etc.

If you’re still wondering whether Native videos are worth it or not, then read our post on why LinkedIn Native videos are great for businesses and decide for yourself.

 

why linkedin native video is great for business

 

How do you post Native videos on LinkedIn?

  • Select the video option
  • Choose the video you want to upload
  • Write a description and add a few relevant hashtags
  • Post

How to upload native video on linkedin

 

Types of videos to post

LinkedIn is ideal for casting your net out to reach B2B customers and clients.  To gain their attention with video, you could focus on creating one, or a few, of the video types below:

  1. Explainer videos
  2. Promo videos
  3. Culture videos
  4. Trending topic videos
  5. Thought-leadership videos
  6. Case study videos
  7. Customer testimonials
  8. How-to videos

Each of these can help you accomplish a varied set of objectives.

For details on each of the video types mentioned above, read our post: B2B Videos That’ll Transform Your Social Media Game.

If you’d like to get in touch with a video production agency to work on your business video, feel free to reach out to us. We’d love to help!

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LinkedIn Native video examples

Take a look at these for some inspiration (If you cant view the videos, try turning your ad blocker off).

 

Ogilvy #StayHome Campaign

Ogilvy frequently uploads full ads or snippets to their LinkedIn. These videos tend to get high engagement and can be seen in the feed frequently.

 

TED – Nadine Burke Harris’s TED Talk

TED shares short snippets of talks to get people to view the full video linked in the caption of the post.

 

3. Video ads

At number 3, we have LinkedIn video ads.

These types of ads, in general, tend to perform better than static advertisements. This is true for Facebook, too. In this post, we highlight exactly why that is the case.

 

What are video ads?

LinkedIn video ads are sponsored video advertisements that appear in LinkedIn’s feed.

You can sponsor videos you have already uploaded on your page or upload new ones.

We mentioned earlier that LinkedIn is great for lead generation. It’s also proven to be ideal for brand awareness, event registration, and thought leadership.

If you want to target people at different stages of the buyer’s journey, you can do that, too.

All you need is a bit of planning and ideas on what sort of video content to create. You can then use targeted ads to reach your audience.

LinkedIn video ads can be up to 30 minutes in length. Longer than the 10 minutes you get for LinkedIn Native videos.

 

How do you put up video ads on LinkedIn?

You can set up a new video ad campaign via LinkedIn’s Campaign Manager if you have the permission to post Direct Sponsored Content or are the page admin and have the status of Viewer or higher.

A Viewer has access to the following:

  • Can view campaign data and reports for the ads account
  • Can view account billing history
  • No ability to edit any campaigns or ads

Learn more about the other roles that you can assign here.

If you don’t have an ad account yet, you’ll need to set one up. Here’s how:

1. Create your account

 

 

2. Choose your video campaign objective

You can choose from the following:

 

 

Keep your marketing objectives in mind and plan your video ad content accordingly because it is what’s at the core of a successful campaign.

Here are the key content types for each objective.

For brand awareness and consideration:

For conversion:

    • Quick product demo
    • Webinar sneak peek
    • Event preview

 

3. Select your target audience

Once you’re done selecting your campaign objective, zero in on your audience.

Select the right demographic and geographic locations. You can also narrow your target down based on attributes such as interests, job experience, company, etc.

 

4. Choose ad format and placement

This is where you’ll select the video format. Other formats available include single image ad, carousel image ad, text ad, message ad, dynamic ad.

 

5. Set your budget and scheduling

This depends on your target audience and duration of the campaign.

Plan this out properly because your initial budget will help to control costs. You can adjust this based on campaign performance, too.

Based on what you’ve entered, Campaign Manager will suggest an optimum range based on current competing bids for your target audience.

Watch this video about LinkedIn Auctions and bid placement to understand bidding:

 

6. Final set up

Set up your ad creative and enter your billing information.

 

7. Review and launch

Go over the campaign carefully once again and check all the information. Once you’re satisfied, you can launch your campaign and monitor it in Campaign Manager.

Pro tip: Keep the video simple, concise, visually appealing, and focus on storytelling to make your message memorable.

Learn in-depth about LinkedIn video ads in our post on how to set up video ads on LinkedIn effectively.

In it, we discuss bidding in detail and talk about important metrics you can track to analyze your video ad’s performance.

 

how to post linkedIn video ads

 

Video ad examples

Here are two examples to inspire you:

 

Sitting Comfortably with the New A8

This Audi commercial conveys a sense of calm through the video. It allows the viewer to get acquainted with an expert chauffeur and how he views his job and the car.

linkedin video ad examlpe

 

Cisco – The Network. Intuitive.

Cisco’s short 44-second spot feels like the opening to an epic movie. The vibe’s there, and you know it.

linkedin video ad

 

4. LinkedIn Live video

Now, let’s talk about the final LinkedIn video type – LinkedIn Live.

Since Native video performed well for companies on the platform, users were excited to experiment with live streaming on LinkedIn.

Live videos provide a space for conversations to happen and can be very engaging for the audience.

 

What is LinkedIn Live?

Live video on LinkedIn made its debut in February 2019. It’s still in beta and only available to a limited number of pages and users. If you want to use the service, you must first apply.

 

linkedin live application

Credits: LinkedIn

 

How to live stream on LinkedIn?

If LinkedIn approves your application, then you can get started with your very first live stream. Here’s how:

 

1. Select a broadcasting tool

Choose a third-party broadcasting tool from the ones LinkedIn recommends.

This chart contains some of the more popular options:

 

 

2. Integrate your tool

You can use the trial version of the tools to test out what works best for you. Once you decide what you’re going with, you’ll need to integrate it with LinkedIn.

For a step-by-step guide on how to integrate the tool you’ve selected, check out LinkedIn’s Resources Hub.

For more guidelines on how to start live streaming on LinkedIn, check out our in-depth post.

 

how to start live streaming on linkedIn

 

LinkedIn live video examples

 

Ad Age

TV execs have a roundtable discussion on how the television industry can modernize its model and create standardized practices.

 

Digital Trends

This one feature NASA astronaut on a spacewalk to replace ISS batteries.

 

LinkedIn video best practices

Put your best foot forward with video and make each piece of content count by keeping these pointers in mind.

 

Best practices for video ads and Native video

 

1. Keep it short and snappy

Try to get make the first 10 seconds of the video super engaging.

Make sure that the most important part of your message appears during this time-frame because viewer attention drops after the 10-second mark.

Caveat: long videos can work well with a slightly warmer audience and could be ideal for telling a complex or creative brand story.

So, don’t scratch out long-form content completely.

 

2. Keep them hooked with a story

Convey your message in the form of an earnest and compelling story to hook and maintain your audience’s attention.

To make your message even more compelling, make sure to incorporate graphics, text, etc.

 

3. Adjust for silent viewing

Videos on LinkedIn autoplay on silent and most people prefer to watch them that way.

A report from Verizon Media and ad buyer Publicis Media stated that 83% of the people surveyed watch videos with the sound off.

Keep this in mind when you’re creating your video and add subtitles to make sure your message gets across.

For a thorough breakdown of how to get the best out of Native videos on the platform and how to plan your content based on the buyer’s journey, read our post: Six Best Practices for LinkedIn Video.

 

best practices for linkedin native video

 

Best practices for live streaming

Live streaming is a bit more high-stakes compared to a pre-recorded video that you can edit, clip, and re-shoot on a whim.

Here are some important things to keep in mind when you’re planning on going live on LinkedIn, or any platform for that matter.

 

1. Test your internet connection

It’s pretty basic and can save you a ton of trouble later. Run a speed test to make sure your live stream won’t have hiccups during the broadcast.

 

2. Promote your broadcasts in advance

Reach out to your audience on different channels and promote your broadcast in advance so that people know exactly when to tune in.

 

3. Dedicate people for live streaming

Apart from the host, have someone act as a moderator to keep track of comments coming in. You could also have a person handling the camera, too.

Read more: Best Cameras for Live Streaming on Facebook, YouTube, and Twitch

 

4. Stream for more than 10 minutes

Live streams are long-form by nature and you’re going to need to stream for a while just so people can start tuning in. Therefore, it’s best to stream for a little more than 10 minutes at least.

You can even take a short break in between and resume the conversation if the stream is over 20 or 30 minutes.

Just be sure to keep the pauses brief because people won’t stick around.

 

5. Develop a plan for engagement

A live stream can’t be scripted to a T but you still need to have a plan so that the conversation doesn’t go off the rails completely.

 

6. Don’t stream pre-recorded videos

The reason is simple, it completely defeats the purpose of a live stream.

It’s supposed to be candid and should allow you to engage with your viewers.

You lose that if you just stream a pre-recorded video.

For more important things to keep in mind before you start your first-ever live stream on LinkedIn, check out our post:

 

best practices for linkedin live video

 

Latest video specs

You wouldn’t want to painstakingly create a video for LinkedIn only to find out that the formatting and specifications aren’t right. Here are all the specs you need to consider for video ads, Native videos, and live videos.

 

Specs for Native video

  • 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.
  • For video descriptions, company pages are limited to 700 characters.
  • 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

 

Specs for video ads

  • Name this ad (optional): Use up to 255 characters.
  • Introductory text (optional): Use up to 600 characters.
  • Length: Three seconds to 30 minutes.
  • File size: 75 KB–200 MB
  • Acceptable format: MP4
  • Frame rate: Less than 30 FPS
  • Landscape aspect ratio requirements: 16:9 aspect ratio (1.78)
  • Minimum and maximum pixels for landscape format: 640 x 360px – 1920 x 1080px
  • Square aspect ratio: 1:1
  • Minimum and Maximum pixels for square format: 360 x 360px – 1920 x 1920px
  • Vertical aspect ratio: 9:16
  • Minimum and maximum pixels for vertical format: 360 x 640px – 1080 x 1920px

Note: Vertical aspect ratio videos will only be served on mobile devices that support the vertical video player with a suitable OS.

  • Audio format: AAC or MPEG4
  • Audio size: Less than 64KHz
  • Video captions: must be in SRT format
  • Video thumbnail maximum file size: 2 MB
  • Video thumbnail format: JPG or PNG
  • Video headline: 200 max characters. To avoid text truncation on certain devices, keep headlines up to 70 characters.
  • Destination URL: All URLs must have the http:// or https:// prefix.

To check out all the latest specs on LinkedIn, click here.

 

Specs for live video

  • Length: You can’t go on forever. You can stream for 4 hours max.
  • Aspect Ratio: 16:9 – Square or portrait videos aren’t an option right now.
  • Resolution: 1080p
  • Frame Rate: 30 fps
  • Key Frame: Every 2 seconds (60 frames)
  • Bitrate (video): 6mbps
  • Bitrate (audio): 128kbps and 48khz sample rate
  • Encoding: 1H264 video, 2AAC audio
  • Protocol: Real-time Messaging Protocol (RTMP) or 3RTMPS
  1. H 264 is a video compression standard. It’s based on block-oriented, motion-compensated integer – Discrete Cosine Transform (DCT) coding.
  2. Advanced Audio Coding (ACC) is an audio coding standard and is the successor to MP3
  3. RTMPS is just a more secure version of RTMP, hence the ‘S’. It is preferred to RTMP.

 

Now that that’s out of the way, you can bet you’re fully equipped to take on the world of video content on LinkedIn. Be sure to have fun with it and keep experimenting with new and interesting ideas.

If you’d like to talk more about about video content strategy or want a video made for your business, be sure to hit us up. Our video junkies will be happy to be of service.

Schedule a free consultation call with our video strategist

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Posted by Maria Saif
07.08.2020

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