As digital marketers, one of the most valuable tools we should always have in our toolbelts is video. Why is video so important? Well, here are just a few reasons:
- 1 million videos are shared every second on the internet
- Online videos will make up more than 80% of all consumer traffic in 2020
- 80% of users recall a video ad they viewed in the last 30 days
Clearly, there is a pretty high demand for video content these days. The video content itself, however is only as valuable as the platform it’s presented on. The newer the platform, the more opportunity for creativity and engagement. One of the places video content is hitting its stride right now is on the popular B2B social platform, LinkedIn. Think about it, what better place to boost your professional and personal brand? LinkedIn is the most-used social media platform for Fortune 500 companies and it hosts over 575 million global users.
What can LinkedIn video do for marketers?
About 87% of LinkedIn marketers have already found success publishing video content on the platform—87%! LinkedIn video presents endless marketing opportunities including brand awareness, product launch amplification, thought leadership, and targeted series potential.
- Brand Awareness
For starters, LinkedIn video is a great way for B2B marketers to build brand awareness. As LinkedIn Video Creator Goldie Chan says, “If no one is listening or paying attention to you, then you don’t have a brand.” Ask yourself, who are you targeting, who are the people you want to reach on LinkedIn?
- Amplify Product Launch
LinkedIn video is also great for amplifying a B2C product launch. It allows marketers to create focused content around one specific product launch and generate product interest during a set period of time.
- Thought Leadership
For C-level executives or company leaders, the platform can be used for thought leadership. It gives marketers the ability to create content that gives credibility and industry vertical expertise.
- Targeted Series
Marketers can also use LinkedIn video to create ongoing series with singular themes. These series are most successful with a targeted audience, defining your brand and amplifying key messages.
Optimizing Video Campaigns
When it comes to optimizing video campaigns, there are 5 best practices every marketer should follow: target your audience, be consistent, consider your captions, strategize across platforms, and try different formats and styles.
- Target Your Audience Carefully
Finding out WHO your audience is can be half the battle. Once you have the “who,” you have to be able to accurately target your audience and market to them in a resonating way.
- Be Consistent
Consistency is key. Create a content calendar with themed dates and regular posting. People will learn to anticipate and be excited by your branded content. This helps build your community and audience base.
- Consider Your Captions
Captions are the most misused part of LinkedIn video. They’re often filled with way too many hashtags, name tags, and brand tags without thought given to the copy’s readability, relevance, or shareability. Tagging more than 5 people or brands creates spam—the last thing we want as marketers. The same goes for hashtags; avoid overusing irrelevant hashtags. LinkedIn does not work the same way Instagram does and a surplus of hashtags will not increase your reach. And keep in mind, grammar and legibility are always important, so make sure to edit yourself.
- Cross-Platform Strategy
Obviously, you need to optimize your video content for LinkedIn, but it’s also a good idea to create related content for other platforms. Put the time into making teasers and trailers to post on Twitter, Facebook, Instagram, YouTube, and more to direct traffic. Repurpose your long-form content into a digestible format that translates across the web.
- Try Different Formats & Styles
When you’re creating content for LinkedIn videos, don’t be afraid to experiment with different format and style types. Styles could include anything from vlogs and interviews to high-definition visits to the work place. Format options are horizontal, vertical, or square. See what works best for you and your brand.
Of LinkedIn’s 575 million users, only 1,000 are currently considered active creators who publish video content daily. That means there are infinite new and exciting opportunities for marketers, like you, to amplify your brand voice. So, what are you waiting for?
Want to learn more?
Traffic & Conversion Summit 2020 is happening December 15 – 17 in San Diego. In 3 content-packed days, you’re not only going to get expert sessions from Ryan Deiss but also marketing legends like Marcus Lemonis, Roland Frasier, Billy Gene Shaw, Ezra Firestone, Mari Smith, Rachel Bell, Kevin Harrington, Kristen Bryant, Richard Lindner, Goldie Chan, Chalene Johnson and many more.