LinkedIn Video – Why it is a must-have for your B2B Business
Like many people, you probably have a LinkedIn account. It might be a little neglected. A little unloved even. Time to give it a new lease of life with LinkedIn Video.
You might use Facebook more and think of LinkedIn as a boring and dusty social network. A place where people shamelessly promote their business not giving much regard to building actual relationships. If that all sounds a little familiar then perhaps it is time to take another look at LinkedIn video.
Time to take another look at LinkedIn.
There have been big changes to this social media platform. It’s much more than a simple place where you can go to get spammed by recruiters (I’m kidding, getting spammed by recruiters doesn’t have to happen just on LinkedIn!)
For me, the biggest shift is how the platform is getting us to use video. Things changed when LinkedIn started to offer the ability for all of us to share video natively in 2017 and 2018. By ‘natively’ I mean the ability to upload video content directly to LinkedIn rather than have to link through to YouTube or other video sharing platforms. This makes sense for LinkedIn as they’d much rather have you stay on their site than go off to watch cat videos on YouTube. As a result it doubled down on video content as a way for users to communicate with each other.
LinkedIn Video is a huge opportunity
This shift presents businesses with a golden opportunity.
When any platform introduces a new feature that they want to promote they will usually make a big show of it. As a result they allocate a greater importance to that feature and the kind of content it supports. Makes sense, doesn’t it?
The algorithms that dictate who sees what will tend to give higher value to the kind of content that the platform is in short supply of. It is a way of rewarding creators and people who are adding value to the platform by creating the kind of content that the platform is short of.
This is the case with LinkedIn. We’ve seen over the course of 2018/19 that LinkedIn videos that are posted natively perform really well. They regularly gather 1000s of views and are generating good engagement with the intended audience.
Why is this important?
That is all very interesting but, ‘why is it important’ I hear you say. Well, it is simple.
First, let’s take a little look at why LinkedIn is so important for B2B (business to business) marketing.
This should be obvious stuff but it took me a while to understand the power of LinkedIn. Take a look at the people you are connected with. You are probably mostly connected to people that you either know, work with, want to work with, have worked with or are in your potential customer demographic.
You have a potential list of people that you like talking to. So if LinkedIn offers you an opportunity to get valuable content in front of these kind of people then it would be daft not to take advantage of it.
So what kind of video content should you be making for your audience.
Next, it is worth taking a moment to have a look at how content gets graded and exposed to a wider audience.
The main LinkedIn feed is based on an algorithm, not on how recently you posted.
Similar to Facebook and Instagram, the LinkedIn algorithm gives priority to content you’re most likely to find relevant and engage with over the most recent content.
This means the way to stand out in the feed is not by posting 100s of times a day. Thank goodness!
What it is does mean is that just posting is not enough. In order to regularly make it into people’s feeds, you need to be consistently putting out high-quality content that your connections reliably engage with.
Recently, LinkedIn released this helpful graphic that visually explains how their algorithm works:
In addition to what’s included in this flowchart, content is ranked and displayed based on your account’s reputation, how users have engaged with your content before, and what else is being posted.
Additionally, there are plenty of X factors affecting your visibility in the main feed. But I’ll focus on what we do know.
Beat the Filters
The first step in the flow is pretty simple: every time you post something, the LinkedIn feed algorithm determines whether it’s spam, low quality, or good to go. Obviously, you want to be in the “good to go” category.
If you passed go, your content appears in the feed temporarily.
Pro tip: it is extremely worthwhile to optimise your initial post time based on how people engage with you. You are looking at getting good quality engagement as soon as possible.
During this stage, LinkedIn’s algorithm bots look at how your audience engages with the content.
If they’re liking it, commenting on it, or sharing it, that’s a good sign you’ll make it through to the next filter.
If people mark it as spam or hide it from their feed, LinkedIn is going to take that into account—and not in a good way. “Report this post” and “Hide this post” are two different options, but you can’t rely on people to understand the difference.
At this step, the LinkedIn algorithm will look beyond the content of your post to determine if it should keep showing up in users’ feeds.
They’ll look at you and your network to determine whether or not this is a spam post and whether your network will enjoy it.
At this stage, LinkedIn can remove your content from the feed or display it less often.
In either scenario, it’s up to your network to engage with your post and keep it around for another review.
Again, this is why the initial timing of your post is important for optimising click through rate (CTR) and engagement.
Finally, humans enter the process. At this point, editors review your post to determine whether it should keep showing, whether they might include it somewhere else like a channel, or whether they can derive any takeaways from it for future algorithm tweaks and product development.
They want to know: why, exactly, is your post performing so well?
As long as it keeps getting engagement, your post stays in the mix, continuing its algorithmic journey through the feed.
LinkedIn video – get started
So that’s how LinkedIn decides what gets seen by who. The next step is how to work out what kind of LinkedIn video content you need to be creating for your audience.
This is an area where we at VideoTrack have a tried-and-tested system that we love to share. Planning your content can be a pain, but with a step-by-step process to follow it can become easy. You can soon build up a regular flow of high quality videos that really resonate with your target audience and position you as the go-to expert in your field.
First of all I’d like to ask you to sign up for our free VideoCoach course (no catch, just one of the most comprehensive Smartphone Filmschool courses out there and it is totally free) download our free planning sheets and watch the ‘how to use’ videos. These are simple PDFs that will help you to develop a solid plan. Don’t forget to subscribe to our YouTube channel as it is filled with really useful content on how to be an effective video marketing wizard!
If you’ve followed the system above you’ll now have an iron-clad content plan that will connect with your intended audience.
Time to create some video!
Now you have a plan and a place to put your videos (LinkedIn), you need to actually create some videos.
Now this isn’t as scary as it sounds. There are a number of different ways in which you can do this. Firstly, by far the easiest way to do this is to employ a video company to make your films. We offer affordable, high-quality ways to do this for a fixed monthly fee.
Alternatively, if you are up for a challenge and have a smartphone and are prepared to spend a little money and time, you can set yourself up with the basics that will allow you to produce LinkedIn videos that sound and look great.
This is a big topic – too much to get into in this blog. However, if you are interested in learning more on how to make your own videos you can watch through the free course that you’ve just signed up for.
Now get out there and make some videos.
You have your videos – now what!
So, you’ve created your awesome new video content. Now what?!
Well, the next step is to upload it and create a perfect LinkedIn post that will grab the eye and entice the clicks!
First, write a snappy piece of copy to go along with your video. A good way to grab people by the eyeballs is to promise to help them with a problem. Your copy should tell people what they are going to get. Give them a reason to watch. If you are offering three amazing sales training tips tell people in exciting language. It might help to prod at a business pain they might be experiencing.
Secondly, use some hashtags. Choose three or so hashtags to help your content get found. Don’t go overboard on this as it looks a bit desperate and messy.
The final step is to upload your video.
Once your video is up and out there you’ll start to get a picture of how people are engaging with your content.
The stats are valuable but don’t get too hung-up on them. The real value comes in the relationship and rapport building that can happen in the comments section.
If people are commenting make sure that you reply either to thank people for their comments or to engage in the conversations. You’ll find that people will ask insightful and potentially very useful questions. Here is a chance for you to demonstrate your know-how.
There can be a useful side effect to these comments as they will often present you with the title for your next video!
Consistency is king.
Here’s where it can get tricky. One LinkedIn video on its own is fine but there is a magical compounding effect that occurs when you publish great content regularly. If you become known for making helpful and insightful LinkedIn videos you will be able to build up an audience. Over time a percentage of that audience will (and they do) convert into paying customers.
What we are talking about here with LinkedIn video is just another form of content marketing. Take a look at this content marketing post if this is a new concept for you.
Don’t let this ship sail! The LinkedIn video benefits won’t last for ever, as your competitors pile on the opportunity to benefit from the weighting that LinkedIn is placing on video content will diminish. So I’d suggest that you get on this asap!
Just do it!
So, you now know that spending a little of your time creating video content for your LinkedIn audience is time well spent. If you need any assistance or have any questions then don’t hesitate to get in touch as I’ll be very happy to help.
VideoTrack helps business owners, coaches, speakers and consultants use video in a strategic way that grows their business.
You might find this blog about DIY video useful: SMALL BUSINESS VIDEO | SHOULD SMALL BUSINESS OWNERS DIY THEIR VIDEO?