If you’re looking for a video marketing guide, you’re not alone.
A whopping 85% of businesses now use video as a marketing tool, with 92% of marketers agreeing that it’s an important part of their strategy.
There’s no strategy like video marketing for educating, generating leads, and converting customers.
Brands, like yours, need a video marketing strategy — this idea isn't new.
What has changed is how important video has become on every platform and channel.
But more specifically how you can leverage video content to grow your personal brand on LinkedIn.
With over 760 million registered users and 310 million active users, this social media platform for professionals is one that you should leverage to the fullest.
But how effective is video marketing on LinkedIn? What type of content is best for your brand, and what ROI can you expect?
What The Numbers Show Us About Short-Form Videos
The data clearly shows short videos are where viewer attention is.
Statistics show that videos less than 90 seconds long keep 50% of viewers watching, much higher than longer videos.
You may have heard short-form videos referred to as “snackable” content.
Snackable content is easy-to-digest content that’s intended to share an idea quickly and effectively.
Unlike long-form content, snackable content needs to be created so your audience can consume and understand it in a matter of moments.
According to the State of Content Marketing report, close to half of marketers and business owners say short-form video content performs best.
So, with all this buzz around video marketing, you might be wondering, "Where do I start?" Let's take a look...
LinkedIn Video Content Best Practices
Of course, a blog on LinkedIn video content wouldn’t be complete without touching on a few best practices, would it?
So without further ado, let’s get to it.
1. Get Your Video Length Right
For LinkedIn videos, you can create videos from 3 seconds up to 10 minutes long. However, the optimum short-form length is between 30-90 seconds long.
2. Include Subtitles in Every Video
Over 80% of LinkedIn videos are watched on mute. This means for your video to have maximum impact, you must include subtitles in all your videos. There are different softwares you can use to add subtitles, or you can easily add them when you upload the video to LinkedIn.
3. Front Load Your Important Information
With people’s attention spans growing shorter and shorter, you need to get to the point quickly. Use the first 30 seconds of your video to hook your viewers. Failure to do so could result in losing them.
4. Add Copy to Your Video Post
As much as video is a powerful medium, creating compelling copy (headline hook and description) to introduce your video is key to driving engagement. Follow the headline hook, problem, solution and success framework.
Here’s an example…
5. Don’t Forget Your CTA
People shouldn’t guess what to do after watching your video. Tell them what they should do by providing a clear call-to-action.
6. Let Analytics Direct Your LinkedIn Video Creation
Always keep tabs on the analytics on your LinkedIn video content. This will help you know which kind of content drives the best results. It will also give you insights into other marketing factors like the best time to post.
7. Favour Native Videos over Video Content from Other Sites
The LinkedIn algorithm favours native video content over content shared from other platforms. So make sure to create content specifically for LinkedIn. This will drive views and engagement.
So, let’s dive into some short-form content examples…
5 video marketing examples
Podcast Videos
Short-form podcast videos are snackable, bite-sized forms of content.
Because they are “snackable” – short-form podcast videos are the perfect tool for promoting your podcast on LinkedIn and positioning you as the thought leader.
Short-form podcast videos condense your podcast’s full-length episode down to a single clip, typically ranging from 30-90 seconds.
They quickly capture your audience’s attention and can even tease new or upcoming full-length content.
For example, the podcast “Diary of a CEO” shares 30-second snippets from its hour-long shows on Steven Bartlett's personal LinkedIn.
From this....
To this...
Educational Videos
Educational videos are another great way to engage your audience on LinkedIn. These videos provide valuable insights, tips, and information that your audience can benefit from.
Whether it’s a tutorial, a how-to guide, or an informative piece related to your industry, educational videos can position your brand as an authority and thought leader in your field.
Testimonials
Testimonial videos are powerful social proof that can significantly influence potential customers' decisions.
When satisfied customers share their positive experiences with your products or services, it builds trust and credibility for your brand.
Long-form Videos
While short-form content is the most popular form of video content on linkedIn, long-form videos still have their place in a comprehensive video marketing strategy.
These videos allow you to delve deeper into different topics, provide more detailed information, and engage with your audience on a more personal level.
Here’s some examples…
Explainer Videos
Explainer videos are perfect for simplifying complex concepts or introducing new products or services to your audience.
Chris James is a great example for you to take inspiration from. His profile is full of different types of videos from explainer videos to educational videos Chris has found his niche in posting around 7 minute videos on LinkedIn.
Take a look at some of his videos here.
Vlogs
Vlogs, or video blogs, offer a behind-the-scenes look at your company culture, daily operations, or events.
These videos humanise your brand and allow your audience to connect with you on a more personal level.
They initially shared 30 seconds snippets on linkedIn with a direct link to youtube, however, they have recently found that sharing the full 10 minute vlog on LinkedIn worked better for their engagement and reach.
Remember - it's all about testing and measuring.
Video marketing continues to be a powerful tool for brands to engage with their audience, generate leads, and drive sales on LinkedIn and other social media platforms.
By following these 5 video marketing examples and LinkedIn video content best practices into your strategy, you can create compelling content that resonates with your audience and delivers impressive ROI.
Remember to always monitor your analytics to understand what content performs best and adjust your strategy accordingly.
So, are you ready to elevate your social media strategy with these video marketing examples in 2024?
Start creating and sharing your own engaging video content on LinkedIn today!
Don't worry, we get it! This is not always second nature to everyone, it can be quite scary and daunting when you first start out so if you would like to book a call to go through this on a 1-2-1 basis click here.