How to Properly Use Video Marketing on LinkedIn to Promote Your Brand
When talking about video marketing, we don’t hear a ton about LinkedIn. Not really known for being a video platform, the site is nevertheless a critical network for B2B marketers. LinkedIn has over 350 million registered users (the vast majority being real people). What makes it good for B2B marketers is its focus on business and industry professionals.
For marketing executives and business owners who promote their video content on LinkedIn, it provides a stellar opportunity to reach a professional audience with targeted B2B videos.
Why get started with LinkedIn video?
The first possible answer to this question lies in the audience of LinkedIn itself. We need to understand why these professionals spend time there.
Here are just a few reasons why LinkedIn video is a great opportunity for professionals of all kinds:
- LinkedIn is less personal than any other social platform popular today. So it’s not the best place to publish a ton of cats, dogs, babies, and your wedding video. But if your videos are strongly associated with your personal brand or a product, competencies, and skills, it’s one of the best places to publish your content.
- On LinkedIn, our account connections are based on professional skills and interests. There is no better platform to show your professional interests in sharing content with other professionals, establish new professional connections, increase the awareness of your expertise and find new business opportunities.
- Video on LinkedIn is growing but is still a new thing to corporations. Very small number of companies are really using it today. With the right strategy and tools, you can easily build a professional community around your content. You definitely can establish yourself as the subject matter expert here.
A standard LinkedIn profile that reads like a resume is fine and all, but it won’t attract much attention and won’t be remembered by any media contacts or potential clients who visit it. Rather, you can give your profile a boost and promote your brand with a video.
You can add or link to a video in your LinkedIn profile in the “Summary” section, which would be an ideal place to put an explainer video that talks about your brand.
Another way you can add video to your profile is in the “Experience” section. Here, you can add customer testimonial videos that pertain to your brand. Share the love by creating branded recommendation videos for your business partners or colleagues so they can post them on their own “Experience” sections. This is an ideal way to promote your company via video on LinkedIn.
Optimize for silent and closed-captioning viewing
The days of silent films are resurfacing, as more and more social media users (around 85%!) view videos with the sound muted. When creating your video ads, it’s important to prepare for silent viewing by including descriptive and explanatory imagery, as well as making use of LinkedIn’s new closed captioning feature. Create a detailed script and make sure that if you opt for a video without dialogues. Your actors should be able to express your message well with their body language and facial expressions.
Boosting engagement on LinkedIn is as easy as posting video updates about your business. Your latest marketing videos or short recaps of what’s new (done in a brand journalism type way) are good options. You can tag other companies if they are mentioned so they will also share or comment on the video.
To get the best of both worlds, you can first upload your video to your YouTube channel and then post the link on your LinkedIn post. LinkedIn will use YouTube’s metadata about the video, which will also be good for SEO.
Sharing your brand’s marketing videos and posting video updates keeps your business page fresh with new content and keeps prospects up to date with what’s going on with your company.
And, finally, you can always buy some video advertising on LinkedIn now that the network has gotten on board with video ads.
Although it’s not usually associated with video, LinkedIn offers B2B marketers a great opportunity to reach their audience. With some planning and strategizing, you can use LinkedIn to your advantage with video advertising.