Marketing
Thursday April 8, 2021 By David Quintanilla
Everything You Need to Know About LinkedIn Video


Because the launch of LinkedIn native video in 2017, LinkedIn has confirmed that it’s greater than only a platform for long-form B2B content material.

In a single yr, LinkedIn video posts generated more than 300 million impressions on the platform. Additionally they earn a median of three times the engagement of textual content posts. Plus, early findings from LinkedIn’s beta program present that LinkedIn native movies are 5 occasions extra probably than different content material to start out a dialog amongst LinkedIn members.

Spectacular engagement stats apart, video advertising has been proven to spice up income throughout social platforms. In accordance with Aberdeen Group, manufacturers that use video advertising develop their income 49 % sooner than corporations that don’t.

Able to get on board but? This information will cowl all the pieces it’s worthwhile to find out about LinkedIn video, from the fundamentals on methods to use LinkedIn native video, to technical specs.

And for those who’re searching for that spark of inspiration, scroll down for a spherical up of examples and concepts.

Types of LinkedIn video

Embedded videos

It’s still common practice for many brands to upload to a video-hosting platform such as YouTube or Vimeo, and then share the link on LinkedIn. This works, but for many reasons, LinkedIn native videos tend to be a more effective strategy.

LinkedIn native video

“Native video” is video that is uploaded directly to LinkedIn or created on the platform itself.

Unlike embedded videos, LinkedIn native video autoplays in-feed, which is more likely to grab attention. Metrics show that Facebook native videos garner 10 times extra shares than linked movies, a lift that probably additionally holds true for LinkedIn native movies.

LinkedIn video adverts

LinkedIn video adverts are sponsored firm movies that seem within the LinkedIn feed. Video advert campaigns have larger potential to extend model consciousness, model consideration, and lead era since they’re sometimes served to a bigger, extra focused viewers.

In contrast to LinkedIn native video, which could be a most of 10 minutes lengthy, LinkedIn video adverts can run for as much as half-hour.

Firm web page directors can arrange a video advert marketing campaign utilizing Marketing campaign Supervisor, or elect to sponsor an existing post.

Methods to use LinkedIn native video

On desktop or cell, sharing LinkedIn native video is just about a three-step course of. Cell permits you to file and submit in-app and add textual content and stickers, whereas desktop requires a pre-recorded video.

On desktop:
1. From the homepage, click on Share an article, photograph, video, or concept.
2. Click on the video icon.
3. Add the video you wish to share.

On cell:
1. Search for the share field (iOS) or submit button (Android) on the prime of the feed.
2. Faucet the video icon.
3. Report a video within the app, or add one thing you re-recorded.
4. Faucet the filters or textual content button.
5. Add filters and/or textual content.

linkedin native video

After posting a video you’ll have entry to viewers insights, together with what number of views, likes, and feedback your submit is receiving. You’ll additionally have the ability to see the highest corporations, titles, and areas of viewers. Be taught which video metrics matter most.

Methods to launch a LinkedIn video advert marketing campaign

Right here’s a fast information to establishing a LinkedIn video ad marketing campaign:

1. Log in to Marketing campaign Supervisor to create your marketing campaign.
2. Choose Sponsored Content material.
3. Title your marketing campaign.
4. Select your primary goal. Choices embrace: get web site visits, acquire leads, or get video views.
5. Choose video as your advert sort format and click on Subsequent.
6. Click on Create new video.
7. Fill out the shape, add your video, and hit Save.
8. After your video has uploaded, choose the video by clicking the checkbox subsequent to it after which hit Subsequent.
9. Select your audience standards and click on Subsequent.
10. Arrange your bid, price range, the length in your marketing campaign, and click on Launch Marketing campaign.

linkedin video ads

LinkedIn video adverts present richer analytics than LinkedIn native video. Be taught extra about LinkedIn video ad analytics right here.

LinkedIn video specs

Plan and cling to those technical specs when creating video for LinkedIn.

These specs range between customary native movies and LinkedIn video adverts, so make sure that to be aware of the distinction.

LinkedIn Native Video Specs

  • Minimal video size: 3 seconds
  • Most video size: 10 minutes
  • Minimal file measurement: 75KB
  • Most file measurement: 5 GB
  • Orientation: Horizontal or vertical. Notice: Vertical movies are cropped right into a sq. within the feed.
  • Side ratio: 1:2.4 or 2.4:1
  • Decision vary: 256×144 to 4096×2304
  • Body charges: 10 – 60 frames per second
  • Bit charges: 192 kbps – 30 Mbps
  • File codecs: ASF, AVI, FLV, MPEG-1, MPEG-4, MKV, QuickTime, WebM, H264/AVC, MP4, VP8, VP9, WMV2, and WMV3.
  • Codecs that aren’t supported embrace: ProRes, MPEG-2, Uncooked Video, VP6, WMV1as.

LinkedIn Video Advert Specs

  • Minimal video size: 3 seconds
  • Most video size: half-hour
  • Minimal file measurement: 75KB
  • Most file measurement: 200MB
  • Orientation: Solely horizontal. Vertical movies aren’t supported by LinkedIn video adverts.
  • Pixel and side ratio:
  • 360p (480 x 360; broad 640 x 360)
  • 480p (640 x 480)
  • 720p (960 x 720; broad 1280 x 720)
  • 1080p (1440 x 1080; broad 1920 x 1080)
  • File format: MP4
  • Body charge: Most of 30 frames per second.
  • Audio format: AAC or MPEG4
  • Audio measurement: Lower than 64KHz

Planning to serve your video on greater than on social community? Take a look at our full information to social media video specs.

11 LinkedIn video greatest practices

1. Optimize your setup

Earlier than going into selfie mode and hitting the file button, right here are some things it is best to contemplate.

  • Lighting: Select a well-lighted place. Pure gentle is commonly greatest, however synthetic gentle can work in a pinch—simply look out for shadows. Additionally, make sure that topics aren’t again lit, in any other case they’ll develop into a silhouette.
  • Digicam place: Nobody desires to see up your nostril. Take a take a look at video, and modify the tripod or add or take away just a few books beneath the digital camera setup as wanted.
  • Digicam: If recording out of your cellphone, use the rear digital camera. Most telephones have bigger apertures and provide greater decision from the rear cam. Use a tripod or makeshift mount to maintain the digital camera regular.
  • Background: Keep away from a cluttered or distracting background. Additionally, for those who’re taking pictures in an workplace setting, make sure that confidential supplies and different model logos are tucked away. You don’t wish to inadvertently endorse one other model in your firm’s behalf.
  • Physique language: In his analysis, psychologist Albert Mehrabian discovered that 55 % of communication is transmitted by means of physique language. Solely seven % is given by means of phrases, and 38 % by means of tone. Keep a relaxed presence by rehearsing your script. Look straight on the digital camera, smile, and breathe naturally.

2. Goal to seize consideration from the beginning

LinkedIn recommends that movies embrace a hook throughout the first 1-2 seconds.

3. Put important data upfront

Consideration that wanes after the primary few seconds will sometimes drop off after the ten second mark, LinkedIn research finds. That’s backed up by Facebook findings, which present 65 % of people that watch the primary three seconds of a Fb video will look ahead to at the least 10 seconds, whereas solely 45 % will look ahead to 30 seconds.

Plan to share your message, or present your viewers what you need them to see, early on. That approach you enhance the probability of leaving an impression with extra viewers.

4. Design for hold forth

As much as 85 percent of social media movies are performed with no sound. Which means most LinkedIn members shall be watching your video as if it’s a silent movie. Put together accordingly by together with descriptive photographs, explanatory infographics, and even expressive physique language.

5. Embody closed captions

Even when your video isn’t speech heavy, closed captioning will make them extra accessible. Plus, since LinkedIn simply added a closed captioning feature, there’s no excuse in your movies to not have subtitles.

So as to add captions:

  • Click on the video icon within the share field on desktop and select the video you wish to share.
  • When the preview reveals up, click on the edit icon on the highest proper to see the video settings after which click on choose file to connect the related SubRip Subtitle file.

6. Range the shot

A single shot video can get boring, and with viewers dropping off by the second, various the shot is one option to hold them engaged. Even for those who’re taking pictures an interview, borrow a second digital camera to file from totally different angles. Or, movie some b-roll to make use of beneath voiceover.

7. Select the best video size

According to LinkedIn, probably the most profitable video adverts are lower than 15 seconds lengthy. However lengths can range in terms of LinkedIn native video. Right here are some things to contemplate:

  • For model consciousness and model consideration movies, LinkedIn recommends to maintain size beneath 30 seconds.
  • Movies that meet upper-funnel advertising targets ought to persist with a 30-90 second video size.
  • Go for longer-form video to inform a model or product story. A LinkedIn study discovered that long-form video can drive as many clicks as short-form video if it efficient tells a extra complicated story.
  • Don’t exceed 10 minutes. LinkedIn considers 10 minutes the casual cut-off level for video.

8. Shut with a powerful name to motion

What would you like viewers to do after they’ve watched the video? Depart them with a transparent path. Listed below are some tips for writing CTAs.

9. Don’t overlook supporting copy

A recent study from Slidely discovered that 44 % of video viewers on Fb learn caption textual content usually, and 45 % of viewers learn captions typically.

The identical probably goes for LinkedIn, so don’t miss this chance to explain your video or drive residence a message. However hold it quick and direct. We advocate 150 characters or fewer.

Including LinkedIn hashtags and @ mentioning related corporations or members in your caption is a helpful option to enhance attain and expose your video to extra viewers.

And don’t overlook to incorporate a hyperlink, particularly if the purpose of the video is to drive visits to your web site or product web page. As a bonus, LinkedIn finds that posts with hyperlinks are inclined to have 45 percent higher engagement than these with out one.

10. Use the phrase “video” for promotions

LinkedIn’s Video Ad Guide notes that promotional posts or emails that embrace the phrase video “can vastly enhance the click-through charge.” In the event you’ve put within the effort to create a video, make sure that to market it—and use the key phrase.

11. Reply to feedback

In case your video is partaking sufficient, you’ll probably get some feedback out of your viewers. Don’t depart them hanging! Particularly for those who can reply to a query or present additional details about your corporation, the remark part is a superb place to follow-through on on a regular basis and energy you’ve put into making your video — and ship the LinkedIn algorithm a sign that your video is creating good dialog within the feed.

Professional tip: Hootsuite customers can view and engage with LinkedIn movies and feedback from the identical dashboard they handle all their different social networks in, guaranteeing a fast response time.

12 concepts for LinkedIn native video

Usually, most branded video content material on LinkedIn falls into 4 primary classes: tradition, services, information, and occasions.

If in case you have an organization weblog, you can too analyze your greatest performing content material and contemplate the way it could possibly be reworked right into a LinkedIn video.

1. Share firm information and updates

Adjustments to the board, new initiatives, acquisitions, partnerships, and extra are all fodder for video content material.

Instance: Coca Cola firm information

2. Announce the launch of a brand new services or products

Use LinkedIn video to get prospects excited with an announcement of issues to return.

Instance: MyTaxi metropolis launch

3. Take prospects behind-the-scenes

Present viewers the place the magic occurs. It is a nice alternative to impress prospects with the talent, craftsmanship, or expertise behind your operation. Or, exhibit your tremendous cool workplace tradition.

Instance: Lego Behind the Scenes

4. Provide an explainer

Tutorial or instructional movies are significantly helpful for those who’re in an trade that makes use of sophisticated jargon or entails complicated understanding. See this as a chance to show your viewers one thing new.

Instance: The World Financial institution for the African Inexperienced Revolution Discussion board – AGRF:

5. Preview an upcoming occasion

Seeking to register extra attendees for an upcoming convention? Create a video information or spotlight a few of the causes they might wish to enrol.

Instance: MicroStrategy

6. Present insider protection of an trade occasion

Speaker highlights, product demos, and interviews can kind a profitable package deal of an occasion’s prime moments.

Instance: Pulse Africa

7. Introduce C-suite members

Place your organization as a thought chief with interviews that share the imaginative and prescient of govt staff members.

Instance WeWork:

Instance: Invoice Gates

8. Inform a narrative with a case research

Testimonials are a good way to share how your services or products have helped prospects.

Instance: Philips

9. Let your prospects know what you stand for

Use LinkedIn video to let your shoppers, staff, and potential staff know what your organization stands for.

Instance: Boeing Delight

10. Highlight inspiring staff

Introduce prospects to the individuals who make issues occur.

Instance: GE

Instance: UN Ladies

11. Spotlight the nice you’re doing

Movies about company social accountability initiatives can carry consideration to the social good your organization is doing, and extra importantly, to an excellent trigger.

Instance: Cisco

12. Share one thing enjoyable

If your organization will get talked about on Jeopardy, you sort of need to share the video.

Instance: Sephora

Handle your model’s LinkedIn presence the sensible approach—use Hootsuite to schedule movies and updates, goal posts, have interaction with followers, and measure the influence of your efforts. Strive it free right now.

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