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 seemingly than different content material to begin a dialog amongst LinkedIn members.

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

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

And in the event you’re in search of 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 seemingly additionally holds true for LinkedIn native movies.

LinkedIn video advertisements

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

In contrast to LinkedIn native video, which generally is a most of 10 minutes lengthy, LinkedIn video advertisements 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.

Find out how to use LinkedIn native video

On desktop or cell, sharing LinkedIn native video is just about a three-step course of. Cellular means that you can 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, picture, video, or thought.
2. Click on the video icon.
3. Add the video you need to share.

On cell:
1. Search for the share field (iOS) or submit button (Android) on the high 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 be capable to see the highest corporations, titles, and places of viewers. Be taught which video metrics matter most.

Find out how 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 essential goal. Choices embrace: get web site visits, gather 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 target market standards and click on Subsequent.
10. Arrange your bid, finances, the period to your marketing campaign, and click on Launch Marketing campaign.

linkedin video ads

LinkedIn video advertisements 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 differ between normal native movies and LinkedIn video advertisements, so be certain to be aware of the distinction.

LinkedIn Native Video Specs

  • Minimal video size: 3 seconds
  • Most video size: 10 minutes
  • Minimal file dimension: 75KB
  • Most file dimension: 5 GB
  • Orientation: Horizontal or vertical. Observe: Vertical movies are cropped right into a sq. within the feed.
  • Facet 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 dimension: 75KB
  • Most file dimension: 200MB
  • Orientation: Solely horizontal. Vertical movies should not supported by LinkedIn video advertisements.
  • Pixel and facet ratio:
  • 360p (480 x 360; large 640 x 360)
  • 480p (640 x 480)
  • 720p (960 x 720; large 1280 x 720)
  • 1080p (1440 x 1080; large 1920 x 1080)
  • File format: MP4
  • Body price: Most of 30 frames per second.
  • Audio format: AAC or MPEG4
  • Audio dimension: Lower than 64KHz

Planning to serve your video on greater than on social community? Try 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 you need to think about.

  • Lighting: Select a well-lighted place. Pure gentle is usually greatest, however synthetic gentle can work in a pinch—simply look out for shadows. Additionally, be certain topics aren’t again lit, in any other case they’ll grow to be a silhouette.
  • Digital camera place: Nobody desires to see up your nostril. Take a check video, and regulate the tripod or add or take away a couple of books below the digicam setup as wanted.
  • Digital camera: If recording out of your telephone, use the rear digicam. Most telephones have bigger apertures and supply increased decision from the rear cam. Use a tripod or makeshift mount to maintain the digicam regular.
  • Background: Keep away from a cluttered or distracting background. Additionally, in the event you’re capturing in an workplace atmosphere, be certain confidential supplies and different model logos are tucked away. You don’t need 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 physique language. Solely seven % is given by phrases, and 38 % by tone. Preserve a relaxed presence by rehearsing your script. Look instantly on the digicam, smile, and breathe naturally.

2. Intention to seize consideration from the beginning

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

3. Put important info upfront

Consideration that wanes after the primary few seconds will usually 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 very 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 means you improve the chance of leaving an impression with extra viewers.

4. Design for pontificate

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

5. Embrace 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 to 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 need to share.
  • When the preview exhibits 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 method to hold them engaged. Even in the event you’re capturing an interview, borrow a second digicam to file from totally different angles. Or, movie some b-roll to make use of below voiceover.

7. Select the suitable video size

According to LinkedIn, essentially the most profitable video advertisements are lower than 15 seconds lengthy. However lengths can differ in relation to LinkedIn native video. Right here are some things to contemplate:

  • For model consciousness and model consideration movies, LinkedIn recommends to maintain size below 30 seconds.
  • Movies that meet upper-funnel advertising and marketing targets ought to keep on 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 route. Listed here 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 seemingly goes for LinkedIn, so don’t miss this chance to explain your video or drive house a message. However hold it brief and direct. We advocate 150 characters or fewer.

Including LinkedIn hashtags and @ mentioning related corporations or members in your caption is a helpful method to improve 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 likely 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 improve the click-through price.” In the event you’ve put within the effort to create a video, be certain to put it on the market—and use the key phrase.

11. Reply to feedback

In case your video is participating sufficient, you’ll seemingly get some feedback out of your viewers. Don’t go away them hanging! Particularly in the event you can reply to a query or present additional details about what you are promoting, 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, making certain a fast response time.

12 concepts for LinkedIn native video

Sometimes, most branded video content material on LinkedIn falls into 4 essential classes: tradition, services and products, information, and occasions.

When you have an organization weblog, you can too analyze your greatest performing content material and think about the way it might 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 clients excited with an announcement of issues to return.

Instance: MyTaxi metropolis launch

3. Take clients behind-the-scenes

Present viewers the place the magic occurs. It is a nice alternative to impress clients with the talent, craftsmanship, or know-how 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 in the event you’re in an business that makes use of difficult jargon or includes 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

Trying to register extra attendees for an upcoming convention? Create a video information or spotlight a number of the causes they could need to enrol.

Instance: MicroStrategy

6. Present insider protection of an business occasion

Speaker highlights, product demos, and interviews can type a profitable package deal of an occasion’s high 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 government group members.

Instance WeWork:

Instance: Invoice Gates

8. Inform a narrative with a case research

Testimonials are an effective way to share how your services or products have helped clients.

Instance: Philips

9. Let your clients know what you stand for

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

Instance: Boeing Pleasure

10. Highlight inspiring workers

Introduce clients 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 trigger.

Instance: Cisco

12. Share one thing enjoyable

If your organization will get talked about on Jeopardy, you type of should share the video.

Instance: Sephora

Handle your model’s LinkedIn presence the good means—use Hootsuite to schedule movies and updates, goal posts, have interaction with followers, and measure the affect of your efforts. Strive it free at the moment.

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