LinkedIn Video Strategy: Getting More Exposure on LinkedIn

Would you like to use a LinkedIn video to establish yourself as an expert? Are you stumped as to what kind of video content to make?

In this article, you’ll learn how to use three different types of videos on LinkedIn to demonstrate your expertise.

Why Should You Use LinkedIn Video?

Most marketers think of YouTube, Facebook, or Instagram when they think of the video, but a LinkedIn video has a higher organic reach potential.

The truth is that most LinkedIn users aren’t creating content at all. Less than 2% of the platform’s 740 million users post content weekly. And for those who are, the majority of their content is text, graphic, or link posts, rather than video.

So, if you start writing one LinkedIn text post per week, you’ll be part of a select group. You’ll be in a very small company indeed if you start posting one LinkedIn video every week.

What does video offer that other forms of media do not? It allows you to be the most authentic version of yourself. It’s easy to misinterpret a post, text, or email, but when you see someone on camera, their mannerisms and vocal inflections become second nature. You can tell whether they’re animated or reserved by looking at them. You get all of the cues you’d get from a face-to-face conversation.

You can put pieces of yourself and your company out there for others to find by sharing videos on LinkedIn.

The three main types of video content you can make for the LinkedIn feed are as follows.

#1: Use LinkedIn Live to create pillar content

The longer pieces of video content that you can chop up, repurpose, and turn into micro-content are known as pillar content. This will account for roughly 20% of your LinkedIn video content. The purpose of pillar content is to help others understand who you are, what you stand for, and what your values are. If they’re in the market for the services you offer, video can show them the kinds of changes you can make in their lives.

If you’re not sure what your company’s pillar content should be, consider what you want to be known for. What are the four or five things that every person who interacts with your content should take away from it? Those are the pillars on which you will build your foundation.

Your pillars are areas that you are very familiar with. If someone were to initiate a conversation with you about one of these topics, you should be able to talk about it indefinitely. These pillars serve as your content’s guiding light. It will be easier to create content at the drop of a hat if you are fully informed about what they are and have a strategy in place.

The only way to get pillar content for video on LinkedIn is to do live video. Although not everyone has access to LinkedIn Live, if you do, creating your show format can be useful.

When you do extend live streams on LinkedIn, you use third-party services, the majority of which allow you to download a recording of the live stream once it’s finished. Then you can take the best parts of that extended content and turn them into multiple pieces of high-quality content for LinkedIn and other social media platforms.

Cher Jones and Richard Moore are two LinkedIn users who are making good use of pillar content. Both have weekly show formats and post-produce additional content from their live streams.

Richard Moore’s show features a lot of Q&A, sometimes with guests, and each live stream has a different theme. When he finishes a show, he sends the best questions from viewers, as well as his best responses to those questions, to his editor to be turned into separate pieces of content. This gives him a lot of material to work with.

Because your pillars are topics you know like the back of your hand, they should provide you with a never-ending supply of ideas.

You don’t have to do pillar content for LinkedIn if you’re afraid of doing live video or just don’t feel comfortable doing it. The pillar content could simply be the brainstorming of these topics and the various approaches you can take to them. Knowing what your pillar content is is critical because it will guide your decisions about what type of micro-and macro-content to create for your company.

#2: Create a high-quality video for LinkedIn’s feed.

Macro-content, which includes more highly produced videos like training, deep dives on products, brand stories, and testimonials, will make up about 20% of your LinkedIn video. These are longer pieces that you want people to see when they come across you and want to learn more about you. And if they’re done well, you might be able to use them for years.

While LinkedIn’s video upload time limit is 10 minutes, most macro-content is between 2 and 5 minutes long. It could be as short as a minute and still be effective if it’s a highly produced, super-intentional piece of video content. Some companies, particularly large corporations, will create cinematic testimonials, which are 3- to 5-minute mini-movies that demonstrate the difference they can make in their customers’ lives.

Once you’ve created your macro-content, you’ll share it in the feed regularly to keep people who already know you up to date or to introduce new people to you with a quick brand story or customer testimonial. Most of your traffic will come in the first few days after you publish it.

You can share micro-content on your YouTube channel, your website, and your LinkedIn profile, in addition to your LinkedIn page. In his LinkedIn profile’s featured section, Alex has a brand story video. The 2.5-minute video business card provides an overview of who he is and what he does.

#3: Post a brief video to your LinkedIn feed.

Micro-content, which is a short video that often comes from your pillar content, should make up at least 60% of your LinkedIn video content. Micro-content allows you to capture people’s attention, stay top-of-mind, or leave breadcrumbs for them to follow back to you. The length of this content can range from 5-10 seconds to 3 minutes; most people won’t watch anything longer than that.

Micro-content can take on any form you desire. LinkedIn has a reputation for being a serious, stiff-laced, suit-and-tie environment. However, since Microsoft took over and introduced the feed, it has evolved into a more social platform, and users have begun to unwind. A lot of heart has come out on LinkedIn this year, especially with more people working from home and yearning for a human connection.

A piece of micro-goal content could be to provide actionable information, such as a tip, technique, or piece of wisdom that can be used right away. It makes you memorable if you can do that on video.

Another strategy is to tell a personal story but frames it in a business-related way. At the end of the day, people use LinkedIn to conduct business and expand their professional networks.

#4: Make sure your video is optimized for the LinkedIn feed.

The simplest way to create micro-content for LinkedIn is to simply open the app, record a video, and post it. If you have a little more time on your hands, here are some tips for optimizing your video for LinkedIn.

Make a square video

While you can make your LinkedIn video vertical, horizontal, or square, the square is the best option.

The square video takes up more real estate in the feed than the 16:9 YouTube-style video. The square video takes up nearly the entire screen on mobile devices.

LinkedIn will try to fit a 9:16 video (smartphone video) into a square on the desktop by adding blurred bars on either side of it. The same video will appear in the mobile feed with a 9:16 aspect ratio, but people will not be able to see the entire post (video and copy) at once.

More than three lines of text should be written

Three lines of text appear above your video in the LinkedIn feed, and viewers must click the See More link to see the rest of it. Alex advises that you use more than three lines of text whenever possible. It’s better if you can get someone to spend more time on your post. When deciding whether or not to promote content, LinkedIn considers dwell time.

Having excellent copy also allows you to take a different approach to your subject. For example, if your video is about being confident in front of the camera, you might include two or three tips. You could provide two or three different tips on the same topic or a different perspective on it in the copy.

Furthermore, some people will read the copy before deciding whether or not to watch the video. You can meet people where they are if you put time and thought into both the copy and the video.

Captions should be added

Because most LinkedIn video viewers are on their phones, the sound will be muted as they scroll through the feed. You’ll have a better chance of grabbing their attention and getting them to watch your videos if you include captions.

If you have an iPhone, Apple’s Clips app allows you to record a one-minute video with auto-captioning. It’s also a good idea to start with 1-minute clips to get used to the video. Because of the time constraint, you must learn to keep your videos short and to the point, which should help your words have more impact.

You’ll be ready to move on to another tool when you’re ready for more content or a deeper dive into some concepts.

Pro tip: To get started with LinkedIn video, open the app, select the Post function, turn on the camera, press record, and upload without watching it. It could be as simple as a video that says, “Hello, this is my first video on LinkedIn.” I’m nervous because I’ve never done anything like this before. But I want to get out there and engage with more of you.” People enjoy seeing people being human, so these videos receive a lot of attention.

Other Things to Remember From This Episode

Cher Jones and Richard Moore both have LinkedIn profiles.

Find out more about the Clips application.

Follow Michael Stelzner on Instagram at @Stelzner.

Follow Michael Stelzner at @Stelzner on Clubhouse and the Social Media Examiner Club on Twitter.

Visit smmarketingsociety.com to join the Social Media Marketing Society.

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Join us every week for our Social Media Marketing Talk Show. On Fridays at noon Pacific, you can watch it live on YouTube. On Apple Podcasts or Google Podcasts, you can listen to the replay.

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