From the course: Social Media Video Strategy: Weekly Bites

Social media strategies: LinkedIn - Premiere Pro Tutorial

From the course: Social Media Video Strategy: Weekly Bites

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Social media strategies: LinkedIn

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- When you think of the most pervasive video platforms on social media, LinkedIn might not immediately come to mind, compared to other platforms, native video is actually a relatively new feature of the LinkedIn news feed, introduced in fall 2017, but because this course is dedicated to helping professionals incorporate video into their social media strategy, I think it's definitely important to discuss the benefits of using videos on LinkedIn, because professionals live on LinkedIn. There are several spaces within the LinkedIn ecosystem, where videos make a lot of sense in terms of driving traffic, connecting, prospecting, selling, recruiting and establishing thought leadership. First of, and this is probably the most visible place to use video, but it's a really important part of the LinkedIn newsfeed. Adding native video to your status updates is a great way to catch people's attention, and video usually fosters much greater engagement, than other types of posts. You can either upload video natively, strict to LinkedIn, or you can share YouTube or Vimeo video links within LinkedIn posts. Both, native and third party video, autoplay in the feed, which of course makes your content more attention grabbing. In addition to posting video, it's essential to add great titles and descriptions, not only so that people will watch your video, but also to optimize it for LinkedIn's feed algorithm. To create more interactivity, you might also consider asking questions with your video, which, again, can be a really effective way to get people to engage. If driving traffic is ultimately part of your goal, you can certainly include links back to your website, but be aware of including links in the actual main part of your LinkedIn post. LinkedIn's algorithm devalues URLs in the main post, so include pertinent links within the first comment to fit with the algorithms formula. Incorporating video in long form posts is also a great way to use video in LinkedIn. LinkedIn really has a dynamic long form writing platform, giving anyone a very professional tool to write and share articles and blog posts, and because you can embed videos directly in your posts, from YouTube and Vimeo and SlideShare and more, you can turn your long form writing into a rich, multimedia experience for your audience. In addition to interacting with your audience via the LinkedIn feed, you can also engage with other people through LinkedIn groups, by joining groups, that fit your business niche, you can meet other people in your industry, ask questions, and lead conversations. These can be great spaces for you to use video, and drive up engagement and interactivity, as well as establish yourself as a thought leader. Another place to use video, is actually directly on personal and company pages, when people click on your LinkedIn profile to visit your page, a video can be a great way to add some personality and to make your brand stand out. If you're a creative professional, it's a perfect place to put your reel, or maybe you can include a customer testimonial video, or perhaps a promo or behind the scenes video, that shows off your brand or company culture. This sort of thing is not only a great way to showcase your brand, but it can be a great recruiting tool, as people find out what it's like to work for your company. And because LinkedIn is a jobs platform, other types of video assets you might want to explore, are video resumes, video job descriptions, or recruiting tools like video ads. Through these, you'll be able to share company culture or create a get to know the manager video. Adding a video element to these traditionally text-based assets, can make you stand out from the competition, and while these aren't super common uses of video yet, they do truly have the potential to be used more and more going forward in the appropriate environments. So again, that was our sum of the spaces, that video can and should appear within the LinkedIn environment. I want to also mention some best practices with regard to video content. In general, it's important to make sure, that you're not coming off as too promotional or salesy. Even though it's a business community, people don't typically go onto LinkedIn, expecting to see a bunch of ads or promotional content. Instead, use the space to really establish yourself as an expert in your field, become a thought leader and create opportunities for engagement and discussions. Post company news, updates, behind the scenes videos, tutorials, Q and A sessions, presentations and industry talks. Feel free to check out these courses in our library. If you would like to learn more about using LinkedIn for your social media marketing plan.

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