Videos prevail in your Facebook and Instagram feed and for a good reason — the audience loves them. It was only a matter of time before LinkedIn would introduce native video to this social network.
LinkedIn is one of the top marketing channels for B2B marketers who strive to raise brand awareness, generate qualified leads, and develop relationships with their new and existing customers. At the end of August 2017, it became possible to post videos directly into the feed. Before that videos were embedded either via YouTube or share links — neither of the options were optimal in terms of audience engagement.
But now let’s take a look at the different ways you can use video content on LinkedIn.
Similar to Facebook, native video on LinkedIn start automatically without sound when you scroll through your feed. If LinkedIn follows the same pattern as Facebook, the algorithm will favor native video rather than embedded links.
At the end of March 2018, LinkedIn launched video ads. The video ad has the same format as a sponsored post, but instead of a still image, you have a video. Wondering about targeting or campaign objectives, well, it works the same way as promoted posts.
Similar to native videos, LinkedIn ads autoplay with no sound. For this reason, an interesting intro, eye-catching color scheme, as well as subtitles or captions, play a significant role in capturing the viewer’s attention.
When uploading a video to LinkedIn, it’s important to keep in mind the length of the video. LinkedIn videos can be from 3 seconds to 10 minutes long, but you will get most engagement if your video is between 30 seconds and 5 minutes. Longer videos usually target the audience that is in the middle or bottom of the sales funnel. Make sure that your video is optimised for both mobile and desktop users.
LinkedIn ads are on the rise and are quickly making their way into the marketing strategies of both big and small companies. Don’t be afraid to experiment. LinkedIn ads can open many new doors for you and your business.