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Everything You Need to Know About LinkedIn Video in 2019

It’s the start of a new year and the perfect time to get a fresh perspective on your brand’s marketing strategy. Luckily, there are plenty of quick wins that can be easily incorporated into your marketing strategy this year.

An example is to focus on expanding your social media marketing reach. How are you looking to increase your brand’s presence on social media platforms in 2019? If you’re not creating and posting videos for your company’s LinkedIn account, you should be. Here’s everything you need to know about LinkedIn video for 2019.  

Three Types of Videos

To begin, there are three types of LinkedIn video that are available for users on the platform. The first is embedded videos, which are still the most popular choice for brands. Embedded videos are hosted on platforms such as YouTube or Vimeo. LinkedIn users share a link publicly on LinkedIn to post their content.

The second type is LinkedIn video ads, which are sponsored company videos that are created on the platform and appear in the LinkedIn feed. Did you know that LinkedIn ads can run as long as 30 minutes? However, we advise against creating a 30-minute video as shorter LinkedIn video ads can have greater exposure to a larger and more targeted audience.

Thirdly, are LinkedIn native videos. These videos can be uploaded to or created on the LinkedIn platform, and automatically play in-feed to garner wider attention. You have the option of posting the video from your desktop or mobile. If you choose to post from your mobile, you can record, post in-app, and add text and stickers. When you post from a desktop, however, you have to create and upload a pre-recorded video. No matter which LinkedIn video type you use, you are given access to viewer insights and other video metrics after posting.

Since the platform launched its video feature in 2017, LinkedIn changed how users view its platform. Most notably, the added video feature helped businesses and entrepreneurs share their thoughts and insights in a different manner, away from long-form B2B content.

A new feature for 2019 is an added option to use closed captioning with videos that have been posted from a desktop. Even though this update may seem small, it should not be overlooked because it makes videos accessible to everyone and provides more context.

So, are you ready to add LinkedIn videos to your brand’s marketing strategy? Now’s the best time to get on board since its one of the largest social media trends for 2019. In order to put together a strong video marketing strategy consider the following best practices.

Outline Your Video

Creating a valuable video in one take is hard to do. Your first order of business when creating a video for LinkedIn is to optimize your setup. Begin by setting aside a designated amount of time to brainstorm and decide what you want the main point of your video to be. Once you finalize the direction, work to outline the order of the video. Then, write down talking points to help further organize the video and your speaker’s thoughts. From here, determine what you want the lightning, background, and body language of the speaker to be.

After you’ve done of all of this? Practice, of course. You should also realize that it may take a few different takes to get the footage you need but, it’s worth to dedicate more time to your project.

Lastly, don’t forget to design your video to be for sound off as up to 85 percent of social media videos are played with no sound. This means that you need to make your video visually appealing. Also, use closed captioning to help increase your video’s accessibility and reach. The only catch here is that you need to make sure the captions are timed properly.

Get the Equipment You Need

These days, you don’t need professional camera equipment to shoot a video. You can record with a smartphone if a high-quality camera is not available. It is essential to use a tripod or some type of mount so that the footage is not shaky, this will help the video seem more professional.

Do note that, depending on what equipment you are using to create your video, there are different technical specifications. Make sure that you’re aware of the differences in advance.

Determine the Video Length

There is no right or wrong answer for how long a LinkedIn video should be, but a general rule of thumb is to not exceed 10 minutes. According to LinkedIn, the most successful videos are less than 15 seconds long. If you’re unsure, think about what the video is trying to convey to its viewers and then determine its length. For instance, if your video is focusing on brand awareness or brand consideration, it should be no longer than 30 seconds.

For upper-funnel marketing goals, your video should be 30 to 90 seconds long. However, when it comes to telling a brand or product story, your video can be longer if it tells a more complex story efficiently.

No matter how long your video length is, it won’t be effective if the essential information (the why the viewer should care) is not shared in the first few seconds. Keep in mind that LinkedIn research finds that viewer attention diminishes after the 10-second mark. Conveying your message in the beginning of the video will help to increase the chances of leaving an impression on the viewer with the hopes that they will be prompted to act. In order to do this, make sure your viewer knows what they’re expected to do after watching your video by providing a strong call to action.

Post Your Video with an Engaging Caption

Your video is finalized and ready to post, so now what? Develop engaging content that you’ll post along with your video. This will help describe to your target audience what your video is about and why it’s valuable for them to watch. Typically, the text you include with your video will determine whether a viewer decides to watch for only five seconds or the entirety of your video or not at all. Keep your text short and to the point. Hootsuite recommends writing no more than 150 characters. It’s best practices to include LinkedIn hashtags, @ mentioning relevant companies and members, as well as a link to your company site to drive website traffic. Finally, consider using emojis depending on the tone of your video. All this is any easy way to help increase the video’s reach to more viewers.

How do you use LinkedIn videos? There are many ways. Most brands choose to share company news and updates that could include information about a new partnership, acquisition or campaign. Brands also post videos to preview a new product or service of theirs in order to build anticipation for its launch date. Another idea is to provide coverage of an ongoing event to your viewers. You could record top moments such as event attendee interviews, recap speaker highlights, or show product demonstrations. Additionally, you could use a case study or customer testimonials to help provide social proof that supports how your brand’s products or services have benefited customers.

There are endless opportunities for you to create LinkedIn videos. Just make sure that whatever you develop provides value for your target audience.

LinkedIn video is a new space in the social media realm, which is why 2019 is the perfect time to get your feet wet. With relatively little competition, growing your LinkedIn audience and following is achievable through video content. Feel free to reach out and share with us your tips for creating engaging videos on LinkedIn.

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About the Author: Samantha Anderson

Samantha Anderson

Samantha is the COO and co-founder of 41 Orange, inc, a marketing agency. She is also currently a member of the Board of Directors for San Diego Civic Youth Ballet, Balboa Park’s resident classical ballet school since 1945. Hailing from the agency world, Sam has worked with Fortune 500 tech, financial, and consumer brands, including Intel, Petco and LPL Financial, to shape their online presence and reach their target audiences more effectively through social media and beyond. She holds a Bachelor’s degree in Journalism, emphasis in public relations from San Diego State University.