Across channels, video has proven to be the type of content that gets the most engagement – social media consumers are 3x more likely to interact with a video post than a text post. As such, social platforms have continued to make it easier for marketers to implement video into their marketing strategy and connect with their customers.
On social sites, the platforms available to share videos have skyrocketed in the past 18 months. Facebook rolled out their Facebook Watch and Facebook Live feature, Instagram now has InstagramTV and there are over 2 billion video views on Twitter each day. Traditionally known for text-based posts, LinkedIn is the latest platform to join the video marketing party. Each of these sites has slightly different functionality, but all are heavily promoting the use of video as a marketing tool.
More companies are now using videos to enhance their engagement, and LinkedIn – being the premier professional social network, with 154 million American workers on the site – can help connect B2B brands with potential clients. Within this past year, LinkedIn has rolled out new features enhancing its video platform on the site. These updates allow for embedded videos, video sharing via messenger and video metrics so posters can see how their content is performing. The intention for these updates is to increase engagement on posts and to create more conversation surrounding the videos.
Even with B2B companies, a marketer is still trying to establish a connection with an individual within an organization. By sharing video content, brands can ultimately stay on the professional networks they prefer while creating user-friendly content that can be easily consumed by their target audience. For instance, one study found a LinkedIn user is 20x more likely to share a video on LinkedIn than any other type of post.
Using LinkedIn Video as a Marketing Tool
In regards to product launches, LinkedIn has proven to be the most effective social site for B2B companies. LinkedIn is the third most used social media platform by business owners, and you can use LinkedIn Video as a marketing tactic to tell a story, promote a specific product, or to give general updates about your brand, similar to how a company blog could function.
Creating the Content
As video is becoming a larger part of brands’ social media strategy, it’s important to think about best practices for creating this content. Similar to a blog, authenticity is key – and unauthentic messages will be even more obvious through video than the written word.
When trying to make the most of LinkedIn’s video feature, companies should keep a few things in mind:
- Keep it short – grab someone’s attention and get your message across as quickly as possible.
- Keep your customer in mind – tailor your content to the customer’s wants and needs.
- Keep it organic and authentic – Try to keep the content you’re creating as genuine as possible, consumers can easily sniff out fake content. This also applies to who is delivering the message – ask if the video makes sense with that person’s role at the organization.
Social media marketing is constantly changing, and given the plethora of new video tools, video content is where marketers should be focusing a lot of their time. While it’s important to take advantage of new tools available, it’s also increasingly clear that this is how users want to consume content – a third of all online activity is spent watching videos. As many brands have already built a reputation and following on LinkedIn, these companies – B2B brands in particular – would benefit from investing in video marketing.