How to Leverage the LinkedIn Video Feature
With the LinkedIn video feature popping up on the mobile App of many Australian professionals over the last month I’ve been asked my thoughts on how to leverage this exciting new feature. How you use any feature on LinkedIn will depend on two key questions:
- What do you want to be known for? and
- Who are you trying to influence?
You then need to consider your overall strategy and decide how you can use the video feature to help communicate this message.
I asked Rochelle Morris, Video Producer & Strategist, Preface Films and Film Educator at Australian Institute of Professional Photography, for her perspective on the new LinkedIn video feature. Rochelle believes when you are making a decision to communicate with video you need to be clear about your purpose. “It’s all about being and having a professional look. LinkedIn has been the leader for business connections and is slowly moving to be like Facebook. So it will be interesting what type of video content is created and how it will change the engagement”. The key question Rochelle is keen to answer as this plays out is “Do LinkedIn users want to see the ‘home-made’ videos and will it become a saturation of content that is salesy in comparison to informative – thinking business ‘cat’ videos? She suggests that if people stay true to themselves and create good, engaging video content, it will be a positive.
See Who’s Viewing Your Videos
After you post a video, you can see audience insights such as the top companies, titles and locations of your viewers, as well as how many views, likes, and comments your videos are receiving. With these insights you can begin to understand if you’re reaching the people and companies that matter to you. You can find audience insights in the dashboard section of your LinkedIn profile on both mobile and desktop.
The LinkedIn Audience Insights has been a much talked about feature and, importantly, are available for any updates that you post via your LinkedIn Profile, whether they be text, photos or video. As an example, a recent text-based update I shared about LinkedIn Etiquette had over 16,000 views, 143 likes and 13 comments. In the update I wrote:
LinkedIn Etiquette: I have just unsubscribed from at least 10 emails I did not sign up for, and I’m guessing a number of them started here from accepting people’s invitations to connect. For those who use LinkedIn connections to list build, please don’t. If someone has bought from you or chosen to subscribe to your email newsletter they are much more likely to open it!
Interestingly, my LinkedIn audience insights tell me that most of those views came from my 2nd+ degree network. This means LinkedIn members I am not connected to saw this update. This occurs when updates via your LinkedIn Profile receive likes and comments from your connections and are then seen by their connections, who you may not be connected with, and so extend your reach on LinkedIn.
Updates via your profile can be a powerful way to influence your connections and beyond. However, it is important not be seduced by the video feature and to think that this is the only way to engage your connections on LinkedIn. Video is not my first choice of sharing content as I enjoy the written word. Many of my clients also enjoy long form posts via my LinkedIn articles and here on Think Bespoke’s blog. What’s important is what works for you and your audience. How you leverage LinkedIn will be based on your goals, your ideal clients and your understanding of where your clients are in their buyer journey.
If you know your ideal clients also enjoy long form posts and reading their industry news on LinkedIn, video may or may not be the best (or only) way to reach them. The opportunity is leveraging the potential reach achieved with LinkedIn members you are not connected to, by your connections engaging with your content (so their connections can see it) and the messages you are communicating in terms of what you want to be known for and who you are trying to influence.
Master Storyteller Jules Lund Leverages LinkedIn Video
Tribe founder Jules Lund has taken to LinkedIn video with enthusiasm and is leveraging its power immediately. It was Lee Sandwith, Managing Director, Trio Agency, who first asked me what I thought of the new LinkedIn video feature. Jules’ video updates on LinkedIn caught her attention. Lee describes Jules as a master storyteller and believes his years of working in commercial radio have prepared him to leverage this medium to its full potential.
I asked Lee to share her perspective on the value LinkedIn video updates hold for Jules. She believes the benefits are threefold:
1. It allows deeper connection with his audience who can instantly gain an understanding of who he is, his values and offer, which in turn can accelerate trust.
2. If brand building is part of a game strategy, which it clearly is for Tribe, video circumvents the need for his audience to click on the long form read and allows for his brand personality to be front and centre of the content. Jules Lund = Tribe. People are buying his promise and no one speaks better to this than him.
3. People can be lazy or too busy and prefer not to immerse in long form reads. Video has incredible cut-through and immediate results for brand building.
Lee believes these benefits can apply to anyone who can speak succinctly in front of a camera about their offer.
With 9000+ followers on LinkedIn and 33,300+ followers on Instagram, Jules understands the power of video and, as his LinkedIn Profile states, his “versatility across Television, Radio & Digital has rewarded him with a wealth of experience”.
Here are some examples of Jules using the LinkedIn video feature (click on text below to watch the videos).
With 1969 likes, 290 comments this struck a chord with LinkedIn members.
With 192 likes, 64 comments it seems Jules was once more sharing an issue very topical with Melburnians especially.
A Colleague’s Example of Using the LinkedIn Video Feature
A few days after the LinkedIn video feature became available in Australia, a colleague shared his first video update. Stephen (Steve) Moir is the Founder, Director and Retail Recruitment Specialist, Recruit2Retail.
I shared Steve’s LinkedIn video update as an example for others, as I liked the way Steve jumped in and had a go. Steve had a strong call to action in his video and some humour, which is a key part of his personal brand.
If you were his ideal client (which he mentions in the video), would you have watched this update and given him a call? You can watch the update via Steve’s LinkedIn Profile here.
I’ve asked Steve to share his thoughts about the LinkedIn video feature after posting his first update. He admits it was completely unscripted, he did not know what he was going to say before pressing record and he made it up as he went along, which he believes probably helped with authenticity. On reflection he suggested it would be good to do some production on it (e.g. logo watermark, contact details etc). He’s also keen to know the length of the “perfect” video for this format. In the future, for planned videos, he will probably link the update to a written piece that complements the video.
How to Record a LinkedIn Video
In the LinkedIn mobile app, look for the share box at the top of the feed (iOS) or the post button (Android) and tap on the video icon. You can record a video in the app, or upload something you recorded earlier. If you would like more detailed instructions on how to do this, please read the Social Media Examiner article How to Use LinkedIn Native Video.
LinkedIn Provides the following three tips to help you get started using the video feature. You’ll need to click here to watch them.
Could the LinkedIn Video Feature Be the Dumbing Down of LinkedIn?
Rochelle warns that if this new video feature means LinkedIn becomes a version of Facebook, who knows the benefits to businesses. I agree with this sentiment and do hold some concerns that, if not done well, the mis-use and lack of strategy around the LinkedIn video feature could be damaging in the longer term. LinkedIn is not as social a platform as Facebook, and is not social media. And that’s why many big businesses and more conservative professionals like it. LinkedIn is a professional networking platform and where you can access your industry news from across the globe. Having said this, LinkedIn is often thrown in the social media classification, and reported in the 2017 Sensis Social Media Report to be “the second most popular platform, used by a majority of large businesses (82%), 41% of medium size businesses and 35% of small businesses”.
Interestingly, Rochelle and I both agreed that we personally don’t watch the current live videos on Facebook because of lack of time and we’re not keen on the style of live video, despite the hype that this is how we will all be consuming our information in the future.
Will you see me provide a LinkedIn video update? Maybe. We shall wait and see. If I have the opportunity to interview someone who I believe my connections (and beyond) would like to hear from, with relevant insights to help people in their business or career, then this could be a great reason for me to use the LinkedIn video feature.
As this plays out, the user will ultimately decide and it will be LinkedIn members who will either unfollow those who share LinkedIn Video updates they don’t like OR engage more with those members who provide video content they do find valuable.
Please share your views in the comments below about how you can leverage the new LinkedIn Video feature for your business.