LinkedIn Video: What Are the Video Types Marketers Can Use?
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LinkedIn Video: What Video Types You Can Use in 2020

LinkedIn Video

From Facebook to Instagram, social media platforms are becoming video-oriented. Not surprising at all when you know that 78% of people watch videos every week. So, Mark Zuckeberg knew what he was saying when he predicted that Facebook news feeds would be mostly videos. But video isn’t only dominating these social networks. It has also taken one business online service site by storm — LinkedIn. As a marketer, you need to discover LinkedIn video as well.

Yes, we know, you’re probably trying to make heads or tails of Instagram, and now you have another platform to master. But once you learn how to make cool Boomerangs and create interesting Stories, focus on LinkedIn. We know you’ll start from scratch, that’s why we’ll teach you the basics — video types available on this network.

Here’s what we’ll cover in this article:

Let’s begin!

The Story of LinkedIn Video

In August 2017, LinkedIn proved it was more than employment-oriented online service. That year, the platform launched native video. In just one year, video posts generated over 300 million impressions on the network. In addition to this, LinkedIn members spent more time watching video ads than static Sponsored Content. It was official — video arrived on LinkedIn with a bang.

If we put these impressive engagement figures aside, it’s a known fact that video marketing can increase your revenue. In fact, businesses that use video marketing can boost revenue growth by 49%.

So, are you ready to get aboard the LinkedIn train now? This article will mention everything you need to know about LinkedIn video to give you a better picture of this content type.

Types of LinkedIn Video

LinkedIn has cemented its status as one of the most effective online networking services for business around the world. But, contrary to popular belief, the platform isn’t just a place for B2B written content. As you saw, LinkedIn video easily surpasses written content when it comes to impressions. This means one thing. Whether you’re a professional individual or a brand, adding videos to your LinkedIn strategy is imperative. Here are the types of videos you can find on this network:

  • Native videos
  • Embedded videos
  • Video ads
  • Company page videos

Without further ado, let’s delve deeper into them below.

LinkedIn Native Videos

Native video is uploaded directly to LinkedIn feed. It’s highly effective as it auto-plays which is more likely to capture users’ attention. You can create this video type either professionally or record it by phone.

Furthermore, as LinkedIn algorithms prioritize native videos, they usually generate more impressions and engagement. Of course, the more viewers engage with the video, the more likely it is to reach a wider audience.

LinkedIn native videos are a great choice to showcase your brand, products, services, or expertise. If you create a compelling native video, you can increase brand awareness because you’ll boost your visibility.

Specs for Native Videos

  • Video length: From 3 seconds to 10 minutes
  • File size: From 75KB to 5GB
  • Video captions: Optional, but they can increase engagement if on.
  • Video sound: Optional

LinkedIn Embedded Videos

You can still upload your video to a video hosting platform like Brid.TV, and then share the link to it on LinkedIn. There are two options to embed a video on the platform. Specifically, you can embed it as an update or on LinkedIn Pulse. Embedded videos appear on the user’s news feed together with other content. Viewers also see the original caption which is visible at the bottom of the player.

Specs for Embedded Videos

  • Video length: There are no restrictions on the length
  • Video captions: Optional, but recommended
  • Video sound: Optional

LinkedIn Video Ads

Company page administrators can start a video ad campaign through Campaign Manager. They can either sponsor a new or an existing post. Regardless of their choice, LinkedIn video ads will appear in the LinkedIn feed. In case you’re wondering what you can advertise, most brands go with company videos. This is because they can increase the following:

  • Brand awareness
  • Brand consideration
  • Engagement
  • Lead generation

These company videos typically produce more impressions and engagement than other formats. So, it would be wise if you sponsor them through video ads. Believe it or not, this LinkedIn video type can be up to 30 minutes long.

Specs for Video Ads

  • Video length: From 3 seconds to 30 minutes
  • File size: From 75KB to 200MB
  • Video captions: Highly recommended
  • Video sound: Highly recommended

Company Page Videos

LinkedIn company page videos are videos companies feature on their business page. Since its launch in 2018, this video content type has proven to be effective in increasing brand awareness and connecting with your leads. In fact, LinkedIn states that company page videos are 5 times more likely to start a conversation among members than any other type of content. 

If you want your company page videos to work, don’t forget they should provide value instead of being a sales pitch.

Specs for Company Page Videos

  • Video length: From 3 seconds to 30 minutes
  • File size: From 75KB to 200MB
  • Video captions: Optional
  • Video sound: Optional

How to Use LinkedIn Video

While creating videos for LinkedIn, even veteran marketers feel overwhelmed with their options. What worked for them on Facebook won’t necessarily be a hit on LinkedIn. They need to adopt a “LinkedIn way of thinking” to produce successful LinkedIn videos. There are numerous ways you can use videos on this platform. Let’s have a look.

Tell Your Company’s Story

People are inquisitive. There’s something in us that makes us want to know more about the company we’re connecting with. On LinkedIn, a platform whose focus is on establishing relationships, you can make videos to stimulate the interest of your connections.

Just share a video and post it in your feed. For instance, you may tell the story behind your venture. Alternatively, you can explain how you got started. Sharing your story by way of video lets customers understand you and your company. In the end, it will boost brand awareness and bring you closer to your connections.

Promote Your Products

The main focus of your LinkedIn campaign are likely going to be your products or services. Through videos, you can introduce customers to the tangible benefits of your products and explain how they can solve their problems. After all, 72% of customers want to learn about a new product or service by watching a video.

What’s more, you can post how-to’s or product reviews. But use LinkedIn videos to answer questions or share announcements and launch details. Whatever you’re planning to add to your portfolio, allow your customers to get excited about it by way of video!

LinkedIn Video Best Practices

Ever since LinkedIn added them, videos have become a huge hit on this platform. Today, LinkedIn members devote more time to video content than to text-based content. To make it big on this social network, we’ve compiled a list of best practices.

Establish the Main Objective

It’s imperative that you start your video campaigns with an objective. Ask yourself what your ultimate goal is. Once you have the answer, you should start creating a video. You can focus on the marketing funnel stages:

  • Awareness
  • Consideration
  • Decision

If you focus on the awareness stage, then encourage prospects to trust your brand, but don’t give everything away. Make sure your LinkedIn video captures attention, presents your brand, and generates curiosity.

On the other hand, your main objective may be consideration. In this stage, prospects are already interested in your products or services and they want to learn more about them. So, you should show them why you’re the leading solution in the industry. Here, your video should demonstrate market leadership and explain why your solution is the best for your customers.

Lastly, your prospects are ready to make a decision. This is when you should be persuasive and tell them why they need your product/service. Don’t forget to provide more context and encourage them to take action.

Start with Important Information

According to LinkedIn, you should show the most important information in the first ten seconds of a video. After that, viewer attention drops. Facebook has come to similar conclusions. Namely, the social media giant discovered that 65% of people who watch the first three seconds of a Facebook video continue to watch it for at least ten seconds. However, only 45% will watch for 30 seconds.

Therefore, make sure to show your message early on. Don’t focus on the minute details — reveal the point of your video immediately. In this way, you’ll have more chances to leave an impression on your viewers.

Be Prepared for Sound Off

LinkedIn wants you to think like a silent movie director. And they’re right. Social media videos are more likely to be watched with sound off. In fact, 85% of Facebook videos are played without sound. The percentage is similar with LinkedIn videos. So, you should use images, infographics, and even go with expressive body language to get your message across.

Add Subtitles

Even if you don’t have a lot of lines in your LinkedIn video, you should add subtitles to it. The platform has added a closed caption feature which allows you to include subtitles in a few easy steps. So, even if the video plays with sound off, the subtitles might attract the attention of your viewer and encourage them to keep watching.

Use LinkedIn Video

Marketers can use videos to increase their revenue or tell compelling visual stories. This content type is so engaging that it can generate more leads for your company. But, if you want to attract new customers, it’s not enough to just make a video. You should publish it on different networks and work on your social media marketing strategy. These platforms are effective at boosting engagement and increasing brand awareness. LinkedIn video is especially the perfect tool for this. So, why not start using it today?