I posted a brief video to introduce LinkedIn’s native video capability on October 24^th.  During those comments, I committed to providing a summary of some of the things I learned.  I hope you’ll find this information helpful.

Online video has been a growing trend in marketing and branding for years.  It continues to build momentum across the country.  Small firms are using it to leapfrog larger, more established firms.  The large firms are also beginning to embrace it, depending on their perceived needs.

If you’ve worked with me at all over the past years, you’ll know I’ve been a strong proponent of this aspect of an effective marketing campaign.  Now, LinkedIn just reinforced that view on both it’s mobile and desktop versions.  So, let’s explore what LinkedIn’s native video is all about and what it can do for you.

To begin, the new launch is for “native” video.  This means videos uploaded directly to a LinkedIn profile.  The ability to add a YouTube link, or a link from another video hosting platform, has been available for a long time.  Again, we’re focusing on the ability to now upload video files directly to LinkedIn.

Why Would I want to Upload Native Video to LinkedIn?

The initial reason is exposure.  The LinkedIn algorithm is currently emphasizing native video posts.  My guess is that it’s a way for them to entice more people to explore the option.  However, LinkedIn also knows that video is an extremely effective medium, so they’re helping us to get started on their platform.

LinkedIn has often been seen as a great tool to connect with other professionals for networking, hiring and yes, even marketing.  If your target market is business-to-business (“B2B”), you’ve probably already been using LinkedIn.  Now, implementing native video on LinkedIn may give you an advantage.

When you look at video compared to other forms of marketing/communications, there are important considerations:

• Video content is more interesting to the viewer.
• Video-based information is more personal and interactive.
• Video elements can give viewers a sense of your personality.
• Video works to build and reinforce your credibility.
• Video can help you to break-through the white noise of written content.

Limitations to LinkedIn’s Native Video

In its current form, LinkedIn does not offer a live-streaming version.  Facebook has had this capability for a while.  Truthfully, I personally don’t see this as a significant issue.  Most video can benefit from even some simple editing.  It just looks better and more professional.  I’ve made videos for years and feel extremely comfortable on camera.  Even so, I avoid live video for a number of reasons.  There’s always something that can be improved.

Native video isn’t currently available on LinkedIn company pages.  You can still copy the link from your LinkedIn personal profile, or use a link from YouTube.

If you’re a fan of Twitter, understand that the link to your native video won’t play on Twitter.  That may change down the road.  It may also be a skirmish between LinkedIn and Twitter.  Again, there are plenty of workarounds for posting your videos outside of LinkedIn.

LinkedIn imposes a 5-gigabyte limit to your native video file.  If you’ve worked with video files, you know they can be fairly large.  Still, 5 gigs is fairly generous.

The duration of your native video can’t exceed 10 minutes.  For most people and businesses, that’s ample time to communicate your message.  In all reality, your viewer may not want to give you a full 10-minutes unless you and your information is extremely compelling.  You might find it better to upload a brief video and refer them your website or blog for more information.

Subtitles are gaining in importance.  The LinkedIn platform doesn’t provide this functionality.  However, you can add them to your video before you upload it.

The lead-in content for your video has a 700-character limit.  I’ve commonly referred to this as your “teaser” paragraph.  It allows people to understand the purpose and focus of the video.

LinkedIn’s native video platform still has a few bugs, but they’re going to quickly resolve those issues.  It’s worth the effort to take advantage of this opportunity to be exploring the capability.

How Could I Use LinkedIn’s Native Video?

There multiple ways to begin implementing this option.  You could use it in the following ways:

• Post a video article, instead of a content article. The information is more credible, because it’s coming directly from you.  Written content is one step removed, because you’re not delivering it as you would in a conversation.
• Post client testimonials. While there’s value in discussing accomplishments and capabilities, people generally are more inclined to hear what others a say about their experience working with you.
• If you have an article with multiple points, consider using a video to further explain (or supplement) a specific point. Remember, we’re more likely to watch than read.  Whatever you put in the video should be a hook to get them to read the rest of your article.
• What you should not use the option for is another cat video. Let’s leave that for the Facebook audience.

Again, I hope this summary of LinkedIn’s native video capability has helped to pique your interest.  The major social media platforms have now made the transition to video and video content.  Those who make the transition, earlier, will have a distinct advantage in the market.

If you need help planning, shooting and editing your videos, give me a call.  I’ll be happy to help with various steps, or to handle the entire shoot for you.  I’ve done this for years as part of my marketing services for clients.  My phone number is: (502) 208-9639.  Let’s discuss your video marketing strategy.