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Yes, You Can Use Video on LinkedIn

Laptop with speech bubble saying "Let's connect"

Everybody’s on LinkedIn—even celebrities are on this social platform known for networking. And while this may not be the platform you go to for fun, it is the platform you should be on for professional connections.

According to numbers from LinkedIn’s Sophisticated Marketers Guide, there are more than 400 million professionals are on the platform. If you want to talk to leaders, savvy thinkers, ideators, marketers, communicators, head to LinkedIn. If you want to grow your business, and show off your skills to current and potential employees and clients, head to LinkedIn.

But don’t just be there—be part of the community.

This is how you can set yourself apart from the millions of users. This is how you can position yourself and your company as a thought leader and drive your business.

Increasingly, one way to do this is through native video on LinkedIn, which launched in 2017. You can start a video ad campaign, embed videos or upload and create on LinkedIn’s platform, which, it should be noted, are often more effective. You can share product launches, promote company news, drop insider offers and exclusive looks, and tell stories and introduce key figures.

Sure, you could similarly share these updates through static images or text. Video is one more avenue to connect. Additionally, data from LinkedIn suggests viewers spend more time with video and may be more likely to start conversations around video content.

LinkedIn is interested in pushing its community toward using more video too: In February, the company launched a live video feature in beta. The company continues to pilot live video streaming with a few broadcasters. The feature isn’t currently available to all members, but LinkedIn does offer an option to apply to become a live video broadcaster.

For everyone else, LinkedIn also offers support and encouragement to pursue the creation and uploading of original videos.

LinkedIn Marketing Solutions has a quick guide to using video on LinkedIn, and even goes as far as helping participants consider why video might be important to their strategy. (There’s also LinkedIn’s special Tech Marketer’s Guide to B2B Video.)

If your objectives include building brand awareness, encouraging clicks and new viewers or driving leads to your website, LinkedIn argues posting video on the social media platform is good for you.

As with any video strategy, it’s important to do what’s right for you and your audience. Come up with an idea and see it through, then look at the feedback and adjust. Adding in video doesn’t mean eliminating all other content and touch points. But it does offer a way to set yourself apart from others and create another opportunity for viewers to connect with you.

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Make a Splash with Live Video

Water splash from pool with text "jump right in"

When you aren’t sure how exactly to use a new tool or platform, sometimes it’s best to jump right in.

For those who haven’t tried incorporating a video strategy into their social media and marketing routines, or don’t feel like they have the ability to invest time or money in pulling together a more polished video, live video can be a great entry point. It can be fun, easy and done with equipment you already have on your phone, computer or tablet.

It might feel scary to go live, but that raw and personal aspect is also what makes live video so enticing. Live video hasn’t been edited and glossed over. People respond to real people in real situations. Now is also an especially important time to test the live video waters, with audiences increasingly interested and influenced by video.

Grab your phone and go. Recording live can be exciting, in part because you don’t know what will happen. That’s OK! You already have the tech and tools you need, so turn your camera on yourself and others for quick in-the-moment reflections, interviews from the conference floor or a behind-the-scenes view of your launch party. Live video can enhance your existing social media strategy and complement any produced videos you are already doing as part of a campaign,

Once you feel more confident and comfortable with live video, consider traveling with a small tripod for a cleaner look. Be prepared at any moment. At first, it might not feel natural, but you can work on your delivery over time.

Put your people up front. You might feel at a loss of what to put on the screen. A great company has great employees and great clients. Put your people out there. Think about what makes your community unique and share that with others. Live video can spotlight your company and build connections. Consider having employees do an Instagram takeover once a week to document their routine. Press record and try a timelapse video of a busy day in the office.

Step back and make a plan. Once you get your feet wet, it’s your time to enjoy and explore. Don’t give up. Perhaps your audience didn’t respond to your first live video. Don’t worry—this is new for them too. Once you have the rhythm of posting, they’ll have the routine of checking in to see what you’re up to. Set a goal of trying a certain number of live videos over several months, then check in and think about building your strategy. What worked and what didn’t?

Have fun experimenting and encourage others within your organization to do so as well. If your people aren’t on YouTube, try Instagram Stories. Tease your videos in your newsletter and social media posts.

It might be easier than you think!

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