It’s hard to make viral videos on subjects as complex as wills, balance sheets and business litigation. And Facebook, the preferred vector for these viral videos, is not a network suited to the propagation of serious videos. So, is it possible to break through on LinkedIn thanks to social videos ?
For B2B professionals, LinkedIn is a major customer development tool. As a result, 80% of leads generated by social networks come from this platform.
Since 2017, LinkedIn has enabled its users to publish videos directly from its platform. To promote this tool, LinkedIn highlights these videos in news feeds, increasing their audience and engagement. According to a Linked In survey, videos are shared 20 times more than any other type of content.
Posting videos on LinkedIn has several advantages. Among other things, this marketing technique allows you to:
- Increase your visibility – Position yourself as a thought leader in your field of expertise
- Show the innovative, 360° aspect of your communication strategy
- Create an emotional bond by moving away from a purely corporate image
- Present your products in an attractive way (4 times more users prefer to discover a product/service through a video than through textual content).
ADVICE FROM ELIOTT & MARKUS
To stand out on LinkedIn, you need to follow a few rules:
Which topic?
Above all, LinkedIn B-to-B users want to see a video that is useful for their sector and professional field. So it’s not so much a question of making a video advertising your business as of bouncing off a topical theme by succinctly analyzing the issues at stake. To do this, you need to think about your targets and try to determine their needs. Not only do you need to find a subject that interests them, but also one that they want to share with their network.
And when?
Certain times are better than others for putting videos online, and choosing the right moment will maximize their visibility. Regular publication will help build anticipation among your subscribers.
How long should they last?
The optimum length for these videos is between 30 seconds and 2 minutes. Users decide in a matter of seconds whether the video is interesting or not, so it’s important to hook them in the first few seconds with a hard-hitting figure, for example, then explain the problem to be solved and the solution you’re offering. Clearly answering the question posed in the video’s description/title is essential.
Which format?
80% of videos on LinkedIn are watched in silence, so you need to take this into account by including subtitles. In addition, it’s best to post your video directly on LinkedIn and not via a Youtube link, as the view rate of these native videos is much higher !
Each video should also follow a graphic charter (font, colors, etc.) consistent with that of your brand, as well as infographics; video extracts or even GIFs.
How to make it unique ?
According to LinkedIn surveys, 76% of BtoB users prefer to watch a video with humor, and 74% prefer a “unique” video. Of course, this humor must be consistent with your editorial line and image. The idea is to create an emotional connection with the audience, to get away from the pure corporate image. Relying on the technical quality of the video is another way of making it unique.
What kind of support ?
Don’t minimize the importance of your video’s titles, descriptions and first image. According to LinkedIn statistics, these elements influence the decision to watch a video for almost half of all people. 73% of B2B users in Europe are more likely to watch a video with a provocative title. You can test several titles and descriptions to determine the most effective format.
Which follow-up ?
To maximize your target audience’s engagement, include a “call to action” at the end of each video, asking them to subscribe to your account, comment or share the video, for example. Track statistics to see which videos are working (shares, comments, full views…) and thus refine your strategy.
TO GO FURTHER
What keeps audiences watching? A quick guide to video best practices, LinkedIn
Want to drive views for B2B video? Here’s what makes people watch, LinkedIn
How do you sell yourself on LinkedIn if you’re a lawyer, accountant or notary?
Analysing the ROI of Video Marketing
