This summer, LinkedIn announced that it would finally support native videos within its platform. This allows users to create videos from their mobile and (and eventually desktop) devices, and upload them directly into LinkedIn. This means LinkedIn will no longer rely on third-party sources like YouTube and Vimeo for video content.
Videos can be up to ten minutes long, shot either horizontally or vertically. While the feature was initially available to just 500 users, LinkedIn continues to roll out to all users. And like all big marketing enhancements, it’s important to stay ahead of the curve, learn about the feature, and understand how you can leverage it for your business.
[pullquote]Video marketing is not only an important and effective part of marketing plans today, but is growing at a rapid pace.[/pullquote] Recent statistics show the demand for video content and its place in the business world. Nearly 52% of marketers across the globe believe that video content provides more ROI than other types of content, and 43% of consumers would like to see more videos from businesses.
Video marketing can also have a powerful impact on your SEO. In fact, according to one study, web pages that featured videos were 53x more likely to appear on the front page of Google. It also leads to a much higher volume of engagement among consumers. If you want a marketing strategy that works, you’ll have to leverage the power of video to increase your chances of a successful campaign.
As previously mentioned, uploading videos is fairly simple, and users can even pull directly from their camera roll if the video fits within parameters. And if you’re not sure why LinkedIn native videos are such a big deal, consider this: because platforms have specific algorithms that give preference to videos pushed directly into their portal, native videos will usually outperform video links from other channels. For example, according to a study conducted by Quintly, Facebook native videos were shared 10x more than YouTube videos on the Facebook platform.
For now, native videos will only be allowed on personal pages. But that doesn’t mean there aren’t plenty of business opportunities there, too. According to Eric Sachs, CEO of an SEO in Los Angeles, there are creative ways to circumvent this.
“Not only can you expect more engagement from video compared to sharing a link to a YouTube video, you can start including LinkedIn as part of your overall video marketing strategy – customizing video specifically for the platform,” says Sachs. He suggests CEOs and marketing coordinators take the lead here, publishing videos on their personal pages, and encouraging shares among staff.
Additionally, it helps to be forward-thinking. While LinkedIn appears to be taking this new feature one step at a time, most likely they’ll expand into native videos for business pages, too. It’s best to be armed with a plan once this happens.
[pullquote]One of the best aspects of LinkedIn native videos is that, for the first time, marketers can make business-focused videos — this is especially great for companies in the B2B industry.[/pullquote] Unlike other major platforms for marketing — namely Instagram, Facebook, Snapchat — LinkedIn is for professionals, and business talk is expected. For the first time, companies will be able to use their personal pages to discuss their services and products without coming off as too spammy. Why? Because that’s what the LinkedIn audience is there for.
There are many ways to take advantage of this. Use it to broadcast your events, showcase new products and services, display customer testimonials, attract potential employees, or feature thought leaders and investors. Rather than learning more about your business through various channels, your LinkedIn page will have the most accurate and relevant information about what you have to offer and who you are.
With the rise of native LinkedIn videos, businesses and individuals will have even more insight into the public’s perception. First, you get the base benefits of video analytics you see where drop-off points are, what devices they’re using to view the video, and how many times they watched.
With LinkedIn, content marketers will also be able to view a variety of analytics, from shares, likes, and comments, to who the viewer is professionally (where they work and how advanced they are in their career, for example). Having access to this rich data can be a major game-changer, providing deeper insights into your audience. You can then use this data to further refine your marketing strategy and increase your bottom line.
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