YouTube, Vimeo, Facebook, and Twitter still can’t be ignored, but with 63 million active decision-makers and 9 billion content impressions each week with a visitor-to-lead conversion that is 277% higher than both Twitter and Facebook, LinkedIn is the single most important platform for B2B marketing. Also, 94% of B2B marketers use LinkedIn for content distribution; that means a ton of competing material out there.
With so much content going up every minute, how do you stand out in the crowd? What can you do to make your video more engaging than the competition?
Here’s how you can leverage video for your LinkedIn Content strategy in 2 basic steps.
Step One: Think Hollywood, Not Madison Avenue.
Your video needs to be entertaining. Don’t be boring. I know I sound like your uncle who says things you already know, but yes, seriously. That means, don’t try and sell something with your video. That’s ultimately the purpose, but it shouldn’t feel, sound or look that way.
We have clients who ask for something out-of-the-box and unique, but they quickly revert back to sales-mode as soon as we get started. They decide they need to cram their entire website copy into one 30-second video. Every pitch, every product and service, every little thing that makes their company unique has to fit. What happens, of course, is that in trying to say everything, the video ends up saying nothing.
A very sales-y video will have the lifespan of a mayfly. It will die on LinkedIn the same day it goes up.
Be a showrunner. The question to ask is, “What would be enjoyable to watch for our target audience?” It may be comedy or drama, or something informative. You can incorporate embedded marketing or even product placement, but prioritize entertainment. Create an experience, not an ad.
Step Two: Repurpose and Expand
Once you have that hit video, you need to squeeze it for all its worth. Often the thought is that videos for social media should be short, like ten seconds or less. There are tons of analytics out there that suggest people don’t watch social media videos for much more than a few seconds, but that’s because there’s so much crappy amateurish content online.
Now it probably shouldn’t require an entire lunch break to watch your video, but longer forms are okay, as long as it’s smashingly good. What’s more important is that the first few seconds are engaging. So, no long intros that set up a punch line five minutes in.
Another great thing about a longer video is that it can be easily repurposed. Cut segments into snack-size munchies that can be posted separately across platforms. Creating secondary or micro videos is a cost-effective way to maintain engagement with your audience.
Another slightly more involved option is to expand the video into a branded series. Again, LinkedIn is now a video content platform in which professionals including millions of decision-makers are active. They may not be on YouTube or Vimeo while working, but they are on LinkedIn.
An expanded series can use the same characters or concepts as the first video. Or it could be a spin-off. In any case, think like a showrunner, get some professional creatives to help, and ultimately, the content will drive people to your brand.
If you’re a B2B marketer, and if you have time for only one platform, it should be LinkedIn, and leveraging video on it is a high ROI strategy to separate your brand from the rest.