How Video Can Optimize Your B2B LinkedIn Presence

We all know that most everything has become digital, from family dinners to client meetings. With it becoming increasingly clear that we may not be face-to-face with potential clients or consumers anytime soon, it is time to optimize your digital presence on LinkedIn using videos. Compared to LinkedIn posts with just text or photos, videos on LinkedIn see five times the engagement. 

Not only do videos increase engagement, an Aberdeen Group report says that brands that use video marketing grow their revenue 49 percent faster than companies that don’t. Using video marketing on LinkedIn might seem like a daunting task, but with these tricks you will wonder why you didn’t use it sooner. 

 

Use LinkedIn Native video.

LinkedIn Native video is LinkedIn’s way of eliminating the middleman. With Native video, users can directly upload to LinkedIn, rather going through another platform like Vimeo or Youtube. Native videos autoplay on user’s feeds, more likely to grab attention than a non-Native video. Native videos can be up to 10 minutes or as little as 3 seconds, with the sweet spot being around 15-60 seconds depending on what you are trying to achieve. 

 

Optimize your headline.

In a 2018 survey, LinkedIn found that 54% of people likely watch a video because of its headline. Aim to be clear and concise. Identify what you are trying to achieve in your title, using keywords. Websites like Ubersuggest can help with keywords, showing you the most Googled terms for your topic. Try to keep your headline short, somewhere between 8-14 words. 

 

Identify what you want to achieve.

Are you looking to increase your brand awareness? A quick “how to” video may be good, using keywords in your title and video description for SEO. Do you want to promote your brand’s content, such as an ebook? You can focus on a small portion of your ebook in your video. For example, if you have an ebook about optimizing SEO, you could create a video about how to use keywords with a CTA at the end linking to your ebook. Identifying what you want to achieve through your video is the first step to a successful LinkedIn video post. 

 

Present information in order of importance. 

LinkedIn research shows that users typically click off after 10 seconds, so put essential information first, as well as a call to action shortly after. Even if your audience doesn’t watch the entire video, they leave with an impression of who you are and maybe a little curiosity. 

 

Use closed captions.

Almost 85% of videos are played with the sound off. Providing closed captions not only helps you get your point across, but it is also crucial for those who have hearing issues. 

 

Have employees share your video content.

If sharing things digitally with my grandparents taught me anything, it is that whatever I share will never die (I’m looking at you, 2010 side ponytail middle school dance pictures.) Employees sharing their company's content is a great strategy, especially when the content shows off the cool place they work or the awesome things they are doing. A video explaining what your company does and it’s values is a great place to start, giving family and friends a quick answer to the dreaded question , “so what do you do?” Employees can share the video, sit back, and let friends and family be amazed at their cool job while giving your company organic publicity. 



By using these tips in your LinkedIn video marketing, you can achieve your goals by creating informative and fresh video content directly to user’s feeds, from CEOs to job-seekers. With LinkedIn’s 740 million and counting users, it is the largest B2B platform and worth using to market your business using video.