Maybe it is just the company I keep but there has been a lot of talk about using video in social media. While Facebook, Instagram, and YouTube may be dominating the conversation, video on LinkedIn is a great way to get your profile or posts to stand out.
There are three places that you can use video on LinkedIn: your profile, LinkedIn Publisher, and updates. You can’t upload video directly to LinkedIn but you can use a video hosted on other sites, such as YouTube. LinkedIn also supports many other video players, so if you are hosting videos on another site, like Wistia, it is worth a try to see if those video hosts will work for you on LinkedIn.
Sharing Videos in the Timeline
Most video posted in the Linked timeline will auto play if the user stops on the post for a few seconds. It’s still a good idea to make sure that you test the video to ensure that it will play in the feed. YouTube and a lot of other players work great.
If you’re thinking of using Facebook videos, you need to be aware that these will only show up as links. If you really want to use a Facebook video, it would be best to try to move that video to another platform to make it easier for people to view. Make sure the videos you post are relevant to what your goals are for LinkedIn. For example: that funny cat video might be better for your Facebook audience than your LinkedIn audience. The LinkedIn timeline is a great spot of thought leadership content. I always see at least one Ted talk in my feed every day. Make sure you are providing value, not selling. I create one video a week with video marketing advice for the people who have LinkedIn with me. While it does have a call to action at the end, 95% of the video is all valuable information to help the viewer.
Types of Videos that Work Best on LinkedIn
You can add any type of video you would like, but you should think about what is going to be best for people and what part of LinkedIn they are on. What message should you present in these three sections: the summary, experience, and education?
Start with your story
When it comes to video on your profile, start with your story. Tell them about a moment in your life that changed everything and how it helped shape you. Tell them how you handle problems. Give them a reason to contact you. Avoid generic stuff that everyone says. Something to avoid would be saying things like, ‘I am passionate and driven.’ If your story is a big part of those things, tell them the story, but don’t just spout off buzzwords.
Think about your goals
To get started, think about your goals. Are you looking for new employment opportunities? A video about your story would be a good choice. Are you a business owner? Your story and your company’s story would go a long way. If you’re an author, add a video book trailer. Other great video ideas are: customer testimonials, product demo videos, videos of you speaking, and thought leadership videos. Also, consider behind the scenes videos. This is a great way to be a little less formal and show some of your company culture in a non-salesy way.
Don’t add too many videos.
Too many videos will make it hard for people to know what to watch and may frustrate them and make them leave your profile. When using a video from Facebook in your profile, make sure to include an image because, as of right now, when you add a video from Facebook, you will notice that the image doesn’t carry over. If it helps, you can just screen shot the Facebook thumbnail or use a screen shot of the video itself. If there isn’t a custom thumbnail for it already, it would be a good idea to create your own. This will encourage people to click on your video. Make sure to add a little information in the text area to let people know what the video is all about. In the profile section, the video pops out and takes over the whole screen.
I don’t think that word means what you think it means …
I recently had someone contact me and say that the video they posted to LinkedIn got 1,000 views. They were so excited! Unfortunately, in reality, 1,000 people did not actually ‘watch’ the video. It just means that 1,000 people saw that they had posted a video, not that those people actually watched it. Yes, I agree! That is incredibly misleading. On each social media site, the word ‘view’ mean something completely different. LinkedIn might say that your post got 1,000 views but that doesn’t mean that people watched your video in the same way that would count as a YouTube view. Make sure to check both sites to get a better picture of what is really happening with your video.