The Rise of Video on Social Media
Facebook paired the proliferation of video on the news feed with an irritating interface that attempts to trap the viewer in cascading clips that distill complex political issues or the production of tasty treats into bite size slam dunk content. The way video leaps at users on Facebook has led to complaints, and an increasing shift of younger, more savvy Internet users towards other networks. As the younger set moves on, and the older set moves in, Facebook is tweaking its video content payout structure, but hasn’t made fundamental changes to the way video appears on its platform. Video content is lucrative, and older people generally have more money than the people leaving Facebook because it’s no longer relevant to their lives. Which brings us to LinkedIn. In August 2016, LinkedIn began letting rich celebrities record and post video on the network. Now anyone can. TechCrunch took a look at the rollout of LinkedIn video and found that immediately videos were shared 20 times more than other types of content. Obviously, the content you put out is just as essential as the medium you share it through. To take a look at steps marketers take to go viral, check out this feature.
LinkedIn is geared towards building careers, networking, and marketing yourself, products or services. In terms of analytics, measurement and support, it’s a great marriage between the network and marketers that increasingly rely on video content to reach audiences. One of the features that separates LinkedIn from other networks is it’s possible to see who’s viewing your page and content. That access has been included into video views on the platform. Take a look here at some of the top social media marketers in the game.
Clearly, if you have a product or service to promote, video content is going to get you more traction on LinkedIn. But creating video content that is relevant to your audience’s lives, and that otherwise stands out on what can be a boring platform will increase its effectiveness. People mostly go on LinkedIn to look for work, promote themselves, and look at how other people’s careers are going. It’s not often that you see a fascinating interview or a piece of hilarious content on LinkedIn. Content that works on other networks can flourish on LinkedIn, which is generally stuffier and less engaging than other networks because of its association with professionalism. This is no saying that you should make a video called “TFW Your Boss Thicc AF,” but videos that merge content that would do well on other networks with a marketing goal will stand out in the LinkedIn environment. If you’re looking to juice up you resume, perhaps make it a video resume. People often ask for advice or start discussions on LinkedIn. A great way to get something like that started is with a video. Always make sure to put yourself in the place of the person you want your video to reach. Will this content be relatable to them? Will it feel like an ad? These questions are just as important as recognizing the power video has on LinkedIn. So remember, whether you’re launching a brand, looking to build engagement with an idea, product or service, promoting your own work or career, LinkedIn Video is a great tool, and one you should start using today.