
Here are three tips from the LCWA social media content team on creating effective video for LinkedIn:
Know your audience
When creating video specifically for LinkedIn, it’s especially
important to understand your audience. Because of LinkedIn’s professional
setting and business-focused users, it’s essential to create video with them in
mind. Focus the video on one topic and target accordingly using LinkedIn’s Marketing
Solutions.
LinkedIn’s targeting options include location as well as specific
workplace criteria, such as company industry, name, size, as well as an
employee’s job title, function, skills, degrees and more. When getting across a
specific message, don’t be afraid to be specific! Being selective with your
target audience will put your content in front of the right eyes, making it
even more effective.
Understand your Time Frame
Most people who are on LinkedIn are there for a reason. Unlike Facebook
or Instagram, you typically don’t just peruse LinkedIn with no objective at
hand. You don’t want to distract users too much from their objective, instead
you want to grab their attention and deliver a concise, useful message. A good
rule of thumb is to keep LinkedIn videos under 1:30 minutes. This should be
plenty of time to convey your message to viewers while still holding their
attention. Have more info to convey? Try a series of short videos instead of
one long one.
In addition to knowing how long to make the video, it’s also important
to know the best time to post the video to the timeline. In general, the best
time to post to LinkedIn are weekdays in the afternoon. Employees are taking
their afternoon break and browsing social media during this period, making it perfect
posting time!
Make it Conversational and Informative
The best video content is made with a conversational and natural tone. No
one wants to watch an uptight, boring video. Also remember the goal of your
video. Is it to provide tips on a topic, or to drive clicks and purchases on a
website? Whatever the goal is, construct your video to meet it.
Don’t be afraid to have fun with your video production! Get creative
and enjoy the process by switching up your filming locations, doing a
demonstration on camera or giving the audience a behind the scenes look. Discover
what your LinkedIn “voice” is and continue that tone throughout your content.
This will help establish a fan base so that people know what to expect out of
upcoming videos.
Keep these tips in mind when you create your next – or first – video
for LinkedIn! Social media is constantly evolving and sometimes it’s tricky to
stay up-to-date, but if you consistently create engaging, thought-provoking
content, you will always find success.
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