LinkedIn Introduces Native Video: Here’s What It Means for Marketers

August 23, 2017

Yesterday, LinkedIn announced that it is now offering native video for members. This post by Pete Davies on the LinkedIn blog outlines how you can post videos and discover who’s viewing those videos. The ability to post videos on LinkedIn will be rolling out to all members globally in the coming weeks. 

In the meantime, we wanted to emphasize why this new video capability could be of outsized importance to marketers. Here are five reasons why marketers should pay careful attention to the growing availability of video on LinkedIn.

Marketers understand the power of video

Marketers are already using video on their own websites, on YouTube, and elsewhere. And they want more. According to Social Media Examiner, 73% of marketers planned to increase their usage of video in 2017. Marketers love video because it naturally does what all content should do: it doesn’t tell; it shows.

LinkedIn delivers a professional context for your videos

On some social media platforms, it’s easy to get lost in between cat videos. When on the LinkedIn platform, however, members are in a professional mindset, which makes them more receptive to business messaging — especially in video format. Research from Cisco Systems found that 75% of business executives watch work-related video weekly.

Video boosts your storytelling variety

On the Internet, marketers have long been able to use visuals, text, and audio to tell their stories. With the expansion of bandwidth that has enabled the rise of video, marketers can now harness the power of sight, sound, and motion to get across their messages. The LinkedIn Feed is an attractive format for a range of videos, such as product demos, man-on-the-street interviews, industry event coverage, how-to videos, and more.

Video helps you stand out

Like televisions in a sports bar, videos on the LinkedIn feed will attract the human eye. People cannot resist sight, sound and motion — it’s an evolutionary thing. And marketers can benefit from this human trait by posting video on their LinkedIn profiles. 

Gauge video performance

As with all content posted on LinkedIn, whether organic or paid, marketers will have the capability to measure engagement of the videos they post on the platform. Available audience insights include the top companies, titles, and locations of your viewers. Also available are how many views, likes, and comments your videos are receiving.

Note that video posting on LinkedIn is currently only available for members (and not for companies). Additionally, LinkedIn Sponsored Content does not currently accommodate video.

Stay tuned to the LinkedIn Marketing blog (subscribe today), to keep apprised of future enhancements to LinkedIn’s video offerings.

Photo: JSawkins