LinkedIn Native Video

01/02/2018

I coach a lot of people who haven't been active at all, or have just liked, or just commented, let alone written a post, so for some Video might seem a greater leap to take... 

That's why familiarising yourself with a tool helps you feel comfortable making a post. Don't think of the end game (pressing post), think of each step as a new level achieved; record, edit, save, watch...edit, save, watch... ok, delete and start again until you're ready to share - 

remember the ultimate is that you can delete any post 

Therefore I always look at it as though you can try each step before posting, and try, try again until your happy to post.

It's a great debate about whether video is the best type of content, there certainly are a lot of stats that video is, however, I not so sold on video alone for these reasons:

  • YouTube is graveyard of corporate video - 6 views
  • You can read at any time, in a meeting, at a conference, but you can watch video or at least you can't listen to video in an environment where someone is speaking and others are listening. 
  • User settings determine whether audio is on or off; Here is the link here
  • Also, we can read a lot faster than people speak on a video, so the speed of video can be quite annoying as your reading mind is saying "Hurry up, make the point!"

That said, video has it's place and I've been experimenting with a couple of native video's - the key is making an interesting video, so what makes an interesting video?

  • Brand - People have an expectation of what the video will be based on your brand, for example, my AFQY event video is not about drag racing or snowboarding, so people expect to see something related to your brand
  • Then there is your "Positioning Statement" or "Status Update" or "Comment" that you post the video with - as per the reasons above, this is really important as it eludes to the actual content and builds expectations of what people will see, and should be written to create to create interest with a little intrigue while being genuine which builds "Customer loyalty" or "Followers" vs clickbait which annoys people and breaks their trust of what you post and whether they should invest time in reading and watching your posts (It's like you lied to them)
  • The first 3 seconds of your video are crucial, as thats how long it has to play to be counted as a Video-View, and also it has to reflect everything above; Positioning Statement meets Video content meets Brand  (Here is the universal LinkedIn Setting Link:  https://www.linkedin.com/psettings/videos) 

Viveka sets her audio off, but if a video looks interesting, she'll turn it on. That's why it's important to have captions like you do on Facebook. Unfortunately, LinkedIn doesn't yet have an auto-captioning feature.

Right now, LinkedIn video isn't live, although Viveka has heard rumors that live video might be coming. In its current form, LinkedIn video is almost live because you can post video right after you record it.

For instance, Viveka shot a LinkedIn native video as she did a presentation about native video at the INBOUND conference. She prepared the update (700 characters with hashtags and mentions) and published it as she was speaking.

LinkedIn native video can be from 3 seconds to around 10 minutes long.

Your video needs to be at least 3 seconds (the shortest one Viveka has seen is 7 seconds), and you can go up to 5GB (which for most video is about 10 minutes, but the high resolution of 4K video uses the data allotment more quickly). To illustrate, if you have a Facebook Live show, you could take 10-minute segments of it, save the segments to your desktop or phone, and then upload them to LinkedIn.

Although native video is currently available only under your personal profile, rumors are that video is coming to company pages, too. For now, after you publish your video, you can share it on your company page. Click the three dots at the top right of the video, copy the link, and share it via your company page. The company page post populates almost like the original video, although it will point people back to your personal profile.

Regarding analytics, LinkedIn tells you how many views, likes, shares, and comments you get. Plus, it tells you which companies have looked at your video, the titles of the people who've looked at your video, and where they're from. LinkedIn doesn't tell you exactly who watched your video, but you do see who likes or comments on it. It's all good information.

Viveka notes that when video was first launched, her videos were getting 30,000 to 60,000 views. Now her views have leveled off at around 1,200 to 2,000, which is still good.

For a while, you could go way back in your stream, find old videos, and click them to get the analytics. Recently, Viveka has noticed you can only go back about a month and old videos are difficult to find. However, the posts are still there. If she has a video she wants to continue to share, she'll bookmark its link in her web browser. (Note: You can also use hashtags, as discussed later in the show.)

Listen to the show to hear Viveka's thoughts on the future of native video on company pages.

Examples

The new video feature is revitalizing the interest of people who've gotten away from LinkedIn. A perfect example is Instagram expert Sue B Zimmerman. Sue keeps trying to talk Viveka into Instagram, and Viveka has urged Sue to try LinkedIn. Viveka showed LinkedIn video to Sue and challenged her to try it for a week.