Organic video for company pages is coming to LinkedIn. It’s only a matter of time. Businesses need to be ready to capitalize on the opportunity.
Video content is already a major way businesses and people communicate on the internet. According to Kleiner Perkins, video accounts for 74 percent of all Web traffic, and 55 percent of people watch video every day according to MWP. In 2017, LinkedIn started to catch up to other social platforms that have become more accommodating to video content when the company made it possible for users to create personal videos on its mobile app.
For LinkedIn, the introduction of video meant that its users could create more engaging stories about themselves, especially in a business setting. For example, in a blog post about LinkedIn video, LinkedIn cited the example of the president of an equipment company using video to demonstrate how her company’s forklifts operate.
Since then, LinkedIn has indicated to True Interactive that the company plans to bring native sponsored videos in the feed as part of its 2018 advertising plans. The timing could not be better. On January 11, Facebook announced the company will downgrade content from publishers in users’ news feeds. This move will pressure more publishers to look to other platforms such as LinkedIn to engage people with their content.
Businesses should prepare for video coming to your LinkedIn pages. For example, if you post video regularly on other platforms, create a strategy for cross-posting content on LinkedIn. You might want to start by testing different types of video to see what kind of content creates more engagement on LinkedIn versus Facebook or Instagram although these days the content between Facebook and LinkedIn is converging. LinkedIn used to be a platform for people to post business-related content, but more and more users are posting personal stories that would appear on the surface to be more suitable for Facebook. Businesses that rely on employee ambassadors to humanize their brands with more personal content might find LinkedIn to be an attractive destination for video content.
It also makes sense to earmark a larger LinkedIn advertising budget. LinkedIn will certainly incorporate video into its advertising products to monetize video and create more engagement for brands. Especially with Facebook becoming less friendly to brands, LinkedIn looks more attractive.
As I mentioned in a recent True Interactive blog post predicting 2018 trends, LinkedIn is becoming a more popular platform for companies to build their brands. LinkedIn has been adding a number of features such as Matched Audiences and Website Retargeting to make it a stronger advertising platform. Recently LinkedIn ran a pilot program with more 370 participating advertisers and saw a 30-percent increase in click-through rates and a 14-percent drop in post-click cost-per-conversion with Website Retargeting. Businesses should already be taking a closer look at LinkedIn as part of their advertising and content marketing strategies – and make sure you include video.
For more insight into how to build your brand across the digital world, contact True Interactive. We’re here to help.
Image source: https://pixabay.com/en/video-camera-optics-photography-2562034/