There has never been a better time to take the leap and embrace video on LinkedIn.
We’re in a perfect storm of businesses pivoting, people adapting to a new normal, and barriers to entry falling down in all places.
When it comes to content marketing, one positive side-effect of the pandemic that I hope to see is the removal of many of the barriers and fears people face when it comes to sharing videos on social media, particularly LinkedIn.
I believe now is the perfect time to start embracing video on LinkedIn and potentially see even greater results from the platform.
Check out this video I recorded that explains this topic if you’d rather watch than read. I shared it on LinkedIn earlier in the week and wanted to repurpose it in this blog post… hey, I’m nothing if not consistent in my repurposing message!
In this post I take you through everything you need to know if you want to start creating video for LinkedIn to boost your authority, build your personal brand, and firmly establish your influence in your industry. In fact, it’ll help you to become THE leading authority in your industry.Sound good? Read on.
The proof that video on LinkedIn is worth investing in
I’m such an advocate of video content – it performs well, it’s engaging, and it has so much potential for creativity and repurposing. Of all the social media platforms, LinkedIn is the one where video gets the most attention organically (i.e. with no advertising spend).
LinkedIn is a criminally under-utilized platform – there are 9 billion content impressions on LinkedIn every week but only about 3 million users share content every week. That’s 1% of the platform’s user base getting all those views!
When LinkedIn first trialed video in 2017, they found video content was shared 20x more than any other content. That trend has continued over time.
Once you join those dots, hopefully you can see what I mean about the potential there is to grow your influence fast on LinkedIn via video content.
But, despite how effective it is, I know many people are unsure about getting started.
That’s totally understandable. Putting yourself out there, and getting on camera for the first time is a bit daunting, especially in a professional space such as LinkedIn!
There are always reasons not to do something – especially when it’s outside of your comfort zone – but LinkedIn videos are so effective for raising your profile on the platform and will supercharge your engagement and personal brand, and help you rise up above your competitors and peers.
To help you get over some of those concerns, let me explain why now is the perfect time to get started with video on LinkedIn.
Production value expectations have lowered
During lockdown and social distancing, our favorite TV shows are currently being filmed in garages and kitchens, every brand and their grandmother have gone live on Instagram, and the polished veneer of video content has fallen away.
James Corden has been filming his show from his garage, Ellen is broadcasting from her living room,Jamie Oliver has been helping us cook healthy recipes using his own kitchen as his set, Jimmy Fallon has been interrupted by his daughter in the middle of his at-home show, Trevor Noah has kept going with nothing more than an iPhone, and the Together at Home concert was broadcast from bedrooms, living rooms, and home studios. (Okay, we don’t all have them to hand!)
These professionals are getting by without a single member of their production team on ‘set’ and without flashy studios. If TV stars can film videos from iPhones (in some cases), get interrupted by their kids, and share their living room spaces, you can too!
An imperfect approach to video has suddenly become totally accepted, so don’t stop yourself from starting because you think you need a world-class camera and setup.
Starting with what you’ve got will make you look as good as the biggest brands, businesses, celebrities and production houses right now!
A special time for confidence and empathy
For the first time ever, near enough every single person in the world is experiencing the same thing at the same time when it comes to the coronavirus. I don’t mean we are experiencing it in exactly the same way, every country and every individual’s experience is different, but we’re all affected by the pandemic.
It was reported in the news that at one point over half of the entire global population was in lockdown.
We all know everyone is going through something, so it makes empathy and understanding a whole lot easier.
This is creating a “do what we can”, supportive mindset due to the shared experience.
It’s a given that we’re all trying new things and doing our best to adapt right now. If you post a video that doesn’t look like you hired a videographer and studio…you’re going to be okay.
Knowing what to say
There’s always something to say, but sometimes those worries about production quality and confidence can paralyze us.
Plus, when you’re just starting out, it can be hard to know what to begin with. When the possibilities in front of you feel endless, it can be pretty hard to see the starting line.
Everyone I’ve spoken to who posts videos on LinkedIn agrees that, once they got started, the ideas started flowing. The positive feedback from your first video will get you inspired and continue to have that effect as you share more content.
If you really aren’t sure what to start with, why not ask your audience and customers/clients what they want to hear you talk about? Reflect on the FAQs that always come your way.
Alternatively, you could try one of these three prompts:
Problem solver – explain a common problem in your industry and how you overcome it
What NOT to do – teach people to avoid the mistakes you’ve made in the past and what you’ve learned from them
Interview – talk to a specialist about a relevant topic in your industry
Knowing how to do it
The only piece of the puzzle left is… a pretty big one, I’ll admit.
If you don’t know how to get started with LinkedIn videos, I’ve got you covered.
You don’t need a full studio setup, but you do need some essentials like a mic, a light ring, a tripod (or other means of keeping your camera steady).
You’re not going to find a perfectly silent spot for filming – especially if you still have your kids at home! But finding somewhere light and quiet that you can film in regularly is really important. You also need to consider your background and what it says about you.
Shoulders back, genuine smile on, and imagine you’re speaking to someone directly behind the camera. Feeling comfortable on camera takes time, but if you get your body language right, you’re well on your way to looking like you’ve been doing it all your life. Don’t forget to speak slowly and clearly, too!
Get Set Up and Started with Video on LinkedIn
If you want more information on all of the steps you should take to get started with video on LinkedIn, plus nine brilliant content ideas for your videos, then you’re going to love the guide my team and I have created: How to Get Set Up and Started with Video On LinkedIn.
The guide takes you through everything you need to know about filming videos for LinkedIn, from the technical side to the personal and shares some clever tips and tricks to make your content even more impactful!
We’ve gone to great lengths to include all the hardware and software you’ll need, expert advice on how to use them, tips for being on camera, and best practice when it comes to creating brilliant videos for LinkedIn.
Download your copy of How to Get Set Up and Started with Video On LinkedIn and tap into one of the best brand building, business boosting platforms out there!