It seems like everyone is taking on video these days. With so many hosting websites and social media platforms with video sharing capability, it can be confusing to know exactly what is the best route to take. And now that LinkedIn video has thrown its hat into the ring, there’s yet another platform to consider.
So, is LinkedIn’s native video feature really worth your time? We’ll breakdown everything you need to know about one of the latest tools to post and share video to better build your brand.
Does Your Business Need LinkedIn Video?
For those who may be unaware, LinkedIn is a professional networking company that promotes itself as a business service. It’s accessible as a website and a mobile app. Think of it like Facebook for business professionals. Individual employees and companies alike can have profiles.
If your business is posting video on other channels like Instagram or Facebook, you’ve likely seen the benefits. At the most basic level, the ability to post videos to LinkedIn simply creates yet another opportunity for your videos (and brand) to reach a wider audience.
Beyond that, your company can take advantage of utilizing one of the most popular channels for corporate sharing. In fact, LinkedIn is second only to email as the favorable channel for sharing business-related content. Granted, you won’t want to just post the same videos on LinkedIn as you do elsewhere. Though that’s a good place to start.
How to Use LinkedIn Video
Like every other social channel and video sharing platform, you need to have the right plan for video. But before you can create that perfect content plan, you need to know exactly what goes into LinkedIn video.
LinkedIn video can be utilized in two ways: by simply embedding a video or a direct upload on LinkedIn Publisher, or utilizing LinkedIn Ads. We’ll discuss the differences of each.
LinkedIn Publisher
To access LinkedIn video, simply navigate to where you would normally publish photos or articles. Where you might normally write a post, you should see the option to upload video directly.
Now, you might be wondering, why is it important to use LinkedIn’s native video feature rather than simply embedding your Youtube post? Well, through native video, anything you upload will autoplay within the user feed.
Which means that more users will likely see your video with the potential of engaging with it further, rather than relying on a thumbnail to capture audience attention.
Even Facebook shows that its native video feature receives ten times the amount of shares then embedding from Youtube. It’s a metric that can be assumed to have similar results for LinkedIn as well.
Finally, it’s important to note that LinkedIn’s mobile app also offers users the option to record, upload, and post video with smartphone cameras directly in-app and on the fly. And at this time, live-streaming is limited on the platform. All interested users or companies must apply to become a “live video broadcaster.”
Video Specs for LinkedIn
When recording videos to post on LinkedIn, there are some specifications you’ll want to stick close to in order to make sure your video is fully optimized for the platform. As far as size goes, videos can run in lengths of 3 seconds to a maximum of 10 minutes, with file sizes ranging between 75KB and 5GB max.
Feel free to shoot horizontally or vertically, but know that all vertical videos will be cropped into a square on the user feed. LinkedIn supports frame rates of 10 – 60 frames per second, and you should consider aspect ratios of 1:2.4 or 2.4:1, with a resolution range of 256×144 – 4096×2304.
LinkedIn video supports most video file formats aside from ProRes, MPEG-2, Raw Video, VP6, WMV1as.
Also, be sure to plan your videos to be able to capture attention without sound. The default auto-play feature on LinkedIn does not include audio, so you may consider transcribing and captioning your videos to make sure retention rates do not drop.
Campaigns and Sponsored Content
Here’s where the real bread and butter of LinkedIn video comes in, and why you should consider utilizing it more. Using LinkedIn’s Native Ads feature allows for the platform to be a major extension of your company’s video marketing efforts.
More than the increased brand awareness your company receives from utilizing a popular networking channel, LinkedIn Native Ads allow you to pull real-time data and metrics to see the impact and engagement levels of your videos. Plus, you can integrate contact forms and access points to your website to jumpstart the customer journey. And it all starts with video.
Starting a targeted ad campaign on LinkedIn is similar to other platforms. You’ll find it under Campaign Manager, which is LinkedIn’s specific advertising platform. The effort will cost your business money, and the amount you invest will depend entirely on your company’s size and budget. Regardless, it’s hard to ignore the value that specialized, highly-specific video campaigns can add to your growing business.
LinkedIn Video Specs for Ads
While video specifications for LinkedIn Ads are similar to normal native content, there are a few key differences. The biggest (literally) is that ads on LinkedIn can be up to 30 minutes long, but with a max file size of only 200MB. Additionally, vertical videos are not supported at all on LinkedIn’s ad platform.
Video formats must be in MP4. It supports resolutions of 360p-1080p (no 4K, yet!) and a maximum frame rate of 30 frames per second.
While it’s a bit more limited (other than video length), most of these specs are common industry platforms. And they’ll help your company maintain a consistent brand voice in all video campaign efforts on LinkedIn.
Best Ways to Use LinkedIn Video
LinkedIn is unique among other networking and social media platforms. It is widely considered to be a much more professional channel. In that sense it has the potential to carry a lot of weight in how other professionals, businesses, and potential companies perceive your brand.
A polished, yet personal approach to LinkedIn videos can go a long way. You might use LinkedIn video to:
- Broadcast interviews with clients or spotlight employees
- Post vlog updates from brand leadership to announce important news
- Conduct product reviews, demos and walkthroughs
- Promote video webinars
The opportunities are truly endless. If your business is already on LinkedIn, navigate your specific industry and see what similar companies and brands are doing in the video space. Don’t be afraid to stand out; get a feel for the platform and use this guide as a means to get started.
Ready for Your LinkedIn Video Content to Stand Out?
Stay on top of the latest trends and get in touch with us at Crews Control. We have over 30 years of experience and can help you shoot the dream project to take your brand building to the next level. From first cut to the final edits and LinkedIn posting, you’ll work with the best local crews that will help you execute your next branded content video campaign every step of the way. Don’t wait, get your free quote today!
