Video marketing is nothing new, but we know that getting started can be a bit of a head-scratcher. Deciding what to post, and how and how often you should post, can be overwhelming enough to throw in the towel before you even get in the game. We encourage you to use LinkedIn’s new native video upload feature because we believe in the power of image-based marketing. As marketers, we don’t want you to miss the boat. Incorporating video into your social media strategy will enable you to dynamically connect with a large base of prospects, clients and COIs. It’s important to get comfortable with this marketing trend now, so you can position your firm as a pioneer and not a straggler.
Below, we will address the 5 W’s (What, Who, Why, Where, When) of LinkedIn’s native video option, so that you can get familiar with the concept and start integrating this strategy into your overall marketing efforts.
What: Native Video Uploads
Native video is a term for video or clips that are uploaded directly from LinkedIn’s in-app camera or from a user’s phone camera roll. Until recently, videos could only be shared via a link from YouTube or another video platform. These videos can be up to 10 minutes in length, though best practice suggests 30 seconds to 5 minutes is the sweet spot.
Who: Individual Users
Currently, only individual users can upload native videos to their personal profiles. This feature is not yet available for business pages or ads, so it’s important to think about how you want your staff to use these videos.
I recently scanned my LinkedIn feed and found the following professionals using native videos in the following ways:
- A financial planner raffling off tickets for a football match
- An exit planning strategist interviewing a COI at a conference about his top tips for exit planning
- A leadership coach introducing herself to her new connections and ones who haven’t yet met her face to face
Spend some time thinking about who you want to use native video, how you want this core group to use them and the guidelines they should follow. Be sure the people you ask are comfortable with being on camera. Forcing a square peg into a round hole will probably not yield the results you’re looking for.
Why: Available Metrics, LinkedIn’s Reputation and Current Sharing Trends
Native videos have a distinct advantage over video links for a few reasons.
- Direct-upload videos are shared 10x more than their YouTube counterparts on Facebook. Translation: if this trend holds true on LinkedIn, your business stands to benefit from 10x more exposure from a single video.
- LinkedIn is the gold standard of professional networking, a statement proven by its high ranking in digital trust. Leveraging your videos on LinkedIn’s reputation means you’ll have a better chance of reaching the right people, in the right place and at the right time.
- Analytics will give publishers immediate insight into who is viewing their videos. LinkedIn provides impressive metrics such as the top companies, titles and locations of your viewers, as well as how many views, likes, and comments your videos are receiving.
Where: Ok, how can you use this?
Here are a few ideas for accounting professionals:
- Showcase your office or lobby
- Promote a blog, article or whitepaper by providing a verbal abstract
- Promote and upcoming event
- Give people a behind-the-scenes look at your next webinar
- Address a current issue, like the recent Equifax hack
- Show how you support your community through volunteerism
- Interview partners and staff to introduce them to your network
- Invite people to see what you’re learning at conferences
- Client testimonials
- Promote your practice groups and service industries
- Recruitment – a day in the life post can go a long way. You can also announce new positions that are open at your firm.
One of the best places to start is by introducing your firm. Recording video will take some time at the beginning. Once you have a rhythm, and a core group of “videographers,” it’ll become second nature.
When: Moderation Is Key
Don’t upload so many videos that your posts become white noise. Create a content calendar specifically for videos and leave some buffer for spur of the moment events or issues.
As you start looking at new marketing strategies for your firm, you’re probably going to have some questions. At Inovautus, we make it our top priority to help firms grow faster, and in the right direction. Reach out to one of our growth coaches today if you’d like to start a conversation about how we can help your firm go to the next level!