On LinkedIn, you may have seen these videos that literally hack the platform's internal algorithms.
In a short period of time, they gather thousands of views and comments and provide their creator with valuable leads.
At Checksub, we confess we've always been a little jealous of their success :o . So we've tried to achieve the same result.
And it went relatively well:
In our experiments, we realized that their success was not just a stroke of luck but followed a number of basic rules.
As we have always been very generous :P , we'll share with you our findings to create viral LinkedIn videos.
To begin with, you need to know the video formats most adapted on LinkedIn.
There are especially two formats that work great and have optimal visibility on the platform.
In 2017 the best social media for professionals introduced a video format that fits perfectly on the feed: "native videos".
Unlike videos shared through an external link (such as Youtube), native videos play automatically when you scroll over them. They thus create up to 5 times more engagement than shared videos.
Here are some of their specifications :
To publish a native video, it's very simple: upload your video in its original format to the platform and check its display. Then add a description and click on publish.
You may use this format and avoid shared links to put all the chances on your side!
LinkedIn also provides a video advertising format that addresses a wider and more specific audience. They are very effective for goals such as increasing brand awareness and lead generation.
We recommend this format to target types of prospects that you already know well and that are mature enough to bring you a good return on investment.
LinkedIn ads are priced either by cost per view or cost per impression.
In a few details :
Visit LinkedIn's advertising platform for more information.
Now that you've decided on the video format, you need to know how to structure your content. Social media have designed algorithms that respond to content that generate strong engagement. So you need to focus on the attractiveness of your content.
For this, there are a number of key figures to consider:
Result? You need a short and synthetic content that catches and maintains attention.
Not all content types attract attention in the same way and each one defines an optimal duration :
-Branding video: no more than 30 seconds
-Product presentation video: no more than 1 minute long
-Long video in storytelling format: no more than 2 minutes
You can of course do more, but the goal here is to condense the value of your content to the maximum.
Taking all this information into account, there are several details that make the difference among all the videos that have buzzed on LinkedIn. Basically, a very engaging video is structured like this:
To go a step further, you can also use tools like Scrab.in, that automate processes such as sending videos to new contacts on LinkedIn. By using it to share your video by direct message, you can gain overall engagement.
With all these elements, you already have the basics to create a video that will make an impression on your social network audience. But there is one essential precaution to keep in mind.
According to social media data, 80% of videos consumed on social networks are watched without sound. This is an impressive figure that requires you to adapt your video to a different playback. Here is some advice :
Let me now give you some examples of videos that have made the buzz on the platform. Get inspired to create your own successful content.
Teach your prospects the skills they need. Give them video tutorials, quick online courses, and visuals. People respond very well to content that instructs them and makes them want to ask questions.
SalesForce is a very strong company in this area. On Linkedin, it often shares career tips and various advice. Here is an example of this:
Announce exciting news to your network in the form of a trailer. Whether it's a corporate event, a new product launch or a new marketing campaign, users respond positively to the news. Don't hesitate to put a little mystery into your video, by subtly sketching the contours of your new product for example.
This is how Samsung proceeds in its trailer videos, to unveil these new products. Here is an example of this:
Bring your company's background to life in the form of storytelling and interviews. Internet users never tire of learning the secrets behind your company. They want to know more when you let inspired employees talk about their experience.
Google is obviously a master at this, letting journalists report on its remarkable places of work. They don't hesitate to let employees talk about their passion. Here's an example:
Ask your customers what they think of your solution. There's nothing better than a testimonial from an ideal customer that best represents the value you bring to your prospects.
Teleperformance, a B2B localization and offshoring company, has built its success on LinkedIn by publishing highly relevant customer case studies. We'll let you take a look:
Make a case for a cause attached to your brand. Today's users expect brands to make a difference in the world and show it.
The Always brand has a highly engaged marketing strategy on causes that matter to their customers. With its #Likeagirl video campaign it has made a huge buzz, challenging gender stereotypes and giving women back the initiative. We let you watch.
https://www.youtube.com/watch?v=XjJQBjWYDTs
Make your video viral by adding a touch of humor and creativity to your video. Our minds are naturally drawn to content that is out of the ordinary and makes us smile. You'll also give your brand a youthful touch at the same time.
Lego is the king of this kind of content, announcing new products or speaking out for a cause with visually creative videos. Like here :
That's it for us today. Checksub hopes to have given you the best advice to make your videos a success on Linkedin.
Feel free to take a look at our subtitling tool. It will save you precious time in the production of your video!
