Good morning and welcome to the #trending in video blog from Best Made Videos®. We are a Seattle based live event and wedding videography company and we use this video marketing blog to keep you up to date on all the latest video production tips so you can improve your video content creation strategy! Today we are looking at an article from komarketing.com.

Does your B2B advertising software consist of LinkedIn video advertising?

If it doesn’t, it must.

LinkedIn video content material generates 5 instances the engagement as picture or textual content-primarily based totally content material and Live video on LinkedIn generates a whopping 24x greater engagement.
87% of LinkedIn video entrepreneurs say it’s been an powerful channel for them.
41% of entrepreneurs assume video is THE quality content material layout for constructing relationships that generate leads. Marketers opt for video for his or her lead era dreams over every other content material layout.

But perhaps you knew all that already. It’s no mystery that video works, or that social media is one of the quality locations to apply it. But perhaps you’re nonetheless now no longer completely devoted to video as a medium for your B2B content material approach.

Is it perhaps… perhaps… due to the fact you’d simply alternatively now no longer seem on screen?

If it is, you’re now no longer alone. “Fear or hesitancy to be on digital digicam continues to be the number 1 barrier to video use,” in keeping with latest research from Vidyard. 36% in their have a look at’s members stated they had been keeping off video due to hesitancy approximately being on digital digicam.

This is a actual issue, whether or not it’s a logical one or now no longer. But if 2020 has been precise for anything, it’s been precise for buying us all used to being on digital digicam – on stay video. So now that you’ve were given a pair hundred Zoom conferences below your belt, with any luck you’re now no longer amongst the ones hesitant 36%.

If you're nonetheless at the fence, bear in mind this: What wouldn't it not imply to get 5x (a whole lot much less 24x) greater engagement out of your content material – to get that rather more of a reaction from your goal target target market?

With engagement tiers like that, you would possibly also be capable of bear in mind developing much less content material. You is probably capable of generate sufficient MQLs and SQLs to get the improve you need, and you would possibly nonetheless have sufficient time in Q4 to land a pleasing year-stop bonus… in case you get began out now.

So given all that, the query isn’t in case you must be doing Linkedin video advertising. It is how you must be doing Linkedin video advertising.

There are 4 approaches to apply video on LinkedIn:

LinkedIn Video Ads
Linkedin Native video
Embedded video posts
Live video

Let’s dive into every of them.

LinkedIn Video Ads

These, of course, are paid advertisements that run on LinkedIn or the LinkedIn Audience Network. They may be used for logo cognizance on LinkedIn, utilized in aggregate with LinkedIn’s pre-stuffed paperwork for lead era, or used to force site visitors to a website or touchdown web page, both to do lead era on a web page you manage or to ship possibilities to a product web page or everywhere else you’d like.

The modern-day specs for LinkedIn video advertisements are right here. One of the maximum essential specifications on that web page is that LinkedIn advertisements may be as much as half-hour lengthy, aleven though LinkedIn will inform you that the “maximum a success video advertisements are much less than 15 seconds lengthy”.

It’s exceedingly advocated for video advertisements to:

Be brief.
Use captions. About 80% of films on LinkedIn are watched with the pontificate, so having textual content to manual the viewer thru content material is paramount.
Be reachable on a small screen. According to LinkedIn, 57% in their B2B content material is fed on on cell. So preserve the visible easy and bear in mind growing the textual content length of the captions.
Maximize the primary 3 seconds of the video.
Include a name to action.

Here are a few thoughts for tremendous LinkedIn video advertisements to get you began out:

Brief client testimonies or testimonials. These may be used to interact your current audiences, or to heat up bloodless audiences for lead era advertisements later on.
“Day withinside the life” fashion films of personnel for recruiting.
Project or technique films displaying your crew and organization at paintings doing what they do quality.
Mission declaration fashion films, both out of your CEO or from a combination of the C-Suite and front-line personnel.
Product films.
For a few examples of tremendous LinkedIn advertisements, see our weblog submit, B2B Advertising: 20 Examples of Terrific B2B Social Media Ads.

Demand era entrepreneurs can employ LinkedIn video advertisements to force registrations for on-line or offline events, or to construct pleasure for a product launch, or actually urge commercial enterprise shoppers to discover a higher manner to optimize their paintings.

If you need to feature a few sophistication on your campaign, additionally bear in mind pairing LinkedIn video advertisements with LinkedIn Conversation advertisements. Videos are specifically precise for eliciting responses, so the 2 advertisements codecs are complementary.

LinkedIn Native Videos

This is the layout many B2B entrepreneurs will spend maximum in their sources on. Native films on LinkedIn do extraordinarily nicely and are acquainted sufficient to conform for each day content material production.

But right here are a few matters to bear in mind for that production:

Short films paintings quality on LinkedIn. In fact, you may’t submit a local video that’s longer than 10 mins. Even 3 mins is now taken into consideration a “lengthy” video; one minute or much less regularly plays higher.
As with advertisements, constantly use captions. Or, as LinkedIn suggests, “layout for pontificate however pleasure with sound on.”
Limit the ones logo creation animations. The first 3 seconds of any video are critical. Don’t bore visitors with a logo intro that’s greater than a 2d or so.
Professionalism guidelines on LinkedIn, however precise video additionally desires to humanize. Some LinkedIn video authorities, like Allen Gannett, inspire video manufacturers to prioritize being reachable and relatable over being overly professional. Remember the antique rule in B2B: People do commercial enterprise with people.

Both private profiles and organization pages can submit local films. For a deep dive on the entirety you may do with local films, see LinkedIn’s on-call for webinar, [Lights, camera, action] How to wow your target target market with video on LinkedIn. It’s one of the quality, maximum data-driven, precise reasons of LinkedIn video we’ve come throughout. It’s really well worth looking twice.

One of the webinar’s specific strengths is speaking approximately a way to repurpose video belongings. This is prime for the ones of you who're cool on video due to the value and the time and aid funding required to provide precise video.

There’s precise motive to be careful approximately that funding, however if you may create even one or big video belongings, then smash them down into smaller chunks of video content material, you may produce an significant quantity of video value-effectively. One logo become capable of take a one-hour recorded occasion and smash it into over forty distinct video excerpts, which is almost 1/2 of a year’s really well worth of video content material.

LinkedIn Embedded Video Posts – and why you won't need to apply them

You can republish films from different structures, like Facebook and YouTube into your LinkedIn feed. This is a manner to distribute your organization’s video content material, however it’s now no longer ideal.

For starters, LinkedIn’s set of rules strongly prefers local video. But even greater importantly, the usage of video from different structures may also bring about low engagement charges, actually due to the fact the content material isn't always platform-specific.

LinkedIn, as you possibly know, is a completely unique social media platform. It’s now no longer Facebook. It’s now no longer Twitter. It’s now no longer YouTube. It has particular social norms and content material preferences. And so at the same time as it is probably greater green to create video belongings after which simply proportion them throughout each platform, the quality social media professionals discourage this. The social media structures have advanced a lot (and a lot in only the remaining year) that any content material that isn’t expressly designed for every platform may also nicely fall flat. This can be a part of why engagement charges on social are dropping… the antique tactic of “submit anywhere” is operating much less and much less nicely all of the time.

Convince and Convert did a podcast these days approximately this shift to platform-centric content material and approximately LinkedIn video particularly with Allen Gannett, creator of The Creative Curve and founding father of TrackMaven. Gannett has earned worldwide popularity for his very own LinkedIn films, which might be one-minute interviews with well-known people.

Gannett’s episode on Convince and Convert is going into element approximately how he strategies LinkedIn video, however additionally approximately how he schedules and plans it (hint: consistency is prime). It’s a superb case have a look at in how one marketer has selected to decide to a platform and simply do it actually nicely, as opposed to seeking to be anywhere at once. LinkedIn video can supply sufficient returns to be really well worth that form of funding.

LinkedIn Live

LinkedIn Live continues to be in beta, however the early consequences from entrepreneurs who're the usage of it are too compelling to ignore. Case in point: LinkedIn Lives get 24 instances greater engagement than different content material codecs at the platform.

If your organization has a sturdy LinkedIn presence and is already posted fine video at the platform regularly, you is probably capable of get in early through making use of for the beta software. Here’s the software web page.

Some key matters to be aware at the software web page:

LinkedIn “opinions packages and prioritizes approvals primarily based totally on a particular set of choice criteria, such as:

– Video and basic content material introduction history– Audience length and engagement history– Member or Page account has been in precise standing– Two Factor Authentication (2FA) enabled in account settings

You’ll want a third-birthday birthday celebration device to Livestream to LinkedIn.

Current gear to do that are:

That device listing goes to alternate over time, so see LinkedIn’s organization web page approximately which gear paintings for stay streaming.

Review LinkedIn’s pointers and quality practices mainly for streaming content material.

Some of those pointers may also wonder a few entrepreneurs. Here’s what the pointers had been, verbatim, as of publication:

No promoting or promotional streams.
No pre-recorded content material. All streams must be stay and going on in actual time, or you could confuse contributors and doubtlessly betray their trust.
No stay streams shorter than 10 to fifteen mins due to the fact there won’t be sufficient time for the target target market to growth and interact. You can proportion shorter films out of your homepage.
No meta streams. Avoid speaking approximately a way to use LinkedIn on LinkedIn.
Avoid sponsor trademarks that dominate the video. If you ought to use sponsor graphics, preserve them small.
No lengthy “beginning soon” screens. Don’t preserve your target target market anticipating a couple of or mins.
No unprofessional streams. All stay content material is publicly seen and must be suitable for a LinkedIn target target market.

The 3 largest surprises there are

No pre-recorded streams.
No promoting or promotional streams.
No speaking approximately a way to use LinkedIn on Linkedin.

If you need to get accepted for the beta, additionally ensure your profile is publicly viewable, specifically the subsequent sections: Articles & Activity, Current Experience, and Education.

For in addition reading, the LinkedIn Live quality practices manual is right here. They additionally have a printed producer’s manual that covers the technical nuts and bolts of creating the tech for LinkedIn Lives paintings.

LinkedIn Video advertising in 2020 and beyond

So that’s the panorama of LinkedIn B2B video advertising proper now. B2B entrepreneurs have numerous distinct codecs to paintings with among local films and Lives, plus a tremendous manner to sell films with video advertisements.

Those codecs additionally permit for 2 huge subject matters in video advertising proper now: Long shape and brief shape video. As you craft your editorial approach for this medium, the ones “containers” (lengthy shape and brief shape) must be handled carefully. What messaging suits into 15 seconds? What different subjects require the 20 minute minimal of a LinkedIn stay?

Fortunately, there’s lots of time and innovative possibility to parent all of it out.

Thanks again for checking out the #trending in video blog and whether you are based in Seattle, the Pacific Northwest or beyond, I hope you can use some of these video marketing tips to improve your own video production moving forward. Thanks and take care!!