In the dynamic world of social media, the short video format has quickly become the dominant way to communicate. Following in the footsteps of TikTok and other platforms, this trend has taken over LinkedIn - the world's largest professional network. Combining the short and engaging format with the business-centric nature of LinkedIn opens up new and exciting opportunities for B2B marketers.
LinkedIn, by its very nature a platform for professionals and companies, offers a unique medium to reach a targeted business audience through video content. To make the most of this potential, it's important to follow a few key principles when creating your B2B videos. Here are five simple but essential tips to help you create compelling video content on LinkedIn:
1. Brevity and clarity - the key to attention (but in moderation)
In the age of fast information, the ability to get your message across quickly and effectively is critical. For LinkedIn videos, it is recommended to stick to an optimal length between 30 seconds and a minute. Focus on one main idea or message that your business audience can grasp instantly.
Similar to other short video platforms, the first few seconds are critical for holding attention. To grab your audience from the start, use "hooks" like an intriguing question, a surprising statistic, or an interesting fact. This will greatly increase the chances that users will see your video through to the end.
2. Subtitles - your secret ingredient for greater reach
Adding subtitles to your LinkedIn videos is not just recommended, it's a necessity. Many users prefer to watch videos without sound, especially in public spaces or at the end of the day. Subtitles not only improve accessibility to your content, but also significantly increase engagement with your professional audience.
Make sure you use easy-to-read fonts with good contrast to the background of the video. Position subtitles so that they do not obscure important visual information. Good quality subtitles make it easier to understand the information, especially for people who do not speak the language of the video perfectly or have hearing difficulties.
3. Content with real value - this is what your B2B audience is looking for
The professional audience on LinkedIn has specific needs - they are looking for information that is useful, practical and relevant to their business. That's why it's critical that your video content offers real value. This can be solving specific business problems, presenting effective strategies, showcasing successful practices in your industry, and more.
Don't underestimate the expertise of your B2B audience. Consider creating a mini-series of videos, such as "Business Tip of the Week," "Avoid These Common Mistakes," or "Business Success Stories." This sequence will create anticipation among your audience and increase their engagement.
4. The personal element - building a relationship with the audience
Personal contact has a strong impact on viewers. Incorporating personal stories, interviews with experts, informal conversations, and similar elements tailored to your business theme can significantly engage your LinkedIn audience.
Introduce the faces behind your business - the founder, key employees who share the company's values and vision. Showing the "behind the scenes" workflow (if company policy allows it) can also add authenticity and bring audiences closer to your brand.
5. Call to Action (CTA) - guiding the next step
Each of your videos should end with a clear and motivating call to action (CTA). Whether you want viewers to make a purchase, follow your profile, leave a comment, contact you, or something else, don't underestimate the importance of this element. Phrase it succinctly and persuasively to guide your audience to the next step you want them to take.
- Experiment with different formats: Diversify your content with carousel videos, infographics in the form of videos and animations.
- Optimise titles and descriptions: Use clear and engaging headlines and add relevant hashtags for better visibility.
- Publish at optimal time: The best days to post on LinkedIn are usually Tuesdays, Wednesdays and Thursdays, and the most active times are in the morning (between 8am and 10am) and at dusk (between 4pm and 6pm).
