LinkedIn | Platform Expert

LinkedIn | Platform Expert

LinkedIn isn’t just for long, oddly spaced thought leadership stories — not anymore, at least. It’s a great place for B2B and B2C brands to connect with customers through video marketing. Here’s how to do it.

Best Practices

Use a thumb-stopping hook that catches users’ attention as soon as they see your video. By this, we mean your first frame (and thumbnail) needs to have an enticing hook, critical information, and/or branding.

The popularity of the sound-on experience fluctuates often across social media, so create your assets with this in mind. Though you’ll want to include music, a voiceover, or a similar audio feature, be sure to also include captions, especially when your video features testimonials or actors speaking directly into the camera.

Unlike other social media platforms, LinkedIn focuses on businesses and professionals looking to connect with each other. So you’ll want to create video content specifically for LinkedIn’s core audience to make it feel native on the platform. 

The first instance of brand messaging, a logo, and/or product visuals should be shown within the initial few seconds of the video. Maintain branding throughout the ad — like with a persistent URL — to make sure your business stays top of mind for viewers. 

Include a clear, direct call-to-action (CTA) in every LinkedIn spot to encourage viewers to take action, like visiting a website or learning more about a product. You can also use the caption to share insights and other actionable information.