In case you missed it while taking a few summer vacation days, LinkedIn kicked off a testing period for a new, additional offering last week. The well-known business and employment-oriented social network is joining the ranks of fellow social media outlets from Facebook to Instagram by now offering the capability for its users to upload video. With over 500 million users on LinkedIn, the chances for exposure are great. What hasn’t been discussed, however, is how best to really leverage the opportunity.
The trend of interest is video is only going to get bigger, and when it comes to being masters this phenomenon Millennials, usually, win hands down here. Why? Because it’s often times amusing, genuine and compelling. As digital natives, expression via such a format tends to come a bit more easily than for older counterparts where video once a cumbersome production, even with a mini-camcorder. Whether it’s one user giving makeup how to’s from her bedroom to DIY home tips from inside another’s garage, a large number of individuals are building major personal brands and driving sales in a seemingly effortless series of uploads. Bad lighting, tilted cameras, and street noise be damned.
But something happens when it comes to the executive who often has access to all the “right” elements to make a standout video. Typically, it falls flat. The thinking is that stiff is synonymous with professionalism. It is not.
So what is the solution?
Think middle ground. Here’s how:
1) Connect – The reason why a lot business-related digital video is dry is that there is little or no human connection. It’s as steely, robotic, and cold as the tech platform across which it is distributed. Standout video on LinkedIn will be that which takes a warmer approach by inviting the viewer behind-the-scenes, within reason, to reveal special insights, products, skills in a genuine and conversational manner. The video will demonstrate the depth of dimension of the professional or business by taking the viewer along for philanthropic activities in which one participates or literally shoots the act of overcoming a challenge rather than speaking directly into the camera about it, for example. This is about story-telling, not a speech.
2) Inspire – The text quotes we love to share and forward across social media remain a prominent content piece because, through them, we share inspiration. The business day can be fraught with setbacks and disappointments. Such quotes often help pick the reader back up, if only for a moment. Continuous self-promotion and sales, particularly across video is laborious and can create negative sentiment toward a brand or individual rather than a previously existing neutral position. Thus, sharing a fellow employee’s story, an overall industry triumph, or tips for work-life balance brings others along for the ride and increases the chance of engagement rather than a bounce to the next content piece.
3) Cut – Timing is everything, as the old adage goes, and perhaps never more so than with digital video. Most studies show that Thursdays are a solid choice for maximum eyeballs on LinkedIn, though this depends on the content and one’s current reach. While most experts maintain that length of digital video should 30 seconds to two minutes in length (especially keeping in mind that the latest studies show that the average human being in our culture now has an attention span that is lower than that of a goldfish), be flexible. Most video on this platform should surely remain within this range. Leave viewers wanting more, but it is crucial to keep in mind that if the content is deeply compelling, people will keep watching. Make judgments based on the offering, not solely on a generic study, and you should be on your way to dominating LinkedIn.
Latest posts by Lauren deLisa Coleman
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