Which type of content draws the highest engagement? This is one of the most important considerations when trying to define your LinkedIn content strategy. The optimal strategy will make effective use of all content types in a way that aligns with your goals. Text posts are heavily favored by the LinkedIn algorithm if the reach is the goal. Photo posts can quickly convey a powerful message if that’s your aim.
If engagement is what you’re going for, though, video posts are without a doubt the most engaging medium available to a founder trying to build their audience. In this guide, we’ll explore why that is, and explain how you can produce quality video content for LinkedIn.
Why is video so engaging?
Captivating both our visual and auditory senses, 95% of viewers of a video will retain the message, vs. just 10% when read. This is because our brains love visual content. We’re hard-wired to retain visual information more effectively than text. Video makes use of this predisposition. What’s more, 59% of executives prefer to watch videos over reading text articles, and the average user tends to spend 88% more time on a website with video vs. one without. These figures speak for themselves, so let’s move on to what makes for engaging video content, and how you can maximize your LinkedIn presence through videos.
Basic production rules for creating engaging video content
Whilst you don’t have to be a pro movie maker to produce video content for LinkedIn, some basic knowledge of video and editing will always help. When shooting your videos, remember the following:
- The rule of thirds – Whilst it seems intuitive to put yourself right in the middle of the video, don’t. Instead, mentally divide the shot into thirds and put yourself and anyone else in those sections. This makes the composition of the video more interesting and is likely to lead to greater engagement.
- Headroom – Leave some headroom above your subject. Too little headroom leaves the focal point on your subjects' chin and neck. Conversely, too much will leave them looking as though they are sinking. Apply the rule of thirds again, and align the eyes with the top third line.
- Leadspace – Leadspace is the space in front of your subject. If your subject is walking, keep them in the back third of the shot, else they will look like they are about to walk out of the shot.
- Declutter your background – Too much going on in the background can easily distract a viewer. Keep your background simple to maximize focus on your subject.
Content guidelines for video
Now that you have the production basics nailed, there are several basic content rules that you need to follow. These rules will keep you on the right path, and enable you to optimize your video content strategy as needed to maximize your results.
Storytelling is essential if you are trying to connect with people. Stories affect us on a deep level and allow your audience to connect with you on a more personal level. Effective storytelling will trigger an emotional response, which you can then use to deepen your connection.
Just like a good piece of writing needs a structure, so does a well put together video. To that end, there are some best practices that you should adhere to. As videos autoplay on most platforms, the first thing you need to do capture attention. Those first few seconds of content are the most important, so make sure they grab and hold your audience's attention.
Make silent play a priority
Make sure your video is optimized for silent play as well. 92% of people view videos with the sound off, so closed captions are essential for holding attention as previously mentioned. Hardcoding the subtitles into the video file is the best thing to do here, as it ensures that silent play is an option. There are numerous subtitling apps out there, such as Kapwing.
Leave your audience with something valuable
For every piece of content you produce, your audience should leave with something of value. As such, you need to make sure that your videos are easy to follow and understand. Share professional observations or anecdotes which offer something useful. This should be something that they can easily apply to their business or their lives.
Where should you host?
So by now, you’ve recorded your video, it looks great, and it leaves your audience with something useful. Where should you host it? Your first thought may be YouTube, and whilst YouTube is the world's largest video hosting platform, hosting your video directly on LinkedIn is a better bet.
Because sharing a YouTube link takes attention away from the LinkedIn platform, and as such the algorithm doesn’t like it. The same thing happens if you share your company blog post. As good as your content may be, the algorithm won’t put it in front of people, and you miss out on potential engagement.
Another reason for you to host your video directly on LinkedIn is the autoplay feature. 3rd party videos don’t autoplay, whereas native video does. This gives you more chance of grabbing your prospects' attention in the first few seconds. As mentioned before, those first few seconds are incredibly important, and hosting on LinkedIn maximizes your chance of success.
Cutting it all together
Video content is the most engaging form of content available to a founder trying to build a presence on LinkedIn. By creating professional videos, you have the capacity to engage with more prospects and deliver more value to them. This can be achieved through grabbing and holding their attention by creatively using storytelling in your videos. Share anecdotes and professional observations, always ensuring you deliver value. Finally, by hosting your content directly on LinkedIn, and making sure that playback is optimized for silence, you’ll be able to connect with more prospects than ever before!