LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know

LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know

Now these insatiable moving pictures are becoming serious business: LinkedIn now supports native video. But posting native video may get you more engagement. Useful, professional video content is likely to fare better on LinkedIn than on Twitter or Facebook. Just as Facebook currently gives pride of place to native videos, LinkedIn is likely to prioritize it in their feeds, too. There’s no dedicated video tab, which can make video content hard to find. Use it to build your personal brand, or go behind-the-scenes at your company, or interview co-workers and executives. If more people start serializing their videos, LinkedIn is likely to add tools that support the practice. Instead of linking out to YouTube, upload the video natively to LinkedIn and keep an eye on how it performs.

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Video content is eating the internet. It started with video-specific platforms like YouTube and Vimeo. Then Twitter and Facebook added support for live and pre-recorded video. Now these insatiable moving pictures are becoming serious business: LinkedIn now supports native video.

What would compel a buttoned-down, professional networking site like LinkedIn to embrace video? Simply put, people—even businesspeople—want to watch. Fifty-nine percent of executives say that if text and video are available on the same topic, they’re more likely to choose video.

There’s no denying that marketers should embrace video content as a general rule. If your audience wants video, it’s wise for your brand to be the one supplying it. But why publish natively on LinkedIn?

Here are the upsides, downsides, and what-you-need-to-know-sides.

How to Create a LinkedIn Video

LinkedIn has been slowly rolling out its video capabilities, starting with a few influencers and expanding out from there. Most members who have the most recent version of the mobile app should have the capability now.

If your account has video enabled, you will see a camera icon available where you normally post to your feed. On mobile, you can create a video (not a live stream…yet) or upload from your photo gallery. On desktop, you can only upload a pre-recorded video. Nearly every common form of video file is supported.

To record a video, just tap the camera icon, give the app permission to access your camera, and go. To upload video, just navigate to the file you want to add and select it—there’s no learning curve there.

Your file must be at least three seconds long and no longer than 10 minutes, but LinkedIn suggests between 30 seconds and 5 minutes for better engagement. The maximum file size is five gigabytes, which should be plenty of space.

Your post will look…well, a lot like a post with an embedded video, just without the link out at the bottom:

Why Marketers Should Care about LinkedIn Video

You can already embed YouTube video in your LinkedIn feed posts, of course. But posting native video may get you more engagement. On Facebook, native videos typically get…

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