LinkedIn Video Content for Executives
LinkedIn is embracing the short-form video trend with its new video feature, a move that signals its commitment to staying relevant in the evolving landscape of digital content. This development is particularly significant for B2B businesses and executives who must adapt their content strategies to leverage this new format effectively.
LinkedIn’s New Video Feature: Key Components
- Video Tab on iOS Mobile App: LinkedIn has introduced a dedicated video tab on its iOS mobile app, allowing users to access a vertical feed of short-form videos. This feature is currently in limited beta testing and is designed to enhance user engagement by offering a more dynamic content experience.
- Algorithmic Promotion: The platform now includes in-feed video carousels that display algorithmically selected video clips based on user profiles and activity. This feature aims to promote user-generated video content and increase its visibility among LinkedIn’s professional audience.
- Ease of Following Creators: Users can easily follow video creators directly from the video feed, fostering a more interactive and engaging user experience.
Why LinkedIn is Embracing Video Content
- Increased User Engagement: Video content is inherently more engaging than text, and LinkedIn’s focus on video aims to increase the time users spend on the platform. This is crucial for attracting advertisers and boosting revenue.
- Sustained Popularity of Short-Form Video: The trend of short-form video is not fading. With platforms like TikTok and Instagram Reels leading the way, LinkedIn’s adoption of this format helps it remain competitive and appealing to a broader audience.
- Professional Content Focus: LinkedIn’s video content is tailored to professional themes, such as industry insights and career advice, which aligns with its core mission of professional networking and knowledge sharing.
Implications for B2B Executives
Executives in B2B businesses must adapt their LinkedIn content strategies to incorporate video. This shift requires reallocating marketing budgets to produce authentic, high-quality video content that resonates with target audiences. Executives should focus on creating content that is both informative and engaging, leveraging the power of video to build trust and authority within their industry.
Quality Over Quantity
While the production of video content does not necessarily require professional studios, maintaining high quality is essential. Poorly produced content can damage a brand’s reputation, making it appear as though the company lacks the resources to produce better quality content. Therefore, even if videos are produced in-house, they should be polished and professional to reflect positively on the brand.
LinkedIn’s new video feature is a significant development that B2B executives cannot afford to ignore. By embracing video content, businesses can enhance their engagement with professional audiences, build trust, and stay ahead in the competitive digital landscape.
