The Trusted Voice LinkedIn Video 101 Guide for business

101 Guide: Creating Engaging LinkedIn Video

Table of Contents

Creating videos can be a scary endeavour, but it doesn’t have to be. 

Let’s chat about our inner fears first, many times our fear holds us back from rocking up on video.

It’s the same fear that holds you back from presenting to a crowd.

The fear of judgement or critique is a common thought. Everyone has it.

Let’s change that mindset; video is a way for you to level up your communication and presentation skills.

Use video as a way to be more you. 

It’s not about being a movie star, it’s about being a communicator. 

It’s a transferable skill that can be applied to your career path. A better communicator is always a plus in any industry. 

The more you can articulate your ideas and maintain attention, the more desirable you become to your potential prospect or employer. 

Read this 101 guide to learn how to leverage LinkedIn video and be more professionally authentic:

Why LinkedIn Video?

Video is a powerful communication  tool to articulate your message and your personality.

Adding videos to your content mix will reinforce your personal brand and help identify you as the trusted expert. 

Here are a few stats to consider: 

  • 72% of customers would instead learn about a product or service by way of video. (Hubspot)
  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
  • Video campaigns on LinkedIn have 50% view rates. (LinkedIn)

Plus there’s a human factor; if you rock up showing yourself on video, it means that you’re confident in your ability to share knowledge, thus showing your expertise.

Compared to a written post, video adds a 10x factor to accelerate trust.

The Benefits Of Using LinkedIn Videos 

  • Increase your trust factor
  • Video allows you to be authentic 
  • Show you are the expert 
  • It enables you to stand out from your competitors
  • Showcase your personality and attract your ideal job
  • Use it to build your personal or professional brand

Video Marketing Best Practices 

  1. The most engaging social videos are generally under 2 minutes. 
  2. Add captions; it will increase retention (click here to know how).
  3. Add thumbnails; it will help grab viewer’s attention while they scroll through their timeline  (go here to know more).
  4. Create engaging content that means having a clear message (read more here).
  5. Once a week is a great starting point. 
  6. Don’t forget to smile. A smiley tone helps with the way you deliver your video. 

(add video masterclass course here) 

How To Be Authentic On A LinkedIn Video

For you to stand out and be distinct, you need to be authentic about it. 

Being authentic means that you rock up being you and real to your value. 

The worst thing you can do is sharing a video that doesn’t align with what you believe in. 

Being you means sharing your insights and perspectives.

You’re allowed to share your own opinions about the topic, and even be polarising about it.  

You’re allowed to share your interests and add personality to it. I talk about fried chicken for a reason. It’s a symbolic visual that represents my quirky personality. 

For you to stand out, remember to be you. 

Want to learn more about authenticity? Read up the 7Vs on personal branding here. 

6 Types of Engaging Linkedin Videos To Create

Whether it be your first Linkedin video or your next. Here are some examples of what type of videos to create on LinkedIn 

  1. ‘Top 3 Tips
    Share your top 3 tips of a topic that you’re either passionate or an expert about.

  2. Industry insights videos
    For someone in the industry, you have years of experience and knowledge. Share the latest trends and provide insights.

  3. Career advice
    LinkedIn for professionals looking for work. Ask yourself, what advice would you give to your junior self.

  4. Share a mistake-based story
    Do you know the most read book, is the bible? And it’s a book about how to avoid mistakes. Share a story about a mistake that you made in your career and how one can prevent it.

  5. Intro, say hello
    Introduce yourself and say hi. Share your story of who you are, what journey you made to be here.

  6. Case Studies
    Examples of results you’ve got for clients. – Here is a video Max Gross made for his client. With their permission he shared it on LinkedIn. It made both him and his client look great 

More Ways To Use LinkedIn Videos For Business

  • Share company news and updates.
  • Announcing a new product or service.
  • Behind-the-scenes of your business.
  • Preview upcoming events.
  • Let customers know what you stand for
  • Spotlight inspiring employees.
  • Unboxing. 
  • Podcast teasers.
  • Q&A session/ Interview clips.
  • Customer video testimonials.
  • Vlog.
  • Tutorials.
  • Live streaming.
  • Product Giveaways.

How To Create Engaging Videos Using Your Smartphone

Here’s how to create authentic videos using a smartphone.

Audio matters

The audio does matter. If you want your video to sound good try to shoot it in a quiet place to avoid wind sound or unnecessary noises. Nothing puts off people than lousy audio. For exceptional quality videos with outstanding audios, use an external microphone or recording device that works with your smartphone.

Lightning adds to the mood 

Good lighting is a must if you’re using smartphone cameras for video shootings because they have smaller lenses and image sensors. So, try to shoot videos in areas having good light.

Stabilise your video (bad shakes are bad) 

Don’t move while shooting the video; otherwise, the video will become shaky and blurred. Try to use tripods or smartphone camera cages to make your phone still and stable. You can also rest your phone on the table, chair, etc.

Or do what Gil Poznanski and use a piece of string. 

Equipment – Here’s String’s Starter Kit

You don’t need a lot of gear to create good videos, but when you’re ready to upgrade and add a few pieces – check out String’s mobile starter kit.

Editing – Keep it simple 

The primary thing you want to do with videos is to trim the front and end of your videos. Or add text, tiles, and transitions.

Here are some mobile tools to consider: 

  1. Quik App (iPhone, Android)
  2. InShot App (iPhone, Android)
  3. KineMaster(iPhone, Android)
  4. Splice (iPhone, Android)
  5. Horizon (iPhone, Android)

Square or Vertical or Landscape Videos

LinkedIn allows you to upload both horizontal and vertical videos. 

But, keep in mind that LinkedIn crops the vertical videos into a square after uploading, and it chops the top and bottom of your vertical video. That’s why vertical videos are less effective on LinkedIn. We recommend using horizontal or square footages, and if you use vertical videos, try to keep the content within the rectangular frame so that it won’t get cut out after uploading.

Type of video

Size

Pro 

Con

Vertical Videos

Dimension: 9:16

Aspect Ratio: 1:2.4 to 2.4:1

Maximum File Size: 5GB

Video Length: minimum of 3 seconds, maximum of 10 minutes

Video Max Frames: 60fps

It’s optimized for mobile experience.

Works better for social media.

Greater completion rate.

Desktop viewing means you see the black sides.

Creates an unnatural viewpoint.

Limiting for video creators.

Horizontal Videos

Dimension: 16:9

Aspect Ratio: 1:2.4 to 2.4:1

Maximum File Size: 5GB

Video Length: minimum of 3 seconds, maximum of 10 minutes

Video Max Frames: 60fps

Horizontal videos are considered as standardized video format due to the horizontal alignment of our eyes, and they are far superior to vertical videos because, in scenes where there are more than one person, horizontal videos always win the game.

Horizontal video is not only easy to watch, it also feels familiar to most viewers, which certainly adds a layer of likability.

It’s not as “up to speed” with technology trends..

Square Videos

Dimension: 1:1

Aspect Ratio: 1:2.4 to 2.4:1

Maximum File Size: 5GB

Video Length: minimum of 3 seconds, maximum of 10 minutes

Video Max Frames: 60fps

Square videos are the most popular videos in terms of video views. They appear in your feed as a square and give your video a perfect look.

Square videos take up 78% more space in the social media and mobile news feed.

(Max’s thoughts – Square videos are a compromise – they look “okay” on every social media platform.)

Square videos only work best on platforms like Facebook, Instagram, and Twitter.

It’s optimised for mobile experience. 

Add Captions To Increase Video Retention

Most LinkedIn users are readers, and they prefer to watch without sound, which is why it’s important to add captions.

Captioning your video is the prime factor if you want to increase video retention since it’s easier to read captions than listening to the video.

Some most popular video captioning tools are:

Splasheo 

Splasheo is a fresh new way of creating videos that are worth watching. All you have to do is to send Splasheo your video and let them caption and edit the videos into eye-catching formats within 24 hours so you can post them on social media and expand your brand expertise.

There’s a free $99 voucher also 

Otter.ai 

Otter.ai generates rich notes for meetings, interviews, lectures, and other important voice conversations using an AI powered assistant. With the recent release of Otter 2.0, it adds more functionality to improve collaboration and productivity. You can record and review in real time plus searching, playing, edit, organize, and share your conversations from any device.

Rev

Rev’s transcription service is perfect for interviews, content marketing, video production, and academic research. Whatever audio you have, our professionals will transcribe it for you. Rev professionally transcribes all English audio to text for $1.25 per minute of audio.

Headliner 

Headliner is a perfect tool to easily create videos to promote your podcasts, radio stations, or blog. You cam simply upload your videos to Headliner, add animations, captions, gifs, video, and or images, and lastly export your videos and share across all your social media accounts.

Add A Cover To Your LinkedIn Video


You can use Canva to create your thumbnails or screenshot a still within your video. Make sure you’re smiling.

  1. Upload Videos Native to Linkedin
    Linkedin wants to make sure that every user maximizes the use of the platform instead of sharing videos from other websites like Youtube, etc. To do this, click on the Video icon to upload your video then Select Video To Share and Done. Do not copy and paste the website of the video source.
  1. Create Captions Using SRT File.
    When uploading videos in Linkedin, make sure to upload its corresponding caption in a form of SRT file. This is mandatory since Linkedin upload videos without audio by default. You can use Rev to create customs captions easily. To do this, click on Select Caption to upload the srt file.
  1. Upload Custom Thumbnails.
    Linkedin does not offer thumbnail editing however, you can upload one. Using Canva to create your thumbnail design, simple upload the file by clicking on Select Thumbnail.

Here Are Examples of LinkedIn Videos 

Diana Nguyen, a creative and comedian provides entertaining content.

Thought leadership piece, Nina B shares her thoughts about marketing. 

Promoting others from your own profile, like how Enrico B does it

Benefits Of Uploading Linkedin Native Videos

For businesses, there is no other content promoting platform other than Linkedin, and native videos have been proven to be one of the most beneficial ways to engage with their audience. 

Some possible benefits of linkedin native videos might include:

It is much more engaging than embedded YouTube videos – B2B marketers appreciate the idea that they can engage with contacts and potential clients on LinkedIn. Native videos are right up their league. Facebook native videos gain ten times more share than videos that are embedded. 

Even if half of it holds up for LinkedIn, chances are the native video will topple embedded videos on LinkedIn very soon.

Linkedin native video campaigns will be a source of insight for brands – Linkedin has predefined analytical capabilities that help native videos gain more views. B2B marketers would be able to identify and classify important audience details such as job title, employer, job function, etc. They would be able to use the data to adjust video content for more targeted posting.

Linkedin will likely give preference to native videos – LinkedIn has switched to an algorithmic feed already. With that in mind, it’s expected that native videos would gain more visibility on Linkedin, preferring it over embedded videos. When this happens, you should be prepared beforehand.

Steps on How to Upload a LinkedIn Native Video

Native videos are favoured more by the algorithm, so that  they may show up on your screen more often.

How to upload a LinkedIn Native Video

Step 1: Click the video camera icon,

Step 2: Upload your video.

Step 3: Share it as an update.

Upload LinkedIn via Your Mobile 

Step 1: For IOS, select the share box,

For Android, select the post button at the top of your feed.

Step 2: Tap the video icon on the bottom of your phone.

Step 3: Select and upload the video
You can record a video from within the app, or you can upload a pre-recorded video.

 Step 4: (optional) Tap the filters or text button.

Step 5: (optional) Add filters or text.

Useful guidelines for native LinkedIn videos.

LinkedIn has its  guidelines for native videos.

  • Minimum video length: 3 seconds
  • Maximum video length: 10 minutes
  • Minimum file size: 75 KB
  • Maximum file size: 5 GB
  • Orientation: Horizontal or vertical.
  • Resolution: 256 x 144 to 4096 x 2304
  • Formats: ASF, AVI, FLV, MPEG-1, MPEG-4, MKV, QuickTime, WebM, H264/AVC, MP4, VP8, VP9, WMV2, and WMV3.
  • Aspect ratio: 1 : 2.4 or 2.4 : 1
  • FPS: 10 to 60 frames per second
  • Unfortunately, LinkedIn doesn’t yet have an auto-captioning feature.
  • It allows you to add up to 700 characters of text to go along with the video post. 

Here are some tips to remember:

  • Linkedin plays native videos in an auto loop, just like Facebook.
  • Use attention-grabbing words when using text.
  • Embed your LinkedIn videos to your blog post, LinkedIn articles, or website.
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