LinkedIn Native Video: What Marketers Need to Know

Wondering how LinkedIn native video could help your marketing?

Interested in tips for sharing LinkedIn video that grows your reach and leads?

To explore what you need to know about LinkedIn native video, I interview Viveka von Rosen.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers, business owners, and creators discover what works with social media marketing.

In this episode, I interview Viveka von Rosen, co-founder and chief visibility officer at Vengreso, a social selling consultancy. She's also author of multiple books, including LinkedIn: 101 Ways to Rock Your Personal Brand.

Viveka talks about the topics, tools, and analytics that help her produce effective LinkedIn native videos.

You'll hear how Viveka shares LinkedIn video posts via her personal profile today and what changes we might see in the near future.

Share your feedback, read the show notes, and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
LinkedIn Native Video
What Is LinkedIn Native Video and Why Use It?

LinkedIn native video is a video you record on your phone or computer and then upload to LinkedIn. To share a video with this feature, click the video camera icon, upload your video, and then share it as an update. Native video has been rolling out to everyone on both mobile and desktop so you should have it. If you don't see it on mobile, make sure your LinkedIn app is up to date.

The LinkedIn algorithm gives native videos more weight so they show up more often in the feed. Viveka has tested this by posting the same video as a YouTube video link and a native video on LinkedIn. The native video gets substantially more visibility.

Video gives people a sense of who you are, especially if you're in marketing and comfortable on camera. Although LinkedIn has traditionally been behind nearly every other social media platform that's had video, people who are specifically in the LinkedIn space now have an opportunity to showcase their brand, knowledge, and products and services.

I mention that LinkedIn's CEO recently hinted that he might be interested in acquiring original content (Shark Tank-type material) for their platform, indicating that LinkedIn is pretty serious about video. Viveka agrees, noting that a lot of folks were concerned that Microsoft would kill LinkedIn after purchasing it. However, she doesn't see that and loves a lot of the changes LinkedIn has made.

Video is getting people who thought of LinkedIn as the "fuddy-duddy of social media" to use it actively again. It's a really powerful platform.

Listen to the show to discover why I'm so excited about the ways video is changing LinkedIn.

Details and Data

Although video updates do really well, updates of about 1,300 characters (not Publisher posts) seem to be popular right now. These updates don't include links. Instead, links are referenced in the post with text such as "See link in first comment below." These long posts get exponentially more views than a typical update and the algorithm seems to weight them a little bit better than video.

Keep in mind that videos will naturally get greater visibility because they're more interesting. You can also add 1,300 characters in a video post.

Videos start playing automatically in your feed and someone has to watch for at least 3 seconds for it to count as a view. User settings determine whether audio is on or off. Viveka sets her audio off, but if a video looks interesting, she'll turn it on. That's why it's important to have captions like you do on Facebook. Unfortunately, LinkedIn doesn't yet have an auto-captioning feature.

Right now, LinkedIn video isn't live, although Viveka has heard rumors that live video might be coming. In its current form, LinkedIn video is almost live because you can post video right ...