DON’T COUNT LINKEDIN OUT!

You might be wondering, “Why share my brand’s short-form content on LinkedIn? Isn’t TikTok, YouTube, or Reels already established for video?”

Here’s why you should consider giving LinkedIn a spot in your brand’s strategy:

• • Time spent with LinkedIn rose 4% YoY and 10.9% since 2021
  • Users are sharing more: Content shared on LinkedIn surged by 41% in the spring of 2023 compared to the same period in 2021
  • 70% of marketers felt that LinkedIn provided a positive ROI for their company
  • Gen Z is LinkedIn’s fastest growing demographic as they start their careers

As work and personal lives blur, LinkedIn stands out as a platform fostering a sense of safety, learning, and growth. Users appreciate its professional yet approachable tone, making it a unique corner of the internet.

Videos are increasingly favored by LinkedIn users as a dynamic way to learn from professionals and industry leaders. This shift highlights the platform’s growing preference for impactful, digestible content. The rising popularity of short-form, TikTok-style videos on LinkedIn serves as a compelling call to action for brands to adopt and optimize this engaging format.

IS LINKEDIN RELEVANT FOR B2C?

While LinkedIn is often associated with B2B marketing, it holds potential for business-to-consumer (B2C) brands.

With the introduction of new ad formats and a brand-safe environment (largely thanks to its professional audience), more B2C brands are exploring LinkedIn as a viable platform for advertising. Beyond networking and career inspiration, LinkedIn has grown into a space for broader conversations about news, entertainment, and connection.

The key here is to know your audience! If you’re advertising for a B2C business, recognize how your audience is showing up on LinkedIn. What kind of content are they engaging with? For example, a product-focused ad that performs well on Instagram may not see the same results on LinkedIn. Your brand could create content explaining new technologies or developments which would be more interesting to the LinkedIn user mindset. Explain how you incorporated AI successfully, talk about new store openings, and share unique perspectives from customers.

Consider LinkedIn an opportunity to position your brand as forward-thinking, aligning it with the professional mindset of LinkedIn users.

HOW TO GET IT DONE

 Essentially, any static content that you’re creating for LinkedIn will need to be updated as video. This means:

• • Talking to the camera
  • Recording voice overs
  • Filming interesting b-roll

More importantly, it means thinking outside of the box and making videos that CAPTURE your audience’s attention within the first three seconds. Every video needs a strong hook.

Another element to creating content is to follow the trends! Look at what hashtags are trending and use those as your inspiration. Currently, #innovation has over 38 million followers on LinkedIn. Additionally, #management has 35 million followers, #digitalmarketing has 27 million followers, and #technology has 26 million followers on the platform.

As LinkedIn continues to evolve, it’s clear that its focus on short-form videos is more than a passing trend. With a growing user base, increasing engagement, and opportunities for both B2B and B2C brands, LinkedIn has firmly positioned itself as a key player in the video content space.

Don’t miss the chance to connect with an audience that values innovation, progress, and professional growth. Whether you’re a creator or a brand, now is the time to experiment, innovate, and make your mark on LinkedIn.

Source: eMarketer, “LinkedIn Marketing 2024,” 4 October 2024