Let's talk about videos on LinkedIn. Also: Creator spotlight, and more

Greetings, creators!

In today’s email, I’ll be shedding light on how to create and leverage video on LinkedIn.

What else you'll find in this email:

• Creator Spotlight
• Things happening on LinkedIn you should know about

Diversifying your content is one of the best ways to create engagement with your audience. In the following weeks we’ll be exploring best practices for the multiple content tool types on the platform. First up is video!

Video on LinkedIn: The Essentials

Sharing video content is a great way for your audience to get a better understanding of who you are. Even for how ubiquitous it is these days, video is still quite an intimate medium, which makes it a great content format to fit into your content strategy.

If you post videos on other platforms like TikTok and YouTube, you may be wondering: Is it okay to repost those videos on LinkedIn? It's a great question! And our answer is this:

• Is the audience you're building on LinkedIn the same or similar to the audience you're building on other platforms? Remember what we've talked about in previous emails: Content + Audience = Content Strategy. So if the answer to this question is yes, repurposing your videos might be an easy win.
• Is the audience you're building on LinkedIn different than the audience you're building on other platforms? If you're catering to or cultivating a different or new audience, it might be worth creating a new video or at least re-working an existing video. That way, you can tailor it to the unique characteristics of your LinkedIn audience and goals of your LinkedIn presence.

Video rule of thumb

When you create a video on LinkedIn, the first five seconds are the most crucial to keeping your audience engaged. Captions, a striking visual, or a good opening line are all great tactics to keep viewers watching past that five second mark. Remember that movement is a great way to capture attention.

4 Best Practices for Creating Video on LinkedIn

1. Follow the HVC framework:
   1. Hook: What is this video about and why should they stay?
   2. Value: What value are you giving to your audience?
   3. CTA: How should your audience engage with you?
2. Add subtitles: Use a caption generator app like Descript to make your video more accessible
3. Utilize the commentary section: When sharing your video, always provide a short blurb to give your readers context.
4. Experiment: Play around with horizontal vs vertical, short vs long videos, etc. Find out what works best for your audience and double down.

Real video examples we love:

1. James Eagle: Sometimes less is more. The combination of great music and graphics says more than words can describe.
2. Paul Plewman: Sharing ideas on the dropping sterling while swirling through the streets of London? We love this style of content delivery!
3. Lisa Orbe-Austin: Why reinvent the wheel? Lisa’s short and entertaining video from Instagram works perfectly as an engaging LinkedIn Post.

I hope these tips make creating video content a breeze for you! Stay tuned for next week’s deep dive on LinkedIn Live.

What’s happening on LinkedIn this week

“What Creators Need To Know” LinkedIn Live

Join us for the fourth installment of the LinkedIn series “What Creators Need To Know”! This is both a 1 year anniversary celebration, and a celebration of hitting our 1-million follower milestone on the LinkedIn for Creators Page. In this show we’ll be reflecting some great content we’ve seen on the platform, demystifying LinkedIn theories, getting product insight from our Director of Community Management, and insight from creators on how to find opportunities on the platform.

Happening on Thursday, June 9th at 1:30 PM EST.