Essential Video Strategies for Aspiring LinkedIn Top Voices
LinkedIn Top Voices is an annual list that honors professionals driving the platform's business conversations. These individuals are experts in their respective fields and adept at sharing their insights in compelling ways, engaging their audience, and fostering meaningful conversations.
As the digital landscape evolves, video content has become indispensable in building one's personal brand. The dynamic nature of video allows for a more engaging and authentic form of communication, crucial in standing out amongst the plethora of voices on LinkedIn. Hence, mastering video strategies is paramount for those aspiring to achieve the coveted LinkedIn Top Voices status.
The Power of Video on LinkedIn
Harnessing the power of video on LinkedIn is not merely an option; it's a strategic necessity. Compared to text or image-based posts, video content has garnered higher engagement levels, often translating into more likes, shares, and comments. Beyond metrics, videos offer a more intimate interaction, conveying tone, emotion, and nuance that written words alone cannot capture.
The visual medium also exponentially amplifies reach, allowing users to tap into previously unreachable networks. In the world of personal branding, a well-crafted video serves as a dynamic portfolio, encapsulating your skills, insights, and personality in a format that is both accessible and shareable.
Case Study: Jon Macaskill
My experience working with Jon Macaskill offered a firsthand look at the transformative power of video on LinkedIn. Tasked with translating Jon's live mindfulness keynote event into impactful video content, I was immediately struck by the depth and resonance of his message. Jon's journey from a military background to mindfulness and meditation for self-healing was inspiring and relatable, making for a compelling narrative.
As a videographer, I captured this essence and communicated it effectively to his LinkedIn following. To do this, I developed a plan well before the event, delving into Jon's background and existing online persona. My research revealed three key themes that could encapsulate Jon's brand: grit, compassion, and mindfulness.
Challenges emerged when sifting through Jon's dialogue for the final video. His remarks were overwhelmingly motivational, creating the dilemma of selecting which inspirational lines would make the cut. In this case, editing was both a gift and a curse - each sentence held its own weight, but only a few could be chosen to feature in the final output.
Ultimately, our videos resonated deeply with his audience, capturing a broad spectrum of emotions from admiration to inspiration. These videos are now a cornerstone of his LinkedIn presence, specifically positioned on his homepage to amplify his brand image. The reception has been overwhelmingly positive, evidenced by increased engagement and reach. You can view the resulting work on his LinkedIn post here: Jon Macaskill's LinkedIn Video.
This case underscores the profound impact of well-crafted video content on personal branding and engagement on LinkedIn.
Creating Compelling Video Content
The process should be thoughtful and meticulous when embarking on the journey to create compelling video content for LinkedIn. It starts with a deep understanding of your target audience. By researching who they are and what they seek, you can tailor your content to their needs. Issuing a survey on LinkedIn serves a dual purpose: It provides you with valuable insights and simultaneously primes your audience for what to expect next.
Focus is another key element. For instance, if you aim to inspire your viewers, concentrate on the value you deliver rather than dwelling on your past setbacks. Today's digital consumer wants immediate gratification. So, while the journey is important, the results capture and maintain attention.
Storytelling is a powerful tool that should be wielded deftly. Construct a narrative that takes the viewer on a journey, detailing what they'll gain by the end of the video. You'll need to consider the verbal message and the accompanying visuals. B-roll shots, whether sourced from your own library or platforms like Storyblocks, add a layer of complexity and context to your narrative. These visual elements enhance your story and speed up your production process.
Speaking of production, consider partnering with a creative videographer if you seek quality. Such professionals, like myself, bring a level of expertise that ensures your message is not just heard but also felt. When negotiating with potential videographers, discussing costs upfront is crucial to avoid surprises. Request samples of their previous work and inquire about their experience and client testimonials.
Optimizing Your LinkedIn Videos
To maximize the efficacy of video content on LinkedIn, strict attention to platform-specific best practices is key. First on the agenda is the duration of the video. LinkedIn advises keeping videos between 30 seconds and 5 minutes for non-promoted posts, striking a balance between engaging your viewers and not overburdening them. As for the format, whether you opt for a horizontal or vertical orientation, consistency is key for maintaining viewer interest.
Incorporating captions not only enhances accessibility but also draws in viewers who prefer to watch without audio. As evidenced by a recent project I completed for Jon Macaskill, crafting persuasive visuals significantly ramps viewer engagement. Therefore, precise and straightforward CTAs are indispensable.
From the conceptual stages through to the final cut, adherence to these principles resulted in a product that was visually arresting and highly resonant with viewers. Utilizing such guidelines will undeniably uplift the impact of your video content on LinkedIn.
Consistency and Frequency in Posting
A robust LinkedIn profile isn't just about high-quality videos but also consistency and frequency. You'll want to feature one principal personal brand story in your LinkedIn "Featured" posts to serve as an inspirational cornerstone for all who visit your profile. Based on my work with influencers, I've gained insights into the optimal posting frequency for sustained growth on LinkedIn.
The consensus is to post videos one to two times a week. While these videos don't require the same high production value as your main brand story, they should still be well-executed to maintain audience engagement and grow your professional network.
Engaging with Your Audience
Interactivity plays a pivotal role in augmenting your LinkedIn video strategy. Responding to comments and engaging with viewers isn't merely a tactic to boost engagement metrics; it is an opportunity to build a genuine community. Each comment and reply should be meaningful, offering value rather than serving as mere placeholders. Take the time to understand who you're conversing with. Occasionally, perusing the commenter's LinkedIn profile for context can offer insights that enable a more meaningful dialogue. In this manner, you're not just replying but establishing relationships and fortifying your professional network.
Final Thoughts
Adopting a robust video strategy is instrumental for those aspiring to become LinkedIn Top Voices. From crafting compelling content and optimizing it for the platform to maintaining a consistent posting schedule and genuinely engaging with your audience, each aspect is a cog in online influence and visibility.
While in-house efforts can be rewarding, the distinct advantage of employing professional video production services cannot be overstated. If you find these strategies resonate with your goals, consider reaching out to Studio Siddha or book a time to chat with me to elevate your LinkedIn video content.
