Five Things to Know About LinkedIn Video Carousels
You’ve probably heard it a million times by now, but video marketing really is here to stay, including in the B2B world. LinkedIn recently introduced new in-feed video carousels, which reflect an emphasis on video content across all the major social media platforms, as well as LinkedIn’s own push towards younger audiences.
The carousels have likely already appeared in your feed, as the LinkedIn algorithm offers you video clips based on your in-app activity and profile details. These dynamic, side-scrolling clips encourage users to tap and be taken to a TikTok-style video feed of user-generated content.
So what do you need to know about LinkedIn video carousels, and how can they help you and your brand?
1. Video is growing fast
LinkedIn is truly throwing its weight behind video, taking note of the success of the medium in attracting engagement and catching the attention of highly coveted Gen Z users.
In its latest quarterly performance update, LinkedIn reported that video is the fastest-growing content type, with video uploads up 34% year-on-year. Combined with research showing that 85% of marketers plan to maintain or increase their spending on video this year, it’s clear that video continues to grow at pace.
The success of TikTok - 1.6 billion global users at the last count - has the social media giants salivating, and with 91% of businesses using video in their marketing strategies, and over 3 billion people watching videos online, it’s no surprise that the medium has crossed over into LinkedIn.
2. Brand awareness is key
If brand awareness is a key priority, LinkedIn video carousels can be a simple and straightforward way to pursue this. By creating bite-sized videos that catch the attention of users while they scroll down their feed, you can ultimately generate more views, clicks, web traffic and eventually conversions.
We know from the B2C world that 89% of consumers want to see more video content from brands, so we can safely assume a similar sentiment amongst B2B audiences as video becomes a preferred medium of communication. Give your target users what they want, and start creating short, snappy videos that get your message across.
3. ROI is critical
Short-form videos, such as those introduced by the new LinkedIn carousel feature, can be a highly effective way to generate significant ROI with a minimal budget. They are relatively easy to produce, don’t necessarily require the bells-and-whistles production values of long-form video, and can quickly build brand awareness and generate leads.
Research from Wyzowl shows 90% of marketers say that video marketing gives them a good ROI, quantified through engagement, brand awareness, leads and sales. The same research suggests that short-form is the most effective for ROI, with nearly 40% of marketers recommending 30 - 60 seconds as the best video length.
As you start creating your own short-form videos for LinkedIn, make sure you’re clear on what you want to get out of it, and how you’ll measure ROI. If you’re just starting out on your video journey, bear in mind that the conversion cycle from engagement to lead generation isn’t always a speedy one, so gather as much data as you can, as early as you can, to get a full picture of how customers are interacting with your video content.
4. Tools and training can make a difference
As already mentioned, the short-form nature of LinkedIn video carousels means you don’t have to go all out to create compelling content. It’s easier than ever to shoot video on your phone, but to make the end product really stand out, we recommend investing in a few carefully chosen tools and resources.
High-quality video equipment, from ring lights to microphones, can make a huge difference, as can upskilling your marketing team. There’s a range of in-person and online video courses available, many of them low cost or even free, such as the iPhone video workshops offered at local Apple Stores.
5. It’s all about getting started
When we speak to clients and contacts, we often hear that marketing teams simply don’t have the time to create videos. And we totally understand - when you have a never-ending list of things to do, campaigns to run, and reports to write, getting your phone out and shooting a short video seems impossible.
But for all the reasons outlined above, utilising video on LinkedIn can make a big difference in your B2B marketing strategy. Our advice would be to simply get started - try creating a few different videos, and see how engagement differs.
Perhaps one topic or video format outperforms the others. Perhaps you get great feedback from your customers. Perhaps you find a secret video whizz in your team. You will only know if you try, so start experimenting with LinkedIn video now while the format is still fresh, and let us know in the comments how you get on.
Need a hand with your video strategy, or want to know how to make the most of LinkedIn? Drop me a message for an informal chat.