With visuals - and video in particular - becoming a more significant part of the LinkedIn user experience, the professional social network has this week published a new guide which outlines how B2B organizations can make best use of video content in their digital marketing efforts.
As LinkedIn explains, B2B brands don't always consider video within their content efforts, or see a way they can use it:
"We’re told that it has to be incredibly short to keep people’s attention, and it’s easy to assume that it needs to be funny, dramatic and have a Hollywood-style production budget as well. It can be difficult to imagine a role for video when you need to explain technical products to a very specific target audience."
Countering this, LinkedIn's guide provides an overview of the key elements required to make effective B2B video content, and provides watchable examples of brands which are doing so effectively.
There's a heap of interesting notes and points - if you're a B2B organization that's considering video, or really, if you haven't, it's worth taking a look at how other businesses are doing so, and at LinkedIn's step-by-step notes on the development and creation process.
LinkedIn also, helpfully, outlines the data it makes available on video content, which can help in your planning in order to determine the effectiveness of your video efforts.
There are definitely some key points to note, and it really is a key area to consider within any business' marketing process.
According to internal data, LinkedIn users are 20x more likely to share a video on the platform than any other type of post, so it makes sense for your business to be looking at video as an option. And as highlighted here, even if you think your products and/or services don't align with video, there may still be significant opportunities, if you re-align your perspective.
You can download 'The Tech Marketers Guide to B2B Video" at this link.