LinkedIn Native Video

Welcome to episode 171, well I’m back from my holiday and fully refreshed albeit missing the sun, crystal clear sea, wonderful beaches and amazing sunsets……oh well!

As always seems to happen, as soon as I go away LinkedIn decide to unexpectedly launch a new feature….well I guess that happens all the time but this one happened to be a very big one……native video has finally arrived!

More of that later but there has been other news whilst I’ve been away

Interesting Stuff I Saw This Week

• CRM Zoho announces integration with LinkedIn Sales Navigator
• LinkedIn is testing a new feature that matches you with a mentor
• Woman gets thousands of messages on LinkedIn after getting rejected from dream job. This isn’t much of a story but her update at the end of her post reflects a growing trend of plagiarism on LinkedIn
• William, Kate & Harry advertise for a Communications Officer (terrible title!) on LinkedIn
• Veterans get a free ‘Career Premium’ account for a year….a nice gesture but why is it only for US veterans?
• Microsoft quarterly results show LinkedIn are making a $361m loss

LinkedIn Updates

There have been some other changes as well as native video whilst I have been away.

Hover over name feature returns and it’s better than ever!

You get the option to send a message to 1st tier connections, invite 2nd tier to connect and InMail anyone else. Don’t use the connect though as it doesn’t not allow for personalisation.

Website Demographics - coming soon.

An interesting looking tool that will give you information about your website visitors, we will have to wait and see exactly how useful it is.

 

Multiple image posts. This could be very handy for visual storytelling, I also suspect the algorithm my favour them. Only available in the app and iOS only for now.

Reshares of your posts now show in your post analytics.

This is definitely a step in the right direction but one of the =main reasons you want to see who shared is so you can thank them and the ‘hover over’ feature does not work in pop-ups so you have to click and open the profile to see more about the person a send a message. Bizarrely you can actually see the ‘hover’ pop-up opening in the background!

Native Video is Finally Here!

 

I noticed this feature whilst sipping my Mojito by the pool in Greece! Fortunately I had only just started my drink so was able to immediately give it a try;

 

This feature is currently only available on the mobile app

Very few users currently have it although it is being slowly rolled out to all.

You can record your video directly into the app or upload a video that is saved on your phone, simply tap the video icon to start the process

As you can see a ‘view’ is only counted when the video has appeared on someone’s screen for 3 secs without scrolling, this is therefore not comparable to other posts which are simply ‘views in the feed’. Therefore a view count of over 10,000 is pretty good and suggests that the algorithm is favouring video posts.

I have tried various formats, if you are recording directly into the app I would suggest holding your phone in landscape mode, this will look better when seen on desktop. It is worth noting that you cannot edit your video in the app.

Native video will autoplay in the feed on both desktop and mobile.

The problem with video is that few people will have sound (or sound switched on) on their computers and many mobile viewers won’t bother with sound so it may be wise to use subtitles.

In my tests the best results were when I used the free Clips iOS app, it records in square format so it doesn’t matter which way you hold the phone, you can edit before posting and it has a very effective subtitles feature that can be edited but often gets it right first time.

My first video above was made using Clips

I have been looking in the Google Play store for a suitable equivalent and I found Videoshow, I’m not sure how good it is but it maybe worth a look for Android users. If you know of a better app that allows editing and subtitles then please let me know.

So how can we use native video effectively?

It’s early days and we will have to wait and see what works but here are my initial ideas;

• Talking head (as above) expressing an opinion and asking for feedback or just asking a question. Use subtitles.
• Show an event you are attending or something worth noting at work. If you would think of taking a picture and posting that then now you should think video as well or instead.
• News. If you want to announce or share some important news, do it by video - this gives a much greater sense of urgency and makes it more of an event for the viewer.
• A brief interview with someone
• Teach others how to do something
• Make a video from a powerpoint as a ‘moving words’ video to grab attention
• A weekly tips or Q&A feature
• Recruiters - why not experiment with posting your new hot vacancy via video
• Storytelling - produce a series of short videos to allow others to experience something with you
• I would advise keeping videos less than 3 mins length
• Remember the view only counts if they pause for 3 secs so your opening (without sound) needs to grab immediate attention to make them stop scrolling.

I’m sure other ideas will develop in time.

How will you use video on LinkedIn? Please share your ideas by sending me a voicemail or email.

No time for any questions this week but I will make sure I catch up an any unanswered ones next week.