What Type of Video Works Best on LinkedIn for Philly Businesses?
- 5 days ago
- 3 min read
LinkedIn Videos: What Works on Social Media
Video marketing has become an essential part of a strong B2B marketing strategy. According to LinkedIn's 2024 Marketing Benchmark, video is the predominant marketing content type, and video viewing on LinkedIn has increased 36% in the past year. When planning your video marketing content, it's crucial to know what works on social media. To stand out in a sea of corporate video, your content needs to be engaging, accessible, and interesting. Keep reading for our pro tips on B2B video content for social media marketing.
1) Grab Their Attention in the First 3 Seconds
It's no secret that our attention spans--at least, as social media users--have drastically decreased. With myriad content at their finger tips, the average person checking their social media feeds will scroll right past a video that isn't engaging within the first three-six seconds. To catch a user's eye quickly, it's crucial to put either captions or a title on the video itself within the first three seconds. This way, viewers know exactly what your video is about; most social media users watch videos with the sound off, so having a graphic title is necessary to stop the scroll. As ever, we recommend starting your video with a "hook." Ask questions, give a surprising fact, or lead with a problem. These types of video intros are what works on social media to grab people's attention and pull them in for more. Click here to check out our blog post on the best social media video hooks.
2) Mobile Viewers Prefer Vertical Videos
As videographers, we really aren't fans of vertical video formatting. However, as much as it pains us to say it, vertical videos are clearly here to stay. As more and more content is consumed via smartphones, the vertical format has become a benchmark for social media videos. Think about it: People want the video to fill up their phone's entire screen. With a horizontal format, the user has to turn their phone sideways to watch the full video. The goal is to make it easy for people to consume your marketing videos - so less steps means more views. We recommend sticking to a 9:16 aspect ratio, which are the vertical dimensions of a smartphone. To accomplish this, be sure to either use a vertical format while filming (turning the camera vertically or use your phone) or film in 4K. It's especially important to watch your framing during the process. You don't have the luxury of a wide shot when creating a vertical video, so the camera needs to be physically farther away from the subject--think full-body shots instead of close ups.
3) Share Both Micro and Pillar Content
Without a variety of types of content, social media users will often lose interest with an account, stop engaging, and potentially unfollow. To avoid this, we recommend you post both micro and pillar content. Micro content refers to videos that are 30 seconds or less and give a brief snapshot of a very specific concept. This type of content is ideal for the more fast-paced social media apps such as TikTok and Instagram. On the flip side, pillar content is longer and much more comprehensive, ideal for LinkedIn. These videos are more akin to deep-dives and how-tos, incorporating as many details as possible. Pillar content is perfect for positioning yourself as a thought leader in your niche; however, it takes a lot of time to create and is not appealing for users doing a quick scroll through their social media feed. To make the most of this content, we recommend using it to create your Micro content--one Pillar video should yield five Micro videos. Not only is this a great way to get more mileage out of your corporate video productions, it also ensures a consistency in style and tone across your social media marketing as a whole.
Angela Wolf Video offers corporate video production services near Philadelphia, PA.
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