LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know

Video content is eating the internet. It started with video-specific platforms like YouTube and Vimeo. Then Twitter and Facebook added support for live and pre-recorded video. Now these insatiable moving pictures are becoming serious business: LinkedIn now supports native video.

What would compel a buttoned-down, professional networking site like LinkedIn to embrace video? Simply put, people—even businesspeople—want to watch. Fifty-nine percent of executives say that if text and video are available on the same topic, they’re more likely to choose video.

There’s no denying that marketers should embrace video content as a general rule. If your audience wants video, it’s wise for your brand to be the one supplying it. But why publish natively on LinkedIn?

Here are the upsides, downsides, and what-you-need-to-know-sides.

How to Create a LinkedIn Video

LinkedIn has been slowly rolling out its video capabilities, starting with a few influencers and expanding out from there. Most members who have the most recent version of the mobile app should have the capability now.

If your account has video enabled, you will see a camera icon available where you normally post to your feed. On mobile, you can create a video (not a live stream…yet) or upload from your photo gallery. On desktop, you can only upload a pre-recorded video. Nearly every common form of video file is supported.

To record a video, just tap the camera icon, give the app permission to access your camera, and go. To upload video, just navigate to the file you want to add and select it—there’s no learning curve there.

Your file must be at least three seconds long and no longer than 10 minutes, but LinkedIn suggests between 30 seconds and 5 minutes for better engagement. The maximum file size is five gigabytes, which should be plenty of space.

Your post will look…well, a lot like a post with an embedded video, just without the link out at the bottom:

Why Marketers Should Care about LinkedIn Video

You can already embed YouTube video in your LinkedIn feed posts, of course. But posting native video may get you more engagement. On Facebook, native videos typically get 10x more shares than embedded videos. If that trend holds for LinkedIn, you could be missing out on a substantial chunk of potential audience by linking to a YouTube video.

So native video matters—and for virtually all B2B marketers, LinkedIn matters. While Facebook videos can be dominated by memes and entertainment, the LinkedIn audience is specifically there for business. They’re browsing their feeds looking for something that can help advance their career, give them a competitive edge, or just do their jobs better. Useful, professional video content is likely to fare better on LinkedIn than on Twitter or Facebook.

The other reason to go native on LinkedIn video is LinkedIn’s analytical capability. Their demographic data is likely to be more useful to B2B marketers than Facebook’s data is. You can zero in on job function, job title, and seniority of the people who view your video. That data will help you adjust your strategy to hit and engage the right audience.

As native video is more widely adopted by its userbase, LinkedIn is likely to give it preferential treatment over embedded video. LinkedIn has already switched from a pure timeline feed to an algorithm-based feed. Just as Facebook currently gives pride of place to native videos, LinkedIn is likely to prioritize it in their feeds, too.

Downsides to LinkedIn Video

Since this is a new feature, there are some still some quirks to be ironed out, and a few features that are missing. These negatives won’t keep your video from being seen and appreciated, but they’re worth noting:

  1. No playback speed or picture quality settings. Users can’t customize the viewing experience the way they can on YouTube.
  2. It’s hard to link out. the URLs for a video-embedded post are unwieldy: https://www.linkedin.com/feed/update/urn:li:activity:6316276929771245568/, for example.
  3. The video isn’t embeddable on other sites. It’s definitely intended for consumption on LinkedIn.
  4. Only members can post, not companies.
  5. There’s no dedicated video tab, which can make video content hard to find. I’m willing to bet some kind of tab or filter is in the works, but we don’t have it yet.

What to Use LinkedIn Video For:

Given the limitations of the format, it’s best to think of video on LinkedIn as an add-on to your current marketing strategy. Use it to build your personal brand, or go behind-the-scenes at your company, or interview co-workers and executives.

Many users are already using the format to do quick tips, like this video from Viveka Von Rosen. That kind of informal, live-shot video is an easy way to get started.

There are a few people attempting to create series on the platform, too. Building an audience for a series could be tricky without a dedicated video tab, but Mike Morgan’s Humans of LinkedIn series is making a go of it. If more people start serializing their videos, LinkedIn is likely to add tools that support the practice.

LinkedIn to the Future

If you’re marketing to a B2B audience, native video on LinkedIn is well worth a try. Instead of linking out to YouTube, upload the video natively to LinkedIn and keep an eye on how it performs. Make sure to include keywords and relevant hashtags in the post so your video is easier to find, keep an eye on your analytics, and let the data guide your next steps.

Need more help? Check out these easy ways to get started with video content marketing.

Disclosure: LinkedIn Marketing is a TopRank Marketing client.


Email Newsletter Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know | http://www.toprankblog.com

The post LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

3 reasons SEO is the account-based marketer’s secret weapon

A lot of B2B brands are discovering the powerful influence of account-based marketing (ABM) strategies, but is it enough? Columnist Nate Dame outlines why ABM needs SEO, and how they’re better together. The post 3 reasons SEO is the account-based marketer’s secret weapon appeared first on Search…

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

A search marketer’s view of Facebook’s advertising platform

Search marketers, have you considered expanding into paid social? Columnist Ted Ives details some of the hurdles and difficulties he’s encountered in venturing into Facebook Ads territory. The post A search marketer’s view of Facebook’s advertising platform appeared first on Search…

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Why HTTPS Matters for Content Marketers: Website Security, SEO, and Customer Trust

Full disclosure: As a content marketer, I’m still trying to round out my technological knowledge. The complex inner workings of the internet might as well be some combination of elves, gnomes, and unicorns. As long as it delivers my content (and a steady stream of memes and status updates), it doesn’t matter how the internet works, right?

But it’s time for all content marketers to get at least a little technical. There are new marching orders from our overlords at tech giants like Google, Facebook, and Apple, and they’re going to directly affect your content marketing strategy.

The issue is a web security protocol called HTTPS (Hyper-Text Transfer Protocol Secure). Other terms you might encounter are SSL (Secure Sockets Layer) or TLS (Transport Layer Security).  Or you may just know it as the little green padlock in the top corner of your web browser:

image showing green padlock on Chrome web browser

No matter what you call it, HTTPS provides a secure, encrypted channel for a website to transfer data to a browser, and vice versa. It uses digital certificates to verify that each party is who they say they are—and that no third-party is intercepting the data.

It’s easy to see why HTTPS is a good idea—you don’t want some shady character snooping on your passwords and credit card information when you’re online banking at Starbucks. And you wouldn’t want to think you’ve connected with your bank, when you’re actually on www.stealyourmoney.biz.

Beyond the safety considerations, however, the push for websites to adopt HTTPS matters for content marketers. Not having HTTPS on your site can now hurt your marketing efforts in two big ways: search engine visibility and customer trust. Here’s what you need to know.

HTTPS Is an SEO Ranking Factor

Google is one of the major supporters of HTTPS, using its considerable leverage to increase adoption of the protocol. To that end, they have added HTTPS status as a ranking factor in searches. Since Google owns well over half of the search market—and over 90% of mobile search—your site’s ranking on Google has a massive impact on your organic traffic.

If your content is just as good as a competitor’s, but they have HTTPS and you don’t, they’re likely to rank higher on the results page. Over time, the coveted top spots will all go to HTTPS-enabled sites, with unsecure sites fighting for the scraps. This graph from Smart Insights shows just how much traffic you lose by dropping even a single slot on the SERP:

Chart showing a dropoff in click through rate versus position on a search engine ranking page

The top result has a 30% click-through rate, while the second gets 12%, and the CTR declines steadily from there.

It’s easy to see why HTTPS matters for content marketers who care about organic traffic (which, let’s hope, is all of us). If you’re trying to create SEO-optimized content that gets viewed and gets results, not having HTTPS on your site can hamstring your efforts from the start.

HTTPS Is a Trust Signal

Let’s say, though, that your content is so useful and so compelling that it still gets a decent ranking, and someone actually clicks through. In the address bar right now, Google Chrome (the most popular browser, with over 60% of all browser traffic) will show a “not secure” warning before your URL:

Gray 'not secure' warning on Google Chrome

In future builds of Chrome, that warning will get more dire, with red text and a caution sign:

Red triangle showing a website is not secure

These warnings may eventually escape the address bar, becoming a popup window that warns people away from your site.

It’s easy to imagine the impact these warnings will have on people’s confidence in your site. When there are plenty of secure websites in the SERP, that warning is enough for your average consumer to hit the back button and find a site with the soothing green padlock.

How to Get HTTPS

In the past, managing even a simple site’s security certificates could be a hassle. But in addition to pushing HTTPS adoption through penalties, Google and many others are also investing in making the technology easier to get. Even if you don’t have a web development team, you can likely get HTTPS up and running with minimal hiccups.

First, check with your internet provider to see if they offer automated HTTPS—many will help you get set up and manage your certificates. For example, our client Pantheon offers free, automated HTTPS to all of its clients. [Ashley: This is true, and useful, but may be overly promotional. Your call.]

If your provider doesn’t offer HTTPS management, I recommend Let’s Encrypt. They’re an open-source, free and automated HTTPS provider (or Certificate Authority), funded by contributions from the major players in the tech industry. If you have a little tech savvy, it’s pretty simple to get set up.

Is It Secret? Is It Safe?

Adopting HTTPS is the right choice for you and everyone who visits your site. But it’s more than just the right thing to do. The decision to adopt HTTPS will make it easier for consumers to find your content, and will give people more confidence in your site’s bona fides. On the other hand, not having HTTPS will hurt both your ranking and your reputation.

Looking for more ways to boost your search engine ranking? Check out these quick SEO research tips.


Email Newsletter Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | Why HTTPS Matters for Content Marketers: Website Security, SEO, and Customer Trust | http://www.toprankblog.com

The post Why HTTPS Matters for Content Marketers: Website Security, SEO, and Customer Trust appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Augmented Reality: Where are we now, and what does it mean for marketers?

With big players like Facebook and Apple committing to the technology, contributor Brian Smith argues that AR is becoming more than just a novelty for marketers. The post Augmented Reality: Where are we now, and what does it mean for marketers? appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

24 Hot Tools and Apps for Social Media Marketers

Want to try some new social media marketing tools? Wondering which apps can enhance your social media audio, video, and images? In this article, you’ll discover 24 useful social media tools. #1: Narro Narro is an app that converts text articles into audio files so you can listen on the go. To convert a text article […]

This post 24 Hot Tools and Apps for Social Media Marketers first appeared on .
– Your Guide to the Social Media Jungle

A Marketer’s Guide to Minneapolis: Gearing Up for #DSMPLS + Exclusive Event Invite

Next week, Digital Summit will arrive in Minneapolis, drawing in distinguished speakers and attendees from far and wide while placing our hometown at the center of the marketing world for a few days.

Whether you’re coming into town to join the festivities, or simply curious to learn more about the Twin Cities and why TopRank Marketing is proud to be planted here, let this post serve as your guide to the Mini Apple and beyond.

More Than Meets the Eye

If you’ve seen the movie Fargo or other representations in pop culture, you might be led to believe we Minnesotans are a bunch of hot-dish devouring, “OHHH-kay den” saying, lutefisk loving northerners.

It’s… well, alright, it’s not all THAT far from the truth sometimes. But this state, and its star cities, have much more to offer than the goofy stereotypes might have you believe.

Minnesota isn’t just the Land of 10,000 Lakes. It is also a land of innovation, ambition, and inspiration — and, consequentially, a haven for marketers.

Land of Innovation

Image Credit: www.sph.umn.edu

Did you know that the world’s first successful open heart surgery was carried out at the University of Minnesota, or that our state pioneered the shopping mall? Minny is an ingenuity hotbed, always one step ahead of the curve with a thriving tech startup community that has led some to suggest MSP might be the next Silicon Valley.

St. Paul is home to 3M, a global icon for invention and innovation. Minneapolis has been named one of the 10 greenest cities in America (TopRank CEO Lee Odden, an outspoken advocate for sustainability and environmental initiatives, especially appreciates this.) The Twin Cities are among the country’s leaders in bicycle accessibility and amenities. Rent one and find out!

Land of Ambition

Image Credit: Flickr.com

Beyond 3M, numerous corporate powerhouses are headquartered here in Minnesota. These include Fortune 500 companies like UnitedHealth Group, Target, Best Buy, U.S. Bank, General Mills, and many others. Being surrounded by so many nationally renowned businesses helps our TopRank team stay motivated to be top-of-class in all that we do. The bar is set high.

Land of Inspiration

Image Credit: officialpaisleypark.com

Everything about our setting helps us feel inspired on a daily basis. You don’t have to venture far from the urban metropolis to find lakes, rivers, and forests. We get all four seasons, and the weather can change drastically from one day to the next, so there’s never a dull morning. The sounds of Prince, Bob Dylan, and The Replacements helped form the foundation of a lively music scene.

“Creative” is part of our mission statement at TopRank Marketing and being immersed in this versatile culture helps to fuel imaginative minds.

Places to Go and People to See in Minneapolis

If you’re coming into town for Digital Summit, and you have a little extra time open around the events, there are a few things you will definitely want to experience. (And no, I’m not going to list the Mall of America. So cliché.)

Burgers

Image Credit: twincitiesrestaurantblog.com

We’ve got some incredible ones. If you’re staying downtown, I highly recommend trying the Parlour Burger, or Red Cow in the North Loop. If you’re willing to venture a bit further, try a Jucy Lucy from Matt’s Bar or one of the many delicious creations at Blue Door Pub.

Beers

Image Credit: twincities.com

Ever had a Grain Belt Premium? It’s one of our state’s oldest signature beers, although these days, Surly is leading a local microbrew boom (if you like IPAs and haven’t tried a Surly Furious, it is a must). There are plenty of breweries within driving (or even walking) distance of the Guthrie Theater, where Digital Summit is taking place. Try Fulton, Modist, or Inbound, all located in the nearby Warehouse District.

Ball

Image Credit: mlb.com

The Twins are in town next week, and will be facing Cleveland on Tuesday and Wednesday night at Target Field (just a few blocks from the Guthrie). Outdoor baseball during summer in Minnesota is as good as it gets. If you wander in that direction, we also recommend checking out First Avenue, the legendary music venue adorned with stars commemorating famed bands and artists who have come through over the years.

Beauty

Image Credit: sailcalhoun.org

If you have a free afternoon, I can’t recommend this activity enough: head to Lake Calhoun (about 10 minutes from downtown). Rent a canoe or kayak, and take it out into the chain of lakes for a few hours. While still essentially right in the middle of a bustling city, you can escape to the calming serenity of these gorgeous locales, taking in amazing views of the downtown skyline and spectacular neighborhood architecture. I’ve never experienced anything quite like it elsewhere.

And, Of Course, the Featured Speakers at Digital Summit.

The Digital Summit speaker list is a star-studded stable featuring some of marketing’s brightest minds. We can’t wait to check out the amazing keynotes from Seth Godin, Ann Handley and Lee Odden and many others (which we’ll be sharing more about next week).

Whatever you do, don’t miss these presentations from leaders at TopRank Marketing:

Mastering the Perfect Content Recipe: 5 Key Ingredients for Insanely Effective Content Marketing

Ashley Zeckman – Director of Agency Marketing, TopRank Marketing

Monday, 8/14 | 4:10P-4:40P | Stage 2

Today’s savvy consumers are notoriously picky eaters when it comes to the content that they consume. And learning all of the different recipes and tricks to successful content can be a grueling process. To help you along the way, we’ll cook some tried and true recipes that will satisfy your customer’s cravings for better content.

Supercharge Your Content with Influencer Marketing (Closing Keynote)

Lee Odden

Lee Odden – CEO & Co-Founder, TopRank Marketing

Tuesday, 8/15 | 4:05P-4:45P | Main Stage

Content is both king and kingdom in the marketing world but what good is great content if no one sees it? Confronted by information overload, distrust in advertising and the growth of ad blocking, successful companies are adding an essential ingredient to their content marketing mix: influencers. By co-creating content with trusted experts that have active networks, brands increase both quality and quantity of credible content that is trusted by customers and stands out from the competition. In this presentation, Lee Odden will outline a framework, best practices, tools and examples for integrating influencers with content marketing that will help marketers attract, engage and convert more customers.

If you happen to catch any other TopRank Marketing team members roaming around (we’ll be in full force), please don’t hesitate to say hello! Out of all the stereotypes attached to our state’s citizens, “Minnesota Nice” is probably one of the most accurate. We’ll prove it.

Bonus: Exclusive Supercharged Happy Hour for Digital Summit Attendees!

If you’re looking for a way to connect with other event attendees, snap up your ticket for our Supercharged Happy Hour at the Aloft WXYZ bar.

The first 50 people will get a free cocktail and have an opportunity to mingle with some of the speakers and attendees from the Digital Summit.

Get your ticket now.

Hope to see you there!


Email Newsletter Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | A Marketer’s Guide to Minneapolis: Gearing Up for #DSMPLS + Exclusive Event Invite | http://www.toprankblog.com

The post A Marketer’s Guide to Minneapolis: Gearing Up for #DSMPLS + Exclusive Event Invite appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Search marketers plan to attend SMX East to become martech trailblazers

We get it. Marketing is now a software-powered discipline that blends the art of creative and science of data. New technologies are deeply interwoven into marketing operations and strategy. Effectively harnessing them demands new capabilities, talent and management. Scott will offer insights and…

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

3 Instagram Policies Marketers Often Overlook

Do you use Instagram for business? Want to remain in compliance with Instagram’s Terms of Use so you’re not shut down? In this article, you’ll discover three Instagram compliance issues marketers need to understand. #1: You Grant Instagram a License to Use Your Content The bottom line is, if you’re posting images on Instagram, you’re […]

This post 3 Instagram Policies Marketers Often Overlook first appeared on .
– Your Guide to the Social Media Jungle