Unique Insights for LinkedIn Video Marketing for Start-Ups 

Incorporating unique insights into your LinkedIn video marketing strategy can set your tech company or start-up apart. Below are actionable and innovative takeaways that address key challenges and opportunities for leveraging video on LinkedIn effectively. 

1. Crafting Videos for Professional Engagement 

• Visual Storytelling Without Sound: Since LinkedIn videos autoplay silently, prioritise captions and visuals that convey the message independently. Think of your videos as modern silent films – clear visuals and text are essential. 

• Micro-Storytelling in 30 Seconds: Videos under 30 seconds not only align with short attention spans but also boost view completion rates by up to 200%. Completion rates and rewatch rates are vital for algorithms to push content further. If you want more people to see your content, make sure they watch all of it!

2. Types of High-Performing Content 

• Educational Videos with Specific Insights: Research shows that educational content makes consumers 131% more likely to buy. By sharing actionable tips or professional development content tailored to your audience, you can position yourself as a thought leader. 

• Case Study Storytelling: Highlight relatable customer stories that showcase transformation or success, combining emotional appeal with data-driven results. Case studies that solve a clear problem resonate strongly with LinkedIn’s professional audience. 

• Blending Product Demos with Emotional Narratives: Videos that mix technical demonstrations with human-centric storytelling (like Montu’s fundraising video campaign) have proven to drive both credibility and conversions. 

3. The “Mini-Podcast” Format

• Idea Behind the Mini-Podcast: A quick chat with the right guest creates a mixed narrative that keeps the viewer engaged. From this chat you can generate multiple short clips that offer value to your clients and work great for LinkedIn video marketing.

• Here’s a simple 4-step process:
  1. Pick a guest that’s in a related niche with a shared audience (but not a direct competitor).
  2. Focus on answering the top 3 questions your ideal clients are asking.
  3. Keep it easy; use Zoom and aim for a short 10-15 minute conversation.
  4. Grab multiple soundbites that answer your audience’s questions.

• Being the Guest on a Mini-Podcast: Guesting on someone else’s mini-podcast can be valuable too. When others share content featuring you, it boosts your credibility and exposes you to a new audience.

4. Technical Optimisation for LinkedIn Video Marketing

• Mobile-First Design: With the majority of LinkedIn users accessing content on mobile, ensure videos are formatted in vertical (9:16) or square ratios and use large, clear fonts for easy readability. 

• LinkedIn-Optimised Calls to Action: Tailor CTAs to LinkedIn’s professional user base. Instead of generic phrases like “Learn More,” use actions that resonate professionally, such as “View the Full Case Study” or “Schedule a Demo.” 

5. Audience Targeting Innovations 

• Granular Targeting for Niche Tech Audiences (Paid Ads): Use LinkedIn’s targeting tools to refine paid campaigns based on job roles, industry expertise, and company size. For example, targeting mid-level product managers with specific pain points ensures your message lands with decision-makers.

• Engagement-Based Retargeting (Paid Ads): Leverage LinkedIn’s analytics to retarget users who have already interacted with your content – such as completing a video – through paid ads to nudge them further down the funnel.

• Post Targeting for Specific Audience Segments (Non-Paid): Even without a paid ad campaign, you can decide to send posts to the newsfeeds of specific segments of your audience. By doing this you can make sure that your content reaches the right people.

6. Measuring Success Beyond Views 

• Engagement Quality vs. Quantity: Instead of focusing on view counts, prioritise metrics like watch time, comment depth, and shares to measure meaningful interactions. Longer watch durations indicate genuine interest and relevance. 

• ROI from Short-Form Videos: Short-form LinkedIn videos consistently generate a 55% return on investment, making them a cost-effective strategy for tech companies with limited budgets. 

7. Key Recommendations for Maximising ROI 

• Consistent Cross-Promotion: Extend the reach of your LinkedIn videos by sharing them across other platforms and embedding them into email campaigns, websites, and blogs. 

• Optimisation Through Testing: Experiment with video lengths, formats, and hooks to determine what resonates best with your audience. Adjust based on LinkedIn’s analytics insights. 

• Interactive Videos: Explore LinkedIn Live to create an interactive experience, boosting real-time engagement. 

8. Case Study Highlights 

• Slack’s ‘New Feature’ Videos: Slack does a great job using LinkedIn video marketing to showcase new features. Whenever they roll out something new, they post short, easy-to-follow videos that show how the features work. This drives positive comments and reposts, helping them reach more potential users.

• Automation Anywhere’s LinkedIn Live: For their biggest product launch ever, Automation Anywhere used LinkedIn Live. The response was huge. By the end of the live video, there were 1,000 comments from interested viewers. Despite the launch being on multiple platforms, 78% of views came from LinkedIn Live.

By implementing these unique insights, tech companies and start-ups can elevate their LinkedIn video marketing strategy, achieving greater visibility, demand, and credibility in a competitive landscape. 

Want optimse your LinkedIn video marketing strategy? Let’s chat. 

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