Video marketing has proven to be highly effective in engaging audiences, conveying messages, and driving various marketing goals. Whether it be increasing brand awareness, boosting website traffic, or generating higher conversion rates.
Consider the following statistics:
- Users spend almost 3x more time engaging with video ads than other ads.
- LinkedIn’s research shows that members are 20x more likely to share a video on LinkedIn than any other type of post.
- 73% of B2B marketers say video positively impacts their marketing return on investment.
In addition to its broad marketing benefits, video marketing is a powerful tool for personal branding and establishing yourself as a thought leader. How? Well, it allows you to showcase your expertise and insights in a dynamic and engaging format that resonates with your audience.
Video’s visual and auditory elements enhance your ability to convey emotion and passion, making it easier for others to relate to your ideas and connect with what you are saying.
What’s more, these videos stick with your audience long after they’ve scrolled past them, making videos an incredibly effective way to establish yourself as a thought leader.
You might be wondering, “How does LinkedIn fit into all of this?”. When the term “video marketing” pops up, your mind might rush to platforms like YouTube, Snapchat, or the reigning champion when it comes to video hosting platforms, TikTok. However, videos perform especially well on LinkedIn. In fact, videos get 5x more engagement on the platform than other content.
Why post videos on LinkedIn instead of platforms built specifically for videos? Well, LinkedIn allows you to share videos directly, and you can also repurpose videos for other platforms like YouTube and TikTok to share directly with your LinkedIn network.
In this article, we’ll discuss the potential of video marketing on LinkedIn, how it can help you establish thought leadership and grow your personal brand, and explore how you can repurpose video content from other social media platforms for LinkedIn.
Similarities Between TikTok & LinkedIn
When it comes to social media platforms, you might think LinkedIn and TikTok have very little in common – but you would be mistaken. They have far more in common than you might think.
Yes, LinkedIn is mainly used by B2B businesses, while TikTok is more geared towards B2C audiences. It’s also true that LinkedIn has more variety when it comes to publishing content – whether it be articles, infographics, white papers, newsletters, and, of course, videos; while TikTok is just videos. But both platforms are perfect for growing brand awareness and establishing yourself as a thought leader.
Let’s start with the fact that LinkedIn and TikTok have a majority of users who consume content much more than they create content. Surprisingly, only around 1% of LinkedIn’s 260 million monthly active users share their own posts, and two-thirds of TikTok’s active users do not create their own content.
What does this mean? Since both of these platforms have far more users who consume content, you have a much better chance of standing out from the crowd when you post content on these platforms.
How to Repurpose Content on LinkedIn?
As we briefly mentioned above, you can repurpose video content from TikTok, as well as any other video platform, and bring it over to LinkedIn. It’s nice and simple. Simply download the videos and then upload them on LinkedIn.
Repurposing TikTok content allows you to diversify your content strategy without starting from scratch each and every time, saving time and effort while keeping your content fresh and interesting. However, it is important to consider the content and audience of each platform.
LinkedIn is primarily a professional networking platform used for job searching, career development, and building professional connections. So, make sure the video aligns with your professional goals and professionally portrays you.
You should also consider adapting the video’s caption or description to suit the audience and make it relevant to their interests and needs. Remember, captions are great conversation starters, so make sure it is engaging.
Adapting them for each platform helps encourage more meaningful engagement with your audience, as you can tailor your captions to initiate discussions that align with your network on LinkedIn.
So, this is how you can easily and effectively repurpose TikTok videos for LinkedIn.
What Types of Video Content Should Thought Leaders Post on LinkedIn?
The next question is, what type of videos should you be posting? Anyone can post videos on LinkedIn, but how do you create engaging videos that establish you as a thought leader? Well, there are a few different options you can use to showcase your expertise and engage with your audience.
Creating original and valuable content is crucial for establishing credibility. LinkedIn’s focus on promoting helpful and useful content aligns perfectly with this goal.
Here are some types of videos that you can produce:
- Education tutorials are great for showcasing your expertise in your field. You can create video tutorials that teach specific skills, offer solutions to common problems, or demonstrate step-by-step processes.
- Industry Insight and trend analysis videos can help you demonstrate your in-depth knowledge of the current topics that are relevant in your industry.
- You can create videos discussing current trends, changes, and innovations in your industry. This helps your viewers stay updated on the latest developments.
- To add a more personal side to your network, sharing personal anecdotes and experiences related to your journey in the industry can make you more relatable and humanise your brand. These stories can inspire and resonate with your audience.
- Conducting interviews with other experts or hosting Q&A sessions allows you to share different perspectives and insights. This type of content fosters engaging discussions and shows your commitment to staying informed and connected.
So, you have plenty of options to choose from if you want to establish yourself as a thought leader using video.
Don’t Like TikTok? – Not A Problem
If TikTok isn’t the platform for you and your brand, it’s no problem at all; this is the case with a lot of B2B businesses, as their target audience isn’t active on this platform. There are still plenty of other options for creating free video content.
Here are some alternative options:
- YouTube is one of the most well-known video-sharing platforms. You can create and upload your videos for free. It also offers basic video editing tools through YouTube Studio.
- Shotcut is an open-source video editing software available for Windows, macOS, and Linux. It offers a wide range of video editing features.
- Adobe Spark allows you to create videos with its easy-to-use online tools. It offers templates, music, and the ability to add narration.
So, there are plenty of tools and platforms out there. If TikTok isn’t your thing, don’t worry – you have other options.
Yes, LinkedIn and TikTok are very different platforms with different purposes and different audiences. However, when used right, they can complement each other nicely, benefitting your brand.
Bear in mind that both platforms have their unique audiences and cultures. Adjust your approach to fit what each platform expects while staying true to your personal or professional style. Remember to be patient and persistent, as building a presence takes time and consistent effort.
Written by Rachel Rigby, Account Executive & Digital Marketing Apprentice at StraightIn