April 24, 2025 • 19 mins
LinkedIn short form video is it a trend or game-changer for B2B brands?
Michelle J Raymond reveals why she changed her mind and now believes LinkedIn is the most underrated video platform for business. In this episode, you'll get the facts, the strategy, and the tools to decide if LinkedIn video is worth your time.
Key moments in this episode -
00:00 – Is LinkedIn video worth it?
01:00 – LinkedIn video feed
03:00 – Why this isn’t just another TikTok copy
04:50 – LinkedIn’s official video stats (2025)
06:45 – Pros of LinkedIn video for B2B
09:50 – Real talk: video confidence, branding, and buy-in
12:15 – Tools to make video creation easy (Descript, CapCut, Opus Clip)
14:00 – What B2B brands should actually be doing
16:30 – Final verdict: Is it worth it?
Tools Mentioned in this Episode
CONNECT WITH MICHELLE J RAYMOND
- Michelle J Raymond on LinkedIn
- Book a free intro call
- https://socialmediaforb2bgrowthpodcast.com/
- B2B Growth Co newsletter
Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days.
https://metricool.com/linkedin-trends-study/?utm_source=podcast&utm_medium=influencer&utm_campaign=20250429_michelle-raymond_2025-linkedin-study_en&utm_content=audio&utm_term=q1
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Is LinkedIn the next bigplatform for B2B video marketing?
Let's take a look.
(00:24):
G'Day everyone it's Coach MichelleJ Raymond, and we're here to
talk this week about the curiouscase of the LinkedIn video feed.
One minute, it's there.
One minute it's gone.
Maybe it's coming back bigger and better.
Maybe it's disappeared in itscurrent format altogether.
It's anyone's guess.
it just shows you that LinkedInright now, they don't even know what
(00:45):
is gonna work best for the members.
And I love that they're triallingdifferent things in different regions.
No doubt that the LinkedIn shortform video feed has certainly
gone through lots of changes sincewe first saw it in March, 2024.
We've seen it on mobile only.
It's recently gone to desktop as well.
We have seen it show in feed.
(01:08):
We've seen it in a separate feed.
There was a video tab down thebottom on a lot of devices,
which seems to have disappeared.
We have seen it go in and get mixed,you know, in amongst your normal
content that was suggested for you.
Realistically, it's all over the place.
No doubt though that there is a risein short form video on LinkedIn and I
(01:28):
think that kicked off when we saw atthe end of last year, 2024 that people
were posting short form videos and theywere getting millions of impressions.
And literally, I know multiplepeople that I trust and report these
numbers, and I've seen screenshotshad content going crazy at that time.
(01:49):
Coming to 2025 and things have kindof lost their shine a little bit,
but that doesn't mean that LinkedIndoesn't place importance on this.
And it's absolutely targetedto Gen Z who make up, you know,
practically 65% of the platform.
If you're feeling a little bit left outor you don't understand what's going on,
it's definitely targeted around them.
(02:10):
I'm also thinking about thingsdifferently, I have written off
this short form video feed myself,uh, multiple times as just the poor
cousin to TikTok, Shorts or Reels.
We really haven't had a good experience.
The algorithm for me has been woeful.
It's never actually shown me thethings that I wanna see and that for
(02:32):
me has really taken away my experience.
So it was easy to dismiss it.
But there's one thing that LinkedIn'sgot that none of those other platforms
have, regardless of the algorithm, thetechnology that comes with it, and that is
a captive business to business audience.
I don't think any of those otherplatforms have nearly as much influence
(02:54):
on the B2B industry as what LinkedIndoes on the professional space, on
that business space, and I thinkthat's a real competitive advantage.
Do I think that they would beworking as hard to do this if there
wasn't a question mark around TikTokdisappearing in the United States?
I really don't think thatthey would be going this hard.
But the fact is there is that questionmark going on, and that's a big deal.
(03:18):
And if something was to make TikTokdisappear in the US and they can't
find a buyer for it, or that blowsup, whatever happens, then what's
gonna happen is LinkedIn will have atool that will fill some of that gap.
It is definitely going to keep evolvingthat we do know, I follow the LinkedIn
product managers, we see what they'reup to, what they're talking about, but
(03:41):
one thing I'm absolutely certain of,regardless of what happens with the other
platforms in the future, is that LinkedInare all in on this short form video.
Also, they have new ads which aretargeted towards these short form
videos, and they're doing a lot ofwork around how to make paid ads,
which are short form videos, moresuccessful, so follow the money.
(04:04):
Wherever LinkedIn can make money, theyare going to keep pushing these new tools
and it's a huge opportunity for them.
Especially for thought leadershipads and the like, where individuals
can create short form videos and thenhave the backing of companies to help
that video be seen by more people.
But it also works for brands as well.
(04:25):
So there is lots of coolstuff going on around this.
Before I get into whether Ithink this is good for brands
or not good for brands, let's.
Put the tech aside, just notethat it's gonna keep changing.
How you see it right now is not howit'll probably be in three to six months.
What I'd like to have a look at is someof the stats that are out there now.
(04:45):
Before we go into the stats aroundLinkedIn and video that they've
reported, our friends at Metricoolreleased the LinkedIn report for 2025.
Let's hear a little bit about that.
(05:57):
Let's move away from my opinion and theopinion of others that I've spoken with,
and let's look at some of those stats.
Now, I highly encourage you go andcheck out the Metricool LinkedIn study.
There's a bunch of information in there.
All the details to download that, as Ijust said, will be in the show notes.
But LinkedIn have reported thatengagement on short form video, there
(06:21):
has been a 34% increase making it thefastest growing format on LinkedIn.
So that means more people are trialingit, they're seeing better results,
and when you see better results,you're more likely to repeat that.
I mean, that's obvious, right?
Other things that they're reportingon LinkedIn users are 20 times
(06:42):
more likely to share video content.
Now, that's huge!
When we want our content to be seenby as many different people making
content shareable is super important,so video is perfect for that.
Now I haven't seen that happenin my particular audience.
Maybe you have, if you have dropme a comment if you're watching
(07:02):
on YouTube or on Spotify, you canleave a comment there as well.
But if that doesn't work for you,reach out and connect with me on
LinkedIn and let me know what's yourexperience of this video feed been?
Have you been sharing other people'sshort form video formats yet or not?
I'm always curious to see what mylisteners, what your experience
(07:22):
of these tools are, as opposed tojust stats that LinkedIn reports.
The other thing that they're reporting,and this one really isn't a surprise,
but short form videos under 30 seconds,achieve 200% higher completion rates.
Now that's no surprises.
Shorter.
Get the job done andpeople move on after that.
(07:44):
So they'll watch the whole 30 seconds.
Ideally they were saying maximum ofaround two minutes in the same info.
And I've gotta tell you, unless you havea script and a structure around what
makes a really cool thirty second video.
It is so much harder to go, in my opinion,to go short than what it is to go long.
(08:04):
I find it so tricky.
I know there's a formula to it.
After this quick break, let'shave a look at the pros and
cons of video for B2B marketers.
(08:39):
Pros and cons.
We've gotta look ateverything from both sides.
If I was to look at the pros ofvideo, this is why I love it.
I love it for the factthat people come alive.
They're no longer twodimensional words on a page.
You know what I sound like,you know what I look like.
What's my energy levels like?
Do you like my accent?
Maybe you don't.
These kinds of things.
I really like that kind ofattention from my audience.
(09:02):
'cause I feel.
For me, it takes that extra step for mewhere I feel more connected to people.
We should also pay attention, ifLinkedIn is paying attention to
video, they're gonna help promote it.
They want you to have resultsbecause then you'll talk about it.
Then you'll do more videos, and thenthey can go off to their advertisers
and say look how popular video is.
(09:23):
Why don't you put some money on ads here?
So if there's an upside for LinkedIn,follow where the money is for them
and that's another opportunity.
And for me, I think itshould always be a mix.
There are people that love to learnvia videos, short form videos, and
I'd love to see more people havingfun and getting creative, and
that's the pros with these videos.
(09:45):
You don't need expensive equipment.
You can literally shoot iton your phone these days.
They are so good and it's often theclever types of videos, the simple
videos, the more real videos, therelatable videos that are super powerful.
So lots and lots of pros for me.
If we were to look at the cons of video.
(10:07):
I think it's often hard to get employeesor people on video 'cause we're all
self-conscious to some level or degree.
Some of us more than others, andI certainly can relate to that and
you may think that I'm making thisup, but this podcast and me being
on videos and speaking on stageswould never have happened if I
wasn't petrified when I signed upto do my digital marketing course.
(10:30):
And I haven't told thisstory for a little while.
But it's always a reminder.
When I first started my business,I signed up for a digital marketing
course and I printed off all of theinfo and I was ready to get into it.
But the first assignment was record afive minute video talking about myself.
And I froze and I freaked outand I thought, there is no way I
could ever talk for five minutes.
(10:52):
And I know as my loyal podcastlisteners, you're sitting there
going, no way, Michelle, but trust me.
Trust me.
I only recently finally let goof those papers because I was so
embarrassed on some level that Ihad never gone through with that.
But that's how I jumped intoLinkedIn Live is my starting point.
And from there, the rest,as they say, is history.
(11:15):
So I appreciate that forsome people, video is just a
place that they can't get to.
I also think others think thatyou need so much more equipment.
The cons that in businesses might bethat there's so many rules around what
you can and can't do for the brand,and so you might be forced to do
something really high level quality,which is expensive, and therefore the
(11:37):
project never gets off the ground.
So I totally understandit from that perspective.
If you're doing it just becauseLinkedIn loves it, that is
not a good enough reason.
That is an absolute con for me.
You should be doing it with your audienceand being in service to them in mind.
That for me listeners, is myvery short list of pros and cons,
and you should write your ownlist of pros and cons for you.
(12:01):
What's the opportunity if you wereto take on short form video and what
is the potential cost or what isthe thing that's holding you back?
Let's talk about the strategy behindLinkedIn short form videos that I
(12:22):
recommend for B2B marketers, businessowners, and those looking to get started
on LinkedIn with this format type.
First and foremost, I think itis worthwhile investing in the
right tools to make the videos.
I just said that you don't need fancyequipment and you definitely do not.
So phones are more than enough these days.
(12:42):
Just go out and stand outside in the sun.
That's the best lightingthat you'll ever get.
And think about how can I createsomething that's helpful for other people.
The tools that I would recommend thatmake it really easy to edit videos
would either be CapCut or Descript.
Now, Descript is my go-to.
I'm gonna put the details of allof these tools in the show notes so
(13:06):
that you can go and check it out.
It really is a simple, if you can editlike a Word document or an email, that's
how easy it is to edit videos on Descript.
So I absolutely love that tool.
It.
Is a must in our business these days.
I couldn't live without it.
Other people like CapCut.
It's also on a mobile version, abit simpler, lots of cool things and
(13:28):
features that you can use on CapCut also.
So check that one out.
Horses for courses when it comes to tools.
Do you need them?
No.
But will it make yourlife a little bit easier?
Absolutely.
The thing I wanna see more of forB2B brands is some creativity, some
having fun, some trying new ideas,and it takes a bit of courage.
(13:49):
I appreciate that.
A lot of the times in B2B, we lookand go, yeah, that's good for them.
They're allowed to do anythingbut my brand, we can't do it.
You might just be surprised at who willlet you try different things when you come
up with a good idea and you can share whyand always be testing stuff on LinkedIn.
You may have discovered somethingthat your audience loves and
(14:12):
especially having a bit of fun.
I don't think we seeenough of that on LinkedIn.
Always align it with your audience,your brand, your messaging.
Those things are important, butit doesn't mean that you have to
overly brand every single video.
It's something that I, I appreciatewhy marketers wanna do it, but
there's a time and a place, andsubtle branding will always help
(14:35):
your videos perform better because.
People when they're scrolling, LinkedIncan confuse an overly branded post,
or in this case, a video with an ad.And quite often we scroll past ads,
especially if they're not interesting.
The other thing I'd like tosee is some storytelling.
Storytelling is one of those thingsI've, I've gotta say for myself I
(14:56):
actually thought that it was a littlebit woowoo and who really needs it, and
does it really have a place on LinkedIn?
Can't I just stick to the facts?
Do I really need a story totell how things are done?
And the answer is actually,yeah, I think we do.
Because they make it interesting.
They make it memorable,they make it relatable.
Think about how can you introduceelements rather than always
(15:20):
sticking with a how to style video.
Everything has its place.
It's always about having a good mix ofcontent, and as long as that content is in
service of your ideal audience and helpsthem get closer to their goals, remember
last week's episode if you missed it.
It was all about making sure we'renot self-absorbed and talking about
(15:42):
ourselves all the time and trying tomake ourselves look good in our content
rather than we're helping others.
One final way for brands to quicklyand easily get involved in the short
form video trend on LinkedIn is tomake sure that you have a great tool
for repurposing longer videos thatyou may have into short form clips.
(16:03):
In our business, we use Opus Clip.
I will share the details forthat in the show notes as well.
But within about a minute max,you can go from a long form video
into pre-made short form clips.
Like it is literallythe click of a button.
You don't need to send everythingoff to external video editors.
There is a time and a place, and ifyou are at that level, go for it.
(16:27):
I'm absolutely cheering you onif you're already there or have
those resources internally.
But do not let having videoeditors if you don't have those
resources in your business.
The tools I've described, CapCut,Descript and Opus Clip are your
go-tos, and I trust me, if we canuse it in our, if we can use it in
(16:48):
my business, you can use it in yours.
At the end of the day, do I thinkshort form vertical videos on
LinkedIn are worth it for B2B brands?
I think I'm gonna say yes theyare with the disclaimer of not
(17:09):
doing it for the sake of doing it.
If they work for your audience, ifyou tick all of those other boxes,
you are there to serve them, you'rebeing creative, you are using them
strategically, you're having some fun,then yes, this should be a mix in your
content, just like all the other formats.
If you discover that short formvideo format is not for you, maybe
(17:32):
LinkedIn Live is, I can't tellyou how much I love LinkedIn Live.
They are amazing because youdon't have to be scripted.
You can grab a guest, you canhave multiple people on there.
They are such a fabulousway for building community.
I think they will always be myfavorite format of video content
when it comes to LinkedIn.
(17:52):
It's where I got started.
It is how I built up the confidenceto do everything that I do today.
So I love it.
For those of you who have nevercreated a short form video.
I'd love to see you have a go.
Because getting started and making thatfirst one is the absolute hardest one.
You can go back and see myfirst video on LinkedIn.
(18:12):
I'm very happy to share the link to it.
You can see it if you go tothe video tab on my profile.
It kind of makes me cringe now,but if I didn't make that one.
As I said, I wouldn't be who I amtoday standing on international stages
speaking without that first cringe video.
So I wish you every success.
(18:34):
Please tag me in any that you make.
Send me the link over on LinkedInso I can go and watch it and
I'll be there cheering you on.
Until next week, cheers.
Is LinkedIn the next bigplatform for B2B video marketing?
Let's take a look.
(00:24):
G'Day everyone it's Coach MichelleJ Raymond, and we're here to
talk this week about the curiouscase of the LinkedIn video feed.
One minute, it's there.
One minute it's gone.
Maybe it's coming back bigger and better.
Maybe it's disappeared in itscurrent format altogether.
It's anyone's guess.
it just shows you that LinkedInright now, they don't even know what
(00:45):
is gonna work best for the members.
And I love that they're triallingdifferent things in different regions.
No doubt that the LinkedIn shortform video feed has certainly
gone through lots of changes sincewe first saw it in March, 2024.
We've seen it on mobile only.
It's recently gone to desktop as well.
We have seen it show in feed.
(01:08):
We've seen it in a separate feed.
There was a video tab down thebottom on a lot of devices,
which seems to have disappeared.
We have seen it go in and get mixed,you know, in amongst your normal
content that was suggested for you.
Realistically, it's all over the place.
No doubt though that there is a risein short form video on LinkedIn and I
(01:28):
think that kicked off when we saw atthe end of last year, 2024 that people
were posting short form videos and theywere getting millions of impressions.
And literally, I know multiplepeople that I trust and report these
numbers, and I've seen screenshotshad content going crazy at that time.
(01:49):
Coming to 2025 and things have kindof lost their shine a little bit,
but that doesn't mean that LinkedIndoesn't place importance on this.
And it's absolutely targetedto Gen Z who make up, you know,
practically 65% of the platform.
If you're feeling a little bit left outor you don't understand what's going on,
it's definitely targeted around them.
(02:10):
I'm also thinking about thingsdifferently, I have written off
this short form video feed myself,uh, multiple times as just the poor
cousin to TikTok, Shorts or Reels.
We really haven't had a good experience.
The algorithm for me has been woeful.
It's never actually shown me thethings that I wanna see and that for
(02:32):
me has really taken away my experience.
So it was easy to dismiss it.
But there's one thing that LinkedIn'sgot that none of those other platforms
have, regardless of the algorithm, thetechnology that comes with it, and that is
a captive business to business audience.
I don't think any of those otherplatforms have nearly as much influence
(02:54):
on the B2B industry as what LinkedIndoes on the professional space, on
that business space, and I thinkthat's a real competitive advantage.
Do I think that they would beworking as hard to do this if there
wasn't a question mark around TikTokdisappearing in the United States?
I really don't think thatthey would be going this hard.
But the fact is there is that questionmark going on, and that's a big deal.
(03:18):
And if something was to make TikTokdisappear in the US and they can't
find a buyer for it, or that blowsup, whatever happens, then what's
gonna happen is LinkedIn will have atool that will fill some of that gap.
It is definitely going to keep evolvingthat we do know, I follow the LinkedIn
product managers, we see what they'reup to, what they're talking about, but
(03:41):
one thing I'm absolutely certain of,regardless of what happens with the other
platforms in the future, is that LinkedInare all in on this short form video.
Also, they have new ads which aretargeted towards these short form
videos, and they're doing a lot ofwork around how to make paid ads,
which are short form videos, moresuccessful, so follow the money.
(04:04):
Wherever LinkedIn can make money, theyare going to keep pushing these new tools
and it's a huge opportunity for them.
Especially for thought leadershipads and the like, where individuals
can create short form videos and thenhave the backing of companies to help
that video be seen by more people.
But it also works for brands as well.
(04:25):
So there is lots of coolstuff going on around this.
Before I get into whether Ithink this is good for brands
or not good for brands, let's.
Put the tech aside, just notethat it's gonna keep changing.
How you see it right now is not howit'll probably be in three to six months.
What I'd like to have a look at is someof the stats that are out there now.
(04:45):
Before we go into the stats aroundLinkedIn and video that they've
reported, our friends at Metricoolreleased the LinkedIn report for 2025.
Let's hear a little bit about that.
(05:57):
Let's move away from my opinion and theopinion of others that I've spoken with,
and let's look at some of those stats.
Now, I highly encourage you go andcheck out the Metricool LinkedIn study.
There's a bunch of information in there.
All the details to download that, as Ijust said, will be in the show notes.
But LinkedIn have reported thatengagement on short form video, there
(06:21):
has been a 34% increase making it thefastest growing format on LinkedIn.
So that means more people are trialingit, they're seeing better results,
and when you see better results,you're more likely to repeat that.
I mean, that's obvious, right?
Other things that they're reportingon LinkedIn users are 20 times
(06:42):
more likely to share video content.
Now, that's huge!
When we want our content to be seenby as many different people making
content shareable is super important,so video is perfect for that.
Now I haven't seen that happenin my particular audience.
Maybe you have, if you have dropme a comment if you're watching
(07:02):
on YouTube or on Spotify, you canleave a comment there as well.
But if that doesn't work for you,reach out and connect with me on
LinkedIn and let me know what's yourexperience of this video feed been?
Have you been sharing other people'sshort form video formats yet or not?
I'm always curious to see what mylisteners, what your experience
(07:22):
of these tools are, as opposed tojust stats that LinkedIn reports.
The other thing that they're reporting,and this one really isn't a surprise,
but short form videos under 30 seconds,achieve 200% higher completion rates.
Now that's no surprises.
Shorter.
Get the job done andpeople move on after that.
(07:44):
So they'll watch the whole 30 seconds.
Ideally they were saying maximum ofaround two minutes in the same info.
And I've gotta tell you, unless you havea script and a structure around what
makes a really cool thirty second video.
It is so much harder to go, in my opinion,to go short than what it is to go long.
(08:04):
I find it so tricky.
I know there's a formula to it.
After this quick break, let'shave a look at the pros and
cons of video for B2B marketers.
(08:39):
Pros and cons.
We've gotta look ateverything from both sides.
If I was to look at the pros ofvideo, this is why I love it.
I love it for the factthat people come alive.
They're no longer twodimensional words on a page.
You know what I sound like,you know what I look like.
What's my energy levels like?
Do you like my accent?
Maybe you don't.
These kinds of things.
I really like that kind ofattention from my audience.
(09:02):
'cause I feel.
For me, it takes that extra step for mewhere I feel more connected to people.
We should also pay attention, ifLinkedIn is paying attention to
video, they're gonna help promote it.
They want you to have resultsbecause then you'll talk about it.
Then you'll do more videos, and thenthey can go off to their advertisers
and say look how popular video is.
(09:23):
Why don't you put some money on ads here?
So if there's an upside for LinkedIn,follow where the money is for them
and that's another opportunity.
And for me, I think itshould always be a mix.
There are people that love to learnvia videos, short form videos, and
I'd love to see more people havingfun and getting creative, and
that's the pros with these videos.
(09:45):
You don't need expensive equipment.
You can literally shoot iton your phone these days.
They are so good and it's often theclever types of videos, the simple
videos, the more real videos, therelatable videos that are super powerful.
So lots and lots of pros for me.
If we were to look at the cons of video.
(10:07):
I think it's often hard to get employeesor people on video 'cause we're all
self-conscious to some level or degree.
Some of us more than others, andI certainly can relate to that and
you may think that I'm making thisup, but this podcast and me being
on videos and speaking on stageswould never have happened if I
wasn't petrified when I signed upto do my digital marketing course.
(10:30):
And I haven't told thisstory for a little while.
But it's always a reminder.
When I first started my business,I signed up for a digital marketing
course and I printed off all of theinfo and I was ready to get into it.
But the first assignment was record afive minute video talking about myself.
And I froze and I freaked outand I thought, there is no way I
could ever talk for five minutes.
(10:52):
And I know as my loyal podcastlisteners, you're sitting there
going, no way, Michelle, but trust me.
Trust me.
I only recently finally let goof those papers because I was so
embarrassed on some level that Ihad never gone through with that.
But that's how I jumped intoLinkedIn Live is my starting point.
And from there, the rest,as they say, is history.
(11:15):
So I appreciate that forsome people, video is just a
place that they can't get to.
I also think others think thatyou need so much more equipment.
The cons that in businesses might bethat there's so many rules around what
you can and can't do for the brand,and so you might be forced to do
something really high level quality,which is expensive, and therefore the
(11:37):
project never gets off the ground.
So I totally understandit from that perspective.
If you're doing it just becauseLinkedIn loves it, that is
not a good enough reason.
That is an absolute con for me.
You should be doing it with your audienceand being in service to them in mind.
That for me listeners, is myvery short list of pros and cons,
and you should write your ownlist of pros and cons for you.
(12:01):
What's the opportunity if you wereto take on short form video and what
is the potential cost or what isthe thing that's holding you back?
Let's talk about the strategy behindLinkedIn short form videos that I
(12:22):
recommend for B2B marketers, businessowners, and those looking to get started
on LinkedIn with this format type.
First and foremost, I think itis worthwhile investing in the
right tools to make the videos.
I just said that you don't need fancyequipment and you definitely do not.
So phones are more than enough these days.
(12:42):
Just go out and stand outside in the sun.
That's the best lightingthat you'll ever get.
And think about how can I createsomething that's helpful for other people.
The tools that I would recommend thatmake it really easy to edit videos
would either be CapCut or Descript.
Now, Descript is my go-to.
I'm gonna put the details of allof these tools in the show notes so
(13:06):
that you can go and check it out.
It really is a simple, if you can editlike a Word document or an email, that's
how easy it is to edit videos on Descript.
So I absolutely love that tool.
It.
Is a must in our business these days.
I couldn't live without it.
Other people like CapCut.
It's also on a mobile version, abit simpler, lots of cool things and
(13:28):
features that you can use on CapCut also.
So check that one out.
Horses for courses when it comes to tools.
Do you need them?
No.
But will it make yourlife a little bit easier?
Absolutely.
The thing I wanna see more of forB2B brands is some creativity, some
having fun, some trying new ideas,and it takes a bit of courage.
(13:49):
I appreciate that.
A lot of the times in B2B, we lookand go, yeah, that's good for them.
They're allowed to do anythingbut my brand, we can't do it.
You might just be surprised at who willlet you try different things when you come
up with a good idea and you can share whyand always be testing stuff on LinkedIn.
You may have discovered somethingthat your audience loves and
(14:12):
especially having a bit of fun.
I don't think we seeenough of that on LinkedIn.
Always align it with your audience,your brand, your messaging.
Those things are important, butit doesn't mean that you have to
overly brand every single video.
It's something that I, I appreciatewhy marketers wanna do it, but
there's a time and a place, andsubtle branding will always help
(14:35):
your videos perform better because.
People when they're scrolling, LinkedIncan confuse an overly branded post,
or in this case, a video with an ad.And quite often we scroll past ads,
especially if they're not interesting.
The other thing I'd like tosee is some storytelling.
Storytelling is one of those thingsI've, I've gotta say for myself I
(14:56):
actually thought that it was a littlebit woowoo and who really needs it, and
does it really have a place on LinkedIn?
Can't I just stick to the facts?
Do I really need a story totell how things are done?
And the answer is actually,yeah, I think we do.
Because they make it interesting.
They make it memorable,they make it relatable.
Think about how can you introduceelements rather than always
(15:20):
sticking with a how to style video.
Everything has its place.
It's always about having a good mix ofcontent, and as long as that content is in
service of your ideal audience and helpsthem get closer to their goals, remember
last week's episode if you missed it.
It was all about making sure we'renot self-absorbed and talking about
(15:42):
ourselves all the time and trying tomake ourselves look good in our content
rather than we're helping others.
One final way for brands to quicklyand easily get involved in the short
form video trend on LinkedIn is tomake sure that you have a great tool
for repurposing longer videos thatyou may have into short form clips.
(16:03):
In our business, we use Opus Clip.
I will share the details forthat in the show notes as well.
But within about a minute max,you can go from a long form video
into pre-made short form clips.
Like it is literallythe click of a button.
You don't need to send everythingoff to external video editors.
There is a time and a place, and ifyou are at that level, go for it.
(16:27):
I'm absolutely cheering you onif you're already there or have
those resources internally.
But do not let having videoeditors if you don't have those
resources in your business.
The tools I've described, CapCut,Descript and Opus Clip are your
go-tos, and I trust me, if we canuse it in our, if we can use it in
(16:48):
my business, you can use it in yours.
At the end of the day, do I thinkshort form vertical videos on
LinkedIn are worth it for B2B brands?
I think I'm gonna say yes theyare with the disclaimer of not
(17:09):
doing it for the sake of doing it.
If they work for your audience, ifyou tick all of those other boxes,
you are there to serve them, you'rebeing creative, you are using them
strategically, you're having some fun,then yes, this should be a mix in your
content, just like all the other formats.
If you discover that short formvideo format is not for you, maybe
(17:32):
LinkedIn Live is, I can't tellyou how much I love LinkedIn Live.
They are amazing because youdon't have to be scripted.
You can grab a guest, you canhave multiple people on there.
They are such a fabulousway for building community.
I think they will always be myfavorite format of video content
when it comes to LinkedIn.
(17:52):
It's where I got started.
It is how I built up the confidenceto do everything that I do today.
So I love it.
For those of you who have nevercreated a short form video.
I'd love to see you have a go.
Because getting started and making thatfirst one is the absolute hardest one.
You can go back and see myfirst video on LinkedIn.
(18:12):
I'm very happy to share the link to it.
You can see it if you go tothe video tab on my profile.
It kind of makes me cringe now,but if I didn't make that one.
As I said, I wouldn't be who I amtoday standing on international stages
speaking without that first cringe video.
So I wish you every success.
(18:34):
Please tag me in any that you make.
Send me the link over on LinkedInso I can go and watch it and
I'll be there cheering you on.
Until next week, cheers.
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