Why LinkedIn Video Is a Competitive Advantage for Marketers in 2018

For a while now, videos have been making their way through the many other forms of digital communication, managing to become one of the most common types of consumer content on the internet. In fact, it is predicted that by 2021, over 80% of all content on the internet will be in video form.

Videos no longer need to turn viral in order to be considered successful. There is so much digital content that it would be close to a miracle for your content to go viral nowadays. Nevertheless, public demand for video content is unquestionable and every business, big or small, needs to incorporate it into their overall marketing strategy.

Social media is the perfect ‘breeding ground’ for video content. And while most social outlets have integrated video into their platforms for some time, LinkedIn has only recently done so. In its defense, LinkedIn is a B2B platform used by professionals to create and consolidate their business networks. Until recently, videos were seen as nothing more than entertainment content.

Yet, today things have changed and videos are taking center stage. By playing to its strengths and incorporating the possibility of video content, LinkedIn has ensured a firm foothold for itself among the other social platforms. In short, companies and business experts can now boost their brands, increase their reputation, their reach, and form new connections by making use of video.

LinkedIn Video Uses

As a relatively new feature on LinkedIn, the potential uses for video on this business-oriented social platform are still being discovered. This means that creative experimentation is still taking place. Nevertheless, here are some proven examples of what LinkedIn videos can be used for.

Video Blogging – Also known as vlogging, video blogs are nothing more than ordinary blog posts put in video form. Adopted mainly by individuals, vlogs were used to improve their own personal brand to great effect. But while individual vloggers continue to dominate YouTube, LinkedIn can provide something similar for businesses but in a more appropriate setting.

The reasons for creating a video blog on LinkedIn are numerous. Studies have shown that B2B companies that have a blog see up to 67% more traffic and leads per month. What’s more, blog posts that contain video, or other forms of visual engagement, generate almost twice as many views. Surveys indicate that only 20% of people will read a text, while 80% will gladly watch a video of the same content.

Webinars – These live and oftentimes interactive sessions are among the most engaging forms of video marketing. Since viewers can also become participants in the discussion, they automatically become more emotionally attached to the company hosting the event. By recording and posting webinars on LinkedIn, you are sure to boost your brand’s visibility and reputation.

Testimonials – Nothing drives more leads than good reviews, success stories, and word-of-mouth advertising. Testimonials are among the most powerful of such reviews. They can demonstrate your company’s value to other potential customers; all the while a third party is doing the talking.

When viewers see fellow professionals sharing their positive experience, you are guaranteed to see an increase in brand awareness and leads. A video testimonial has a certain authenticity that no text can match. If you have one or more satisfied clients, do not hesitate to ask them for a testimonial.

Showcase Videos – Forming a more personal and intimate relationship with potential leads is a great way to get your foot in the door. Showcase videos of your office, employees, work culture, or whatever else that may be working for you, give your company a more personal feel that clients can trust.

Other special events including parties, team building getaways, seminars, or other forms of social gatherings also make good showcase videos. These videos are also good at attracting new personnel. If you can give your products or services a special twist that might make the video seem like something else than a simple advert, then go for it.

Instruction Videos – Even though they might not look like it, instruction and how-to videos are a great way to attract new customers. These videos are, in fact, highly sought after by millennials when trying to learn new skills. Over 65% of those interviewed have said they view these videos on a regular basis.

These videos are more valuable to those who have already interacted with your business. With this in mind, instruction videos are great at keeping your client base happy and satisfied. Nevertheless, new leads will be attracted to these videos if they provide unique content or present your product or service from an interesting angle. As a general rule of thumb, people like instruction videos that will help them do their jobs better.


In short, LinkedIn videos provide new opportunities waiting to be seized. With a bit of experimentation, every company can gain a competitive advantage if they use these videos correctly.

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