INTRODUCTION
LinkedIn has turned into a powerful platform for B2B marketing, offering features that enable companies to engage their target audience effectively. Its app now has a section dedicated solely to videos, similar to TikTok and the Reels tab in Instagram.
Here are how B2B companies can use the LinkedIn video feed for branding.
WHAT IS THE LINKEDIN VIDEO FEED
The LinkedIn video feed allows users to post native video content (media that you upload vs. just linking to another platform) that can appear in anyone’s feed (not just for your connections). The videos appear “based on quality and relevance,” according to LinkedIn, which didn’t define those terms. Users can like, comment, or share from the immersive player.
HOW TO POST VIDEOS ON LINKEDIN
In the LinkedIn app, tap on the plus button in the upper right, then choose “Add media” (either the photo icon or the plus button) and select a video from your device. The platform supports formats like MP4 and MOV, and can upload a maximum file size of 5GB.
Once you’ve selected the video, LinkedIn provides simple video trimming, auto caption addition and minimal text overlay options. If you are looking for professional-quality content, you should create your videos using external editing tools such as Adobe Premiere, Final Cut Pro or CapCut before uploading.
Next, write a compelling caption to provide context and engage viewers, and then hit “Post.”
Note that the immersive player is similar to TikTok’s and Instagram’s layout, so your videos need to be vertical, not horizontal.
BEST PRACTICES FOR B2B VIDEO CONTENT
Keep the videos short and engaging. The ideal video length is 30-90 seconds. This ensures that your message will be communicated effectively while keeping the audience’s attention.
Make sure the video focuses on value-driven content. Here are some content ideas:
- Thought leadership or industry trends
- Product demonstration videos
- Behind the scenes of your company culture (e.g., highlighting team members)
- Client testimonials
- Events (e.g., takeaways from conferences)
B2B companies also should develop a consistent video posting schedule. When starting, try to post at least once a week and increase the frequency from there.