LinkedIn has finally added a native video feature

HERE'S WHAT IT MEANS FOR YOUR COMPANY OR CAMPAIGN'S COMMS STRATEGY

What has happened?

LinkedIn has launched a new native video feature, which will allow users to upload videos already saved on their devices or to record video directly through the app. Previously, users had to upload videos to YouTube and then embed them on LinkedIn. Videos can last up to ten minutes, and will play automatically in a user’s feed. The new feature will be rolling out globally over the coming weeks.

Why is this such a big deal?

This could be a game-changer for the way that you share your company or campaign’s video content. LinkedIn is well-established as the go-to social media platform for business professionals, and boasts 500 million members. The arrival of native video presents a huge opportunity to reach this specific audience in new ways. The introduction of native video to other social media platforms like Facebook and Snapchat led to explosive growth, and LinkedIn will be looking to replicate this.

How could native video affect my comms strategy?

One of the unique things that LinkedIn’s new native video feature will offer is specific analytics about where viewers work and their roles. This could add a whole new dimension to your campaign. For example, you’ll be able to use these analytics to create content better suited to your particular audience of professionals; you’ll have more tools at your disposal to build your followers; and you’ll be able to measure your impact in a far more precise way than has previously been the case.

It is also expected that native video will make it possible to run targeted video ads within LinkedIn, although this feature is still in development. With this tool, not only will your content be able to benefit from better data, but you’ll be also able to run campaigns that target your content towards certain professional audiences.