Using Native Video on LinkedIn: A #CMWorld Chat with Allen Gannett

It’s no secret that the use of video has exploded in recent years. In fact, our 2018 Benchmarks, Budgets, and Trends research found 72% of B2B marketers say they use video for content marketing purposes.

Video’s popularity may be attributed to many factors, the greatest being authenticity. Video gives people a better sense of who you are.

TrackMaven CEO Allen Gannett is considered to be one of LinkedIn’s influencers and has been uploading native video to the platform for months. Allen joined us for a recent #CMWorld Twitter chat to share his experiences.

Is uploading native video on LinkedIn different than sharing on other social platforms like Facebook or Snapchat?

A1: The uploading experience on LinkedIn doesn’t differ much from Facebook although it takes a bit longer. Snapchat is short snippets, and isn’t as effective for me because I have a hard time having fun in 10 seconds or less 🙂 #CMWorld

— Allen Gannett (@Allen) January 16, 2018

A1: It doesn’t bloody work most of the time ? I think, at the moment, video on LinkedIn is more about awareness building than reach. Still far less engagement; good to help you stand out, though. And yes, still far better for B2B than B2C. #CMWorld

— Lorrie Hartshorn (@LorrieHartshorn) January 16, 2018

A1 More professionally minded audience. Content likely to be seen by decision makers you’re looking to influence. A great way to showcase expertise. #cmworld

— René Power (@renepower) January 16, 2018

A1: As is true for all platforms, we need to understand our LinkedIn audience better than ever before to make sure we are creating videos that will resonate with them! Not sure it’s the place for “funny,” 6-second Vine-type videos. #CMworld

— Olive & Company (@oliveandco) January 16, 2018

Once you decide to try video on LinkedIn, should you spend time and budget on a professional video? Or should you create content “on the fly” with your smartphone?

A4: I literally film on my out-of-date iPhone and I use an app called deshake that costs $3 and is amazing stabilizing videos (you can tell when I forget). Not only is it easier, but I think people like it more. Social media is about being social, not shooting in 4k #CMWorld

— Allen Gannett (@Allen) January 16, 2018

A4 you can do tasteful and professional on a small budget! And you can utilize that video/pieces of it in other channels – get more bang for the buck, which we all love #CMWorld

— Amanda Vera (@amnda_vera) January 16, 2018

A4: There are advantages to both a highly-produced, professional video and something more off the cuff. Cost is a huge variable, but brand is another. Are you an off-the-cuff kind of person? Manage your own brand well (it’s the only one you’ve got). #CMWorld

— Mike Myers ? (@mikemyers614) January 16, 2018

Looking for inspiration from video content creators on LinkedIn? Our community recommended a few to check out on LinkedIn.

• Our special guest Allen Gannett
• #CMWorld community’s own Lane Anderson
• Goldie Chan
• Manu Goswami
• Natalia Wiechowski

We had a great time chatting with everyone. Awesome chat! If there is a specific topic you would like to see covered, please let us know in the comments below. And if you’re interested in participating in future #CMWorld Twitter chats, you can find our schedule here.

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