LinkedIn’s launch of native video on its platform promises significant benefits for PR, marketing, human relations and CEOs. Up until now, LinkedIn users could only post a video link that would then redirect the user to another platform such as YouTube and many others. But thanks to native video, LinkedIn users can now create a video from a mobile app and then share it as an update on their feed. Soon the desktop functionality will be possible. Users can also upload video files.
PR and marketing executives generally welcome native videos as a means to gain audience attention, boost brand awareness and promote their services and products to their target audience. According to Social Media Examiner, 73 percent of marketers planned to increase their usage of video in 2017.
It is well known that Facebook and other platforms support video, however more serious videos on business ideas or products can easily get lost among the more fun entertaining videos of cats or music videos that often run on these social media platforms. On LinkedIn however, the users take on a more professional mind-set and as such are more receptive to video geared towards business. Research from Cisco Systems found that 75 percent of business executives watch work-related video weekly, points out Sean Callahan, LinkedIn senior manager of content marketing.
“Video lets you give people a better sense of who you are, build trust, and reinforce your brand. People are more likely to connect with you after seeing your videos, and you never know what business can develop from new relationships,” writes LinkedIn marketing expert Viveka von Rosen for Social Media Examiner. “Your personality and voice are crucial in marketing and sales, and video helps you showcase your knowledge and expertise.”
The addition of native video suggests that LinkedIn primary Job searching engine is broadening its horizons and adopting a broader business orientation.