If you haven’t heard yet, LinkedIn is rolling out a brand-new short-form video feature, and it's creating quite a buzz. The feature began rolling out in September 2024 following an initial beta launch in April. Much like TikTok, Instagram, and YouTube Shorts, LinkedIn's video feature enables users to create their own vertical videos, usually between 30 seconds and 1 minute.
For small businesses like yours, this is an incredible chance to stand out in a busy digital world. As video content becomes increasingly crucial across social platforms, LinkedIn’s latest update promises to transform how we connect with our audiences. It's an exciting moment to explore new ways to engage and showcase what makes your brand special!
Why It’s Valuable for Small Businesses
Increased Visibility
For smaller brands, gaining visibility in a digital landscape dominated by larger influencers and companies can be challenging. LinkedIn’s short-form video feature offers an excellent opportunity to level the playing field.
These videos are designed to capture attention quickly with their concise, engaging format. By creating and sharing short, impactful videos, your brand can stand out in users' feeds. The vertical video format is optimized for mobile devices, so it’s easier for users to consume content on the go. This visibility boost can attract a more engaged and interested audience, since short-form videos are often more effective in grabbing attention and holding it compared to longer content.
Educational Content
Short-form videos are an ideal mechanism for sharing educational content. And sharing educational content can be particularly advantageous for small businesses.
By providing valuable insights, practical tips, or step-by-step and how-to guides, you position your brand as a knowledgeable authority in your industry. This type of content not only enhances your credibility but also serves to educate and inform your audience, adding real value. Additionally, educational videos are often shared more frequently than other types of content, which can increase your reach and attract new viewers. The ease of creating short, informative videos can help amplify your brand's presence and encourage word-of-mouth promotion.
Build Trust
Trust is a crucial factor in building and maintaining strong relationships with your audience. Short-form videos offer a powerful way to foster this trust by showcasing the human side of your brand.
Use these videos to share customer testimonials, personal anecdotes, or behind-the-scenes glimpses of your business. Authentic, relatable content helps to humanize your brand and create a more personal connection with your audience. When viewers see real people and genuine experiences, they are more likely to trust and engage with your brand. This connection can lead to increased customer loyalty and a stronger brand reputation.
How It Works
Format: The new short-form videos will appear on a dedicated tab separate from the main Linkedin feed, specifically designed to showcase vertical videos. These videos are capped at 2 minutes in length, making them quick for your audience to consume and optimal for mobile viewing.
Promotion: LinkedIn is set to heavily promote its new short-form video feature, particularly during the initial 5–6 months following its rollout. This means the platform will likely prioritize these short videos in users’ feeds and increase visibility for those who are early adopters of the feature. Expect LinkedIn to push video impressions aggressively to drive engagement and encourage widespread use.
For brands and creators, this translates into a significant opportunity to gain visibility and build an audience while the feature is still new. By utilizing this new feature early on, you can maximize the impact of your videos and establish a strong presence before the feature becomes more saturated with content.
How to Get Started
Start Small: Start with short, focused videos that address the interests and needs of your audience. Aim for clarity and brevity—each video should deliver a single, clear message or piece of information. Initial videos don’t need to be high-budget or highly polished. In fact, many viewers appreciate raw, authentic content over highly produced materials. As you become more comfortable with the format and gather feedback, you can refine your approach and scale up your production value if desired.
Be Authentic: Like we said, authenticity is key to resonating with your audience. Share real-life stories, experiences, and behind-the-scenes glimpses into your company or personal journey. Viewers are more likely to engage with and remember content that feels genuine and relatable. That kind of content captures attention, fosters deeper connections, and builds trust. So, don’t be afraid to showcase your brand’s personality and let your unique voice shine through.
Engage: Engagement is crucial for maximizing the impact of your videos. Encourage viewers to interact by asking questions, prompting discussions, and inviting them to share their own experiences. Respond to comments and engage with your audience to build a sense of community. The more interaction your videos generate, the more likely they are to be promoted by LinkedIn’s algorithm, which will increase your videos’ reach and get you more visibility. Plus, by posting videos and actively responding to comments, you’re creating a dialogue with your audience that strengthens the relationship and loyalty.
Captions: Incorporating captions in your videos is essential for accessibility and engagement. Many viewers watch videos without sound, especially on mobile devices. Adding captions ensures that your message is conveyed regardless of audio settings. Captions also help draw attention and can make your content more engaging by highlighting key points.
LinkedIn’s new short-form video feature is designed to keep pace with the success of video trends on platforms like TikTok and Instagram. Because it's still fresh and not yet widely adopted, this is the perfect moment for small brands to jump in and make their mark. By embracing this feature early on, you have a unique opportunity to stand out, enhance your visibility, and engage with a broader audience. Experiment now to build trust, connect authentically, and set your brand apart before the space becomes saturated.
For help unlocking more of your company’s potential, reach out to us. We're here to help you make the most of new opportunities.
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