Okay, picture this: I'm scrolling through LinkedIn, right? Mindlessly refreshing, hoping for some professional enlightenment (or maybe just a funny meme, let's be honest). Suddenly, BAM! A video pops up. Some dude in a crisp shirt is talking about… something. Five seconds in, and I'm already fighting the urge to hit 'mute' and scroll on. Anyone else been there? I'm guessing at least a few hands are raised. Why? Because SO MANY LinkedIn videos are, well… snoozefests. But then I saw some other videos that got my attention and made me think about how to create content that really sticks.
And that got me thinking about LinkedIn videos in general. They’re *everywhere* now. Everyone and their dog (probably *literally* their dog in some cases – petfluencers, am I right?) is trying to get their message across in video format. But just having a camera and a halfway decent microphone isn't enough. You need a strategy. You need... drumroll please... the Three Pillars of Effective Communication Videos on LinkedIn. Think of them as the holy trinity of LinkedIn video success. If you get these right, you're golden (or at least, you'll get more views than that guy in the crisp shirt).
Pillar 1: Clarity of Message (What Are You *Actually* Trying to Say?)
This is the big one, folks. Seriously. If your audience doesn't understand what you're trying to say within the first few seconds, they're gone. Poof! Vanished into the LinkedIn abyss, never to return. And that's the absolute truth!
Think about it: people are busy. They're bombarded with information. They're scrolling faster than a hummingbird on Red Bull. You have, like, maybe three seconds to grab their attention and make them understand the value proposition of watching your video. So, what's the solution? Be crystal clear.
- Define Your Purpose: Before you even think about hitting record, ask yourself: what's the *one* thing I want people to take away from this video? Is it to promote a new product? Share an industry insight? Build your personal brand? Knowing your purpose will guide everything else. And don't try to cram too much in there. One key message is better than five vague ones.
- Start Strong: The opening is crucial. Don't bury the lede (journalism term, look it up – or don't, I just explained it!). Tell people what the video is about right away. A good hook can be a question, a surprising statistic, or a bold statement. For example, instead of saying "Hi, I'm John, and today I'm going to talk about marketing," try "Did you know that video marketing can increase leads by 66%? In this video, I'll show you how." See the difference?
- Use Simple Language: Avoid jargon and buzzwords. Unless, of course, your target audience *specifically* uses those terms. Think of your audience as someone who is intelligent but doesn't necessarily have deep knowledge of your specific industry. Explain things clearly and concisely. Pretend you're explaining it to your (slightly less tech-savvy) grandma. Would she understand? If not, simplify!
- Keep it Focused: Don't go off on tangents! (Easier said than done, I know. I'm practically a professional tangent-er myself.) Stick to your main point. If you find yourself veering off course, gently steer yourself back. It's like driving a car, you need to keep your eyes on the road and your hands upon the wheel (hands upon the wheel).
Bonus Tip: Write a script! Even if you don't follow it word-for-word, having a script will help you stay on track and ensure that you cover all the key points. Trust me on this one. Winging it *sounds* good in theory, but in practice, it often leads to rambling and incoherent messes. Think of your script as training wheels for your video making skills.
Pillar 2: Engaging Delivery (Keep Them Hooked!)
Okay, so you've got a crystal-clear message. Great! But if you deliver it like a monotone robot, nobody's going to stick around to hear it. Sorry, but it's true. Engagement is key. You need to captivate your audience and keep them interested from beginning to end. But how do you do that, you ask?
- Be Authentic: People can spot a fake a mile away. Don't try to be someone you're not. Be yourself. Let your personality shine through. If you're naturally funny, be funny! If you're passionate about your topic, let that passion come across. Authenticity builds trust, and trust is essential for building relationships with your audience. And that's what LinkedIn is all about, right? Building *professional* relationships.
- Use Dynamic Visuals: Nobody wants to watch a static talking head for five minutes straight (unless you're Morgan Freeman, maybe). Use visuals to break up the monotony and keep things interesting. This could include:
- B-roll footage: Show relevant images or video clips that illustrate your points.
- Text overlays: Highlight key takeaways or add context.
- Animations: Use motion graphics to explain complex concepts or add visual flair.
- Screen recordings: Demonstrate how to use a software tool or website.
- Vary Your Tone and Pace: Don't speak in a monotone voice. Vary your tone and pace to keep your audience engaged. Emphasize key points. Pause for effect. Use vocal inflection to convey emotion. Think about how a good public speaker captivates their audience. They don't just recite words; they bring them to life.
- Make Eye Contact (Sort Of): When recording, look directly at the camera (or as close as possible). This creates a sense of connection with your audience. It's like you're talking directly to them. I know, it feels weird at first. It's like staring into a void. But trust me, it makes a difference.
- Add Music (But Not Too Much!): A little background music can add atmosphere and enhance the viewing experience. But be careful not to overdo it. The music shouldn't be distracting or overpowering. Choose something that complements your message and target audience. And for the love of all that is holy, make sure you have the rights to use the music! Copyright infringement is a serious no-no.
Bonus Tip: Practice, practice, practice! The more you practice, the more comfortable you'll become in front of the camera. Record yourself and watch it back. (Yes, it's painful. But it's also incredibly helpful.) Pay attention to your body language, your tone of voice, and your overall delivery. Identify areas where you can improve. And don't be afraid to experiment! Find what works best for you. Now go out there and knock 'em dead!
Pillar 3: Strategic Distribution (Getting Seen by the *Right* People)
You've created an amazing video. Congratulations! But if nobody sees it, what's the point? That's where strategic distribution comes in. You need to get your video in front of the right people, at the right time, in the right way. And that, my friends, requires a little bit of planning and effort. You might have the best video in the world but, if you launch it on Linkedin at 3am when your audience are mostly asleep, what was the point?
- Optimize Your Video for LinkedIn: This includes:
- Writing a compelling headline: Your headline is the first thing people will see, so make it count. Use keywords that are relevant to your target audience and that accurately describe the content of your video. Make it intriguing and enticing. Make people *want* to click.
- Crafting a detailed description: The description provides additional context and information about your video. Use it to expand on your headline, highlight key takeaways, and include relevant keywords. Don't just copy and paste your script! Write something that will entice your viewers to take some action.
- Adding relevant hashtags: Hashtags help people find your video when they're searching for specific topics. Use a mix of broad and specific hashtags to reach a wider audience. A clever tactic is to look at popular hashtags related to your video's topic – if they are used alot, and are relevant to your audience, it's a good bet that they'll give you some extra reach.
- Choosing an attention-grabbing thumbnail: The thumbnail is the image that people will see before they click on your video. Make it visually appealing and relevant to your content. A custom thumbnail is always better than a random screenshot.
- Share Your Video Strategically: Don't just post your video and hope for the best. Think about when and where you're sharing it.
- Post at optimal times: Experiment with different posting times to see when your audience is most active on LinkedIn. Generally speaking, mid-week, mid-morning is a good starting point. But every audience is different.
- Share in relevant groups: LinkedIn groups are a great way to reach a targeted audience. Find groups that are relevant to your industry or niche and share your video there. But don't just spam the group! Be respectful and engage in meaningful conversations. No one likes a spammer.
- Encourage engagement: Ask questions in your video or in the description to encourage people to comment and share their thoughts. Respond to comments and participate in the conversation. The more engagement your video gets, the more visible it will become.
- Consider paid advertising: If you really want to reach a wider audience, consider using LinkedIn's advertising platform. You can target your ads based on demographics, job titles, skills, and other criteria. Is it worth the money? Well, that depends on your budget and your goals. I'd advise a test before going full whack.
- Repurpose Your Content: Don't let your video sit on LinkedIn and gather dust. Repurpose it into other formats and share it on other platforms.
- Turn it into a blog post: Transcribe your video and turn it into a blog post. This will give you additional content for your website and improve your SEO.
- Create social media snippets: Extract short clips from your video and share them on other social media platforms, such as Twitter, Instagram, and Facebook. I can’t recommend this enough. I have seen so much good content die because it wasn’t broken down and repurposed into smaller, more digestible chunks.
- Use it in presentations: Incorporate your video into presentations and webinars. This will add visual interest and make your presentations more engaging.
Bonus Tip: Track your results! Use LinkedIn's analytics tools to track the performance of your video. See how many people are watching it, how long they're watching it for, and where they're coming from. Use this data to optimize your future videos and distribution strategies. What’s the point in doing all this amazing work if you can’t track it?
So there you have it: the Three Pillars of Effective Communication Videos on LinkedIn. Clarity of Message, Engaging Delivery, and Strategic Distribution. Master these three pillars, and you'll be well on your way to creating videos that resonate with your audience, build your brand, and drive results. Now, go forth and create some awesome videos! And if you need any help, feel free to reach out. I'm always happy to share my (slightly biased) opinion. And maybe even a funny meme or two. Now go get after it!
