Uploading native video is a feature well known to social media users. Facebook, Twitter, Instagram and other social networking sites have offered this capability for years. Not only can you record and upload video content across these networks, their platforms even offer native live video streaming.
Finally, LinkedIn has decided to get with the program and will begin rolling out a way for users to share videos directly through its app. The new feature is being tested with a limited number of users in the US and according to a LinkedIn spokesperson, it will be available worldwide within the next few months. While this update is certainly welcome, it does not come as a surprise.
Last year, LinkedIn introduced a native video platform for a group of people know as LinkedIn Influencers. Linkedin explained further in a post on the official LinkedIn blog in August 2016 stating, “For the first time, we’ve invited more than 500 Influencers on LinkedIn to share their thoughts on trending professional topics and news, ranging from diversity and workplace culture, to education and innovation — all through the richness of video. With his week’s new announcement, native video will now be available to LinkedIn’s half a billion members across 200 countries.
According to Marketing Land, while videos can be up to 10 minutes long, a best practice guide recommends that videos be between 30 seconds to 5 minutes. Users will be able to see stats on their videos including how many likes, shares and views each video gets. Beyond that, and this is the big bonus of this new feature, LinkedIn will be sharing information on the viewers themselves. People will get to see what companies their viewers works for along with job titles. What’s not included is a full list of who you viewers are though a selection of the top viewers will be shown. This seems to be similar to the partial list of profile viewers that LinkedIn shows to members that aren’t using Premium. Whether LinkedIn will offer the full list of video viewers as part of a premium package is still unknown.
Another unknown is exactly how marketers will be able to use the platform. On the one hand, LinkedIn does not currently have an option to show video ads. On the other hand, a B2B video platform that offers detailed business insights into viewers including what companies they work for, what their job titles are and where they live sounds really enticing.
Do you already have access to LinkedIn’s new native video feature? How do you think marketers and advertising agencies will use video on LinkedIn to promote their brand? We’d love to hear what you think! Let us know in the comments below, on Facebook, Twitter or LinkedIn.