Since starting in 2003, to cater for business professionals, LinkedIn has over 766 million users worldwide. This is the place to be to connect with brands, companies, and professionals. If you need to build your organisation’s reputation, increase your B2B sales funnels, or celebrate professional accomplishments, you need to create video on LinkedIn.
41% of millionaires use LinkedIn (!)
Demographic
People over the age of 35 are most likely to use LinkedIn compared to those under 35, (the Gen Z’s haven’t made it this far yet.) Globally 57% of the users are male with 43% of users are female. It’s used in over 200 countries, with no surprise that the US, India, China and Brazil are at the top.
Active Users
There are 303 million active users worldwide, with 2 new members joining every second. 57% of users access the site using mobile devices which isn’t as high as other social media platforms, but still more than half. And more than 46 million students and recent graduates have joined LinkedIn, and this is becoming their fastest-growing demographic.
Creating Video
The main purpose of LinkedIn is to learn and connect, and that’s what you want your video to do. You need it to educate people about your company, and the service or product you’re selling. By doing that you’ve hopefully engaged the interest of potential clients who now want to connect. Continuing to publish thought leadership pieces, and other relevant content, is your chance to build relationships with your new online contacts, and this may lead to a face-to-face meeting. LinkedIn is not as carefree as social media platforms but that doesn’t mean you can’t have a laugh, you need to see what kind of content your demographic views, and if your content is on the same wavelength.
Composition Guide
Videos on LinkedIn can be uploaded in sizes 1:1 (square), 4:5 (vertical) and 16:9 (landscape). This gives you a lot creative freedom to play with. Landscape (16:9) is the most popular aspect ratio, possibly because may users access the network on their laptops which have landscape screens (as apposed to mobiles which have vertical screens and on the latter vertical video in more popular.) Of all the aspect ratios, landscape is the easiest to film in as it’s what we’ve doing for decades! It’s good for when you’re filming two people in conversation, you want to show the location of your office, or vlog-style videos (which tend to be quite long.) Square and vertical videos work best when you are recording a clear subject which occupies significant vertical space, such as full body, waste-up, or a headshot of a presenter. Full vertical may leave you with a lot of dead space, and using text selectively to add to the message of your video would be a good way to make use of this.
Small Business Case Study: Matmatch Boosts Leads with Video Ads
An online platform that helps engineers and designers, to find, evaluate, and source materials. They used LinkedIn Ads to help promote their business, with a sponsored video and carousel ads to build awareness. Matmatch had an increase of 150,000 people added to their user base in less than a year, as well as a 20% response rate to meetings.
If you struggle to create video for different aspect ratios then check out Cerebriam Studio’s software. The application simultaneously creates multiple aspect ratio videos of the same content, so you edit mainly once and get upto four different sized videos!
