What Should You Post on LinkedIn?
What should you post on LinkedIn? It seems like this is the age-old question that there are many answers to but no one can actually agree on one.
On the surface, LinkedIn is a social media platform that differs from all others. However, the key to success on LinkedIn lies in taking advantage of the core concepts that are effective on Facebook, Instagram, Twitter, and elsewhere. You just have to know how to tailor your content to appeal to your LinkedIn target audience.
Alex Minor is the Chief Creative Officer at EYE AM Media and understands LinkedIn at its core. His insights into video production will give you a road map for success on the business networking platform.
Why Is Video So Good on LinkedIn?
Video is a powerful tool on all social media platforms. It's the fastest way for someone to see who you are and what your brand stands for. On LinkedIn, people appreciate video for its capacity to show the person behind the message.
Choosing to use video on LinkedIn allows you to stand out more than on any other social media site. The lack of video on LinkedIn shows that most people avoid it. There is a mental barrier that most professionals have in regards to choosing video to engage users on the professional social network.
About the People on LinkedIn
LinkedIn has over 740 million users. Though people may check in and glance at their news feed, only 2% of those users post at least once a week.
When you start posting regularly, you're already in a select group of users. If you go the extra mile and start posting video content, you place yourself in the platform's elite. In essence, pursuing an effective video strategy on LinkedIn can offer benefits that on other platforms would seem like catching lightning in a bottle.
Where Do We Begin?
There's no need to spend time and money planning your LinkedIn video debut. Take out your cell phone and create a "Hello world"-type video for LinkedIn. It's that simple.
This kind of introductory video tends to perform well because it shows your vulnerability and authenticity. People respond well to that and it allows you to connect with other users. In general, people have a positive disposition toward people introducing themselves.
LinkedIn is more of a "choose your own adventure" place as per Alex Minor. The strictly professional nature that the platform started with is no longer the norm. Users are no longer expected to sustain an overly formal or strict demeanor. Alex recounts that over the pandemic, a British mom with tattoos has managed to build a 6-figure business on LinkedIn.
People often shy away from using video on LinkedIn because they don't want to share details about themselves. This is a limiting belief that can end up costing you since users can choose to post what they want. No hard and fast rule demands you share anything beyond what you choose to present to your audience.
Macro, Micro and Pillar Content
When getting into LinkedIn, it's good to have an understanding of the different content types so you can leverage them accordingly.
Macro content is material that is supposed to live a long time on the platform. While all content has the potential to remain on the internet for the years and decades to come, some posts remain relevant longer. Brand videos, campaign commercials, and FAQ videos are good examples of macro content.
Macro content consists of professionally produced pieces. With macro content videos, there is a brand aesthetic you're trying to capture.
On the other end, you have micro content which is short-form. Micro content includes digestible posts that will go on your social media that you don't plan on keeping around.
Finally, you have pillar content that is long-form in nature. Pillar content can be leveraged to source small pieces of content from these longer pieces. For example, an hour-long conversation falls in the pillar content category. From this video conversation, you can get many smaller videos that may serve several purposes.
All three types of content are important. Your business model determines which type of content will be a higher priority for your brand.
Influencers or coaches tend to depend more on micro content because of the nature of their jobs. If they don't constantly put out content, they're virtually invisible. Think of your favorite YouTube influencers or fitness personalities. If they were to post once a month, they would likely lose their effectiveness and they would see conversions plummet.
Example of LinkedIn Strategy
To formulate an effective LinkedIn video strategy, you need to know the common questions people in your niche have.
Criminal Defense Attorney
Attorneys can create videos that deal with the most common questions they get. Since many people have the same questions, this will cover a large audience. The attorney can take 15-second clips from lengthier videos and make a LinkedIn story. Furthermore, multiple content forms such as blog posts and meme posts will expand the initial piece's reach further. You can repost the content every 2-3 months to reduce overall content creation.
Potential clients on LinkedIn will be eager to hear commentary on cases that are in the news. This requires very little in terms of production effort but can position the attorney as an authority in their field. High-profile cases tend to dominate the news cycle and the audience is keen on finding all there is to know about newsworthy litigation. A sharp and knowledgeable analysis of a case by an experienced attorney has the potential to go viral.
About Alex Minor
Alex Minor has a wide range of disciplines under his belt, including work as a music producer, video director, and graphic designer. He creates brand videos, produces podcasts, and helps businesses with micro content for their social media presence. Alex's approach to content creation keeps him at the forefront of the industry. You can contact Alex on LinkedIn or at EYEAMmedia.com.