Video Marketing on LinkedIn is on the Rise
LinkedIn has seen tremendous growth in video usage on its platform in recent years. With the introduction of native video uploading and autoplaying videos directly in the LinkedIn feed, more professionals and brands are leveraging video to engage connections and drive outcomes.
However, with any new marketing channel, it’s important to understand how effective your video efforts are. Without proper measurement, you won’t know which videos are resonating or which aren’t. You’ll waste time and resources producing videos that aren’t moving the needle.
In this article, we’ll explore some of the key metrics you should track to understand the impact of your LinkedIn video marketing. By measuring the right data points, you can optimize your video strategy and focus your efforts on the most engaging and converting types of content.
Video Views are a Basic but Important Metric
One of the most fundamental metrics to track is total and unique video views. This will tell you how many times your videos have been watched overall and by how many unique viewers. Look at views over time to see if certain videos maintain engagement or drop off quickly.
You’ll want your most important videos to achieve the highest view counts. Track views by device as well to understand if desktop or mobile viewing is stronger. This insight can guide your optimization efforts.
Engagement Rates Show Audience Interaction
Beyond just views, engagement rates reveal how captivating your videos are. LinkedIn provides metrics like:
- Like Rate – The percentage of viewers who liked the video
- Comment Rate – The percentage who left a comment
- Share Rate – How often the video was shared
Higher engagement rates indicate videos that spark discussion or appeal most to connections. See which types of videos (e.g. tutorials vs. interviews) tend to perform best on these metrics.
Understand Where Views are Coming From
LinkedIn insights break down where views originated, such as:
- Feed Views – Views from the main LinkedIn feed
- Profile Views – Views on your profile or page
- External Views – Clicks from links shared outside LinkedIn
Knowing the source of views helps optimize distribution strategies. For example, focus your efforts on feed-oriented videos if most views come from there. Or boost external sharing if off-platform clicks are strong.
Conversion Metrics Point to Tangible Impact
The real test of any marketing effort is whether it drives conversions. LinkedIn provides data on actions people take after engaging with your videos, like:
- Profile Visits – If viewers click through to your profile
- Website Clicks – If they click an included link to your site
- Form Submissions – If a call-to-action was included
By tracking conversions, you can identify the types of videos most effective at moving people further down the funnel. Prioritize these high-converting videos in your publishing schedule.
Continually Analyze Performance Over Time
It’s not enough to look at metrics in isolation. Continually analyze video performance over multiple publishing cycles to spot meaningful trends. Compare metrics of newer videos to older ones to understand how your strategy and skills are evolving.
With constant measurement and analysis, you can scientifically optimize your LinkedIn video marketing to maximize engagement, exposure and tangible business outcomes.
The platform provides a wealth of data—be sure to leverage it fully.
Lights, Camera, Leads! Using Video for Powerful LinkedIn Lead Generation
In the crowded world of LinkedIn, video stands out. It’s engaging, memorable, and humanizes your brand.
Here’s how to leverage video for impactful lead generation on LinkedIn:
1. Choose Your Video Format Wisely:
- Native Videos: Upload directly to LinkedIn for maximum organic reach. Experiment with:
- Thought Leadership Pieces: Share insights on industry trends, offer advice, and spark discussions.
- Company Culture Snippets: Showcase your team, work environment, and brand personality.
- Product Demos & Explainer Videos: Highlight features, benefits, and use cases in a concise and engaging way.
- LinkedIn Live: Host live Q&As, webinars, or behind-the-scenes glimpses to connect with your audience in real time.
- LinkedIn Stories: Use short, informal videos for quick updates, polls, or to share behind-the-scenes content.
2. Craft Content that Captures Attention:
- Focus on Value First: What does your target audience want to learn? Provide valuable information, insights, or entertainment.
- Keep it Concise & Engaging: Grab attention in the first few seconds. Use visuals, music, and clear messaging to keep viewers hooked.
- Include a Call to Action: Direct viewers to take the next step: visit your website, download a resource, or connect with you.
3. Optimize for LinkedIn’s Algorithm:
- Use Relevant Keywords: Incorporate keywords related to your industry and target audience in your video title, description, and captions.
- Encourage Engagement: Ask questions, respond to comments, and use polls to spark conversations and boost visibility.
- Promote Strategically: Share your video across other social media platforms, embed it on your website, and consider using paid promotion for wider reach.
4. Leverage Video in Different Stages of the Lead Generation Funnel:
- Awareness: Use eye-catching videos to introduce your brand, showcase your expertise, and generate interest.
- Consideration: Provide valuable content that addresses your audience’s pain points and positions you as a solution provider.
- Decision: Share customer testimonials, case studies, or product demos to build trust and encourage conversions.
5. Don’t Forget the Technical Aspects:
- High-Quality Production: Use good lighting, clear audio, and crisp visuals. You don’t need a Hollywood budget, but aim for professionalism.
- Mobile Optimization: Ensure your videos are formatted for mobile viewing, as most LinkedIn users access the platform on their phones.
- Captions & Subtitles: Make your videos accessible to a wider audience and ensure viewers can understand your message even without sound.
Remember: Video is a powerful tool for humanizing your brand, building relationships, and generating leads on LinkedIn. By creating valuable, engaging content and optimizing for the platform, you can cut through the noise and achieve your lead generation goals.
FAQs About Measuring LinkedIn Video Success
Q: How often should I analyze metrics?
A: Analyze key metrics at minimum on a monthly basis to spot trends over time. But reviewing weekly can allow for more nimble adjustments.
Q: What engagement rate is considered “good”?
A: There’s no single benchmark, as rates vary by industry and content type. But as a rough guide, above 1% for likes and 0.1% for comments is performing well.
Q: How many views is enough?
A: View count goals depend on your audience size and video purpose. For awareness, 500-1,000 views is decent. For conversions, focus more on engagement and outcome metrics over strict view levels.
Q: What if metrics show a video isn’t working?
A: Stop promoting videos that underperform after 30 days. Refine your strategy based on insights. Consider removing or reworking underperforming videos.
Q: How do I boost view counts?
A: Promote videos natively on LinkedIn and externally. Optimize video quality, titles, descriptions. Post at optimal days/times. Encourage shares through calls-to-action in your video.
Q: What other metrics should I track?
A: Consider conversion metrics like form submissions, downloads or purchases – not just views. Retention metrics show if viewers watched 30%/50%/100%. Sentiment analysis on comments. Cross-channel impact like website traffic or social mentions.
In Summary
By leveraging the robust analytics available, you can scientifically measure the impact of your LinkedIn video marketing efforts.
Ongoing analysis of key performance indicators like views, engagement and conversions will reveal your most effective videos. It also allows you to continuously refine your video strategy and publishing approach over time.
With the right metrics and insights, LinkedIn video can become a powerful driver of leads, sales and overall marketing goals.
