LinkedIn Video Strategy: Becoming a Respected Industry Leader  ## Metadata - Author: [[Social Media Marketing Podcast]] - Full Title: LinkedIn Video Strategy: Becoming a Respected Industry Leader - Category: #podcasts - URL: https://share.snipd.com/episode/0813c5e2-c672-430a-b46a-b5cd4f624743 ## Document Notes ## Highlights - **LinkedIn Prioritizes Video Content** - LinkedIn actively encourages video content and is more likely to promote it. - Video humanizes content and stands out in an AI-driven text-heavy environment. Transcript: Michael Stelzner LinkedIn video? Said another way, there's a lot of marketers who are doing video, maybe on other platforms, or maybe they're on LinkedIn, but they're not doing video on LinkedIn. If they do what we're going to talk about well, what's the upside to what could happen for them? Louise Brogan Okay. This is so funny because since we prepped for our call, I literally got an email from LinkedIn saying your next post should be a video. Really? Yeah. I was like, that's very timely. So why marketers should be doing video on LinkedIn? Well, there's the biggest reason. LinkedIn is literally asking people to do video. And with, I find with social media channels, when they want to encourage people to do things, they really like kind of push that content when you do it. So that's the first thing. But why I decided to do video content with our clients was I think that when you show up on video, it just brings out the human connection online. You know, showing up as a person, speaking on video, people connect with you much faster than they do through text. And also, if you've been on LinkedIn in recent times, there are either people writing posts about AI, they're obsessed with writing about M dashes and AI on LinkedIn, or they're using AI to write their content. So another reason why video is so powerful, because for now, Mike, when we're on video, we know it's the person who's actually speaking on the video. But also I created a bit of a framework around this video content. So we start with video, but then we create so much more content out of the video as a result. Okay. Michael Stelzner So what I hear you say is number one, LinkedIn is given a signal, Hey, everybody, we want more video creators on LinkedIn. Yes. So for those of you that are creating video on other platforms, this might be a signal for you. But more importantly, for those that are already on LinkedIn, there's a good chance you're like I am, which is you write mostly on LinkedIn because it's one of the platforms that really Rewards the long form written word. And video gives you a chance to differentiate yourself or your business or your personal brand from everyone else because so few people are doing it. And because AI makes it so much easier to pump out the written word, and right now AI does not make it easy necessarily to make really great video content, this is your chance to share the Insights and wisdom that you have with the world, with the understanding that LinkedIn is going to try to lift it up and give it some more exposure. ([Time 0:03:04](https://share.snipd.com/snip/fe6fe284-caed-475c-a666-bf1af4d8a2a3)) - **Plan Videos Like A Thought Leader** - Plan your LinkedIn videos carefully: define your message, identify the on-camera person, and choose meaningful stories. - Think like a thought leader to connect authentically with your audience. Transcript: Michael Stelzner On LinkedIn? Louise Brogan I have a little acronym for this called PREP. And the first P is for planning. So before you even get near a camera or a microphone, think about why are you doing video for LinkedIn? What is it? What is your message? Who do you want to speak to? If you are the marketing manager of a small business, maybe there's like five people in your company or your team, who is actually going to show up on this video? Who can you get within your team who will create the video? Because it might not be you as the person who's on video, although I strongly encourage you to give it a go yourself. So thinking ahead, what kind of messages do we want to share and what stories could we tell in this video content that will highlight what our brand does what our products are what our Services are and I remember working with some product-based businesses in the past and they would say well you know what video content can we do and I'm like you could do you could literally Do a walk around in your factory or your warehouse and show people behind the scenes because people love that human connection. And we're nosy. You know, we're quite curious about what is this company like? What's it like to actually work there? There was a company I worked with in the Carolinas and they create signage. Port City Signs was their name. When we did video content of what it looked like from the ideation of vinyl wraps for trucks, right through to how the signs are made and then how they're put onto the trucks, those were The most popular videos because people just love to watch things. They love to see these things happening in video. Michael Stelzner So you said it was an acronym called PREP. Is this all part of the thinking process or have you unraveled all of it or are we going to unravel it as we continue on through here? Louise Brogan Well, I love a good acronym, Mike, and I think that comes from my software engineering days. So the acronym is how we're going to explain how to use video on LinkedIn. Michael Stelzner Okay, got it. So the first letter was what we talked about, which was the planning stage, right? Yes. So what I heard you say, and I just wanted to make sure that the prep wasn't just for the planning stage. I'm glad you clarified that. We're going to reveal all the rest as we go through this. So what I heard you say in the planning stage is you want to be thinking about who is it inside the business that's going to be the one on camera. And you also want to be thinking about like, what are the stories that you could tell? What are the messages that you want to communicate? ([Time 0:07:57](https://share.snipd.com/snip/bbbd9d92-e82a-4142-9ec2-29f1907323bc)) - **Client Success Stories With Video** - An apprenticeship trainer shared his journey over multiple videos, boosting his company's LinkedIn engagement. - A PowerPoint trainer's videos led to speaking invitations and high-value contracts. Transcript: Louise Brogan Yes, absolutely. So one of my clients is a learning and development company. And they came to me and said, Louise, we have a program that we're launching in a couple of months and we want to really drive that program. So they would go into large organizations that we would have heard of, household names. So they are an outsourced learning and development company. And so we want to really encourage those companies to start thinking about apprenticeship programs and what is the best way to do that. So we came up with a plan to interview the guy who trains the apprentices inside a motorcycle company. So this young man, he was, him and I did a bit of a chat in the same way that you would do yourself, Mike. We had a chat beforehand. We decided what kind of content we wanted him to speak about. He was going to talk about his journey from being an apprentice himself, coming all the way through the company, becoming a trainer. And now he goes out and trains companies how to run their apprenticeship programs. So we did about ourselves. And what we did was we recorded four videos that were his story, how he got into this, why apprenticeships are a really good mechanism for companies to bring in new talent, and what is It really like to be an apprentice and kind of like the career path that he could have had and what he didn't have. I love doing that with this guy because like a lot of people he was quite nervous about getting on camera and I did a bit of hand holding with him to get him through recording the video but At the end we got these really authentic pieces of him talking to camera about his journey. What was it about? The benefits of apprenticeships from both sides as the apprentice and as the company. And it's been the most popular content on that company page this year so far because people have just really resonated with him telling his story. The other example I'd love to share is a lady who is, so she's a solopreneur. She designs PowerPoint training for companies. She designed PowerPoint slides and she does PowerPoint training for companies. And when she came to me, she said, Louise, I know my audience is on LinkedIn. I'm kind of struggling to get in front of them. And I said, Fiona, how do you feel about video? And she said, well, I'm up for anything. And I says, right, okay, great. So we created a series of videos. We actually recorded it in a half a day. So we got 12 videos of her talking about why people should think about how they design their PowerPoint slides. She posted those videos, Mike, and she got asked to come and speak in a conference in Europe based off of the visibility she got from those videos. She gets seen as a thought leader in the space of PowerPoint. I mean, this is LinkedIn. There's a lot of people who talk about PowerPoint on LinkedIn. She has so many people following her now who are also in the space of designing Microsoft products and PowerPoint. But it has also led to a lot of business for her, contracts for her. She's in Ireland and she worked with a client in Dublin about a year ago and they posted that they were doing a rebrand and she had been doing her videos and staying top of mind with her audience. And whenever they posted about a rebrand, she then put up one of her videos, which was about when you're branding, think about your PowerPoint design. And long story short, she ended up going to Dublin to see the company and she walked away with a contract for 50,000 euro. And that was based off of her showing up as a thought leader in this space on LinkedIn. ([Time 0:10:36](https://share.snipd.com/snip/16729045-d73b-4648-8ed0-498d56d59cd6)) - **Craft Engaging Video Messages** - Start videos with a hook, deliver your main message with stories or insights, then end with a strong call to action. - Use video series and lead magnets to deepen engagement and generate leads. Transcript: Louise Brogan Yes. So when you are planning your video, you want to kind of a bit of a construct around it. So we want to open with a hook so that people start watching your video and they stay because I think a lot of us know that catching someone's attention on social media is kind of hard these Days, which is probably why LinkedIn want the videos to be under two minutes long. They want you to capture someone's attention and then for them to watch the rest of the video. So you've got to start with a hook that people want to watch. Then go into what is the actual message in this video. And for me, Mike, this is where if you can tell a story or share some data or insights into your industry, I find that works really, really well with people. So for example, there's another client of mine, Carol, who lives in Texas. And when she does her videos, she will open with, so she's a strengths finders coach. So she might open with a fact about if your top three strengths could be X, Y, Z. Then she goes into a story of somebody that she's worked with and how when they discovered their strengths, they turned something that wasn't working into something really positive Within their work or their framework. And then really, really key is you want to end with a call to action. And there's lots of ways to do this on LinkedIn. Some of the simple things are just to say, follow me for more content like this, right? That's a really simple, easy action for someone to take. However, as marketers, I would like us to be able to do more. So I suggest, and this is something I have on my own profile. If someone looks at my LinkedIn profile, they will see on my featured section. And the very first thing in my featured section is a link to my book. So I might say something, I might open with a line about something I share in the book, then I'll tell a story from the book. And then I'll say, and if you'd like to get a copy of the book, just check it out in the featured section here on my profile. Another really nice call to action for marketers, I think, is if you have a series of videos, which we do with our clients, because I think that's really powerful. So Josh and the apprenticeship story, that was a series of four videos. So people were coming back to watch the next ones. Carol is the same. Another client that I have is the same. And what we have actually planned out for this next series of her videos is she is going to have a lead magnet so a free download or free guide for her audience and in her videos we are going To do the hook and then say just before I get into the story I want to let you know that we have actually got a free guide to go along with this if you want to grab a copy of it it's going to be in The link below then she's telling the story and then at the end of her video, she's saying, I remember, grab a copy of that free guide. But the whole sequence, and we've recorded nine videos with this client, the whole sequence is on the same story. We're talking about employee engagement with ([Time 0:16:09](https://share.snipd.com/snip/154b2b15-596f-48ee-b35e-575899e48e3f)) - **Record Videos With Support** - Use tools like StreamYard for easy remote video recording with proper lighting and good microphones. - Recording with a supportive person helps reduce nerves and creates natural conversations on camera. Transcript: Michael Stelzner And then you're about to talk about the R, which is record. So go ahead and tell us what do we need to be thinking about when we actually record if we're not willing to go on a beach with a selfie stick and run? Louise Brogan Which I'm definitely not. So LinkedIn are giving polar opposite advice on this at the minute, which is also making me laugh, making me laugh at the thought of me running on the beach with a stick. If you see that happening next year in Anaheim, Mike, send somebody out to rescue me, please. Okay. Michael Stelzner By the way, Louise is talking about social media marketing world next year in Anaheim. For those of you like, what's happening in Anaheim? Okay, keep going. Louise Brogan Yeah, big party. Michael Stelzner Well, if you haven't been tracking, there have been some major AI updates over the last month, and the changes just keep coming. I know this feels overwhelming, but what if I told you you can actually thrive in this rapidly evolving AI frontier? The marketers succeeding aren't the ones with the most AI tools. They're the ones with the right guidance. That's exactly what you'll find inside the AI business society. Our team cuts through all the noise so you can focus on what actually moves the needle in your marketing. As member Shannon Caldwell told us, quote, these trainings are filling the gap between knowing what AI can do and knowing how to do it. Are you ready to thrive with AI? Join me inside the AI business society by visiting socialmediaexaminer.com/AI. We're on record. We've gone down a little rabbit hole. We're coming back now. What do we need to be thinking about when we hit record? Louise Brogan So LinkedIn have given a couple of polar opposite pieces of advice on this because the email that I received that said your next post on LinkedIn should be video is literally saying all You need is a camera, phone and a bit of light and off you go. But on their create for video newsletter that I read yesterday, it was like full on set up recording through different times of the day, adding all these overlays, etc, etc. But for me, when we record, we do it on StreamYard because I am remote from my clients. You know, I work with clients from the US, Canada and Europe, and I live in Northern Ireland. So unless I'm going to hop on flights all the time, we do it remotely. So we use StreamYard to record with our clients. And what I ask them to have is to try and have light on their face and a lot of my clients aren't going to go out and invest in proper lighting and everything and that's absolutely fine if You have the natural light coming in the window that is super but I always ask for a microphone because I think audio is really important when you have video which might sound a bit confusing But I think having a clear audio really helps. So having a bit of lighting and a microphone that you can plug into your laptop is a good first start. If you have somebody who can do this with you, then I think that is really, honestly, if it's somebody in your team or if it's somebody like me, it really helps people to get over the nerves Of recording video. When you talk to somebody rather than you set up your camera and you hit record, people are a bit like rabbit in the headlights. But the way we do it on StreamYard is I bring the client into StreamYard. So that's a software tool. And once they're all set up and ready, I will say, okay, we're ready to record. And then I will say, here's the first question. So with Josh, it could be, Josh, can you tell me a little bit about how you got started as an apprentice with this company? And then I go off camera. So there's only Josh on the screen and we're recording rather than Josh trying to, because he's an apprenticeship trainer. He's not a video guy. Rather than him trying to do this on his own, because I'm there kind of handholding, he is then responding to me. He's talking to me and then he answers his question. And then I come back on screen and I'll say, how do you feel, Josh? How did that go? And was really funny Mike when I did it with this guy he was so brilliant but he was kind of like at the start I thought oh is he okay are you okay Josh yep yep it's fine yep yes just do it and at The very end so we recorded for about 45 minutes and out of we got our four videos at the very end he looked visibly like he's about to collapse and I said Josh are you okay But I am so glad that's Over. So he had been really nervous the whole way through, but he'd really held it together. So that's how I record with clients with that software. And there's lots of other kinds of software. People can do it on Zoom. If you have somebody in your office that will do this with you, get a bit of lighting on that person. Just really important to have a microphone. The cameras on our phones are phenomenal. You know, I think that is as good as anything, but the way we do it is on StreamYard. Michael Stelzner For those who have ever seen our YouTube channel, and maybe some of you are watching it right now as you're listening to my voice, StreamYard is the tool that we use to record all three Of our shows. And the benefit of StreamYard, depending on what class you have of their software, is that they will record. In our case, they're recording Louise and her video and audio separate from my video and audio. And they also sew it all together. So what that means is that technically when this interview is done, I have an entire local version of Louise without her name being on the screen. That's a raw video that I can edit if I wanted to. And my team has the exact same thing with me. So they can kind of do all the magic. We really love it. Also because, you know, when you're doing the interviews, which we're not in this case, we can edit the audio files separately from my channel versus Louise's channel, but it's all Stored up in the cloud, which is the big advantage. So it's really convenient and it's a unique application, Louise. I don't think I've heard of people interviewing people through StreamYard and then using the recording to make short form video. But I love it. And I think that's really cool because that allows a lot of people that are listening to kind of have an easier way to pull ([Time 0:20:53](https://share.snipd.com/snip/05de2a03-43b3-4434-b7cd-ac5271ad96ac)) - **Edit Videos Easily With Descript** - Edit videos using tools like Descript that allow text-based editing to easily remove mistakes and create multiple clips. - AI features help generate clips in various formats, simplifying content repurposing. Transcript: Louise Brogan So we do have to edit. E stands for edit. But this is great because with AI now, Mike, everybody can do this now. Well, I mean, not everybody. I'm not sure my mom could do it. Most people could do it now it makes it so much more accessible you know stream yard will pull clips for you if that's what you want to do that's as far as you want to go and you're like i don't Want to use multiple softwares louise stream yard will pull out clips for you but i because we do we're very structured in what we're doing so we have like with the apprenticeship we had Four core questions we wanted to cover in the video to create four videos. So I take the video file and put it into Descript. So that is an editing tool. And what I love about it is that you can edit it just by removing words, literally by editing the text. And that's what makes it really accessible for most people to be able to do. It also means because I am working with people who are not on video all the time, there's lots of mistakes are made. And that's another thing that people, I think I get this feedback from my clients. It's not as tough as I thought it was going to be, Louise, because I always say to them, if you make a mistake, don't worry, just take a breath, continue on, because it's so easy for us to Fix those issues or bloopers or repeated words in Descript. Michael Stelzner A couple of things on Descript. I just had to share this. Andrew Mason, who is the founder of Groupon, is also the founder of Descript. Groupon is, I don't think they exist anymore. And I got to hear him at a conference. And the way that he describes using Descript is like editing a Google Doc or a Microsoft Word document. Does that sound about right to you? Yes, definitely, yeah. So it gives you the transcript. You just copy the paragraphs you want and you hit delete. And then you end up with actually a video. Now you mentioned earlier that StreamYard also has some AI, you didn't mention this, but their editing and AI stuff is just okay. Let's be intellectually honest. I haven't been super impressed with it. So if you're not a video editor person, it sounds like the way to go is with Descript. Can you explain a little bit about like what that might look like for someone who is using Descript? Just describe, because I've used it maybe once, how easy is it for someone to actually do what it is that you're talking about here? Louise Brogan Oh, it's honestly, so we will download like a 40 minute video recording from StreamYard, put it into Descript. So the way I do it is I have planned the video content that I want. You upload your video. It takes about a minute maybe or less to show the transcript alongside your video. You can then find in your text where I have said, OK, Mike, I'm going to ask you question number one now. And I ask the question and then I go off camera and then you start to speak. So I'll select what you have said. And then it says, they call it compositions. You can create a new composition that is just that one video. Michael Stelzner Ah, that one section of the video, right? Yes. Louise Brogan Yes. So every time you go back into the script, if you see that one 40 minute project, it's because they call them projects of Josh and his apprenticeship videos. When I click into that, I can then see the multiple compositions that I have created. But it doesn't stop there. So I prepared this for my talk, my social media marketing world with Josh. The AI features in Descript. You can go to there's something I don't know why they call it this. They call it Underlord, which is the weirdest name for- Underlord. Michael Stelzner Okay, I'm listening. Keep going. Louise Brogan Makes me think of my children and their Marvel comics or something. It's a bit weird. So you go to the Underlord and then it opens up this whole menu on the right-hand side. It will say, do you want to create clips? I mean, there's lots of things that will say. It will say do you want to edit for clarity it will edit for you so we'll get rid of the ums and ahs and stuff yeah all that stuff and then it'll say do you want to edit for clarity and i always Have you have a light medium or heavy so it will literally try and if you said i've never done heavy because i want people to speak as they are in my videos. So it'll remove the ums and the as, or where you've said a word twice, which we do, we do quite often, you know, where I live, we seem to say the word so a lot. I have no idea how many times I've said it today, hopefully not too many. So I tend to remove the word so. Michael Stelzner Yeah, you just said it a couple of times. So let me ask you, when it removes a word, does it zoom in a little bit or is it just like a quick cut or what does that actually look like? Do you understand what is it just like cut from? If you were to edit a video, normally your head's moving around and stuff when you talk and when you edit something out, does it just jerk to the next thing or does it zoom in slightly so It kind of covers up the cut? Do you understand what I'm asking? Louise Brogan Yeah, well, it must do because you can't notice it in the end video. Okay, good. Michael Stelzner Oh, good. Louise Brogan Perfect. You can't notice it. But the create clips bit I love. So with Josh, I went to, because for this client, we've started to put their content on YouTube as well. So I went into the underlord section and I said, can you create clips? And it says, how many do you want? I says, oh, I'll have six. And then it says, what format do you want them? Do you want them landscape? Do you want them portrait? So I was able to take the landscape video that we had created and create six clips in portrait or vertical video. And you can tell it what length you want that video to be. It's kind of amazing because it'll go through the whole video and it'll pull out the six best clips of that person speaking and it creates a vertical video of it. So when I did this work for, because I wanted to show this and I showed the video in my talk, I pulled out 13 videos with the AI editor for Josh on top of the four that we had already created For the LinkedIn company page. But Mike, that is literally, that's the beginning of what you can do with this content, which kind of takes us to the next. Michael Stelzner Okay, just real quick. ([Time 0:30:47](https://share.snipd.com/snip/7e209421-fa9e-4012-a7bc-918e415ac489)) - **Publish And Repurpose Video Content** - Publish videos with a well-written post including a hook and key points to engage different audience preferences. - Repurpose video transcripts into blog posts, newsletters, or carousel posts to maximize content value. Transcript: Louise Brogan P is for publish. Michael Stelzner Okay. Louise Brogan But Mike, not just publishing video. It's what you do with everything else. And it's why I went for video first for LinkedIn, because the gold mine in this video is actually the transcript. So if we do publishing the video first, you can schedule your videos onto LinkedIn on the platform itself. You can use a third party, but you can also schedule them directly onto LinkedIn rather than just posting and going. Really important that you write a post to go with your video. So you don't want to just post the video without actually writing a post that goes alongside it. But what I love, and this is another thing Descript can help you with, like I think I'm like sponsored by Descript, but I promise I'm not. You can extract the transcript and you can say, write me a LinkedIn post from this. So do you remember when we did the composition? So we extracted the paragraph video and we made a composition, which is what Descript calls it. So under my video, I've got the four little composition videos. You could ask it then, can you write a LinkedIn post to go with each of those? Or what I do is I take that transcript and then we have human writers in the team. We create blog posts, we create a LinkedIn newsletter, and then we embed the video. So the video has a standalone post on LinkedIn. Then we write a newsletter each month for our clients and we embed the videos into the newsletter. So you're repurposing it in multiple ways. And then with the transcript, we are then writing the posts, the video posts. You can take the key notes out of that transcript and create a carousel post, which is still hugely popular on LinkedIn. That's the ones where you upload it as like a slideshow and you slide across with the key points from whoever's in your video and just really, really repurpose that content. So it's not just, hey, we've got four videos now, this is great. It's what can we ([Time 0:39:26](https://share.snipd.com/snip/de4d0c87-2877-466f-a651-e89cc4e5269e))