The Ultimate Guide to Using Video Marketing to Boost Your LinkedIn Profile

How Videos Can Transform Your LinkedIn Profile

In today's digital world, video has become a powerful tool for professionals looking to establish thought leadership and build meaningful relationships. Storytelling is at the heart of this relationship-building, helping professionals stand out in a crowded space like LinkedIn. Storytelling centers on your audience's wants and needs, grabbing their attention while providing your unique voice on a topic. According to HubSpot, "Storytelling uses words to create new worlds and experiences in a reader or listener's imagination." On LinkedIn, video allows you to place your audience at the forefront of the story, making your content more engaging and customer-focused. Video also enhances your creative skills by offering a fresh perspective to educate others in a dynamic way. 

Video has played an essential role in our day-to-day lives. According to Synthesia, 82% of internet traffic was dedicated to video consumption in 2022. Algorithms on many social media platforms, like Instagram, are favoring vertical video content for users' feeds. Video is much more digestible and engaging compared to other forms of content. I also enjoy watching YouTube video tutorials before reading an article. Even a professional platform like LinkedIn recognizes the benefit of integrating video. Video can greatly help achieve your brand goals by fostering deeper relationships with your audience, both new and existing. 

In this blog, I will explain how video marketing can help professionals establish thought leadership and foster stronger relationships through various video types, while also demonstrating how repurposing video content can build a content library to reduce the stress of constantly generating new material.

LinkedIn Video Content That Works: Engaging Your Audience with the Right Formats

Providing a variety of video content is essential for engaging different segments of your LinkedIn audience. One of the most popular and effective types is educational videos. These are especially powerful because they speak directly to your audience, positioning them as the main characters in the story you're telling. Educational videos allow you to demonstrate your expertise and build trust, which are key components for establishing thought leadership. 

LinkedIn is more than just a job board but a place for learning and professional growth, especially for young professionals seeking mentors to help guide them through their career journey. Educational videos give your audience valuable takeaways, whether it’s industry knowledge or career advice, helping you become a trusted source of information.

Another effective content type is the video diary or vlog, which can offer more personal insights or commentary on industry trends. These videos are usually casual and don’t require as high production quality as educational videos. For example, Conor Neill used vlogging on his LinkedIn to gain high engagement. The videos are short and continue to use elements of storytelling. In one video, Neill recalls a story from a podcast about a Buddhist monk explaining how a large rock can’t be heavy if you don’t pick it up. He ties this metaphor to energy management, people-pleasing, and carrying burdens beyond our control. By providing themes and insights that go beyond professional development, he offers personal reflections that resonate with his audience.

Some notable mentions for video ideas include interviews, live videos, or trailers/teasers. By experimenting with different video content, you can create deeper connections with your LinkedIn audience and position yourself as a thought leader in your field.

How to Repurpose Your LinkedIn Videos

One of the great advantages of video content is its versatility. Videos created for LinkedIn can easily be repurposed for other platforms, helping you develop a content library that reduces the pressure of always having to create fresh content. For instance, you can transform an educational LinkedIn video into shorter clips for Instagram Reels, X (formerly Twitter), or Facebook posts. Additionally, your video content can be repurposed into blog posts, with the original video embedded to drive engagement back to your LinkedIn profile. You have endless possibilities to reuse your video content! 

This multi-channel approach allows you to maximize the value of a single video while reaching different audiences across platforms. Repurposing isn’t limited to social media either. You can adapt your videos into podcast episodes, webinars, or even downloadable resources for your audience. By recycling content, you can keep your content calendar filled while maintaining consistency in your messaging.

However, when repurposing content, make sure to update any older data or statistics and adjust the format as needed for different platforms. For example, LinkedIn videos may need to be reformatted to fit Instagram’s vertical video format.

Final Two Cents

Video is integral to building a personal brand or company on LinkedIn. It fosters deeper relationships with your audience, helps you establish thought leadership, and provides endless opportunities for repurposing content. By utilizing different types of video content, such as educational videos and vlogs, and repurposing that content for multiple platforms, you can maximize your impact with minimal effort. So, grab your camera and start bringing your stories to life—your audience is waiting!