Social Media Marketing Podcast: Mastering LinkedIn Video – Attracting the Right Audience
Release Date: December 12, 2024
Host: Michael Stelzner, Social Media Examiner
Guest: Shanae Mouret, LinkedIn Strategist and Founder of Growth Academy
Introduction
In the December 12, 2024 episode of the Social Media Marketing Podcast, host Michael Stelzner delves deep into the dynamic world of LinkedIn video with expert guest Shanae Mouret. Aimed at marketers and business owners eager to harness the power of video on LinkedIn, this episode explores strategies to attract the right audience, leveraging different video formats to maximize engagement and impact.
Shanae Mouret’s Journey into LinkedIn Video
Shanae Mouret shares her unexpected path to becoming a LinkedIn video strategist. Initially a marketing assistant at a startup in South Florida, Shanae's career took a pivotal turn in late 2018 after a personal crisis led her to explore online income avenues. She discovered LinkedIn as a platform for outbound marketing, which surprisingly allowed her to replace her traditional income within four weeks through persistent messaging efforts.
Notable Quote:
"From late November to January 1, 2018, I did one video a day. And from that point forward, all of my clients have been inbound." [02:26]
Founding Growth Academy
Driven by the challenges of outbound marketing and the rising potential of video content on LinkedIn, Shanae founded Growth Academy. This training solution is designed for small business owners who seek to build sustainable, personable brands without feeling overwhelmed or inauthentic.
Notable Quote:
"If we could find a process for you that aligns with your values and leverages your strengths so that it energizes you instead of takes energy from you, that's where the magic happens." [07:06]
The Importance of LinkedIn Video
Shanae emphasizes the unique advantages of using video on LinkedIn. Unlike other social media platforms, LinkedIn's user base predominantly consists of decision-makers with higher income levels, making it an ideal environment for B2B marketing. Video content, especially live video, offers a competitive edge in a platform where text and image posts are ubiquitous.
Notable Quote:
"When you think like a marketer, your results depend on the quality of person that you reach. LinkedIn increases the odds of success and increases the odds this person is going to have the resources to potentially work with me." [08:35]
Exploring Different Types of LinkedIn Videos
Shanae categorizes LinkedIn videos into three primary types:
1. Feed Videos
These are traditional videos that can be either vertical or horizontal, lasting up to 15 minutes. Commonly used for educational content, tutorials, vlogs, or company updates, feed videos are versatile but require high-quality content to retain viewer interest.
Notable Quote:
"These could be like a longer YouTube style video or a vlog showing behind-the-scenes of the business." [11:05]
2. Short Form Videos
Introduced in early 2024, LinkedIn's short form video resembles TikTok and Instagram Reels, typically lasting between 45 seconds to two minutes. These videos are designed to be actionable and engage viewers quickly. Although still in beta, short form videos are becoming a powerful tool for reaching broader, often new audiences.
Notable Quote:
"They tend to be more professional, a little bit higher quality, and they either help job seekers or they're business related in some way." [14:12]
3. Live Videos
Live video on LinkedIn remains an underutilized asset, offering real-time engagement opportunities. Scheduling LinkedIn Live requires third-party tools like Streamyard or Restream. Effective live videos can significantly boost audience interaction and brand authority.
Notable Quote:
"If you do this really well every other week, you'd probably be the top 0.01% in your niche." [21:53]
Creating Compelling Videos: The Hamburger Method
Shanae introduces the Hamburger Method for crafting engaging video content. This approach balances direct promotional content with insightful and relatable videos, ensuring that viewers remain engaged without feeling overwhelmed by sales pitches.
Method Breakdown:
- Top Bun (Indirect Content): Share personal insights or experiences that resonate with your audience but aren't directly related to your services.
- Patty (Direct Content): Present content directly related to your offerings, including tutorials or actionable tips.
- Bottom Bun (Additional Indirect Content): Offer more relatable content that supports your main message without overt selling.
Notable Quote:
"For every video that is directly related to what you do and may have a pitch in it, you should have another one on each side that are more insightful, educational, entertaining." [27:59]
Maximizing Engagement and Audience Reach
Understanding how LinkedIn's algorithm handles different video types is crucial for maximizing reach and engagement. Shanae explains that traditional feed videos tend to engage close connections, while short form videos have the potential to attract new audiences, evidenced by their higher impression-to-engagement ratios.
Notable Quote:
"On this, you could have maybe 100 likes and your video could be getting a million impressions." [16:16]
Leveraging Live Videos Effectively
Shanae provides actionable tips for hosting successful LinkedIn Live sessions. She emphasizes the importance of scheduling live events well in advance and utilizing LinkedIn’s event features to invite and notify potential viewers. Consistent live streaming can position users as authoritative voices within their niches.
Notable Quote:
"If you're going to do your first LinkedIn Live video, I highly recommend two to four weeks out." [23:05]
Strategies for Teams and Reluctant Spokespersons
For businesses where team members may be uncomfortable on camera, Shanae suggests leveraging company pages for video content. This approach allows the company to share behind-the-scenes footage, company events, or collective insights without putting individual employees in the spotlight.
Notable Quote:
"There's power in leveraging the company page to capture maybe company events that isn't just them." [35:24]
Practical Tips for Creating Short Form Videos
Shanae offers practical advice for producing effective short form videos on LinkedIn:
- Get to the Point Quickly: Avoid lengthy intros; deliver value within the first few seconds.
- Provide Actionable Content: Share steps, templates, or tips that viewers can implement immediately.
- Utilize Descriptive Text: Accompany videos with detailed descriptions that recap the content, enhancing accessibility and engagement.
Notable Quote:
"You want to get to the point as fast as possible. Share why this is important to them and then what they can do next." [36:45]
Conclusion
The episode wraps up with Shanae encouraging listeners to connect with her on LinkedIn and join Ugrow Club, a community designed to help business owners transition from overthinking to active posting. Michael Stelzner reiterates the value of diverse video strategies on LinkedIn and encourages listeners to explore all video formats to effectively attract and engage their ideal audiences.
Notable Quote:
"If you are new to the show, be sure to follow us so you don't miss any of our future content on your listening app." [05:03]
Summary
This episode of the Social Media Marketing Podcast provides a comprehensive guide to mastering LinkedIn video, offering valuable insights from Shanae Mouret on leveraging various video formats to attract and engage the right audience. From understanding the unique advantages of LinkedIn's user base to implementing effective content strategies like the Hamburger Method, marketers and business owners are equipped with actionable tips to enhance their LinkedIn presence through video.
For additional resources and show notes, visit SocialMediaExaminer.com/podcast.
This summary is based on the transcript provided and captures the essence of the episode, including key discussions and notable quotes with timestamps.