Podcast Summary: Episode 320 - Adapting to LinkedIn's Video Content Era - With Yasmin Alic
Published on December 11, 2024
Introduction to the Episode
In Episode 320 of "The Futur with Chris Do," host Chris Do welcomes back Yasmin Alic, a LinkedIn content strategist renowned for her impactful approach to leveraging LinkedIn's evolving platform. Building on their previous successful collaboration, which garnered over 400,000 views, Yasmin shares insights into the latest trends on LinkedIn and how content creators can adapt to maintain and enhance their engagement.
1. LinkedIn's Shift Toward Video Content [00:45 - 04:58]
Yasmin begins by highlighting the significant changes LinkedIn has undergone in 2024, particularly its intensified focus on video content. She notes that while traditional formats like text posts and infographics are declining, storytelling through videos is gaining prominence.
Yasmin Alic [01:29]: "LinkedIn isn't what it used to be just last year. LinkedIn is an entire beast now, and people are still not there... almost 99% of the user base... are not posting."
Chris Do acknowledges this shift, drawing parallels with platforms like TikTok and Instagram that have embraced vertical videos to stay competitive.
Chris Do [03:04]: "LinkedIn is really embracing vertical videos... everyone can post videos now, right?"
Key Points:
- LinkedIn has introduced a TikTok-style video feed, prompting creators to embrace video content.
- Despite the surge in video content, the platform remains predominantly text-based, with the majority of users remaining passive consumers.
2. The New LinkedIn User Landscape [04:58 - 08:59]
Yasmin emphasizes that LinkedIn boasts over a billion users, yet less than 2% actively create content. This vast silent majority presents a unique opportunity for creators to stand out by contributing meaningful content.
Yasmin Alic [03:24]: "LinkedIn has crossed a billion users and less than 2% are posting. It's like the silent community where there's a whole lot of consumers, not a whole lot of creators."
She points out that authentic, personal content can resonate well even in a saturated environment, making it easier than ever to capture attention.
3. Strategies for Adapting to Video Content [08:59 - 16:24]
Chris probes Yasmin for actionable recommendations on integrating video into LinkedIn strategies. Yasmin candidly shares her journey, mentioning that she hadn't published a video on LinkedIn until deciding to incorporate it into her paid community launch.
Yasmin Alic [05:17]: "Now we're launching a paid community, and I will be doing a course within the community, loads more video content."
She debates the necessity of video, concluding that while not essential, embracing video can significantly boost reach and engagement.
4. Yasmin's Content Engagement Tactics
Yasmin outlines several tactical approaches to enhance content engagement on LinkedIn beyond just embracing video.
a. Pinned Comments [17:08 - 23:36]
Pinned comments, although no longer a LinkedIn feature, served as Yasmin’s cornerstone for fostering community engagement. She innovated by posting multiple comments herself to maintain visibility and encourage discussion.
Yasmin Alic [17:08]: "Pinned comments are literally the backbone of my community on LinkedIn... I use multiple author comments to keep engagement high."
b. Free Q&As [23:36 - 28:49]
Hosting free Q&A sessions allows Yasmin to interact directly with her audience, build trust, and generate leads by providing real-time value.
Yasmin Alic [24:37]: "Free Q&As are the backbone of my community... they build trust and drive engagement."
c. Signposting in Posts [32:52 - 54:15]
Signposting involves embedding references to one's expertise and experience within posts, making content more credible and unique.
Yasmin Alic [40:00]: "Signposting is essentially you're just giving these mini hints to your reader about how you know this information."
d. Asking Questions to Drive Engagement [54:24 - 58:22]
Ending posts with simple, relatable questions encourages readers to leave comments, thereby boosting engagement metrics.
Yasmin Alic [54:31]: "Ask a question at the very end of your post. It's that simple."
5. Dealing with Algorithm Changes and Reach [58:22 - 73:40]
Yasmin addresses concerns about declining reach, explaining that while the number of views per post might decrease, the engagement quality remains intact. She suggests focusing on the strategic production of quality content and maintaining active participation in comment sections.
Yasmin Alic [62:06]: "Keep the quality high, keep the community building... the reach number may be lower, but it doesn't necessarily mean there's fewer people reading your posts."
6. The Role of AI in Content Creation and Comments [73:40 - 80:45]
A contentious topic, Yasmin discusses the rise of AI-generated comments on LinkedIn. She acknowledges their misuse but concedes that they can aid individuals with social anxiety by simplifying interaction, provided users personalize and authenticate the AI-generated responses.
Yasmin Alic [68:58]: "If you're using AI comments to overcome social anxiety, that's justified. Just don't copy-paste them without adding your personal touch."
Chris Do echoes concerns about AI comments, advocating for genuine human interaction over machine-generated responses.
Chris Do [69:26]: "If you're commenting using AI tools, what are you there for? Do you want to build relationships with people, don't even bother commenting."
7. Personal Updates from Yasmin [73:40 - 80:45]
Towards the end of the episode, Yasmin shares personal milestones, including launching a paid community, investing in startups, and designing a lifestyle that balances work with quality family time.
Yasmin Alic [74:34]: "I've decreased the hours I work during the day, which has allowed me to stay booked out six months in advance with the coaching business. I spend the rest of my time with my son."
She emphasizes the importance of life-work balance, coining the term "life, work balance," and highlights her commitment to maintaining personal well-being alongside professional endeavors.
Conclusion
Episode 320 offers a comprehensive exploration of LinkedIn's evolving content landscape, especially its shift towards video. Yasmin Alic provides actionable strategies for creators to adapt, emphasizing the importance of genuine engagement, strategic content creation, and maintaining personal well-being. Her insights not only address the technical aspects of content strategy but also delve into the psychological elements of audience engagement and trust-building.
Notable Quotes:
-
Yasmin Alic [01:29]: "LinkedIn isn't what it used to be just last year... almost 99% of the user base are not posting."
-
Chris Do [03:04]: "LinkedIn is really embracing vertical videos... everyone can post videos now, right?"
-
Yasmin Alic [17:08]: "Pinned comments are literally the backbone of my community on LinkedIn."
-
Yasmin Alic [32:52]: "Avoid doing the next thing selling... you have to do this strategically and willingly and authentically."
-
Yasmin Alic [54:31]: "Ask a question at the very end of your post. It's that simple."
-
Yasmin Alic [68:58]: "Use your brain. Think harder, you know?"
Takeaways for Content Creators:
- Embrace Video Content: While LinkedIn remains text-centric, integrating video can enhance visibility and engagement.
- Strategic Engagement: Utilize tactics like pinned comments, free Q&As, and proactive community engagement to build a loyal audience.
- Content Crafting: Focus on the first three lines of posts to convey the main message succinctly, making content both engaging and easily digestible.
- Authenticity Over Automation: Prioritize genuine interactions over AI-generated comments to foster trust and build meaningful connections.
- Balance and Well-being: Design a content strategy that aligns with personal well-being, ensuring sustainable growth and productivity.
By implementing these strategies, content creators can navigate LinkedIn's dynamic environment, maximizing their reach and impact while maintaining authentic and meaningful interactions with their audience.