LinkedIn has recently rolled out a new feature similar to that of YouTube Shorts. The new feature allows those on the platform to discover new prospects, share information and generate engagement in a way that is, although not completely new to LinkedIn, a more informal and natural way to share content across the platform. If you’re a business owner, chances are that every time that you see one of these new features rolled out, you think ‘Should I be using/doing this?’ Especially over the last couple of years, social media has become more video-centric than ever before- the introduction of these short-form videos to this particular platform is a testament to that.
THE ALLURE OF SHORT-FORM VIDEO
Short-form video content is becoming increasingly appealing because it delivers a lot of impact without demanding too much of our time or brain power. It taps into our natural curiosity, giving us that satisfying bit of entertainment/information before we’re even tempted to scroll away. There’s a spontaneity to these videos that makes them feel authentic and relatable, and they are often less polished and more real which adds to their appeal. Plus, the bite-sized format is perfect for our busy lives and offers instant entertainment without the commitment of a full-length video. It’s also addictive because it’s so easy to fall down a rabbit hole of scrolling through endless short clips that are tailored to our interests and moods.
The short-form format doesn’t just grab our attention, it holds it too.
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THE BENEFITS OF LINKEDIN SHORTS
- Push your professional networking
Even in professional settings, the demand for short-form video has skyrocketed. Now LinkedIn has a short-form video feature, it means that businesses can connect with their audience on LinkedIn in a digestible, attention-grabbing way. Attention spans are shrinking while the demand for short-form content is growing which means that if businesses want to appeal to their audience, they need to adapt to this preference. People prefer easy scrolling through quick, information-packed videos rather than reading lengthy posts.
And the result of listening to this preference? Keeping your audience engaged while delivering your key messages in seconds. You can use it to introduce new products, share company news or even provide quick tips and tricks that coincide with your industry expertise.
- Humanise your brand
Sure, business is serious but it doesn’t need to be all ‘suits and boardrooms’ all the time. People love to see realness as it reminds them that there are relatable people behind their purchasing decisions. This new feature gives you a platform to humanise your brand. It’s also a fast-track way to build a feeling of trust and authenticity around your brand.
This doesn’t mean that your videos need to be perfectly polished or scripted either, in fact, raw, BTS content is often more appealing. By making use of the short-form video feature, you can show personality which, by the way, can go a long way with modern-day consumers! After all, people want to do business with people, not faceless corporations.
- Showcase your offerings creatively
Let’s face it, LinkedIn isn’t the first place people think of for product promotions but this new feature offers an interesting way to change that. Short-form video is naturally engaging and visually interesting, making it ideal for showcasing products and services without being overly promotional. A simple LinkedIn short could feature a quick product demonstration, focus of a unique feature or even just share a snappy testimonial from a customer.
Because LinkedIn is a professional platform, people are already scrolling it in the mindset of looking for solutions that could benefit their working lives. If you keep your LinkedIn shorts informative and solution-focused, you can generate leads by providing viewers with a visual insight into how your product or service can make a difference.
- Increase reach and engagement
One of the reasons this new feature is beneficial is because of the potential reach it offers. Like all our other social media platforms, LinkedIn’s algorithm favours video content because it drives engagement and interactions. The platform is already known for having great organic reach compared to other social media platforms, and by adding short-form video into the mix, you’ve got a recipe for expanding your reach even further than you might have with traditional posts.
Naturally, LinkedIn is pushing this new feature so they are likely to prioritise it in the feed, giving your business a better chance of getting noticed. The more people see and engage with your content, the more LinkedIn’s algorithm will recognise your page as valuable which will again, boost your visibility even further.
More visibility = larger audience = more business.
LinkedIn introducing a short-form video feature illustrates a shift in the professional networking world encouraged by an ever-growing demand for short-form video content. If you’re looking for an effective way to engage with a professional audience, build trust and reach a wider network, this feature is definitely worth exploring. Shorts offer a range of benefits that can improve your LinkedIn strategy and can be uniquely positioned to reach an audience that’s ready to listen, learn and engage. Incorporating LinkedIn Shorts into your content mix might just be the edge you need to stay relevant and grow your business, and the good news is, they won’t take up too much business time to make.