Have you made video a part of your LinkedIn marketing strategy? If not, it’s time to, because LinkedIn users are 20x more likely to re-share a video post. Video has become a crucial part of a LinkedIn comprehensive digital marketing program, but there are certainly best practices that evolve over time, as well as common mistakes. 

LinkedIn has become a popular platform for professionals to connect and showcase their skills and experiences. With the rise of video content, LinkedIn has become a powerful destination for video content creators to share their messages with a wider audience. However, with the ease of creating and publishing video content comes the risk of making mistakes that can harm your reputation and hinder your success on the platform. In this blog post, we’ll explore the 10 most common LinkedIn video mistakes and how to avoid them.

Common Mistakes Every Marketer Makes

Missing Opportunities for LinkedIn Video

Think about what kinds of things you already post on LinkedIn. Would you be able to add a video to those posts? For example, if you’re posting on LinkedIn to promote your blog, you may think the job is done after you write your caption and link to the blog. However, consider creating a short promo video that displays the title of the blog, what it covers, and a CTA to accompany this post.

Poor Lighting

One of the most common video mistakes on LinkedIn is poor lighting. Whether it’s too dark, too bright, or uneven, poor lighting can make your video look unprofessional and distract viewers from your message. To avoid this mistake, invest in proper lighting equipment or find a well-lit area to film. Make sure that your face is well-lit, and the background is not too distracting.

Low-Quality Audio

Just as important as lighting is audio quality. Poor audio quality can make it difficult for viewers to understand what you’re saying, and can even lead them to stop watching your video. Invest in a quality microphone or headset to ensure that your audio is clear and easy to understand.

Lack of Focus

Another common mistake is a lack of focus in your video. If you don’t have a clear focus or message, your video can come across as rambling and unfocused. Before filming, make sure you have a clear idea of what you want to communicate and stay on topic throughout the video.

Rambling

Rambling is a mistake that can be difficult to avoid, especially if you’re not used to being on camera. But it’s important to keep your video concise and to the point. Avoid repeating yourself and stay focused on your main message.

Nowadays, apps like TikTok and Instagram have made short-form videos more popular than ever. Now, consumers often prefer short biteable videos. This doesn’t mean there isn’t a place for longer videos, but consider creating short snackable videos as well.

Poor Scripting

While it’s tempting to improvise your videos, a well-written script can make a huge difference in how your video comes across. A script can help you stay on topic, avoid rambling, and ensure that you’re communicating your message clearly and effectively.

Ignoring Audience Needs

To be successful on LinkedIn, it’s essential to understand your audience’s needs and tailor your content to meet those needs. If you’re not speaking to your audience’s pain points, they may not be interested in what you have to say. Take the time to understand your audience and their needs before creating your video content.

It’s essential to remember that LinkedIn is primarily for doing business. Though technically social media, the platform is different from Facebook, Instagram, etc. LinkedIn offers its own algorithms and preferences. While occasional off-topic videos can add a little personality to your firm’s presence, too many of them will take away from the intended purposes of LinkedIn content. Content should focus on your intended audience, whether that’s your ideal client, warm leads, or even job prospects. Speak to the questions that they’re asking, current events or trends that they care about, etc. Having a thorough understanding of your audience based on LinkedIn demographic data is important here. 

Weak Call to Action

A strong call to action can be the difference between a successful video and a missed opportunity. If you don’t have a clear call to action, your viewers may not know what action to take after watching your video. Make sure your call to action is clear and compelling, and that viewers know exactly what steps to take next. Be sure to use a strong, clear CTA that lets viewers know exactly how they can join the conversation. Make sure to include language about why to watch the video as well as why they might want to keep the conversation going. Then, make sure to include things that can expand your post’s reach like a LinkedIn hashtag and mentions of people or companies. 

Overusing Special Effects

Special effects can be a great way to enhance your video, but overusing them can make your video look tacky and unprofessional. Use special effects sparingly and make sure they serve a purpose, rather than just adding unnecessary distractions.

Neglecting Branding

Your video content should align with your personal or company brand on LinkedIn. Neglecting branding can confuse viewers and weaken your brand identity. Make sure that your videos align with your overall brand messaging, including your tone of voice, color scheme, and other branding elements.

Poor Editing

Poor editing can make your video look unprofessional and disorganized. If you don’t have experience with video editing, invest in a good video editor or take the time to learn the basics. Make sure your videos are polished and well-edited before publishing them on LinkedIn.

Relying Only on YouTube Hosted Videos

Many marketers only load videos to YouTube and then share them on LinkedIn. However, there are some benefits to uploading the videos that you want to share directly onto LinkedIn. For one thing, YouTube videos don’t autoplay in the LinkedIn feed. Additionally, when someone clicks a YouTube video from within their feed, it takes them away from LinkedIn and onto a completely different site. That can cost you in terms of engagement. 

Hosting videos directly on LinkedIn garners more attention, interaction, and shares. You can leverage the potential of organic, native, in-feed videos by developing a posting schedule and sticking to it. You can also apply tagging and hashtag best practices to maximize attention. Remember: go for quality over quantity when it comes to video. Produce high-quality content that’s created especially for your LinkedIn audience, and they’ll be more likely to interact with your videos and share them with their own connections. 

Now, let’s dive deeper into each of these common LinkedIn video mistakes and explore how to avoid them.

Poor Lighting

Lighting is one of the most important aspects of creating a professional-looking video. Even with high-quality equipment and great audio, poor lighting can make your video look amateurish and distract from your message. Here are some tips for avoiding poor lighting:

• Invest in proper lighting equipment. A ring light or softbox can make a huge difference in the quality of your video.
• Make sure your face is well-lit. Avoid having light sources directly behind you, as this can create a silhouette effect.
• Choose a well-lit area to film. Natural light is always a good option, but make sure to avoid direct sunlight, as this can create harsh shadows.

Low-Quality

Audio Audio quality is just as important as lighting when it comes to creating a professional-looking video. Poor audio can make it difficult for viewers to understand what you’re saying, and can even cause them to stop watching your video altogether. Here are some tips for improving audio quality:

• Invest in a quality microphone or headset. A lapel or shotgun microphone can help reduce background noise and improve the clarity of your audio.
• Use a soundproofing device. A pop filter or windscreen can help reduce background noise and improve audio quality.
• Record in a quiet area. Avoid filming in noisy areas, such as near a busy street or a loud air conditioner.

Lack of Focus

A lack of focus can make your video come across as unfocused and rambling. Before filming, make sure you have a clear idea of what you want to communicate and stay on topic throughout the video. Here are some tips for staying focused:

• Create an outline or script. Having a clear outline or script can help you stay on topic and avoid rambling.
• Use a teleprompter. If you’re not comfortable with memorizing a script, a teleprompter can help you stay on track.
• Keep your video concise. Avoid repeating yourself or going off on tangents. Keep your video concise and to the point.

Rambling

Rambling is a common mistake that can be difficult to avoid, especially if you’re not used to being on camera. Here are some tips for avoiding rambling:

• Use a script or outline. Having a clear script or outline can help you stay on track and avoid rambling.
• Practice before filming. Practice your script or outline before filming to make sure you’re comfortable with the content and flow.
• Keep your video concise. Avoid repeating yourself or going off on tangents.

Poor Scripting

A well-written script can make a huge difference in the quality of your video. A script can help you stay on topic, avoid rambling, and ensure that you’re communicating your message clearly and effectively. Here are some tips for improving your script:

• Use clear, concise language. Avoid using technical jargon or complex language that may be difficult for viewers to understand.
• Use a conversational tone. Your video should feel like a conversation, not a lecture.
• Include a clear call to action. Make sure viewers know what action to take after watching your video.

Ignoring Audience Needs

To be successful on LinkedIn, it’s essential to understand your audience’s needs and tailor your content to meet those needs. If you’re not speaking to your audience’s pain points, they may not be interested in what you have to say. Here are some tips for understanding your audience:

• Conduct research. Use LinkedIn Analytics to understand your audience demographics and interests.
• Identify pain points. What are the most common challenges your audience faces? How can you address those challenges in your video content?
• Tailor your content. Use your research to tailor your content to meet your audience’s needs. For example, if your audience consists of small business owners, create videos that offer advice on growing a small business.

Poor Video Quality

Poor video quality can be distracting and detract from your message. Here are some tips for improving your video quality:

• Use high-quality equipment. Invest in a high-quality camera and lighting equipment to improve the overall quality of your video.
• Film in a well-lit area. Make sure your subject is well-lit and avoid filming in areas with harsh shadows or low light.
• Use a tripod. A stable camera is essential for creating a professional-looking video.

Lack of Branding

Branding is essential for building trust and recognition with your audience. If your video lacks branding elements, viewers may not remember who you are or what you do. Here are some tips for incorporating branding into your videos:

• Use a branded background or logo. Including your company’s logo or branding elements in the background of your video can help viewers remember who you are.
• Include a branded intro and outro. Use a branded intro and outro to bookend your video and reinforce your brand message.
• Wear branded clothing. Wearing clothing with your company’s logo or branding can help reinforce your brand message.

Overly Salesy Content

LinkedIn is a professional networking site, and viewers are less likely to engage with overly salesy content. Here are some tips for creating content that’s less salesy:

• Focus on providing value. Create videos that provide value to your audience and help them solve common challenges.
• Use storytelling. Incorporating storytelling elements can help make your video more engaging and less salesy.
• Include a subtle call to action. Rather than overtly selling, include a subtle call to action that encourages viewers to learn more or engage with your content.

Lack of Engagement

Engagement is key to building a following on LinkedIn. If your videos lack engagement, viewers may not be inclined to engage with your content or follow your page. Here are some tips for boosting engagement:

• Ask questions. Asking questions can encourage viewers to engage with your content and share their own experiences.
• Respond to comments. Responding to comments can help build trust and engagement with your audience.
• Include a call to action. Encourage viewers to engage with your content by including a call to action at the end of your video.

Conclusion

In conclusion, creating engaging and professional-looking LinkedIn videos is a great way to build your personal brand and connect with your audience. By avoiding these common mistakes and implementing the tips provided, you’ll be well on your way to creating high-quality video content that resonates with your audience. Remember to keep your content focused, relevant, and engaging, and you’ll soon see your LinkedIn video views and engagement increase.

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