Build brand trust, provide industry insight, promote another event, or drive website traffic.
Look at what you want the event video to accomplish on LinkedIn, and turn this into a primary goal.
Your goals will guide decision-making for the video’s creation and distribution. For example, here are sample goals with sample execution plans:
- Build brand trust and awareness.
- Drive traffic to your website or to full-length event videos.
- Increase audience size or engagement.
- Increase event signups for a similar event.
- Expand your reach.
Decide on the type of video that you’ll create to reach your goal.
- Build brand trust and awareness: post event segments for the people who couldn’t attend.
- Drive traffic to your website or to full-length event videos: post a short teaser recap with a CTA and link, like Facebook’s one-minute event highlight teaser that encourages viewers to click a link to watch full-length keynote speeches.
- Increase audience size or engagement: run a LinkedIn ad campaign with an event recap video.
- Increase event signups: share recap footage from the previous event to build excitement.
- Expand your reach: post a video from an industry event, featuring a representative from your company. Include footage and thoughts on the event.
Outline and plan your video before the event so that you know what footage to capture to meet your goals.
- Create a shot list: write descriptions of the types of footage you need, like footage of walking around the event, speeches, interviews, b-roll, or an event introduction, like in Paul J Daly’s recap video where he stands in front of the camera to share his recap of the event.
- Gather equipment: like a camera, multiple cameras for multi-camera shooting, screen recorder for virtual events, microphone, and tripod.
- Define your target audience: Consider who your LinkedIn audience is and what type of messaging appeals to them in order to create a video for them.
Import your event footage into a video editing program. Arrange the clips to tell a story about the event, then add background music, graphics like your logo, and speed ramps or motion tiles to make the footage more engaging.
Popular video editing programs include Lightworks (free), iMovie (free), and Final Cut Pro (paid).
Choose a LinkedIn video upload type - embedded, native, or ad - that best fits your goal for the video.
- Embedded link to an externally hosted video, on a platform like YouTube or Vimeo: Video does not play automatically, so will likely get fewer views compared to native video, but it can drive more traffic to your hosted video.
- Native video (uploaded file): Video auto-plays on LinkedIn feed, which is more likely to grab the viewer’s attention and increase engagement. Native video is the recommended approach for most event video goals.
- LinkedIn video ad: Paid promotion of your video post to a targeted audience to increase brand awareness and lead generation.
Upload your video following best practices, including video length and specs, for your chosen upload method.
To upload a native video from the LinkedIn homepage on a desktop, click Share > video icon, select the video you want to upload, and click on Post.
Native video specs:
- Maximum video length: 10 minutes
- Maximum file size: 5 GB
- Orientation: horizontal or vertical
- File type: most video file formats, including MP4, AVI, and FLV
LinkedIn video ad specs:
- Maximum video length: 30 minutes
- Maximum file size: 200 MB
- Orientation: horizontal only
- File type: MP4
Add copy to your post that includes a brief introduction to the event, tagged speakers, keyword hashtags for reach, and a call to action.
Optimize your post by writing descriptive copy that:
- Explains why you want to share this video.
- Gives a brief introduction to the event’s purpose and how it went.
- Tags any guests, speakers, or host, which can lead to a wider audience reach.
- Includes a few relevant hashtags, like Lure Digital’s post that tags their brand name, event recap, event video, event marketing, and the event name and location.
- Includes a CTA, like to watch the full-length video through the link or attend the next event. If providing a CTA with a link, track where the traffic is coming from by attaching a UTM code with Google Analytics.
Respond to comments to engage with the audience, answer questions, or provide links and resources for valuable information.
For example, HubSpot responded to almost every comment for their event video post. HubSpot called people by their names and left personalized messages with the hope of seeing them at the next conference.
Analyze video metrics, such as views, click-through rate on links, and demographics, to measure effectiveness.
Look at KPIs that are relevant to your goal. For example:
- Increase engagement: Look at views, likes, comments, and shares.
- Provide useful and engaging content to your audience: This has no direct metric, but engagement, clicks, and follower count can give a general idea.
- Increase sign-ups for your next event: Look at event sign-ups after the post.
- Gain insight on your LinkedIn audience: Look at audience demographics, including which businesses your audience works for.
- Measure conversions from LinkedIn: In Google Analytics, look at UTM link tracking data.