Linkedin video: a thought leadership use case

The Thought Leadership Use Case with Video

In the dynamic world of social media marketing, thought leadership is a powerful way to showcase your expertise and expand your network. LinkedIn, the leading platform for professionals, offers unprecedented opportunities to develop thought leadership through video content. This blog shares a real-world example of how video can be used to establish thought leadership, specifically targeting IT service providers and Managed Service Providers (MSPs).

Setting Up the Campaign

A unique strategy was implemented for the podcast “The Playbook,” which focuses on best practices for IT service providers and MSPs. The first step in this video marketing strategy was to produce eight video podcasts in a single day at a video studio. These interviews, which averaged 30 minutes in length, were designed to gather valuable insights and best practices from the industry.

The preliminary results

So far, we’ve launched two episodes of our video podcast series for“The Playbook,” and the initial results are promising. What gives me, as the creator, the most satisfaction are the viewing minutes: a powerful indicator of genuine engagement and interest in our content.

These early indicators of success are largely due to a strategically placed 5-minute trailer on LinkedIn, designed to highlight the key points and unique perspective of our conversations with Erik Vos, Frans Mandersloot, and Erwin Ronge.

Here’s a look at the expected impact of our LinkedIn video campaign for “The Playbook,” based on the insights and data from these first two video podcasts.

This table provides a clear picture of both the organic and paid impact of video content on LinkedIn, and demonstrates the significant engagement and community growth resulting from the campaign.

Practical Tips for Success

1. Content Creation to Keep CPV Low: To keep the Cost Per View (CPV) low, it’s crucial to continuously create new content. The campaign showed that once 10% of the target audience had been reached, the CPV increased by 25%. This indicates the ideal time to share new content.
2. Maximizing the View Rate: According to a benchmark by Social Status, the average view rate for LinkedIn videos is 22%. However, our campaign achieved a view rate of 42%, likely thanks to our focus on 100% educational and engaging content in the form of a podcast. Focusing on the audience’s perspective seems to be crucial here.
3. Targeted Research: By asking questions that come up both online and in face-to-face conversations—based on your own experiences—and having experts answer them, you position yourself as a thought leader. The IT service provider or MSP that offers the best answers to the most important questions establishes itself as an authority.
4. Asking Unique Questions: In addition to the current questions, it’s essential to ask questions that haven’t been asked yet. This is because questions that have already been asked may have become commoditized. By asking unique questions and drawing on your guests’ perspectives, you can set yourself apart and delve deeper into topics that really matter.

This real-world example illustrates the effectiveness of video

Content plays a key role in building thought leadership on LinkedIn. By focusing on high-quality, relevant content and timing your campaigns effectively, you can expand your network, strengthen your brand, and make a significant impact in your field.