In society we like to follow trends, such as fashion, transport or anything that helps you improve something in life. In business we are no different. If we are told that a specific marketing trend is really working we should do it. Even if we are told it’s a good thing, can you justify doing it without looking at the results?

This is the case of video blogging on LinkedIn. Lots of people are doing it because it’s a trend people may partake in without considering its effectiveness. I’m a huge advocate of using video in marketing, it is a huge promotional awareness tool, but not on LinkedIn.

Who watches your videos on LinkedIn?

The latest stats from LinkedIn indicate only 28% think that video is a useful tool, versus 10% who did not believe it was effective. The remaining 62% had not used or engaged with it. More surprisingly, 75% say that they are more likely to watch a video that’s connected to their job or the industry they are in.

72% of your audience aren’t bothered by watching your 30 seconds of fame unless it relates to them. This means video with titbits of information and self help hints aren’t being watched. On a personal level, phone videos from your car and corporate well produced videos are an instant turn off. Just because you’ve seen a load of other LinkedIn-ers do it doesn’t mean you should join in.

22% of your audience could look at your video, however the percentage of your audience actively engaging with you on a weekly basis is 30 – 40%. This means less than four people in every 100 connections will look at your video post without any meaningful interaction or shares. Of that 4% only one of them will watch the full video.

What are the alternatives to LinkedIn videos?

Information based blogs on LinkedIn or posts that send you to website-based blog are far more effective on the B2B platform. Write a fantastic blog on your website then sell the sizzle of the sausage in your LinkedIn post.

Although 58% of LinkedIn users are viewing on a mobile you have to think about how many have the opportunity to watch the video with the speakers turned up. So, before you start practicing your script or positioning yourself to get in the best light, spend the time writing a good blog and link your post to your website where it can stay for a long time to come and not be swiped over in a flash. Google picks up relative content as well so you’re a winner in more ways than one without having to think about how you look on camera.

With a website blog you can update them as well which google likes, so don’t be afraid to re-post your updated blog if there is a relevancy to something like a news media story.

Video is a fantastic social media tool, just perhaps not so effective on LinkedIn.