While businesses will always have a need for copywriters, it’s fair to say that visual content has become king in our digital age. The importance of visual content has been continually underscored in recent years, particularly with the inexorable rise of social networks like Snapchat and Instagram but also long-standing, formerly text-based mediums like Twitter and Facebook. According to HubSpot, 32% of marketers now think visual images are the most important form of content for their business, with blogging relegated to second (27%).
Content such as videos, imagery in the form of infographics and memes, not to mention the ever-ubiquitous gifs, has reinvented the wheel of online communication. In the process, the production of visual content has become ever more creative, as brands seek to outdo one another in an effort to be seen and heard by as wide an audience as possible. LinkedIn mightn’t be the first portal you think of when pondering the effectiveness of visual content, but in fact, the professional networking site is a great case study to illustrate the merits of such assets. If you’re still pushing out text-only updates via your personal or business profile, it’s time to up your game.
Which Visual Content Works Best on LinkedIn?
Chances are, you’ve already noticed some terrific examples of visual content on LinkedIn: you know, the posts that rack up thousands of comments in a short period of time and clog up your feed. It’s not too often that you’ll spot text-only updates in the feed because LinkedIn, like any other clever algorithm, prefers to display content that gains easy traction.
Before we look at some specific examples of companies publishing visual content, let’s focus on a few ideas for things you can start sharing on your LinkedIn company page.
How-to Videos and Images
The professionals scrolling through LinkedIn like to feel like they’re getting something out of it: that they’re learning or bettering themselves, feasting as they are on nuggets of wisdom dispensed by their connections. As such, educational and how-to videos and images play great. Sending out a video containing useful tips is a nice excuse to show off your knowledge, set up a positive interaction and embed your brand, product or service in someone’s mind.
Images With Other Content, Like Blog Posts
Sharing an exhaustively researched, well-written, search engine-optimised blog post that provides genuine value to your audience is one thing; getting the masses to read it is quite another. To get more eyeballs on your five-star content, attach a striking, relevant high-res image. You’ll creep into more feeds as a result, and if the image is sufficiently appealing, you’ll notice an upsurge in click-through rate.
Infographics – particularly slick custom graphics which contain your overlaid logo or CTA – are a great way of communicating insights and subtly educating and inspiring your followers. The key, of course, is to become a brand leader, a trusted voice. A company on whom your followers rely. Create and post visually appealing, research-driven infographics with up-to-date stats and info and you’ll be well on your way.
Videos & Images That Promote Your Company Culture (and Job Vacancies!)
How you converse with your audience matters. Naturally enough, you want to promote what your company does without forgetting to touch on the “why?” Providing value in the form of useful tips, industry research and stimulating long-form content is all well and good but you also need to spread good vibes and promote your company culture. Artful videos and images—of training days, fundraisers, ‘a day in the life’, inspirational quotes from the CEO—will show off your organization’s ethos and could even bag you a dream candidate.
Companies With a Strong Visual Content Game
Many companies are excelling in this space, but the best ones focus on crafting visual content that’s unique, interesting and organic. In other words, content not transparently geared up for lead generation.
The best examples include Adobe, Hays, Deloitte and Schneider Electric, all of whom were included in LinkedIn’s Top 10 Company Pages of 2018. Consistent and clear messaging, slick assets, distinct CTAs and plenty of personality. Hit the follow button and you’ll be able to take inspiration from their output.
Useful Tools for Leveraging LinkedIn Video Content
At this point, you’re probably eager to get started. Below you’ll find summaries of some of the best tools for leveraging LinkedIn visual content going forward.
Agorapulse: For Managing and Scheduling
Few platforms are better for managing social media than Agorapulse, which lets you plan your social media calendar for the whole year, as well as schedule important updates (including video updates) across multiple mediums—LinkedIn included, of course. Posting content regularly on your LinkedIn company page is essential for helping the page grow and attracting new followers, but as all social media marketers know, juggling multiple profiles can become a monumental hassle: that’s where Agorapulse’s streamlined dashboard comes in. Agorapulse also offers the ability to queue posts according to publishing categories, so you can roll out posts according to topic or type, automatically, at the times you set up. That means that you can post all of your visual content, including videos, across all of your platforms at the same time. You can also bulk-uploaded visual content into your publishing calendar for easy posting later, as well as post up to 10 images per LinkedIn post:
Canva: for Static & Animated Visual Content for LinkedIn
Canva is the go-to resource for those interested in creating impactful visual content: infographics, collages, logos, business cards, invitations, LinkedIn banners, whatever the case may be. Unleashing your creativity is easy, there are countless templates and stock images to choose from, and you can collaborate with other team members on the same account in real-time. By clicking into the Design School section, you can also watch informative, one-minute-long video tutorials that teach you how to craft beautiful designs step-by-step.
Adobe Spark: for Video Content
Adobe Spark is a free graphic design app that lets you get the word out about your brand with striking imagery and videos. Bring your stories to life and keep your audience engaged with a suite that comprises Spark Post (for graphics), Spark Page (for web page designs) and Spark Video.
The cool thing is, your Spark projects automatically sync between your computer and mobile device, so you can publish posts at any time, wherever you are. Of particular relevance for LinkedIn are the professional templates for advertisements, announcements, quotes and animated stories, and you can apply your own personal touch with designer themes, voiceovers and typography. On the Spark website, you’ll find an impressive gallery that gives insight into ways the tool can be used to create powerful campaigns. Just choose your industry (food, travel, sports, lifestyle etc.) and browse the listings until inspiration strikes. You’ll find invitations, presentations, personal branding, photo essays, event recaps, travel guides: the sort of arresting visual content that plays well not only on LinkedIn but on all social networks.
Putting It All Together
If you’re unwilling to make visual content a mainstay of your LinkedIn output, you’re leaving qualified leads on the table. Make your company page a veritable content hub and the B2B professionals that populate the platform will become valued customers. Start today.
This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.
© 2019 Lilach Bullock
ladybossentrepreneur on March 02, 2019: