How to Use Video Content in Tech Marketing

Stop Making Videos No One Watches We all know video is king, but let's be real—most of our content gets scrolled past faster than free food disappears at networking events. The stats don't lie: Videos with visual hooks get 27% higher completion rates and drive 41% more engagement than standard content. That's not just marginal gains—that's the difference between wasted effort and actual results. Try these 5 visual hooks that might look silly but are proven attention-grabbers: ✅The Falling Hook – Real estate agents using falling house keys or price tags saw 34% higher engagement (Coldwell Banker saw inquiries jump after implementing this in listing videos) ✅The Tapping Hook – Financial advisors using finger taps to reveal investment returns captured 29% longer watch time (Fidelity's retirement calculators use this brilliantly) ✅The Color Change Tap – Healthcare providers switching colors when highlighting critical services increased click-through rates by 38% (Mayo Clinic's symptom videos are masterclasses in this) ✅The Appearing Text – Tech companies revealing key stats with pop-up text improved information retention by 43% (Microsoft's product launches leverage this perfectly) ✅The Magic Hook – E-commerce brands using disappearing/reappearing product features saw 52% higher conversion rates (Nike's product reveals are legendary here) Is it sometimes goofy? Yes. Does it work? Absolutely. What visual hook will you try in your next post? #ContentStrategy #VideoMarketing #VisualHooks #LinkedInTips

In just 30 days of creating videos on LinkedIn, I've driven ~40% of my total views from the past 12 months. One video outperformed months of written content. Here's what I'm learning... 1.) LinkedIn Video's Early Days: The company is testing a video tab on members' home pages, currently visible only on mobile. It feels similar to TikTok, Instagram, or YouTube Shorts but with more professionally oriented content. I love watching TikTok or Instagram when I want to chill after a hard day—it serves its purpose. LinkedIn video has the potential to make me feel like I'm learning continuously, which excites a nerd like me. It's informative and business-friendly for now, but as more creators post and the company invests in this feature, it might evolve. 2.) Why Did I Start? I like writing. I like speaking more. Writing has been a learned skill for me while speaking comes more naturally. Creating video content, at times, allows me the opportunity to unpack ideas more thoroughly than through writing. The increased impressions I mentioned above translate to meaningful connections with people like you. This leads to fun conversations and helps grow the business. More impressions and views = higher probability of serendipity. 3.) How You Can Start: Record yourself speaking on your phone. You don't need a fancy camera. Warning: it feels weird to do this at first. You are literally talking to yourself in a camera. Doing the first one is the hardest. Most people won't try it, so putting yourself out there sets you apart. 4.) How to Take Video: Block off 15-20 minutes for recording and editing. Find a quiet space, and upload the video to CapCut for editing. It’s fun to use. You can enhance the audio/video quality on the app + a lot more I haven't tried yet. Then, download and post it to LinkedIn. I also cross-post TikTok; now that I have that asset, I might dabble with YouTube and Instagram. 5.) LinkedIn vs. Other Platforms: Most people create video content on Instagram or TikTok. On LinkedIn, you're speaking to professionals versus your friends, so you need to find your "watercooler" voice. I'm still experimenting with this, balancing speaking to multiple audiences across industries and seniority. There are tradeoffs with the type of content you share (this goes beyond video content). The ones that get the most engagement? They may look clickbaity and lead potential buyers of your services to lose trust. Want to write directly to your ICP? That content may be boring and not as eye-catching. I'll likely live in this tension for a long time and like it that way. I'm learning as I go, but if you want to create video content or build your brand on LinkedIn, comment below or DM me. Happy to share notes. It would be fun to grow together. Thanks to Cody, Justin, Kane, and Jonathan who have been my inspiration!

The biggest opportunity across social media right now is LinkedIn short-form video. LinkedIn hasn't been shy about wanting more people to share video on the platform, either. It's been investing heavily in video-first features: 🎥 A dedicated video tab that allows you to watch videos in an immersive experience. 📲 The "Videos For You" feature, which brings a carousel of recommended videos to your feed. Plus, it’s leveraging its marketing channels and data to encourage people to share video. These efforts are paying off, too: 🎥 Video is LinkedIn's fastest-growing format 🚀 A 34% year-over-year increase in video uploads 📊 Weekly immersive video views are up 6x quarter over quarter This means there's a big opportunity for you... creators, marketers, small businesses, brands, and anyone using LinkedIn to share their voice for economic opportunities. Here's why: 🔍 Low Supply, High Demand: As seen with the early days of Instagram Reels, YouTube Shorts, and TikTok, there’s often a gap between people using a new feature or format and those who are consuming it. This is the case with LinkedIn video today. There's a small pool of people sharing videos versus those not, giving those who do share video less competition for attention. 🚀 LinkedIn Is Prioritizing Video: Perhaps the biggest reason... LinkedIn is prioritizing it. In addition to adding more ways for videos to surface compared to other formats, users who share video content are being rewarded. There are a lot of people reporting that they're receiving hundreds of thousands—or even millions—of impressions on their videos. 📊 Broader Video Trends: Video has become one of the key ways we consume content, whether for entertainment, education, or inspiration. Short-form video, in particular, has become the go-to. And it’s not just younger generations—over 75% of U.S. adults spend up to two hours daily watching short-form videos. There are other reasons to invest in LinkedIn video—thinking about my own business, here’s what I see: 💼 Getting Clients: Video is a great way to showcase your insights and expertise. When people can see and hear you, they have a better idea of what it might be like to work with you. 📈 Sponsored Content: Influencer marketing on LinkedIn is growing. Video is one of the most popular formats for sponsored content in general, and with 80% of B2B buyers saying short-form video content from influencers is the most trusted, video is key if you want to attract more brand partners and drive the outcomes they want. 🎤 Speaking Opportunities: Posting “talking head” videos or repurposing past speaking engagements helps demonstrate the value you can bring to events. This makes it easier for event organizers to see how you can communicate your knowledge, experience, etc., and makes you top of mind when it comes to speaking opportunities. How's LinkedIn video been for you?