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This page contains the initial results of the LinkedIn Video Viewer Survey.
Let’s start with the top 5 reasons data is vital in the first place for a social media content creator.
- Helps us to understand what our audience wants today
- Identifies how they consume our content in the now
- Allows us to make stronger content decisions
- Helps us to identify even better and more in-depth questions to ask our audience
- Helps to break up our personal or team biases
We will leave the survey open for another 30-days to see if an increased sample size changes any of the initial results from the original sample size (n=102). Survey link is http://bit.ly/2IrdbZI
95% of people surveyed are watching videos on LinkedIn
This stat alone makes a compelling argument that all content creators must include video in their social media content strategy.
The truth may be even more startling. If you haven’t started using video on LinkedIn – it may be too late, to begin with, unpolished or unfocused videos.
Video is not new to LinkedIn and certainly not for the audience making them a more mature viewer.
The inference here is that viewers will demand a higher quality of content. Meaning the shoot something and put it up strategy which worked so well for many during the first year most likely is coming to the end of the cycle.
4 out of 10 are viewing with the sound on
The significant advantage of video is not about reach or views. The main advantage is that we can communicate with the audience or target customer using tone and body language.
The importance of this lies in the proven fact that the majority of communication transfers through body language and tone.
The good news here is that 40% of the audience gets it and as long as we give them a reason to stay with the video, they will.
The challenge happens with the 6 out of 10 that are not viewing with the sound on while watching the video.
Let’s not make the mistake of trying to get all of them to shift their viewing behaviors. We only need 1 of those to change for a 50/50 audience viewership of sound on and if 2 make the change then we’ve gained back an advantage and shifted the 60/40 split into our favor.
To caption or not to caption
Why are we targeting a 60/40 split and not going for the 100%?
We’re going to make an assumption here that people are making LinkedIn videos for one of four primary reasons – (a) to secure a job (b) to jump from their current position to a higher one (c) to acquire customers for their business product or service (d) to showcase their product or service.
For any of those four things to be accomplished, we need them to listen and not read. we need them to have the experience of the video. Otherwise, we’re going to get a better response with readers from a written post because we are not distracting their mind with visuals.
Think of them not listening to our video as being the same concept of a resume getting lost in an automated system – never to be seen by the potential buyer.
The choice to caption is a personal one because LinkedIn doesn’t have an automatic CC system like YouTube.
The significant upside for including captions revolves around the inclusivity aspect for those that are hard of hearing or deaf. Those are the people who would require and benefit the most from captions.
If that group is a substantial portion of the customers that we are trying to reach, then we must find a way to include them but discourage those who are not disadvantaged to get the whole experience rather than avoid it by reading captions.
The second upside for captions would be reaching people where our language isn’t their first language. Again, if this is our customer base, then captions become more critical.
If we choose the caption element in our videos, it is also essential to understand the potential downsides of that choice.
- We are encouraging them to read rather than listen
- We surrender the communication advantage of body language and tone
- We help them not to explore our message
- We hurt our chances at increasing leads for achieving one of those four goals
Here’s a potential solution to that issue. In the written post, offer an option to get a written transcript of the video by sending us a direct message request.
If we are genuinely concerned about serving the needs of that community, it is vital to have one-to-one communication with them rather than one-to-many.
40% of LinkedIn Viewers have a caption bias
You can now see why targeting the 60% becomes the target.
If we choose not to caption, then we know 40% of our audience will not watch the video. That’s fantastic news for us!
While this survey did not go into the reasons people want captions, we can deduce a few of those not related to a physical or linguistic impairment described in the previous section.
Here are a few possible reasons.
- They are at work
- They are in a public place
- They are just killing time
- They’re addicted to social media and scrolling out of habit
- They’re not interested in listening to us
- They’re in a pressured engagement pod and feel an obligation to comment on a post and are looking for a key phrase to integrate into their comment
All of these situations are people most likely not interested in helping us to find a job or wanting to purchase our product/service today.
How long should my LinkedIn Video be?
The survey did give some guidance on this production choice.
The other section tended to make an argument for no set length but wanted some sort of clarification option for their choice. This would create a statistic of 21.56% (11.76% + 9.80%).
What is interesting is that less than a minute becomes the third choice.
- One to three minutes top choice at 61.76% or 6 out 10 preferring that length.
- No set limit second choice at 21.56%
- Coming in third was less than one minute with 16.67%
Also, that no one person in this sample size picked longer than three minutes was worth noting.
On a side note, I’d argue to pay attention to these numbers for LinkedIn live as well since a combined 78.43% are saying no longer than three minutes versus the 21.56% saying any length.
This means 8 out of 10 people do not want video longer than three minutes on Linkedin
- 74.51% of the respondents were content creators
- 25.49% of them are not content creators
- 41.18% female
- 54.9% male
- 3.92% preferred not to say
Age distribution was as follows
Question on this survey or would you like to suggest a future survey. If you’re survey is picked you’ll get a one-hour private content creation, development, strategy, or monetization session ($100 value)