|Charities have become increasingly adept at getting their message across by posting videos on the likes of Facebook, Twitter and Instagram. And now professional networking site LinkedIn has launched its own video feature, which makes us wonder if this could open up a new marketing opportunity for third sector groups.
LinkedIn is mainly used by people to forge new industry connections or find job opportunities, which on the face of it, might not fit with what charities are trying to achieve. Yet if the platform is used effectively it could help reach other important targets.
Build corporate links
Use videos to recruit new talent
Learn from video analytics
By knowing who is watching your videos, you can identify what is (and isn’t!) hitting the mark and you’ll be in a stronger position to decide what other marketing approaches might work best. For instance, could you best reach your target audience by inviting them to an event, trying to arrange a meeting or by sending promotional literature and branded merchandise such as a pen, keyring or notebook.
More than 500 million people are registered on LinkedIn across the globe – 23 million of whom are based in the UK. This means there is tremendous potential to engage with professionals and key decision-makers at firms that you want to work with – and video could be a great way to make this happen.
Indeed, a study by Deloitte recently indicated that 58% of smartphone owners watch at least one type of video content on their handsets every week, compared with just 18% in 2012.
Short videos, live posts and stories were found to be especially popular with smartphone users, with 17% watching these every day. This suggests that video is a marketing method that people are receptive to and actively seeking out – which could make it a winner for charities looking to forge stronger connections.
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