LinkedIn Video Strategy: Becoming a Respected Industry Leader
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Welcome to the Social Media Marketing Podcast, helping you navigate the social media jungle. And now, here is your host, Michael Stelzner. Hello, hello, hello. Thank you so much for joining me for the Social Media Marketing Podcast, brought to you by Social Media Examiner. I'm your host, Michael Stelzner, and this is the podcast for marketers and business owners who want more exposure, more leads, and more sales.

Today, we're going to talk about LinkedIn video strategy, how you can become a respected leader in your industry. And I'm here to tell you that I believe that if you listen to today's interview, you're going to discover some amazing techniques and strategies that will transcend just LinkedIn video. You're going to discover some really, really exciting ideas that might connect the dots in your brain and

in a pretty dramatic way as they did for me. So I really encourage you that if you want to do more with video, whether it's on LinkedIn or not, you pay close attention to what we're going to talk about today. And I'm going to be joined by Louise Brogan, by the way. And if you're new to this podcast, be sure to follow the show so you don't miss any of our future content. Let's now transition over to this week's interview with Louise Brogan. Helping you to simplify your social safari. Woo!

Here is this week's expert guide. Today, I'm very excited to be joined by Louise Brogan. If you don't know who Louise is, she's the author of Raise Your Visibility on LinkedIn. Her agency helps small and medium-sized businesses develop their LinkedIn video strategy. And her podcast and YouTube channel is Raise Your Visibility Online. Louise, welcome back to the show. How are you doing today?

I'm doing great, Mike. It's really lovely to be back with you here. It's awesome to be with you today. Louise and I are going to explore how to use LinkedIn video to become a respected leader in whatever industry you're in. So let's start with my first question, which is why should marketers

focus on LinkedIn video. Said another way, there's a lot of marketers who are doing video, maybe on other platforms, or maybe they're on LinkedIn, but they're not doing video on LinkedIn. If they do what we're going to talk about well, what's the upside to what could happen for them? Okay. This is so funny because since we prepped for our call, I literally got an email from LinkedIn saying your next post should be a video. Really? Yeah. I was like, that's very timely. Yeah.

So why marketers should be doing video on LinkedIn? Well, there's the biggest reason. LinkedIn is literally asking people to do video. And I find with social media channels, when they want to encourage people to do things, they really push that content when you do it. That's the first thing.

Why I decided to do video content with our clients was I think that when you show up on video, it just brings out the human connection online. You know, showing up as a person speaking on video, people connect with you much faster than they do through text and

And also, if you've been on LinkedIn in recent times, there are either people writing posts about AI, they're obsessed with writing about M-dashes and AI on LinkedIn, or they're using AI to write their content. So another reason why video is so powerful, because for now, Mike, when we're on video, we know it's the person who's actually speaking on the video. But also I created a bit of a framework around this video content. So we start with video,

But then we create so much more content out of the video as a result. Okay, so what I hear you say is number one, LinkedIn is given a signal. Hey, everybody, we want more video creators on LinkedIn. Yes. So for those of you that are creating video on other platforms, this might be a signal for you.

But more importantly, for those that are already on LinkedIn, there's a good chance you're like I am, which is you write mostly on LinkedIn because it's one of the platforms that really rewards the long form written word. And video gives you a chance to differentiate yourself or your business or your personal brand from everyone else because so few people are doing it. And because AI makes it so much easier to pump out the written word,

And right now, AI does not make it easy necessarily to make really great video content. This is your chance to share the insights and wisdom that you have with the world, with the understanding that LinkedIn is going to try to lift it up and give it some more exposure. So when it's done really well, what are you seeing happens for some of your clients? I'm just curious about that. Yeah, so actually I pulled out some analytics from one of our LinkedIn company pages and the video content is fantastic.

outperforming the other content. I think it's because of that. So what we do is we actually get the team members of our companies to show up on camera. So rather than the head of marketing writing about what the company does, we're actually getting the team member to come onto video and they're talking about their role. They're talking about the area that they're an expert in. They're talking about maybe what's it looked like in a day-to-day scene at work.

And the other reason that I think LinkedIn really is encouraging video, Mike, and they're encouraging vertical video, is because it is still, although it's brilliant for marketers and it's brilliant for businesses to be on to market themselves, it is still a platform where a lot of people go when they are building their career. And the people who are the younger generations, and I can never remember what generation it

are all the names of the different generations. MARK BLYTH: I think Gen Z is the one that's the younger one now. The 20-something is Gen Z, I think. MELANIE WARRICK: The 20-somethings, yes. So they are used to short-form video content. So LinkedIn is trying to encourage those people over to the platform to stay on the platform by encouraging people to create short-form video content.

And this is really obvious when you look at, so LinkedIn has its own newsletter called Create for Video. And all the examples that they are sharing in those newsletters are people in their 20s talking about what they're doing at work. And they're encouraging people to show up and show what it's like to work at your job. What is your role? That kind of content. So they're actively asking people to

to talk about their jobs and their career ambitions in this video content.

The side of that is as marketers, we can jump on that bandwagon and ride that video road as well, I think. Very good. Okay. So let's assume that someone who's listening to this right now wants to proceed with video on LinkedIn. What do they need to be thinking about before they actually publish their first video on LinkedIn? I have a little acronym for this called PREP. And the first P is for planning. So

Before you even get near a camera or a microphone, think about why are you doing video for LinkedIn? What is it? What is your message? Who do you want to speak to? If you are the marketing manager of a small business, maybe there's like five people in your company or your team.

who's actually going to show up on this video? Who can you get within your team who will create the video? Because it might not be you as the person who's on video, although I strongly encourage you to give it a go yourself. So thinking ahead,

what kind of messages do we want to share and what stories could we tell in this video content that will highlight what our brand does, what our products are, what our services are. I remember working with some product-based businesses in the past and they would say, well, you know, what video content can we do? And I'm like, well, you could literally do a walk around in your factory or your warehouse and show people behind the scenes because

people love that human connection and we're nosy. We're quite curious about what is this company like? What's it like to actually work there? There was a company I worked with in the Carolinas and they create signage. Port City Signs was their name. When we did video content of what it looked like from the ideation of vinyl wraps for trucks,

right through to how the signs are made and then how they're put onto the trucks. Those were the most popular videos because people just love to watch things. They love to see these things happening in video. So you said it was an acronym called PREP. Is this all part of the thinking process or have you unraveled all of it or are we going to unravel it as we continue on through here? Well, I love a good acronym, Mike, and I think that comes from my software engineering days.

So the acronym is how we're going to explain how to use video on LinkedIn. Okay, got it. So the first letter was what we talked about, which was the planning stage, right? Yes. So what I heard you say, and I just wanted to make sure that the prep wasn't just for the planning stage. I'm glad you clarified that. We're going to reveal all the rest as we go through this. So what I heard you say in the planning stage is you want to be thinking about who is it inside the business that's going to be the one on camera.

And you also want to be thinking about like, what are the stories that you could tell? What are the messages that you want to communicate? And,

You also, when we were prepping this, said, think like a thought leader. Talk to me a little bit about that. And also give me the example for the apprenticeship thing that we talked about. Yes, absolutely. So one of my clients is a learning and development company. And they came to me and said, Louise, we have a program that we're launching in a couple of months and we want to really drive that program. So they would go into large organizations like

that we would have heard of, household names. So they are an outsourced learning and development company. And so we want to really encourage those companies to start thinking about apprenticeship programs and what is the best way to do that. So we came up with a plan to interview the guy who trains the apprentices inside a motorcycle company. So this young man, he was

him and I did a bit of a chat, the same way that you would do yourself, Mike. We had a chat beforehand. We decided what kind of content we wanted him to speak about. He was going to talk about his journey from...

being an apprentice himself, coming all the way through the company, becoming a trainer. And now he goes out and trains companies how to run their apprenticeship programs. So we did a bit prepping ourselves. And what we did was we recorded four videos that were his story,

how he got into this, why apprenticeships are a really good mechanism for companies to bring in new talent. And what is it really like to be an apprentice and kind of like the career path that he could have had and what he didn't have. I love doing that with this guy because like a lot of people, he was quite nervous about getting on camera. And I

I did a bit of hand-holding with him to get him through recording the video. But at the end, we got these really authentic pieces of him talking to camera about...

his journey, what was it about, the benefits of apprenticeships from both sides as the apprentice and as the company. And it's been the most popular content on that company page this year so far because people have just really resonated with him telling his story. The other example I'd love to share is a lady who is, so she's a solopreneur

She designs PowerPoint training for companies. She designed PowerPoint slides and she does PowerPoint training for companies. And when she came to me, she said, Louise, I know my audience is on LinkedIn. I'm kind of struggling to get in front of them. And I said, Fiona, how do you feel about video?

And she said, well, I'm up for anything. And I says, right. Okay, great. So we created a series of videos. We actually recorded it in a half a day. So we got 12 videos of her talking about why people should think about how they design their PowerPoint slides. She posted those videos, Mike, and she got asked to come and speak in a conference in Europe based off of the visibility she got from those videos. She,

She gets seen as a thought leader in the space of PowerPoint. I mean, this is LinkedIn. There's a lot of people who talk about PowerPoint on LinkedIn. She has so many people following her now who are also in the space of designing Microsoft products and PowerPoint. But it has also led to a lot of business for her, contracts for her. She's in Ireland now.

She worked with a client in Dublin about a year ago, and they posted that they were doing a rebrand and she had been doing her videos and staying top of mind with her audience.

And whenever they posted about a rebrand, she then put up one of her videos, which was about when you're branding, think about your PowerPoint design. And long story short, she ended up going to Dublin to see the company and she walked away with a contract for 50,000 euro. And that was based off of her showing up as a thought leader in this space on LinkedIn. So it's very powerful.

I love this. And there's a couple of things that I want to just kind of echo back to that. I hear you say, and also my perspective on this, when you share in,

insights, for example, the motorcycle apprentice example, he did create a video that talks about the value of apprenticeship. In that case, he was advocating for a concept, right? Or advocating for an ideal or idea that is in alignment with what the mission is of the company that he works for. In the case of the PowerPoint consultant, that was a lot easier because she could teach this stuff with her eyes closed because this is what she does all day long.

But what I like about these two examples is that you can take someone inside of a company and kind of establish them as the thought leader because they already, in this case, are teaching other people. This guy that did the apprenticeship was basically building up all the apprentice people anyway. So he had something of value to add and he added it to the larger world of the LinkedIn ecosystem and that helped the brand and it helped him. And I like this a lot.

So now let's get into like the next part of the process. So once we've established this plan and you've done such a great job of setting the foundation for what comes next. So after we have a plan for what we actually want to do, we want to organize the recording. Okay. So for me, and there's lots of different software you can use because I live in Belfast in Northern Ireland. It's quite a small market. Real quick before we skip to the recording. I,

Should have asked you about the message itself a little bit because we had planned to talk about that. So talk to me a little bit about the kinds of messages that we should record. I know you've given examples, but you've got some actionable tips that you're going to share. Yes. So when you are planning your video, you want to kind of a bit of a construct around it. So we want to open with a hook.

So that people start watching your video and they stay because I think a lot of us know that catching someone's attention on social media is kind of hard these days, which is probably why LinkedIn want the videos to be under two minutes long. They want you to capture someone's attention and then for them to watch the rest of the video. So you've got to start with a hook that people then want to watch. Then go into what is the actual message in this video? And for me, Mike,

This is where if you can tell a story or share some data or insights into your industry, I find that works really, really well with people. So for example, there's another client of mine, Carol, who lives in Texas. And when she does her videos, she will open with, so she's a strengths finders coach. So she might open with a fact about if your top three strengths could be X, Y, Zed.

Then she goes into a story of somebody that she's worked with and how when they discovered their strengths,

They turned something that wasn't working into something really positive within their work or their framework. So and then really, really key is you want to end with a call to action. And there's lots of ways to do this on LinkedIn. Some of the simple things are just to say, follow me for more content like this. That's a really simple, easy action for someone to take.

However, as marketers, I would like us to be able to do more. So I suggest, and this is something I have on my own profile. If someone looks at my LinkedIn profile, they will see on my featured section. And the very first thing in my featured section is a link to my book. So I might say something, I might open with a line about something I share in the book. Then I'll tell a story from the book. And then I'll say, and if you'd like to get a copy of the book, just check it out in the featured section here on my profile.

Another really nice call to action for marketers, I think, is if you have a series of videos, which we do with our clients, because I think that's really powerful. So Josh and the apprenticeship story, that was a series of four videos. So people were coming back to watch the next ones. Carol is the same. Another client that I have is the same. And what we have actually planned out for this next series of her videos is she is going to have a lead magnet.

So a free download or free guide for her audience. And in her videos, we are going to do the hook and then say, just before I get into the story, I want to let you know that we have actually got a free guide to go along with this. If you want to grab a copy of it, it's going to be in the link below. Then she's telling the story. And then at the end of her video, she's saying, I remember grab a copy of that free guide.

But the whole sequence, and we've recorded nine videos with this client, the whole sequence is on the same story. We're talking about employee engagement with this client. And the guide is top 10 tips for employee engagement. So for the right person who's watching and who likes the content she's sharing, the messages she's sharing, it's a no-brainer to go and get the guide to go along with it. So really important that when you're planning your videos, what is the actual purpose?

purpose of the video. You know, what are we doing this for? I have another great little story. There is the CEO, I think it is, of BlackRock, which is a big investment fund in the US. He does videos, but he does it in the kind of style where he's got the camera on the stick.

And he's running. And that is how he delivers financial reports to his LinkedIn audience. So there's video content of all sorts, shapes and sizes on LinkedIn. I love it. Okay. So back to the message. I like this example of strength finders because I've taken strength finders and I know my number one strength is strategy. So if I was doing this video, I could see the hook being, if you know that you're

strategy is your number one strength on StrengthFinders, dot, dot, dot, right? Here is a little tip on how you could

use that to accomplish something. And then here's the story of one of my clients who did this. And by the way, if you want to learn more, I've got a whole series over here and a resource guide, something along those lines. Is that essentially what? I love that. Yes, yes, absolutely. Got it. Okay, cool. All right. So we've talked about this acronym called PREP.

First, we're starting with the plan. We did a little deep dive into the message. And then you're about to talk about the R, which is record. So go ahead and tell us, what do we need to be thinking about when we actually record if we're not willing to go on a beach with a selfie stick and run? Which I'm definitely not.

So LinkedIn are giving polar opposite advice on this at the minute, which is also making me laugh, but it's making me laugh for the thought of me running on the beach with a stick. If you see that happening next year in Anaheim, Mike, send somebody out to rescue me, please. Okay. By the way, Louise is talking about social media marketing world next year in Anaheim. For those of you like what's happening in Anaheim. Okay. Keep going. Yeah. Big party.

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We're on record. We've gone down a little rabbit hole. We're coming back now. What do we need to be thinking about when we hit record? So LinkedIn have given a couple of polar opposite pieces of advice on this because the email that I received that said, your next post on LinkedIn should be video is literally saying all you need is a camera, phone, and a bit of light and off you go. But on their create for video newsletter that I read yesterday, it was like full on sales.

set up recording through different times of the day, adding all these overlays, et cetera, et cetera. But for me, when we record, we do it on StreamYard because I am remote from my clients. I work with clients from the US, Canada, and Europe, and I live in Northern Ireland. So unless I'm going to hop on flights all the time, we do it remotely. So we use StreamYard to record with our clients.

And what I ask them to have is to try and have light on their face. And a lot of my clients aren't going to go out and invest in proper lighting and everything. And that's absolutely fine. If you have the natural light coming in the window, that is super. But I always ask for a microphone because I think audio is really important when you have video, which might sound a bit confusing, but I think having a clear audio really helps. So having a bit of lighting,

And a microphone that you can plug into your laptop is a good first start.

if you have somebody who can do this with you then I think that is really honestly if it's somebody in your team or if it's somebody like me it really helps people to get over the nerves of recording video when you talk to somebody rather than you set up your camera and you hit record people are a bit like rabbit in the headlights but the way we do it on StreamYard is I

I bring the client into StreamYard. So that's a software tool. And once they're all set up and ready, I will say, okay, we're ready to record. And then I will say, here's the first question. So with Josh, it could be, Josh, can you tell me a little bit about how you got started as an apprentice with this company? And then I go off camera.

So there's only Josh on the screen and we're recording rather than Josh trying to, because he's an apprenticeship trainer. He's not a video guy.

Rather than him trying to do this on his own, because I'm there kind of handholding, he is then responding to me. He's talking to me. And then he answers his question. And then I come back on screen and I'll say, how do you feel, Josh? How did that go? And it was really funny when I did it with this guy. He was so brilliant. But he was kind of like at the start, I thought, oh, is he OK? Are you OK, Josh? Yep, yep, it's fine. Yep, let's just do it.

And at the very end, so we recorded for about 45 minutes out of what we got, our four videos. At the very end, he looked visibly like he's about to collapse. And I said, Josh, are you okay? And he went, I am so glad that's over.

So he had been really nervous the whole way through, but he really held it together. So that's how I record with clients with that software. And there's lots of other kinds of software people can do on zoom. If you have somebody in your office that will do this with you, get a bit of lighting on that person.

Just really important to have a microphone. The cameras on our phones are phenomenal. You know, I think that is as good as anything. But the way we do it is on StreamYard. For those who have ever seen our YouTube channel and maybe some of you are watching it right now as you're listening to my voice, StreamYard is the tool that we use to record all three of our shows.

And the benefit of StreamYard, depending on what class you have of their software, is that they will record, in our case, they're recording Louise and her video and audio separate from my video and audio. And they also sew it all together. So what that means is that

Technically, when this interview is done, I have an entire local version of Louise without her name being on the screen. That's a raw video that I can edit if I wanted to. And my team has the exact same thing with me. So they can kind of do all the magic. We really love it.

Also because, you know, when you're doing interviews, which we're not in this case, we can edit the audio files separately from my channel versus Louise's channel. But it's all stored up in the cloud, which is the big advantage. So it's really convenient. And it's a unique application, Louise. I don't think I've heard of people interviewing people through StreamYard and then using the recording to make short form video. But I love it. And I think that's really cool because that allows people

a lot of people that are listening to kind of have an easier way to pull this off. Because let's say you're listening and you've got a bunch of employees and maybe one of them works from home and you work from the office. Well, you don't need them to come into the office to be able to record these things. They can record it from their home or you work from home. And it just makes the barriers to recording this so much easier. And I am with you. I've done a lot of video work with professional videographers in the past and

And it's so much easier when you have someone who's directing you than when you just have to figure out a script and have it taped to your camera. Would you agree? Yes. No, 100%. It was really funny. I was with somebody the other day and we were doing this on StreamYard and she says, hold on a little minute. And she got a post-it note. I says, what are you doing? And she says, I'm putting a post-it beside my camera and it says a big arrow, look into the camera lens. There you go. Yeah.

That's right, because that's the other downside. Like a lot of people are going to look at their notes when they're talking or they're going to look at the other person on the other end, which is below the camera. Right. Like I have a camera that's about six inches above where your face is. And I'm tempted to look at your face more than I am to look at my camera. And nobody likes looking at a camera because it feels not very human. You know, you're just looking into a little circle. Yes. All right. So sorry. One other thing about that, the way that we do this actually is we're

When you see these videos that I create with my clients on LinkedIn,

they look like they're talking to you because they're talking to me, if that makes sense. And that's another benefit of doing with somebody else in your team or doing with someone like me because you literally are. It's like, and that's where I think LinkedIn, the strength in LinkedIn is where people start having conversations and they feel like they're really connecting with somebody. So I think doing it with somebody, that's another added benefit to doing it with someone. Yeah.

Now, just because I'm a little bit of an audio snob, because I'm a podcaster, you do not have to have like one of these professional mics that Louise and I have. But generally speaking, just talking to your laptop is not going to be good enough. Just using your AirPods is not going to be good enough. So you want to invest in some sort of a condenser mic is what they call it, which means it just focuses the audio on kind of the cone in front of the microphone.

And you also want to make sure that you have fans turned off in the room, shut a window if there's cars driving by. I mean, just like that ambient kind of noise that could distract someone is definitely something that you want to try to control on the front end. But let's just say dogs are barking while you're doing the interview and all this fun stuff. Adobe does have a really cool tool called like, I think Adobe Audio Enhance. Have you ever tried this before? No. You know what this is? No.

Look it up. It's like Adobe Audio Enhance or something like that. If you have an Adobe account, you can literally drag your file in there and it will get rid of the annoying background noises. And it's really, really good. I'm typing it in while we're talking here. Yeah, it's podcast.adobe.com slash en for English and slash enhance. And you literally drag your audio files in there. And after a minute, the AI cleans it up.

And then you download what sounds like my voice now all of a sudden, like it'll sound like it was professionally recorded in a studio. So run an experiment on it because sometimes you're in an echoey room too, which is something you cannot control for.

And it can get rid of those echoes and fun stuff like that. So there's just me as my podcast guy throwing my own thoughts in there. So back to where we were with this prep acronym. First, we talked about plan. Then we talked about record. So we're about to jump into the E. So tell me about what's next. So we do have to edit. E stands for edit.

But this is great because with AI now, Mike, everybody can do this now. Well, I mean, not everybody. I'm not sure my mom could do it. Most people could do it now. It makes it so much more accessible. StreamYard will pull clips for you if that's what you want to do. That's as far as you want to go. And you're like, I don't want to use multiple softwares, Louise.

StreamYard will pull out clips for you, but because we do, we're very structured in what we're doing. So we have like with the apprenticeship, we had four core questions we wanted to cover in the video to create four videos. So I take the video file and put it into Descript.

So that is an editing tool. And what I love about it is that you can edit it just by removing words, literally by editing the text. And that's what makes it really accessible for most people to be able to do. It also means because I am working with people who are not on video all the time, there's lots of mistakes are made. And that's another thing that people, I think I get this feedback from my clients.

it's not as tough as I thought it was going to be Louise, because I always say to them, if you make a mistake, don't worry, just take a breath, continue on because it's so easy for us to fix those issues or, you know, or bloopers or repeated words in Descript. A couple of things on Descript. I just had to share this. Andrew Mason, who is the founder of Groupon is also the founder of Descript. Groupon is, I don't think they exist anymore. And I got to hear him at a conference and he,

The way that he describes using Descript is like editing a Google Doc or a Microsoft Word document. Does that sound about right to you? Yes, definitely. It gives you the transcript. You just copy the paragraphs you want and you hit delete. And then you end up with actually a video. Now, you mentioned earlier that StreamYard also has some AI. You didn't mention this, but their editing on AI stuff is just okay.

Okay. Let's be intellectually honest. I haven't been super impressed with it. So if you're not a video editor person, it sounds like the way to go is with Descript. Yes. Can you explain a little bit about like what that might look like for someone who is using Descript? Just describe, because I'm not, I've used it maybe once. How easy is it for someone to actually do what it is that

that you're talking about here? - Oh, it's honestly, so we will download like a 40 minute video recording from StreamYard, put it into the script. So the way I do it is I have planned the video content that I want. You upload your video, it takes about a minute maybe or less to show the transcript alongside your video.

You can then find in your text where I have said, okay, Mike, I'm going to ask you question number one now. And I asked the question and then I go off camera and then you start to speak. So I'll select what you have said. And then it says, they call it compositions. You can create a new composition that is just that one video. Ah, that one section of the video, right? Yes. Yes. So,

Every time you go back into the script, if you see that one 40 minute project, they call them projects of Josh and his apprenticeship videos. When I click into that, I can then see the multiple compositions that I have created. But it doesn't stop there. So I prepared this for my talk, my did a social media marketing world with Josh.

The AI features in Descript. You can go to, there's something, I don't know why they call it this. They call it Underlord, which is the weirdest name for- Underlord. Okay, I'm listening. Keep going. Makes me think of my children and their Marvel comics or something. It's a bit weird. So you go to the Underlord and then it opens up this whole menu on the right-hand side. It will say-

Do you want to create clips? I mean, there's lots of things that will say, I'll say, do you want to edit for clarity? It will edit for you. So we'll get rid of the arms and arms and stuff. Yeah, all that stuff. And then it'll say, do you want to edit for clarity? And I always have you have a light, medium or heavy.

So it will literally try and if you said I've never done heavy, cause I want people to speak as they are in my videos. So it'll remove the ums and the ahs or where you've said a word twice, which we do. We do quite often, you know, where I live, we seem to say the word so a lot. I have no idea how many times I've said it today. Hopefully not too many. So I tend to remove the word so. Yeah. You just said it a couple of times. So let me ask you when it removes a word, does it,

Zoom in a little bit, or is it just like a quick cut or how does it, what does that actually look like? Do you understand what, is it just like cut from, if you were to edit a video, normally your head's moving around and stuff when you talk and when you edit something out,

Does it just jerk to the next thing or does it zoom in slightly so it kind of covers up the cut? Do you understand what I'm asking? Yeah, well, it must do because you can't notice it in the end video. Okay, good. Oh, good. Perfect. You can't notice it. But the create clips bit I love. So with Josh, I went to, because for this client, we've started to put their content on YouTube as well. So I went into the under lowered section and I said, can you create clips? And it says, how many do you want? And I says, oh, I'll have,

And then it said, what format do you want them? Do you want them landscape? Do you want them portrait? So I was able to take the landscape video that we had created and create six clips in portrait or vertical video. And you can tell it what length you want that video to be. It's kind of amazing because it'll go through the whole video and it'll pull out the six best clips of that person speaking and it creates a vertical video of it. So what

When I did this work for, because I wanted to show this and I showed the video in my talk, I pulled out 13 videos with the AI editor for Josh on top of the four that we had already created for the LinkedIn company page. But Mike, that is literally, that's the beginning of what you can do with this content, which kind of takes us to the next. Okay, just real quick.

So does it do a good job with its pics? Cause I've seen other tools where it's just okay. You know what I mean? Like how good is it at actually finding the really good quotes for these clips? Honestly, I genuinely think it's really good. I mean, well, with all these AI tools, you could just say, or you can give instructions as well. Sorry. So you could say, can you please focus on what it's like to be an apprenticeship trainer? And it'll pull out the key clips on that. So you can tell it what you want to come from this. Okay. So,

A couple of clarifying questions are coming from this naturally. Yes. These videos that we are creating for LinkedIn, how long are they typically? Yeah. And then these clips, are they even shorter?

help clarify that. Yes. So LinkedIn suggests that you want to have your videos under two minutes long. So we do try and keep ours around 60 seconds to 90 seconds, because I think that captures people. And then of course, if they watch the whole way through, that's good for the views on your page and getting visibility on the page. The other thing, which I forgot to mention when you're editing is I always burden the captions or the closed captions onto the video as well.

So LinkedIn will do auto captions, but that is determined by the viewer, not by the publisher on LinkedIn, if that makes sense. Totally. So LinkedIn calls people members. So if I have my account set up with closed captions automatically off and your video appears on screen and you have not burned your captions onto the video, then I'm not going to see them. I would have to actively go and turn the closed captions on. So...

And to my mind, it's better that you put your own captions onto the video. Also, LinkedIn is a US-based platform. A lot of the audience are speaking with a different accent to you. And a lot of AI automatic transcripts also pull out different accents and might have a word that's not quite what you said.

So I think that is definitely worth spending a little bit of time just making sure that the captions are what the person in the video is actually saying. And I would imagine you can edit those captions. Is that correct or no? Yes, you can. Yes. Okay, good. And you can have them. They have lots and lots of different templates. So you can have different kinds of styles.

I will say I've noticed a bit of a theme on the vertical videos on LinkedIn where it's like the one word flashes up as someone's talking. I'm not quite sure what I think about that yet, but I have noticed that quite a bit.

Okay. I am loving this little descript thing that we just had. So we're on the prep acronym. We've got plan. We've got record. We spent a lot of time on editing. What's the last P? P is for publish. Okay. But Mike, not just publishing video. It's what you do with everything else. And it's why I went for video first for LinkedIn, because the gold mine in this video is actually the transcript. So it's

If we do publishing the video first, you can schedule your videos onto LinkedIn on the platform itself. You can use a third party, but you can also schedule them directly onto LinkedIn rather than just posting and going. Really important that you write a post to go with your video.

So you don't want to just post the video without actually writing a post that goes alongside it. But what I love, and this is another thing Descript can help you with, like I think I'm like sponsored by Descript, but I promise I'm not.

You can extract the transcript and you can say, write me a LinkedIn post from this. So do you remember when we did the compositions? So we extracted the paragraph video and we made a composition, which is what Descript calls it. So under my video, I've got the four little composition videos. You could ask it then, can you write a LinkedIn post to go with each of those?

Or what I do is I take that transcript and then we have human writers in the team. We create blog posts. We create a LinkedIn newsletter.

And then we embed the video. So the video has a standalone post on LinkedIn. Then we write a newsletter each month for our clients and we embed the videos into the newsletter. So you're repurposing it in multiple ways. And then with the transcript, we are then writing the posts, the video posts,

You can take the key notes out of that transcript and create a carousel post, which is still hugely popular on LinkedIn. That's the ones where you upload it as like a slideshow and you slide across with the key points from whatever's in your video and just really, really repurpose that content. So it's not just...

"Hey, we've got four videos now, this is great." It's what can we do with the video and with the transcript? And the other one kind of brings us right back to the beginning. Why is video so powerful? Because it's the authentic humans showing up

And what is the transcript? It is the words coming out of that person's mouth. So if your CEO is going to do this, if you can get your CEO or somebody who is your training team manager on video, the content is in their voice because it's literally coming from what they've said on the video. So I just think it's just a brilliant place to start. And LinkedIn is just really keen on us to do more video.

Back to the writing of the text that goes with the video. How much text and what are we normally talking about? Paragraph, a sentence, what are we talking about for that text to go along with that video post? So with that video post, do you remember our hook that we had in our video? You want to have a hook at the start of your post. And I strongly recommend you start with a one line hook, then a space, and then you say what's going to be the key points in the video. Because

not everyone's going to watch your video. There are a lot of people who like to read stuff. There's people who like to listen. There's people who like to watch. So it could almost be exactly what you said in the video. Yeah, absolutely. I mean, I think it should be. Like you say, I say we do. If you go back to the StrengthsFinders example, you could say one of my key top strengths are empathy, strategy and whatever the other one is.

And that could be, how can you use your top strengths in your next management meeting? That could be your hook. And then you say, bullet points. You say, recently I worked with a client. I suggested that she used her top strengths in this way in her meeting. And it's going to be what you said in the video. And then at the bottom say, if you're interested more, there'll be more in this series coming along. Make sure you connect with me here on LinkedIn.

On that, LinkedIn is still funny about links. So I wouldn't link to my free download.

or my free guide in the post itself, but I would direct people to where they could get it. There's a bit of a theme at the minute on LinkedIn where people will say, if you'd like to get the free guide, then just message me. And people there, but that's even brilliant because then you're suddenly into a one-to-one conversation with people in your audience. So that could be your quality action at the end of your written post. And we haven't even mentioned this part,

that there is, at least in the United States, a little video tab on mobile, right? And it's kind of like Instagram, right? Where it's just vertical videos that I don't think you have it in Ireland yet, do you? No, no, we don't. But it's probably coming. And I can tell you, having used it myself for the international audience that's listening, is it looks exactly like TikTok or Instagram. It's just a bunch of videos that you just scroll through all day long. Yes.

Louise, this has been a really fascinating exploration into ideas and functional tactical. How the heck do you do this kind of stuff? And I know we've just scratched the surface of the kinds of things that you do. So if people want to reach out to you on LinkedIn, where do they go? And if they want to work with your business, where do you want to send them? Super. So please do come connect with me on LinkedIn. It's Louise Brogan.

And our website is louisebrogan.com. And I am very happy to send people a copy of the video strategy guide if they'd like that. So it's louisebrogan.com forward slash video guide. And that will help them out with a strategy. Awesome, Louise. Thank you again for sharing your insights with us today. Thank you.

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