00:00:00
there's a generational opportunity
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happening right now on LinkedIn if I
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told you I had a time machine and you
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could go back to Tik Tok in 2020 or
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Instagram res in 2021 or even YouTube in
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2010 and I let you start posting content
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from those years would you do it of
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course you would because if you own a
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business or you work in marketing you
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realize that social media is a money
00:00:21
printer if you're early to the platform
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and you know what you're doing right now
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in 2024 is that moment for LinkedIn
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short form video look at this this is a
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graph of my LinkedIn traffic from the
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last year you see that dead zero no
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posting no traffic whatsoever and then
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boom I've generated 15 million
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impressions over the last year and 99%
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of them came in the last 6 weeks and
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it's not just me any of my friends that
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have listened to me and started posting
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on LinkedIn have seen that same
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trajectory so in this video I want to
00:00:51
break down three things the first why is
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this such a massive opportunity and how
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does it differ from other platforms
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second what is the Tactical and exact
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Playbook you should do to take advantage
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of it either if you already make short
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form video or not I'll break down both
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and third I'm also going to break down a
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few Advanced ideas for what a
00:01:08
sophisticated brand could do on LinkedIn
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right now that I think would crush so
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first why is this opportunity so huge
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there's four main reasons and they all
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stem from the fact that LinkedIn is
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launching their own for you vertical
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video feed so LinkedIn sat back and they
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watched every platform launch a for you
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feed Tik Tok invented it then Instagram
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copied it with Instagram reels then
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YouTube did shorts and now LinkedIn is
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launching their own version but it's in
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beta mode and only 10% of the users on
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LinkedIn have access to it if you open
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the LinkedIn app there will be a
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dedicated icon in the bottom nav for the
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4u feed but 90% of users don't have it
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yet I don't even have it that's how new
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this is now the hack is that if you
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upload vertical video content to the
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normal LinkedIn posting window LinkedIn
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will ID that as vertical and put it in
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that 4u feed that the 10% of users are
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seeing so right now 1 million people on
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LinkedIn can see that feed but as more
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users get access more and more eyes will
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go on that feed and onto those videos
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and the big thing here is that you can
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get more people that you are not
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connected with to watch your content at
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a scale that just wasn't possible via
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the text only post that LinkedIn is
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known for so you're getting more
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attention per unit work that's the big
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thing that's what everybody's after so
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the first reason that this is such a big
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opportunity is that there will be a
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massive supply and demand mismatch of
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good content for LinkedIn short form
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video as soon as the floodgates open to
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all the users and even now I'm already
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seeing it now there just isn't enough
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good video content for people to consume
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and when you're looking for
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opportunities where a single amount of
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effort can lead to extraordinary
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anomalous results you want supply and
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demand mismatches I've never seen one as
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insane as this right now this is what
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we're seeing with my videos already I'm
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getting four two 5 million views on a
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video and we're not even in the first
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inning yet only 13 million people have
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access to the feature now reason number
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two why this is such a big opportunity
00:02:58
and this is probably the most important
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one is that people on LinkedIn are
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actually looking for good content to
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share see on most social platforms
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people don't want to share they want to
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consume in Silence the default behavior
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is not to share you will only share if
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you see something that really moves you
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or if it's going to earn you social
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credibility in your group chat DM but
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the native behavior is for people to
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just watch and consume and scroll they
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don't want to do anything else besides
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consume in silence but LinkedIn weirdly
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has the opposite dynamic because on
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LinkedIn people want to seem
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professionally credible in their field
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so all day they're going through the
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feed looking for Content that would earn
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them that professional credibility and
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when they see it they're compelled to
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share and higher shares on any social
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platform means more virality that means
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more attention via unit work that's what
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we want more virality more shares so
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LinkedIn is actually conditioned to
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share more this unique Dynamic that
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people are actually actively looking for
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content to share because it adds
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professional credibility that is not
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found anywhere else and that is a huge
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huge tailwind and on top of that a bonus
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thing most companies are forcing
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employees back to the office 5 days a
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week at the office employees can't
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really use social media but LinkedIn is
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seen as a professional tool so you've
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got all these employees who are
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basically trapped in a corporate jail
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for eight or more hours a day and all
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they can do is consume content on
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LinkedIn huge Tailwind now the third
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reason this is so huge is because
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LinkedIn is verified only and so there
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really aren't that many bot accounts on
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the platform of course you have these
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Shenanigans where people have these
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network of fake Pages where they promote
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other people but for the most part there
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isn't these bot clouds that are as
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easily manipulatable on LinkedIn like
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you find on Tik Tok or Instagram and
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because of this it'll be easier to
00:04:38
assess which messages or offers in your
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content is actually working because the
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only people engaging with it are humans
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there's not as many bot actors that's
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another huge tailwind and a huge benefit
00:04:49
of creating on LinkedIn now the fourth
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reason and this is the last one I'll go
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over of why this is such a huge
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opportunity is that LinkedIn is really a
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business focused platform and so content
00:04:58
with a business slant is what's going to
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work best so the bar for what type of
00:05:02
content will work is actually lower but
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the scope is narrower you don't have to
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have this crazy flashbang retention
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editing but you do have to be talking
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stuff that's business or business
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adjacent or like I said earlier people
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will not share because they're not
00:05:13
getting the professional credibility
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this means that all of those people that
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have cracked gen Pop Pop Culture gaming
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all those super viral categories on
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other platforms they won't be able to
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play on LinkedIn because their content
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is not business focused that means the
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pool will be smaller and there'll be
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more Eyes For Less videos which means
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your videos will do better so all of
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those things the for you page coming the
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broader audience roll out the positive
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implicit desire to share content the
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verified audience the fact that it's
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business focused with a narrow scope all
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of those things combined are a massive
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massive Tailwind that help business
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content do better also LinkedIn is
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currently boosting their top videos on
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the platform because they're trying to
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create this Behavior Loop and reinforce
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to people that they should be going to
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the vertical feed this is kind of like
00:05:57
going to a casino and them giving you a
00:05:58
free BET and then them boot boosting it
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with zero risk to you again unfair
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Advantage but now you probably get it
00:06:03
it's a huge opportunity I'll stop
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harping on it okay now I want to talk
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about the actual tactics for how you
00:06:09
take advantage of this opportunity so
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you either are making short form videos
00:06:12
right now or you're not I've got answers
00:06:14
for both if you're not hold on a second
00:06:15
if you are you either are making videos
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that are business focused or you're not
00:06:19
first if you are already making videos
00:06:21
and they're business focused this is
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super easy start crossposting those
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videos on LinkedIn I recommend posting
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one to two times per day I like to do it
00:06:29
at 9:00 a.m. Eastern and 12:00 p.m.
00:06:30
Eastern but the time can vary obviously
00:06:32
during work hours during work week days
00:06:34
are probably going to be best do not use
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a scheduler tool cuz LinkedIn Auto
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throttles when you're using these tools
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like hoot or whatever it thinks it's
00:06:40
botted so it throttles that down just go
00:06:42
in the platform and manually post or
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have your VA post I'll typically write
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out like a 10 to 15 sentence caption one
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line per sentence enter it down the
00:06:50
typical LinkedIn format at the bottom of
00:06:52
the caption I'm putting make sure to
00:06:54
follow at my username for more videos
00:06:56
like this and I'm including four to five
00:06:57
broad hashtags in the actual text I'm
00:07:00
including a lot of what I put in the
00:07:01
video but I'm trying to complement with
00:07:03
additional details that I didn't cover
00:07:04
so that the copy actually adds to the
00:07:06
video post it's not just a straight rip
00:07:08
of the transcript also don't put links
00:07:10
in the description I know you're trying
00:07:11
to post to get leads but when you put
00:07:13
links even a LinkedIn Link in the
00:07:15
description it throttles the engagement
00:07:17
way down so instead use the LinkedIn
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premium custom button the way to get
00:07:21
that is go to your profile go to edit
00:07:23
and then there should be a premium
00:07:25
custom button where you can customize
00:07:26
that to be go to my blog go to my
00:07:28
website go to my newsletter set that
00:07:31
that sits right below your profile and
00:07:33
when someone's watching your video it's
00:07:34
there it's easy to hack that to be
00:07:36
clicked instead of something in the
00:07:38
description if that's going to throttle
00:07:39
engagement make sure to set that button
00:07:40
you may need to sign up for LinkedIn
00:07:42
premium to have that I'm not sure I have
00:07:43
premium and I do have it it's called the
00:07:45
premium button I would assume you need
00:07:46
premium it's probably worth it because
00:07:48
if links in the description are going to
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throttle you down but that doesn't
00:07:51
you're going to want that also if You'
00:07:53
making videos for a while obviously do
00:07:54
this moving forward where you add
00:07:55
LinkedIn but just go back and repost the
00:07:58
backlog of the best video you have just
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post those on LinkedIn okay so if that's
00:08:02
you the you have videos and they
00:08:03
business focused you're set good luck
00:08:05
now if you have videos but they're not
00:08:08
business focused you have three options
00:08:10
option one you don't do anything you
00:08:11
don't take advantage of LinkedIn I
00:08:12
wouldn't recommend that unless the
00:08:13
product you're ultimately selling is
00:08:15
going to straight consumers that would
00:08:16
not be on LinkedIn but even if you're
00:08:17
selling like a toy or a candy bar it's a
00:08:20
good chance the supply chain operators
00:08:22
or the buyers in retail are going to be
00:08:23
on LinkedIn and so really all roads lead
00:08:25
to you wanting to be on LinkedIn you're
00:08:27
going to have to interface with some
00:08:28
professional at some point so I'd
00:08:29
recommend figuring out one of the other
00:08:31
two paths path number two is that you
00:08:33
record net new content so let's say you
00:08:35
make gaming content it's really not made
00:08:37
for LinkedIn at all and there's no way
00:08:38
you can tailor it you'd make a second
00:08:40
set of videos designed for LinkedIn the
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good news is these don't have to be as
00:08:44
High Fidelity it can just be point and
00:08:46
shoot with the camera as I'll talk about
00:08:47
in a second but you'd want to make a
00:08:49
second type of content now if you don't
00:08:50
want to do that because it's going to be
00:08:51
an additional lift the best way is to
00:08:53
try to put a cloak of business around
00:08:55
the video you already talk about and you
00:08:57
want that slant to be somewhat business
00:08:59
related enough so that it Vibes with the
00:09:01
professional but that it doesn't take
00:09:02
away from the Integrity of the concept
00:09:04
of your video now if you're like me
00:09:05
you're trying to make one video and post
00:09:07
that video everywhere not do any more
00:09:09
work than that so if you're not good at
00:09:11
cloaking or you think by cloaking with
00:09:13
the business idea it's going to devalue
00:09:15
the performance of the video elsewhere
00:09:17
you're probably going to have to make a
00:09:18
second type of content that is what it
00:09:19
is I recommend doing this because you
00:09:21
have a supply demand mismatch but you're
00:09:23
going to have to decide do you have the
00:09:24
bandwidth or the resources to be able to
00:09:25
make your core content and then also
00:09:27
make supplementary content for link so
00:09:29
at this point that covers the you've
00:09:31
made videos either they're for business
00:09:33
sick or they're not for business now you
00:09:34
have a plan now let's go to the bucket
00:09:36
of the people that don't currently make
00:09:37
videos the good news is like I said the
00:09:39
Quality Bar in terms of like editing and
00:09:41
level of effort required not quality of
00:09:43
thought not quality of speech but like
00:09:45
the quality of the packaging is the
00:09:47
lowest the bar is the lowest on LinkedIn
00:09:49
out of every other platform and that's
00:09:51
because the supply and demand has not
00:09:52
leveled out on reals and Tik Tok and
00:09:54
YouTube shorts it is so competitive
00:09:56
because there's so many people making it
00:09:57
which means the bar for quality is
00:09:59
higher but when you're starting out on a
00:10:01
platform and you're there early the bar
00:10:02
is much much lower that's why the
00:10:04
dancing stupid dancing videos on Tik Tok
00:10:06
worked so well to beginning the bar for
00:10:08
Quality was so low that has not been
00:10:10
pushed up so the good news is if you're
00:10:11
creating on LinkedIn and you're not
00:10:12
creating anywhere else that bar is low
00:10:14
so you won't have to do as much to make
00:10:16
a video that's good enough and to prove
00:10:18
this I'll show you these I make walking
00:10:20
Instagram stories where I just walk
00:10:22
around my neighborhood and just Riff on
00:10:23
a topic these are unedited one take I'll
00:10:26
export them put them into cap cut I'll
00:10:28
add captions in cap cut just do the auto
00:10:30
translator I don't even fix the caption
00:10:31
sequencing I export that and re-upload
00:10:33
it to Instagram sometimes those videos
00:10:35
get like 150,000 views this one got
00:10:37
700,000 views some of them don't do as
00:10:39
well so the hit rate is lower but you
00:10:40
could just make these point and shoots
00:10:42
with zero editing and those will work as
00:10:44
well that's what I'm talking about about
00:10:45
the quality is so low now the idea I'm
00:10:47
talking about and the thought I'm saying
00:10:49
is still valuable but the actual
00:10:51
packaging of the editing is low so if
00:10:53
this is you and you have no idea how to
00:10:55
use video software you don't have any
00:10:56
cameras none of that which is fine all
00:10:58
you need to do is take your iPhone hold
00:11:00
it out in front of you look at it and
00:11:02
then talk about a topic for 60 seconds I
00:11:04
recommend coming up with a list of five
00:11:06
things that you feel like your customers
00:11:08
need or topics that are on the top of
00:11:09
your mind that seem obvious to you but
00:11:11
not to others pick one of those write
00:11:13
the first couple sentences as if you
00:11:14
were to intro that idea to a friend and
00:11:16
then the rest of the video should just
00:11:18
be you adding value don't make it about
00:11:20
you don't say who you are don't take 10
00:11:22
seconds in the intro being like I'm the
00:11:23
president CEO XXX of this nobody cares
00:11:26
about you sadly they only care about the
00:11:28
information and at the beginning when
00:11:29
you're posting the first 15 to 20 videos
00:11:31
you just want to get high density of
00:11:33
information and start associating your
00:11:35
face and your little profile picture
00:11:37
with value towards a topic so that's
00:11:39
what you want to do take your phone no
00:11:41
need for a tripod go outside or go up to
00:11:43
a window with natural light that's all
00:11:44
you need and then I would recommend
00:11:46
adding captions to it if you post on
00:11:48
LinkedIn and Trigger the auto caption
00:11:50
thing it's going to be the normal
00:11:52
captions closed captions you see on TV
00:11:53
shows you don't want that get cap cut
00:11:55
and then when you're in cap cut all you
00:11:57
have to do is upload the video very easy
00:11:58
and then go go to the captions Tab and
00:12:00
just pick the first one you know they
00:12:02
all say the quick brown fox but one of
00:12:03
them shows the color changing from word
00:12:05
to word you can pick whatever caption
00:12:06
style you want a lot of them are free I
00:12:08
pay n bucks a month for cap cut for the
00:12:10
premium caption that I want just pick
00:12:11
one of those it'll Auto translate it
00:12:13
auto use the captions export it out and
00:12:15
upload it couldn't be easier than that
00:12:17
you already can write the caption you
00:12:18
already can add the hashtags all you
00:12:20
have to do is point and shoot and talk
00:12:22
it's going to feel weird for the first
00:12:23
few videos but I promise you it's much
00:12:25
easier to record a selfie video than it
00:12:26
would be to look into a DSLR like I am
00:12:28
doing now because everybody's used to
00:12:30
FaceTiming so treat it like a FaceTime
00:12:32
and do it that way that should be the
00:12:33
first 20 or 30 videos you make now I
00:12:35
also have two free resources that I put
00:12:38
together specifically for this use case
00:12:40
someone's never made a video before or
00:12:42
they really want to level up with
00:12:44
content the first one is my free short
00:12:46
form video course it's also a community
00:12:48
there's 1,400 people in there it's
00:12:50
called wavy World in there I've put
00:12:51
together 15 modules that walk through
00:12:54
everything about how to come up with
00:12:55
good video ideas how to edit how to
00:12:57
package how to think about it the
00:12:58
psychology some examples I've got a few
00:13:00
case studies where I go through my full
00:13:02
end to-end process for like an hour of
00:13:04
like writing down the ideas this is a
00:13:06
very helpful beginners guide it's
00:13:08
completely free so i' recommend you at
00:13:10
least jumping in there and looking at
00:13:12
the videos to see if you want them
00:13:13
school.com wavy World I'll put the link
00:13:15
below completely free the second thing
00:13:17
which is also free is my content
00:13:19
newsletter so content. game is the URL
00:13:22
now if you're hearing about LinkedIn
00:13:23
shorts for the first time this is kind
00:13:24
of like The Cutting Edge content
00:13:26
strategy we're here early we're so early
00:13:28
if you want to be read in on these types
00:13:31
of Cutting Edge unfair Advantage type
00:13:33
things this is what I do all day long so
00:13:35
that newsletter content department at
00:13:38
content. game all I'm doing weekly is
00:13:40
sending you Trends and breaking down
00:13:42
content that I think is working that is
00:13:44
ahead of the curve so if you want to be
00:13:45
ahead of the curve with growth
00:13:46
specifically related to content it's a
00:13:48
no-brainer it's free so content. game
00:13:50
make sure to subscribe to that as well
00:13:51
those are the two things free that I
00:13:53
think will level you up the combination
00:13:55
of those and this video there's no
00:13:56
excuse to not getting started here and
00:13:58
I'm saying it directly because this is
00:14:00
such a massive opportunity that I wish
00:14:02
somebody would have sat me down in 2020
00:14:05
and really got serious about Tik Tok
00:14:06
that would have accelerated me even more
00:14:08
so I'm trying to do that to people here
00:14:10
also if you want to look at my LinkedIn
00:14:11
and just study What I've Done Right just
00:14:13
look at the way I frame the captions
00:14:14
look at the way the hashtags the timing
00:14:16
if you want to do all that I'll put the
00:14:17
LinkedIn below my LinkedIn profile just
00:14:19
search K Callaway or the link is below
00:14:21
that's one of the easiest ways is to
00:14:22
find people that you think know what
00:14:23
they're talking about and just watch
00:14:25
what they're actually doing and try to
00:14:26
study it and then if you have any
00:14:27
questions just shoot me a message and
00:14:29
I'll explain why I'm doing what I'm
00:14:30
doing all right so that's all I wanted
00:14:31
to touch on for the actual tactical
00:14:33
section now this is the advanced brand
00:14:35
section if you really want to get the
00:14:36
juice we really want to go to the edge
00:14:38
ideas that are outlier potential that
00:14:40
nobody thinks about this is the way my
00:14:41
brain works kind of differently I'm just
00:14:43
going to give three random ideas I
00:14:44
guarantee you'll see these three in 6 to
00:14:46
12 months someone's going to take these
00:14:47
and run with these there's something
00:14:49
here the first one is I call the echo on
00:14:51
Instagram and Tik Tok a lot of Brands
00:14:53
try to create this Echo effect where
00:14:55
they contract 50 to 100 Nano influencers
00:14:58
to all make content about their brand at
00:15:00
the same time this does two things it
00:15:02
creates a shotgun approach where they
00:15:04
can hedge and try to have one or two
00:15:06
figure out the formula and then teach
00:15:08
the rest and it creates this echo which
00:15:10
makes the brand feel bigger people see
00:15:12
it everywhere from all these different
00:15:13
people it makes the brand feel bigger
00:15:14
than it actually is this is the way you
00:15:16
crack short form on Tik Tok and how you
00:15:18
kind of come off bigger the problem with
00:15:19
this strategy is that finding 50 to 100
00:15:21
Nano influencers that are trained is
00:15:23
very tough because you want people that
00:15:25
have some following and some videos that
00:15:27
you know they know what they're doing
00:15:28
but also reaching out to those people
00:15:30
via these DMS doesn't really work and so
00:15:32
companies have problems that's the
00:15:33
bottleneck is scaling this Echo here's
00:15:35
the huge opportunity on LinkedIn I think
00:15:37
Brands could deploy the same strategy
00:15:40
with their employees take this company
00:15:42
Runway as just an example I love this
00:15:44
video AI company Runway if they take
00:15:45
their employees they're doing a product
00:15:47
release and they have every single
00:15:48
employee record a handheld iPhone video
00:15:50
explaining what they think is cool about
00:15:52
it and they drop those all at the same
00:15:53
time on LinkedIn there's a good chance
00:15:55
that two to five of those are going to
00:15:56
go viral and it will create that same
00:15:59
synthetic Echo effect like it's
00:16:00
everywhere now the difference is there
00:16:02
is no ill will on LinkedIn towards
00:16:05
employees for posting it's not really
00:16:06
seen as a shill because employees
00:16:08
already talk about the product releases
00:16:11
and announcement they're working on it's
00:16:12
not self-promotion it's the way LinkedIn
00:16:14
works and so employees could get away
00:16:16
with doing this I think companies at
00:16:18
different sizes could have this like
00:16:20
activation via their employees if they
00:16:22
could coordinate it effectively so
00:16:23
that's the first idea thinking about
00:16:25
this Echo but going inside out from the
00:16:27
organization with employees now the
00:16:28
second second idea is kind of a
00:16:29
derivative of that this is probably the
00:16:30
worst of the three and that's just
00:16:32
having your executive team start posting
00:16:34
a lot if you have your CFO coo CPO CTO
00:16:37
all of those executive functions posting
00:16:39
on LinkedIn even again these talking
00:16:41
head in the iPhone no edit just add
00:16:44
captions and go very very low friction
00:16:46
you could have one content person on
00:16:47
your team manage it for all of them I
00:16:49
just think it's going to increase the
00:16:50
surface area for luck for your brand I
00:16:53
think having a CFO talk about their
00:16:55
experience at your brand for financial
00:16:57
problems or the financial things they
00:16:59
thinking through it'll attract other
00:17:00
CFOs but it'll also attract admirers of
00:17:02
the brand it's going to be wide and deep
00:17:04
I think it's really smart for executive
00:17:05
teams to start activating in this way
00:17:07
this is the idea of like every company
00:17:09
is really a marketing company and I
00:17:10
think LinkedIn video is going to be the
00:17:12
first touch point where people feel
00:17:14
comfortable as Executives making content
00:17:16
because they don't need a lot of editing
00:17:18
the bar is so low so that's my second
00:17:20
idea I think Executive team should start
00:17:21
activating this and I think there's a
00:17:22
business opportunity for a provider or
00:17:24
an agency to make that product Tiz as a
00:17:27
service all right my third idea this is
00:17:28
the last thing talk about this is the
00:17:30
best idea Save The Best For Last and
00:17:32
this idea would be to hire a Target
00:17:34
customer to make content for your brand
00:17:36
all day so for example let's say you run
00:17:38
a marketing agency and you sell SEO
00:17:40
services to tech companies that are
00:17:42
between series B and D super narrow
00:17:44
instead of the founder making content
00:17:45
all day soliciting promoting just go get
00:17:48
a mid-level marketing manager who does
00:17:51
SEO at a series B tech company your
00:17:53
Target customer go poach them ideally
00:17:55
not a client maybe a prospective client
00:17:57
have them come into your organization
00:17:58
and instead instead of them managing
00:17:59
marketing or doing whatever their role
00:18:01
is have them make content for you on
00:18:03
LinkedIn there's nobody better to relate
00:18:05
to a prospective customer than the
00:18:07
person who was the customer of your
00:18:09
product they'll be able to talk about it
00:18:11
differently message about it differently
00:18:12
they'll have more relatability their
00:18:13
network will actually be full of people
00:18:15
that you want to sell to probably the
00:18:17
network effect alone is worth it but
00:18:18
this way you can almost like invert your
00:18:21
marketing to customer you bring the
00:18:22
customer in the customers marketing to
00:18:23
other customers this is a very very
00:18:25
smart way to do it now not every
00:18:27
mid-level Marketing Manager for SEO is
00:18:28
going to rather make content than manage
00:18:31
but you'll find some that do cuz it's
00:18:32
more fun and the ones that do the
00:18:34
companies that deploy this I think are
00:18:36
going to have a huge Advantage this kind
00:18:38
of inversion making the customer a
00:18:40
Creator is a really really interesting
00:18:42
archetype that we should pay attention
00:18:44
to and I'm actually working on something
00:18:45
to try to make this whole LinkedIn
00:18:47
content thing easier people who want to
00:18:48
go from Z to one so it's not ready yet
00:18:50
if you want it just comment or DM me and
00:18:52
I'll make sure to add you to the list
00:18:54
when that's ready I'll let you guys know
00:18:55
that's all I have for this video in
00:18:56
summary LinkedIn short form video is a
00:18:59
massive opportunity I don't want you
00:19:00
guys to get left in the dust it's clear
00:19:02
to me clear as day that this is working
00:19:05
especially if you have a business
00:19:06
customer which everybody does so make
00:19:07
sure to take advantage and if you like
00:19:09
this video you know what to do see you
00:19:11
guys on the next one peace
