How do I earn marketing with LinkedIn

Linkedin is turning up its video reach and strange "business influencers" are taking advantage of it

Six or seven-digit access figures per video, and not on Youtube or Facebook, but on the business platform Linkedin: For a few months now, the network has been increasing the range for videos in users' newsfeeds enormously. A new type of “business influencer” is taking advantage of this development: They simply upload videos to LinkedIn that have already been virally successful on other platforms. OMR shows examples and explains the background.

Do you know Phillip Nunn? The Brit seems to be a dazzling personality in any case: On his LinkedIn profile he describes himself as "Entrepreneur, CEO, ICO Advisor, Cryptocurrency Advisor & Public Speaker". Probably the name says little to very few of you. But if you are logged into LinkedIn and use the platform more or less regularly, there is at least a high probability that postings from Phillip Nunn have been flushed into your feed in the past few months - because one of your contacts liked or commented on it.

It's all just stolen

Usually these are videos, about the career of Elon Musk, for example, or one that gives viewers a glimpse into a New York penthouse worth $ 65 million. The short clips are stolen. They come from US publishers such as Mashable or Nerdiest, or have previously gone viral on other platforms such as Reddit. The videos have little or nothing to do with his professional activity. Nunn posts them en masse and without citing the source, sometimes at intervals of just two to three minutes.

The desktop version of LinkedIn shows how often a video has been viewed

The Briton achieves massive ranges with this approach. It is not uncommon for his videos to be viewed in five to six digits (according to Marketingland, Linkedin counts a view after three seconds). The clip about Elon Musk stolen by Nerdiest has even been viewed more than a million times. In this way, he generates favorable attention for two companies in the finance and investment sector, which he leads according to his LinkedIn profile.

From commercials to viral videos - the main thing is reach

Phillip Nunn is not the only one who is currently using the free video reach in LinkedIn marketing - even if not everyone is as systematic and calculated as they seem to proceed. Amer Kayyal, a "Project Manager" working in Saudi Arabia, has also accumulated over a million views with a video stolen from the viral publisher "Newsner" about the charitable act of an airline towards a mother whose son is in a coma. Steve Zammit Briffa (“Lawyer & Entrepreneur”) has amassed 258,000 views with a clip that shows Jack Ma speaking to 17 employees in 1999. Anthony J James, a consultant from Australia, posted 222,000 views with a Kia commercial. A young Brit uploaded a new Nike ad on Linkedin - 199,000 views. The operator of a smart home and security company has uploaded a viral video recorded by an apparently Chinese surveillance camera on LinkedIn, which shows how two intruders fail in their project: 127,000 views.

Joaquim Alvarez ("Senior Innovation & Digital Manager / Keynote Speaker") booked 107,000 views with a data visualization of the daily activities of Americans (at least with source information). A well-known German “business influencer” is also involved: Sascha Pallenberg, formerly known as a blogger and founder of “Mobile Geeks”, now in the service of Daimler, used a video for the robotics company Boston Dynamics (with source citation provided) collected 36,000 views within three days.

User come back soon, come back soon

What is the background to this phenomenon? For many years, LinkedIn users are likely to have only visited the website irregularly - for example, when they received a new contact request or were looking for a job. In order for users to return more often, LinkedIn has been trying for a long time to establish itself as a content platform - and, for example, to convince publishers to also tease content on LinkedIn or even to host it completely. A striking argument: 500 million monthly active users (LinkedIn's own information from last April). In the USA, Linkedin is said to be an extremely relevant traffic channel for many publishers (“LinkedIn has become the third traffic channel for publishers in the USA”).

In the past 24 months, LinkedIn has also given posts that were made by personal profiles an enormous organic (“viral”) reach. For a while, mathematical puzzles or votes on various design proposals (such as company logos or three book cover variants) kept cropping up in users' newsfeeds.

Target group: "Bored at work"

In August 2017, Linkedin introduced video uploading - the latest step in the network's content offensive. Because it is evidently very easy to build up reach with native videos on LinkedIn in the current "land grave" phase, serious and less serious business influencers try to secure their share of it with this method. By reacting to comments, commenting on them or liking them again, they generate engagement. For LinkedIn, this is apparently a signal that the "video business influencers" should be given more organic reach.

It is very conceivable that LinkedIn will later want to earn money with videos - for example through advertising monetization. Currently, the focus of the platform is apparently still on building reach, accumulating content and increasing the length of time users spend. Jonah Peretti from Buzzfeed has already proven once that the “bored at work” target group, as LinkedIn should also have in mind, can even build the foundation for an entire media company.

History repeating

In terms of video, LinkedIn could go through a similar development to Facebook: In 2014, Mark Zuckerberg's platform began to favor videos uploaded to Facebook over those from other video platforms. As a result, not only special video publishers emerged on the platform - the term “freebooting” was also first coined by the development on Facebook. It describes the method used by many viral publishers to steal videos from other authors from platforms such as YouTube and upload them to their own Facebook pages.

According to the platform's official announcement, it should only be possible to upload videos to personal profiles on LinkedIn so far. Apparently, however, some companies and publishers are already carrying out initial tests with videos on company websites. The fashion brand Diesel, for example, achieved 12,000 views with a campaign video. Obviously, the tech blog Recode can already upload videos to LinkedIn.

“The lion's den” in the future on LinkedIn?

Last October, Linkedin CEO Jeff Weiner said at an event organized by The Information that he could imagine Linkedin buying up video content or even producing his own shows: a program like “Shark Tank” (the US version of the startup show “The Cave of the Lions ”) would certainly also be well received by LinkedIn users.

Do you want to consume self-produced and well-made video content on LinkedIn? Follow OMR founder Philipp Westermeier on LinkedIn and discuss our OMR briefings with him there!

Update, Monday January 19, 10 a.m .:We have added a video link and some detailed information to the article.