There’s no denying that recently LinkedIn have gone all-in on video. Since video for LinkedIn launched about a year ago people have been uploading like crazy but they’re still, of course, YouTube where you’re probably watching this video. Well, today I’m gonna break down the differences between LinkedIn video and YouTube video and why I’m going all-in on LinkedIn despite being a YouTuber. Coming up.
Hello, M marketers my name is Darren Taylor of thebigmarketer.co.uk and my job is to teach you all about search engine marketing. If that sounds up your street you should consider subscribing to my channel.
Today, however, we’re not talking about search engine marketing, we are talking about LinkedIn video versus YouTube video. Let’s get started. The first thing to think about when it comes to looking at the differences between LinkedIn video and YouTube video is noise and attention. What do I mean by that? What I mean is, on YouTube there is a ton, a ton of noise and not much attention because the average person on YouTube who subscribes to dozens and dozens and dozens of channels.
One day they might fancy politics and another day they might fancy entertainment and stand-up comedy, another day they fancy podcasts. In another day they might fancy learning more and getting educated on a specific subject. There is a lot of noise on YouTube and a lot of competition for that attention.
Getting cut through on YouTube is incredibly difficult. As I’m learning myself right now, it’s very difficult to get cut through on YouTube. Even though my YouTube channel is growing, let’s start to look at numbers. In the last seven days on LinkedIn, just seven, not 30, just seven days on LinkedIn, I have seen 5,300 views of just three videos I’ve posted in the last week.
You can easily see why comparing YouTube video to LinkedIn video is a big deal in the business community, because the engagement levels on LinkedIn, compared to YouTube, are massively massively different. I’m not a gaming channel. I’m not an entertainment channel. I’m all about learning digital marketing. On YouTube that’s just not sexy, but on LinkedIn, that’s exactly the kind of content people want to consume. There are tons of marketers and business owners and people interested in marketing in my LinkedIn audience.
When you look at the YouTube channel, which currently stands at about 20,000 people, there are going to be tons and tons of people within that that would like to connect and watch my videos and that is definitely happening.
What does this mean? What does it mean for you as a creator? Maybe you create videos as well maybe your business is thinking about creating videos. Well in my opinion what it means is you have to go all-in on LinkedIn video and create content for LinkedIn and then use YouTube secondary. Now it might sound crazy to do that when you consider that YouTube is the second biggest search engine in the whole world, and there’s a ton of traffic out there and a ton of attention there on other things.
For a B2B YouTube channel where you’re teaching business owners and fellow marketers it’s very rare to see a massive channel. In fact, the biggest guy on YouTube is also probably the biggest guy on LinkedIn for digital marketing and that is Neil Patel. When you look at his YouTube channel he’s currently at 168,000 subscribers, which is an incredible achievement, especially in the short amount of time he’s been doing it.
However, there are literally hundreds and hundreds or thousands of channels that have gone past that number by miles because they’re in the entertainment or the gaming or the VR or different types of industries that just aren’t as sexy as online learning. Even though that the biggest benchmark out there I’ve got 168,000 subscribers it just goes to show you the attention on YouTube, despite it being the second biggest search engine, just isn’t massively there for creators who build content that is more B2B and more business focused.
With one exception, of course, affiliates and business growth schemes and courses and things like that, about growing revenue and entrepreneurship. That kind of stuff plays really well on YouTube. In fact, you can grow a channel pretty quickly if you talk about those things, but when it kind the education it’s a lot harder to grow a YouTube channel.
LinkedIn is definitely the place to be when it comes to online video in the online training and marketing sector of B2B video and that’s where I’m going all-in.
Another massive factor that shows engagement on LinkedIn compared to YouTube is, of course, likes and comments and shares. On YouTube, generally speaking, my videos get maybe four or five likes each and maybe one or two comments per video, which is okay considering the number of views each video is getting, but let’s compare that to LinkedIn. The last three videos I shared on LinkedIn combined just those three alone, no more, got over 150 and fifty shares and likes, alone. Just those three videos. It shows me the attention on LinkedIn is a lot stronger for what I’m doing and for my purposes and also for the people who are in that kind of B2B sector as well.
What can you do about it? As I like to say on this channel, you should always try and do both where you can. Of course, start a YouTube channel, get the YouTube audience built up over time, but at the same time also promote yourself on LinkedIn because LinkedIn video is growing. The algorithm on LinkedIn really promotes video content. I’ve written content before. I’ve posted links. I’ve written long statuses, but nothing compares to video content and the reach it’s getting at the moment.
LinkedIn are also making use of hashtags, which can also help accelerate the growth rate of your video content on there, and, yes, even though it’s not like YouTube, where you have subscribers, you can still build an audience on LinkedIn. Guess what you might have 3,000 connections on LinkedIn and then 20,000 subscribers on YouTube, but because of the way the YouTube algorithm works, you’re going to get more interaction with those smaller subscriber base or smaller user base on LinkedIn compared to YouTube. It’s definitely somewhere you need to be in 2018 and beyond.
Thank you guys, so much for watching this video. If you liked it leave me a like below. Let me know in the comments if you’re considering getting on LinkedIn video and going all-in on it. Let me know in the comments below. More important than that, don’t forget to subscribe. Check out the other content on my channel and I’ll see you guys on my next video.