Stop Doing LinkedIn Selfie Videos (and Do This Instead)

ABOUT THIS EPISODE

In this episode, Logan and James talk about LinkedIn video and what makes a video truly engaging.

Are you trying to establish your brand as a thought leader? Start a PODCAST, invite industry experts to be guests on your show and watch your brand become the prime resource for decision makers in your industry. Learn more at sweetphish MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary Vanner, truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're building the fastest growing BTB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the cohosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our own business. Will share the ups and downs of our journey as we attempt to take over the world. Just getting well, maybe let's get into the show. Welcome back to another episode of BTB growth. It is just Logan and myself here today. Logan, how are you? I'm doing phenomenal this morning. James, how are you, man, I am fantastic. So, if if you are new to the show, Logan and I on the weekends we do these episodes where we really pull back the curtain behind our business, wee. Fish media, and we talked about some some ways that we're learning and growing as we're growing to business and we've been trying to just right before we hit record, we're trying to figure out what do we want to call these things, because they used to be solo episodes and then, logant, you join the team. So they're clearly not solo episodes anymore. I still might do some solo episodes, but these conversations that you and I are having, I think are based on the feedback I've been getting, are really helpful for listeners and so want to...

...continue to do them. So we're going to try to brand them a little bit. So we're going to start calling them behind the curtain episodes. I don't know if we're going to necessarily put that in the headline or not. Will probably continue to still just headline these without the number in front of them, and we'll use the number in front of the episodes to indicate that it's an interview, and then if there's no episode number, you know that it's either a solo episode with just me or it's a behind the curtains episode with Logan, and I so just want to give a little bit of context there this topic that we're going to be talking about today, Logan is linkedin video and taking a little bit different take, because I feel like everyone and their mom is telling people you got to do video, you got to do video, you got to do video and on nicely, man, I just think it's producing a ton of video garbage. If I'm completely honest, I see so many and I'm not a ramp guy, I'm not a fluff, you know, ruffle feathers and be negative, go against you know, you are not Mr Negative. That is we're sure, man, that that's that's that's definitely not my, you know, the norm for me, but I've just seen way too many very poorly done linkedin selfie videos and I've even seen people complain about them on Linkedin and I don't even I don't even really like that, but I think I was waiting to say something about it until I had some legitimate alternatives and I think that, you know, we've talked through even just leading up to this call, and as I've been thinking about this episode for the last couple days, I think we've got some pretty solid alternatives instead of just the you know, typical Selfie, you know, selfie video on Linkedin. Yeah, and I think that's what we're going to title this one alternative to Linkedin selfie videos. I think your spot on, man, because, as we were talking offline, I think we've got to be thinking more...

...critically about video than doing video for the sake of doing video. Like I just think every Linkedin Guru, you know, everyone that's passionate about the platform, is just saying do video, do video, do video, and they're not taking into account, like the fact that quality does matter, like, HMM, if you're not putting captions on your video, that is going to drastically decrease the amount of people that consume it. If you do a video that is more than a minute, it is going to have a drastic impact on people that consume it. If you do not do like high quality video. It's going to have an impact on who consumes it and you know, and it's so, yeah, what are you I mean? I think you hit the nail on the head that people are doing video for videos sake, and I think that it's somehow. It's some in some ways comes out of really good intentions. I mean Gary v Talks about the folks at drift or talking about, you know, document instead of creating content. And so people think, well, if I turn on the camera, I'm really documenting, I'm showing my human side. And you know, I've got a photojournalism background before I got into sales. Now I love video. I'm passionate about, you know, good use of photography and video and visual assets. But people have to think a little bit more critically about what's getting more engagement. You know, there's there's a couple things here. There's not all of us are Gary V. Not on all of us have the charisma and the personality and, you know, the hard hitting things to say every day that we can just turn on the camera and it's going to be engaging. So we can kind of water down our brand by always flipping on the camera and just saying something. I mean I think that's true, whether it's video or text. If you're, you know, producing too much content that's fluff, you'll be top of mind, but you'll be top of mind and associated with not good content. So thinking about how you document a little bit, not not saying...

...don't be genuine, but be a little bit more thoughtful in it. And the other thing is well, that I've noticed is that I could put out a post that has video or a post that's very, very similar, that's text only, and Linkedin's algorithm is actually favoring the text based post. What people are just engaging with, I'm not sure, but it gets more reach. So that's another one of those things, along with you know, are you doing captions? Are you paying attention to people's attention span and not going longer than a minute, and are you really kind of tracking what's getting the most engagement so that you can spend your time doing the things that are producing results and, like you said, not just putting your arms around a medium and fully embracing it if it's not really what's getting your results? You don't want to do any medium, video, podcasting, text, whatever, without thinking through. Why am I doing this medium and what works on this medium totally and I think also being conscious of because in this happens with anything like I've seen people pop up trying to do the vlog thing where they have someone on their team follow them around, similar to what Gary V is doing, and I actually watched one of these vogs the other day and it's, you know, someone that I respect, it's someone that I think could execute it really well, and I watched the first thirty seconds of their first flog and I was just like, this is not I'm not going to keep watching this, like there's there's no part of this that that is engaging me and I'm not going to spend the next nine minutes watching this. And that was, you know, a highly produced they'd clearly paid someone to you know, wasn't just a talking head in front of a backdrop like this. You know, the camera guy was like following this person around and put at the end of the day, like it just, I think, video. And again it goes back to why I'm so passionate about audio. This piece of content that...

...you and I are creating right now is super low tech. I mean we're on Uber Conference Right now, I'm recording this conversation and I think there is enormous amount of value in this conversation that you and I are having. People are driving to work right now, they're at the gym, they're doing dishes, they're mowing the lawn and they can listen to this conversation. Yeah, well, we're they can't watch a video or read a blog right in all those scenarios. So they're they're listening to the conversation you and I are having right now and it's likely, I would imagine, adding enormous value to them, getting him to think differently about video and not just not just, you know, doing these selfie videos because it's the easiest thing, because that's how audio works, that the medium works without it needing to be this you know, gimlet style highly produced podcast. But video is different, like if in if you're going to do the selfie style videos, you've got to keep it extremely tight, preferably under a minute, like you, like you said, you've got to be doing captions, you have to have something compelling to say and you go you have to be able to say that in a way that is concise. Unless you have the personality of like a Keenan or a Gary V. They're just very you know, Guy Toano Dnardi, the VP of marketing at salesacker, had a really incredible post on this on linkedin yesterday. I'm just talking about how, like you were not Gary V. Like just because Gary can do video well and just because you know, maybe guys like Dale dupri or Keenan can do video exceptionally well, does not mean that you can do it well. And that's a harsh truth. But like even myself, like when I'm selfaware with myself, I know that I don't do that well on video. I'm gravitated to audio. I've tried Doingdo but but the video that we've done has been, you know, gear ev want to be, which got insanely good results on linked that. I mean we got like Eightyzero views. It drove an enormous amount of inbound leads for us because we...

...were funny. I'm not funny, but I've were fortunate to have, you know, Jonathan on our team, who is extremely funny and can write a hilarious script and can pull off the production and we've got people that can do video, video editing and and cinematography and and because of that, we put out a highly quality video that was hilarious and it did extremely well. I think another opportunity for video that could do well is something that's inspiring or emotional, but again it has to be high quality content. It's not something you're going to be able to do necessarily from your iphone and Imovie unless you yourself are very versed in cinematography and and camera angles and and how to tell a story. I think good storytelling matters, but I think if you funny or inspiring or some some level of like drawing out emotion, if someone there that that type of video is the type of video that is proven to work in the BBC side and and the B Tob side. But it takes work, like just like anything else, like the amount of effort you put into something is directly correlated to the results that you are going to see from it. And so exactly how easy is it for you to just pop up your camera sitting at your desk and rant for five minutes about the thing you're talking about? We yeah, that's easy. You're also not going to see great results with it, and so it's like that's your style. Do A podcast, do a little five minute podcast where you do five minute rants like it's going to be received better and then figure out another strategy for getting reach on Linkedin. Yeah, I think you hit on a couple things really well. They're James, like you know, as you're talking about this harsh truth, like we're not trying to say that, Hey, you're not gary visa, don't do video. We're trying to say, think about your strengths. You are a phenomenal writer. You have this way of writing, the way that you...

...talk, and it gets engagement. Like you know, our email list responds. People on our email list respond all the time saying, you know, I feel like you're talking directly to me. So what have you done? You know, you've done a couple, you know, videos on Linkedin, but primarily they've been text only status updates and obviously you're also good in the audio format and you feel more comfortable. They're like you've also recognized that, hey, I'm not that comfortable in front of the camera, so if I'm not feeling comfortable, then it's not going to make for great content. Right. So it's not it's not putting anyone down, it's saying, recognize your strengths, play to those and then, once you realize you know which medium suits your strengths the best. Think about the way that you communicate on that medium. You know it, Joe Turnoff and Dave Gerhardt, we're talking about this on coffee with the CMO. Not just, you know, atomizing content and saying, okay, well, here's a twitter version, here's a podcast version, here's a blog version. You know, you have to actually change the approach depending on the medium, not just make it shorter or longer. Right, because different formats lend themselves to communicating in different ways and video, you're very, very right, is a way to connect emotionally. So if you're not leveraging that piece of it, then why do video? You know a good example of folks doing this with more highly produced and not as highly produced. I've seen stuff kind of along the spectrum from the folks at lead Iq and Ryan O'Hara. Yeah, no, they've really focused on like you're talking about funny videos and they don't always fit the same format, but they're they're focusing on storytelling and drawing out, you know, that laughter and that human emotion. So I think that's a good example of an alternative people could kind of see and see if it fits for them and I don't think they're spending a whole lot of money on those. So it's they're not necessarily going all in on like, you know, production quality and having fancy, you know, lighting and cinematography and all that stuff. But they are, you...

...know, both Jeremy, I think it's Jeremy and Ryan. Yeah, if I'm remembering right, they're both funny people. Now, you're not always going to have somebody funny in on your team that that is willing to do video, but work with what you have and and just think critically about about what actually gets good engagement on video. I think of one channel, one Youtube Channel that I've started listening to this year is called charisma on command and for the most part these are talking head videos in they're like but they're like seven or eight minute videos and I'm like, why am I so engaged with those? So went back and I started looking at more of them to kind of dissect what are they doing from a production standpoint to keep me engaged in this content? One the contents really interesting. They're looking at like, you know, what, What does ellen do that makes her so magnetic? Or Why is it that the Rock was so lame, you know, in in the S and now he's one of the most curismatic humans in the world. What made that shift? What are things in his behavior? So it's fascinating and it's different content like that I don't see a lot of other people talking about. So that's one element. But then they also do b roll, so like it's not just a talking head. There's actually an enormous amount of B roll that they put in those videos that I didn't even necessarily notice it first, but after on a second look in trying to figure out why am I so engaged here. You know, they're constantly showing clips of like in the in the episode about the Rock they're showing clips of him. You know, being interviewed on this and know your attention. Yeah, when I did video editing as a photojournalist, I was really like it kind of shocked me like how quick you have to edit stuff when you then step back and view it as a viewer and realized like how many different clips it takes to like keep our attention right your spot on, man i. and so all that to say, there are alternatives to the Linkedin selfie video. You know, we've talked to about to specifically be funny, you know, or be inspiring.

I think there's the option of going super high quality, like we did with with Gary be want to be that with that, to that two part series that we did. That will likely start picking up and doing more of you, not necessarily doing super high quality, but being funny, like what Ryan O'Hara at lead Iq is doing. I actually really like the coffee with the CMO videos. They're kind of log style. Not Not really though, that it's a more like it's just a higher produced version of an interview. But I really like what Dave Gearhart and his team are doing over a drift with starting to do with video. So there are a couple other options for you to look at to see. You know, Alan Gannett. Alan Gannett, we haven't mad no, maybe I mentioned him earlier, but he's doing these sixty two videos where he interviews someone but he keeps it super short, sixty seconds. He's got captions on the videos. You know, it's interesting content and because of that is video content has exploded. So so these are just some alternatives for people that that will hopefully fuel some creativity and get people thinking. You know what, what's a content angle that we can come at this from what like. You don't necessarily always have to be different, but man, being different helps a ton, be it in the in the level of production quality and the type of content you're creating and what your actual messages like. Having a point of view matters. If you do not, if you are not saying something the unique perspective and a unique point of view, then you're just going to sound like all the other noise that's on the Internet right now. So, yeah, this has been helpful. Logan, do you have any kind of parting words for we folks go today? Oh, I was just going to say that, you know, you kind of brought it back to our first point of talking about, you know, documenting over creating. Think about documenting what's unique, documenting your unique point of view. If you're just documenting the things that you're doing that are the same as everyone else,...

...then it's not really useful documenting right. So I just pick that up in the last things that you were saying and kind of how it came full circle. So I think we've got some great examples to point people to so that this doesn't just become a rant that we don't like Linkedin selfie videos. So hopefully it was helpful and and I think it's been a good Chatman, love it awesome. Man, will thanks so much, logo and this has been awesome. And for those listening, if you are not connected with Logan and myself on Linkedin, please get connected with us. Logan lyles L Y les, James Carberry, car be a ARY love to stay connected with you there. We're both really active on the platform and love engaging with folks listening to this. So connect with us, let us know you listen to the show. We love hearing from you guys, so thank you so much. There are lots of ways to build a community and we've chosen to build the BEDB growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just great conversations with likeminded people. Will Talk Business, we'll talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BB growth dinner in a sitting near you, go to be tob growth dinnerscom. That's be tob growth dinnerscom. Thank you so much for listening. Until next time.

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