For any successful content strategy, considerations cannot simply lie with what to post: where your content lives is just as important as what you’re creating.

When it comes to hosting your videos, most marketers will automatically think of the usual suspects: Facebook, Instagram and YouTube.

But LinkedIn is fast becoming the social network of choice for professionals (two join every second), while also attracting individuals and brands on an increasing basis. In fact, from Q3 2016 to Q4 2018, LinkedIn’s user base leapt from 467 million to 590 million.

All of which makes it a compelling new home for video content – especially value-driven and community-oriented pieces featuring employees telling authentic stories.

“Using video strategically in LinkedIn will help solidify your brand message, differentiate you from your peers, and give you the opportunity to connect more deeply with those who are checking you out.” - Forbes

Behind-the-scenes (BTS) footage does especially well on LinkedIn, providing brands with the perfect opportunity to show off their employees, culture, or “impress customers with the skill, craftsmanship, or technology” of their operation. Global digital agency iProspect, for example, is releasing a weekly ‘OURDAY’ video – where each video profiles a specific employee, filmed by the employee, at one of their offices around the world.

Also, as BTS footage relies on your community’s creative efforts, it’s easier to generate viewer traction behind each piece, since the individuals who helped create the video will share it through their own channels – not just your company’s ‘official’ accounts.

Office and facility tours, backstage/insider event footage, and company outings are all solid opportunities to generate impactful LinkedIn video content and take advantage of the relatively empty channel.

But each of these types of content requires significant coordination. That’s why brands are increasingly turning to user-directed content® (UDC) to maximize their chances of successful LinkedIn videos – using tools like Cinebody to help with the production and coordination of employees and wider communities keen to help with video content.

LinkedIn is still relatively new on the video scene. But smart brands are quickly realizing its potential. If you can adapt now, and build a long-term strategy around creating company culture and value-driven content, LinkedIn offers significant opportunities – with UDC looking set to play a major role in that success.