How a New Approach to Video Improved LinkedIn Engagement
Chris wanted to create LinkedIn videos that reflected his expertise more naturally. By changing his approach to video, we improved engagement while using those same insights to strengthen his writing and other content.
The Challenge
Chris Hanna had built a strong LinkedIn following and regularly shared industry insights. But despite his expertise, his videos weren't creating the response he hoped for.
He believed he needed a producer to help create more effective videos.
His videos weren't capturing the same natural communication style people experienced in person.
He wanted content that would lead to more engagement and visibility.
Rather than telling Chris what to say, I helped him communicate on camera the same way he did in everyday conversations.
I interviewed Chris using the same kinds of questions he regularly heard from customers and prospects. Instead of speaking to a camera, he was simply explaining his expertise to another person.
From those conversations, we identified insights that became individual LinkedIn videos. Those same recordings created LinkedIn posts and newsletters that maintained Chris's voice and expertise.
The Approach
The Results
The first round of LinkedIn improvements (including new content, profile updates, and a newsletter launch) generated an immediate increase in engagement and visibility. Within weeks, Chris told me the new content was already outperforming posts that had been on LinkedIn for more than a year.
The improved content also attracted attention from prospects and industry contacts, creating new conversations and business opportunities.
953 new LinkedIn followers
850 LinkedIn newsletter subscribers
300 new company page followers
Higher engagement across videos and posts
“Our company LinkedIn page continues to grow in followers and I have no doubts a large part of this is due to the educational video content we release. We also have received feedback from medical device companies and regulatory bodies that the videos are valuable resources. "
Grace Cuillier
Director of Business Development
Better Communication Creates Better Content
If your expertise isn't coming across the way it does in everyday conversations, let's build an approach that helps people experience your expertise the way they do in person.
Start With a Conversation
Whether you're starting from scratch, trying to improve what you already have, or simply figuring out what comes next, we'll talk through your goals and determine what makes the most sense.