What happens if you post video every day on LinkedIn?

I’ll tell ya!

So, 6 months ago, I started a little experiment...

The question I wanted to answer was:

“What happens to my personal brand and my business if I post every day for 6 months?”

So I built a plan to do just that and now I’m here to tell my tale of what exactly happened…

Short answer: Increased visibility, trust and engagement.?

It’s made me more familiar, top of mind (daily) to my prospective customers, and given me a platform to share my expertise.

?It’s made the people that like me - like me more - and pushed away the people that aren’t a good fit for my brand.

My network has grown, conversations are warmed up and people now reach out to me with opportunities and view my profile a lot more.?

Yes, it’s been very good.?

Let’s dive in a bit deeper and look at the numbers…

That’s 6 months of posting

Posting ~20 weekdays a month (4 weeks)?

That’s 120+ videos!

When I started posting video every day here’s what my LinkedIn profile stats looked liked like:

7 day profile views = 215

7 day Impressions = 4531

90 day search appearances = 79

Followers = < 5000

AFTER 6 months of daily posting:

7 day profile views = 654 (up 300%!)

7 day Impressions = 2379

90 day search appearances = 121

Followers = 6066

LinkedIn doesn’t let us set a custom range but for the past year here’s the totals:

700,834 Impressions

2173 Engagements

For the last 90 days here’s the totals:

624, 415 Impressions

1,293 Engagements

So, that difference shows most of the growth was in the last 6 months.?

A couple notes: LinkedIn has been playing with their algorithms and really boosted impressions for video a few months ago, that has been retooled down it seems but looking at engagement metrics and profile views, we can see I’m getting more people interested in me, the theory is that it’s more of the right people rather than bigger numbers just for the sake of it.

I also posted the same content on You Tube every day as well, here’s how that went:

At the start:

Monthly views = 3.2k

Monthly watch time -26.7 hours

Subscribers = 10

AFTER 6 months of posting:

Monthly views = 4.1K

Monthly watch time -21 hours

Subscribers = 33

Good thing to note is that Over 90% of my views were from You Tube Shorts - videos in the 1-3 min range.?

THE CONCLUSIONS

Posting video every day has benefited me in the following ways:

It’s boosted my visibility?

Generated more interest in my profile 300%

Built my audience

It’s made meetings easy to get (trust)

It’s made conversations easier to have (familiarity)

It’s made me more present and relevant in conversations?

Built my authority on my subject matter expertise (video production and posting)

In short, I’ve gone from invisible, to visible.

Potentially irrelevant, to expert.?

Disengaged to engaged in my communities.?

What good is your expertise if it’s hiding in the shadows?!

So, how did I (and how can you) do this consistently??

You need to system, a process, a routine.?

It also helps to have a “repurposed by design format” - or “Pre-purposed”, rather than repurposing as an afterthought.?

The big idea was to record interviews with subject mater experts in my field, I chose marketers.?

I interview them for about 30 mins and the post the long form interview as a whole and short form video clips (about a min) every day.?

I used the same question/answer format - asking the same big questions.

This saves me having to come up with ideas and lets the interviewees do the talking, sharing insights with BOTH my audience and theirs.?

The audience learns, I learn, we both get visibility. It’s a win all around.?

One thing I’ll add is that I’m aware that this Q & A interview format doesn’t not position me quite as much as the expert, rather, the guest is.

That was a trade-off to make this a lower-lift for me to test sustainability and results of the model.

I have come to the conclusion that a more conversational format where both the guest and I DISCUSS issues rather than just having them answer my questions, will be a better fit for positioning my expertise, but that will take more editing to find the best shorts.

In video production, it’s all trade-offs.

I also have been experimenting with short clips where I just share insights and tips directly to the camera, which takes more ideation work, but the podcast model has been the base of my strategy and keeps an ongoing pipeline to post every day.

All it all, this “video first” content repurposing model has been sustainable, low cost and I’ve learned and grown a lot, as a content creator and in my personal brand, which is translating to a boost in my business brand.

By recording once a week and then chopping up the longer video interview into shorts, I’ve created a sustainable way to get more visible an engaged with my target audience.?

So, yes, it was a good thing and I’ll be continuing to post, measure and optimize.?

But let’s not get too tied up in metrics, there’s a bigger value to post video frequently and harder to measure.

Amanda Natividad from Spark Toro calls it VOI, worth a read.

If you want to talk about any of this, just let me know.?

~ Dane