When it comes to promoting quality content in a place that brings together companies and professionals, there is no better place than LinkedIn.
This platform has established itself as one of the most effective social networks in everything related to the business world.
In fact, 91% of marketing executives say that LinkedIn is the best platform for finding top-quality content, ahead of other social media such as Twitter, Facebook, or YouTube.
And if we also take into account that 96% of Internet users admit to having watched videos to learn more about products, services, or brands, there is no doubt about it:
Video on LinkedIn is and will continue to be the best format to connect with your potential customers for years to come.
For this reason, LinkedIn itself, they have been developing and promoting important video features for some time, such as native video within the platform itself, integrated videos, videos on company pages, or video advertisements.
It is a fact admitted by them that video is the format with the greatest growth and engagement, far ahead of written content, both in impressions and in generated leads.
Therefore, whether you are an independent professional or a company, you should incorporate videos into your LinkedIn strategy.
However, you cannot create just any kind of video.
The content you share in your LinkedIn profile must show seriousness, knowledge, and professionalism.
And to do this, there is one element that must be added: music.
Background music is the perfect way to deliver your message in an effective and professional way.
Maybe you didn’t take this factor into account, or maybe you think that music is an optional element.
Background music increases your engagement in LinkedIn
And to make it clearer, let me give you an example.
Take a look at the following video.
Have you noticed anything strange?
Apart from the fact that the video has a good animation and visually explains the company’s services, if it doesn’t have dialogues and if it doesn’t have background music, the video will be ineffective, or even harmful.
In fact, if it would have dialogues, there wouldn’t be much difference between reading a newspaper ad or a comic book.
It’s the background music that sets the stage for your message to really take hold of your viewers.
Of course, you must have something very clear:
You can’t just use whatever music you like
Well, I don’t know if you’ve ever heard the term “copyright”.
However, I prefer to be cautious and let you know before you get into trouble.
Copyright is the exclusive right that the authors of music tracks and their record companies have.
Virtually any song you listen to in your daily life is protected by copyright law, and to use it without permission is to violate the law.
Do you know what this means?
Not only can your LinkedIn account be closed, affecting your personal and professional reputation, but you can also receive harsh legal and financial penalties.
In fact, according to Entrepreneur writer Lindsay LaVine, in some real cases, damages ranging from $750 to $150,000 have been awarded.
In that case, don’t just use any song you like.
If you want to use famous music, you should contact the PROs (Personal Rights Organizations), who manage the copyright of the vast majority of songs.
However, when you know the amounts they ask for to be able to legally use the song you want, you will not feel like it.
Luckily, there are other alternatives to get music that is legal, safe and economical for making your LinkedIn videos.
Where can I find legal and safe music for LinkedIn?
A few years ago, there wasn’t much choice but to:
Pay the high fees requested by the PROs (the most expensive option)
Use music under Creative Commons license or music from independent artists for a mention of the author (the less professional option)
And completing the podium of the best platforms with stock music is Artlist.
It is surprising how it has positioned itself among the best websites in the sector with far fewer years of experience than its competitors.
But once you’re on the platform, you stop being surprised.
If we can define it with one word, it would be “Simplicity”.
Artlist has a tremendously intuitive and revolutionary design, where finding the perfect song for your video becomes child’s play.
Always visible menus, the possibility of pre-listening, direct and straightforward filters, unlimited downloads, and a huge amount of music tracks from independent musicians are the strengths that will make you choose this great tool.
In addition, that simplicity that I was talking about is also reflected in its subscription plan system, which has a single Universal License that serves, literally, for everything.
For just $199 per year (less than $17 per month) paid in one yearly payment, you will be covered for any aspect for which you want to use the music you download on the platform, including your productions for LinkedIn.
Remember that the background music should be attractive and in total harmony with you, your brand, your products or services, but above all, with your potential customers.
Choose music that evokes well-being
I’m sure that more than once you have heard songs that, subconsciously, have made you feel happy. Do you know that you can achieve the same effect on your viewers with your LinkedIn video?
If you follow the advice above, you will find dozens or even hundreds of songs that fit perfectly with your audience and your message.
Among all of them, you will have to choose one or several of those that transmit comfort, tranquility, motivation… in short, any pleasant feeling of well-being.
In this way, your viewers will be more likely to continue watching your video after the first few seconds, and they will also associate your brand with that pleasant feeling conveyed by the music in the background.
Do not use vocal songs
Let’s be honest: when someone creates a corporate-type video, their main goal is to get their message across to the viewer so that they can then take the action desired by the company.
To achieve this, distractions should be kept to a minimum during the video. Otherwise, the viewer will lose focus on the message and focus on the element that has captured his or her attention.
For this reason, the background music must always be instrumental, never vocal.
If you put this advice into practice, you will not only avoid the aforementioned distractions, but you will help your viewers understand the message and take the action you want.
If you’ve come this far, I don’t think you have any doubt about it:
Whether you are a professional or a company, incorporating videos into your LinkedIn strategy is a must to have a good network of contacts.
In fact, the platform has been taking steps in that direction to give greater priority and visibility to video content.
Proof of this is the new features added such as native video, integrated videos, or audiovisual advertisements.
Indeed, LinkedIn has announced that the video is:
Your fastest-growing advertising format
The type of content that generates the most engagement
In short: if you plan to offer products or services on LinkedIn, the first content you should think about to generate new customers is video.
However, don’t make the mistake of using video without background sound.
If you do, you will be giving an image totally opposite to what you want to transmit to your audience.
To do this, you know the type of music you should use –stock music– and how you should use it for:
All of them have a great music library, features that make them unique, and licenses that will avoid copyright problems.
But what is 100% sure is that in them you will find the ideal music track for that video you want to promote.
Choose the one that best meets your needs and shape that project to boost your professional relationships on LinkedIn
Pablo Olóndriz – Legis Music Founder-
Pablo Olóndriz founded Legis Music in 2016 and, since then, has been working non-stop on the online Royalty-Free industry, managing to build a great source of information for people who need amazing background music for their projects and videos.