When you realize that 500 hours of video are uploaded onto YouTube every minute, stop and take notice. Lawyers may push back against being on camera, but the data says you need to be polished or internet famous to make an effective video. There’s still ample room for high-end branding videos to be displayed on your homepage; you certainly aren’t limited to them. They will watch if your content helps your PNCs do something better, smarter, or faster. And if they watch, they’ll click. The odd trend right now is that these clicks are taking people to an unlikely destination: LinkedIn.
It’s a strange jump, but YouTube drives more traffic to LinkedIn than any other social media platform. Compared to X, WhatsApp, and Facebook, YouTube accounts for 37.5% of LinkedIn’s traffic. (X is in second place with ~16%.) One of the reasons the numbers may be so heavily weighted in YouTube’s favor is that YouTube doesn’t penalize outbound links. You can drive traffic to a landing page, your website, or, in this case, even to another platform like LinkedIn.
For this reason, a lot of other platforms will deprioritize posts that contain links. YouTube does the opposite and enables cross-platform movement. Look at this as an opportunity to post videos on YouTube, build trust, and then send viewers to your website or LinkedIn profile without going to social media prison. If you want more traffic to either one, look at how video can hold its own at the top of your funnel.
How Videos Become Funnels
This really does make a lot of sense when you look at it closely. If you’re wondering how and why your videos on YouTube (the second-largest search engine) drive traffic, look no further than how your PNCs behave. They’re going to consume content on YouTube—interviews, FAQs, tutorials—and if they want to make a connection, they likely aren’t going to comment on the post. They’ll click on your link, and many professionals include their websites and LinkedIn profiles.
If you look at some of the videos being posted by professionals right now, you will see these posts in the YouTube description or comment section. (I mentioned earlier that YouTube doesn’t punish you for links, but it’s also important to point out that “long form” content gets rewarded if the viewers watch to the end.)
The best part, and this is basic marketing, is that once the viewer decides to click on your link, they are a very warm lead. They’ve spent time listening to your helpful content and, to some degree, getting to know you. By the time they get to your website, the landing page touting one of your resources, or your LinkedIn account, they’re not passively browsing; they’re actively looking for more reasons to connect with you.
Here’s Proof You’ve Experienced
Does your office have an internal communication tool like Slack? How many times a week do people repost informative videos on it? It happens here daily. Video is more likely to be shared than text, and that is powerful marketing. Public reposts are nice, but you want shares that happen in closed networks: group texts, Slack threads, internal teams. Think of it as a soft referral.
Make something worth sharing—something real, a sharp explanation, a POV that saves someone time, or a video that makes someone say, “My friend or colleague needs to see this.” One of the reasons why WhatsApp drives traffic to places like LinkedIn is that people forward videos to one another. And all you need to do to break into the world is to create something that teaches, clarifies, or simplifies.
Get Recording
We’ll help you film professional, straight-to-the-point video FAQs—real questions your clients actually ask. Then we’ll put them out in the world. They’ll go on YouTube so people can find you, on your website to build trust and credibility, and into paid ads so the right people see you at the right time. If this sounds like something you would like for your firm, let’s have a conversation.
Spotlight Branding
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