This post and engagement illustrates key points I’ve just absorbed from the fabulous new podcast from Marketing Meetup’s CEO Joe Glover featuring solid gold intel from Andrew Monu the VP of marketing of LinkedIn
You won’t get any better guidance on doing well on this platform than that and I highly recommend heading over to Spotify and listening to the conversation.
Here’s what I learned:
No matter how many hacks and tips you hear about, video that is true to who you are will generate the best engagement. In my case I can often be quite playful when storytelling. Not so for many of my clients, who prefer a more formal approach.
There are 14,500 CEOs on LinkedIn, many of whom are not really posting video. I did a quick check on the platform for our sector and it is incredibly rare to see. When they do the engagement is through the roof.
Check it out for yourselves. Gulfstream’s Mark Burns, Embraer’s Mike Amalfatino and Textron Aviation’s Ron Draper rarely post on video, but when they do, their content blows up.
Video is only going to become more popular. According to Monu, it generates 1.4x more engagement than other forms of content, both as lead gen and for brand building, so not confined to top of funnel awareness.
Personalities are taking over from logos. There is a lot tied up with a brand’s logo/identity of course, but people buy from people and increasingly it’s easier to see who you’re buying from by seeking them out on social media. They who dare get visible will do well
As someone who helps others show up on video, I’d add to that, a lot of reluctance I’ve observed is in feeling confident on camera, fear of the learning curve of the tech, or a resistance to the perceived investment.
What I find is that all the videos we create for our clients are an asset that keeps performing, even after many years. Talking about your company and what you do and showing people around behind the scenes helps generate trust.
What if you have to be discreet? Then show an asset you support your clients to acquire or sell. Or place your leadership team in appropriate environments and have them give valuable advice on market trends or ‘need to knows’.
We’ve all heard of KYC – today’s methods of brand building mean that you can create CYK – “Customer Knows You” content. And, back to the point of not many doing this yet, your company will be in an advantageous position if you do.
As far as ROI or ROAS, I’d advocate seeing how your organic video content performs before adding advertising dollars to it. And let’s face it, some ROI may come into play 2 years down the line. Sales cycles are long in our industry.
It doesn’t mean don’t do it. It means gathering the C Suite and taking a risk together. The greater risk is NOT doing it.
Well worth knowing as you’re mapping out your 2026 content.
All best,
Liz – Lady in Red | Aviation Video Storyteller
P.S. If you haven’t done so already – I’ve put together a simple breakdown of what this means for your video content strategy in 2026, no matter where you are in the aviation marketing ecosystem. I’ll send it over if you want it. Just reply “yes” and you’re on the list
P.P.S. As I have been saying for many months…LinkedIn has been the go to platform for B2B marketers for some time. Trust me, it’s getting busy out there. So ensuring you’re visible is not just a nice to have.
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