LinkedIn’s exploration of a TikTok-like video feed introduces a compelling question for traditionally conservative fields: Should Life Sciences Companies Use Tik-Tok Videos on LinkedIn? Explore the risks and benefits of adopting this new format.
The Case for Video in Life Sciences
The life sciences industry is grounded in research, precision, and detailed data, often communicated through traditional methods such as papers and presentations. However, the digital transformation of content consumption suggests that integrating video could broaden reach and impact. Videos can effectively simplify complex topics, showcase laboratory processes, and highlight technological advancements, making them accessible and engaging to a wider audience. Do Tik-Tok videos also fit that bill though?
Considering the LinkedIn Audience Reaction to TikTok-Style Videos
While integrating TikTok-style videos into LinkedIn’s professional environment might initially seem appealing, it’s crucial to consider the platform’s primary audience and their potential reaction. LinkedIn is predominantly used by professionals seeking to network, learn, and advance their careers, making the platform’s culture distinctly business-oriented.
The Risks of Misaligned Content
TikTok is known for its entertainment-focused, often whimsical content, which might not translate well to LinkedIn’s more serious tone. Here are a few points to ponder:
Audience Expectations
LinkedIn users generally expect content that adds professional value, such as industry insights, career advice, or networking opportunities. Introducing content that leans more towards entertainment could be seen as trivial or distracting.
Platform Integrity
LinkedIn has established itself as a site for professional growth and networking. There’s a risk that incorporating less formal, more viral video content could dilute this brand identity, potentially alienating existing users who value the platform for its current offerings.
Perception of Uselessness
If not executed with a clear focus on professional enhancement, TikTok-style videos could be perceived as “useless” content—filler material that does not enrich the viewer’s professional knowledge or network.
The Debate Around LinkedIn’s Content Strategy
LinkedIn’s foray into more dynamic content forms like video is not without controversy. The platform is already debated for its shift towards features resembling those of more casual social networks. This move has sparked discussions among users about the dilution of LinkedIn’s professional core. Adding TikTok-style videos could potentially intensify these debates, especially if such content strays too far from LinkedIn’s original purpose of professional networking and industry-focused discourse.
Strategic Content Integration
For life sciences companies considering this approach, it’s essential to strategize the integration of video content carefully. Videos should be purpose-driven, tailored to educate, inform, and engage the professional audience in meaningful ways. This ensures that any new content format not only respects but enhances the user experience on LinkedIn, maintaining the professional standard expected on the platform.
How to Approach TikTok-Style Videos Conservatively
For life sciences professionals wary of the informal nature often associated with TikTok, the key is to maintain a balance. How can you ensure your videos are both engaging and appropriate? Start with content that educates and informs. Focus on topics like technological advancements, behind-the-scenes research, or thought leadership discussions. Remember, the goal isn’t to go viral with dance moves but to highlight your expertise and industry leadership in a format that resonates with today’s audience.
Potential Benefits of TikTok-Style Videos on LinkedIn
Increased Engagement: Videos tend to keep users on the platform longer and encourage more interaction compared to text-based posts.
Broader Reach: A well-made video can travel beyond the usual audience, reaching potential collaborators, investors, and top talent.
Enhanced Brand Visibility: For life sciences companies, videos provide a platform to highlight innovation and expertise in a field where cutting-edge developments are the norm.
Challenges & Considerations for Tik-Tok videos on LinkedIn
Adopting a new format like video on a professional platform comes with challenges. For life sciences companies, these might include maintaining a professional image, aligning video content with brand values, and deciding what type of content is suitable for sharing. How can these challenges be overcome? It begins with a clear strategy and guidelines for video content, ensuring that every clip reinforces the company’s mission and professional standards.
Despite the potential benefits, several challenges could deter life sciences companies from diving into TikTok-style videos on LinkedIn:
- Maintaining a professional image is crucial. Videos must be carefully crafted to avoid diminishing the perceived seriousness and credibility of the scientific content.
- Deciding what content is appropriate for video and how to present scientific data in short formats can be challenging.
- Producing quality video content can be resource-intensive, requiring skills and equipment that may not be readily available in-house.
Conclusion
The decision to use TikTok-style videos on LinkedIn should not be taken lightly by life sciences companies. It requires a strategic approach, balancing the innovative potential of video with the industry’s inherent conservatism. For those ready to embrace this medium, the rewards in terms of engagement and visibility could well justify the investment. However, it remains essential to stay true to the core values of scientific rigor and professionalism.
