There are new ad opportunities including LinkedIn video ads. We expect these to lead to better campaign results. It's gonna be huge and very important! You'll love it.
Perhaps already known: Native video
Recently, it has become possible to deploy native video on LinkedIn. Here you place your video directly on LinkedIn and can link to the desired landing page. Instead of sharing a video from Youtube. Until recently, this was the only way to share video on LinkedIn.
Native video appears to be better at achieving brand consideration than, say, pre-rolls. A difference of a whopping 82%. This is probably because people remember native video better. 80% of consumers remember a native video they have seen in the past year. In addition, 26% make a business purchase after seeing a work-related video.
A major reason why native video also works so well with the business audience is that viewing it is not forced. People watch when they want to, and 59% of business decision makers also prefer watching a video to reading an article or blog.
Best practices for LinkedIn video ads
First of all, it is important that your video be professional and innovative, keeping in mind the professional mindset of the LinkedIn user.
It is also important to note that 70% of engagement with content on LinkedIn occurs on mobile and that 85% of videos are viewed without sound, so always provide subtitles.
In addition, the first six seconds are the most important. That's when people decide whether they want to watch your entire video or not. If your story is relevant, interesting and inspiring, LinkedIn users seem quite willing to watch a 1-2 minute video.
Nevertheless, the best-viewed videos are between 30 and 40 seconds. The LinkedIn Beta Pilot shows that CTRs and view rates are similar for short and longer videos. Longer videos work especially well when the user has already interacted with the brand several times and starts further down the funnel.
UPDATE as of June 13 possible: Carousel ads
Soon it will also be possible to deploy a Carousel ad on LinkedIn with multiple images and links to multiple landing pages. Carousel ads have a positive impact on engagement. With this, LinkedIn is significantly expanding its ad capabilities in 2018, allowing us to reach business audiences even better.
Additional tip
The most important content tip: Think like a journalist and highlight the topic from different angles. Also, post new content every 7-10 days.
If you would like more information on how to best reach your target audience on LinkedIn, please contact us.