Video ads have revolutionized digital advertising and have shown remarkable results.
Marketers who incorporated video ads into their campaigns experienced an average increase of 55% in conversions in the past year alone.
LinkedIn, recognizing the power of video ads, has introduced native video ads on its platform, offering an affordable way for brands to reach a wider audience with engaging video content.
In this article, we will get into everything you need to know about native videos on LinkedIn, including how they work and how you can optimize them for maximum reach and impact.
Understanding LinkedIn’s Video Ad Format
LinkedIn’s video ad format is native to its platform, meaning it seamlessly blends with the LinkedIn user experience.
These vertical video ads can be up to 15 seconds long and offer viewers the option to skip the ad after 5 seconds.
It’s important to note that only 50% of viewers who watch at least 50% of your video will be counted towards your view count.
These video ads are designed for businesses aiming to reach professionals with awareness or consideration goals, such as increasing brand awareness and generating leads.
Unlike disruptive pop-up ads, video ads on LinkedIn engage viewers with rich media and real-time performance statistics, allowing you to track their effectiveness in real-time.
If you already have an effective advertising strategy in place, incorporating LinkedIn’s video ads can be a cost-effective way to enhance your brand’s visibility and engagement.
Who Can Use Video Ads on LinkedIn?
LinkedIn allows certain advertisers to use video ads on their platform.
To be eligible to use video ads on LinkedIn, you need to fulfill the following requirements:
Have a LinkedIn company page and profile
To create video ads, you must have an active LinkedIn company page representing your business or organization.
This page serves as the hub for your company’s presence on LinkedIn and allows you to showcase your brand, products, and services.
Be an advertiser on LinkedIn in the targeted country
Video ads on LinkedIn are available to advertisers who meet certain criteria and have an established advertising account on the platform.
The availability of video ads may vary by country, so you need to ensure that LinkedIn offers this feature in your targeted country.
Understanding View Count Metrics on LinkedIn
LinkedIn counts the number of individuals who view your ads, rather than the number of times your ads are viewed.
Each time a user sees one of your LinkedIn video ads in their feed and clicks on it, it counts as one view.
View counts are aggregated from both desktop computers and mobile apps on LinkedIn, providing a holistic view of your video’s performance across different platforms.
It’s important to note that LinkedIn does not count views on external websites or apps where their videos may appear, focusing solely on their platform.
While demographic targeting based on age range or gender is not available for video ads, you can customize your targeting by selecting specific industries that align with your brand’s interests.
This helps increase relevance among viewers who share similar interests with employees in those industries.
Why Should You Use Video Ads on LinkedIn?
Video ads offer numerous benefits for boosting your brand’s reach and engagement on LinkedIn:
Showcasing Your Brand’s Personality:
Video ads provide a platform to exhibit your brand’s personality, enabling you to connect with your audience on a more personal level.
Higher Engagement and Conversion Rates:
Video ads consistently outperform static image ads in terms of engagement and conversion rates.
They capture attention and inspire action, making them an effective tool for generating leads and driving sales.
Educating Potential Customers:
Video ads are ideal for educating potential customers about your products or services.
They allow you to convey complex information in a concise and visually appealing manner, enhancing understanding and interest.
Promoting Events and Product Launches:
If you have an upcoming event or product launch, video ads can generate excitement and anticipation among your target audience, leading to increased attendance or sales.
Showcasing Company Culture:
Video ads can give potential candidates an inside look at your company culture, providing insights into what it’s like to work at your organization.
This can attract top talent and improve your recruitment efforts.
Highlighting Products or Services:
Video ads allow you to showcase the key features and benefits of your products or services.
By presenting them in an engaging and visually appealing manner, you can capture the interest of potential customers and drive conversions.
Best Practices for Creating Video Ads on LinkedIn
To ensure your video ads on LinkedIn are optimized for performance, follow these best practices:
Craft a Compelling Story:
- A well-crafted narrative will captivate viewers and keep them engaged throughout the ad.
- Consider the interests and needs of your target audience, aligning your story with their aspirations and challenges.
Know Your Audience:
- Gain a deep understanding of your target audience’s interests and preferences.
- Tailor your video content to resonate with them and address their pain points or desires.
Create a Strong Hook:
- Grab viewers’ attention from the very beginning by starting with a compelling and attention-grabbing opening.
- This will entice them to continue watching and increase the chances of conversions.
Maintain Consistent Branding:
- Ensure that your video ad aligns with your overall branding strategy.
- Consistency in tone, style, and visual identity will reinforce your brand’s recognition and help build trust with your audience.
Use High-Quality Visuals:
- Invest in high-quality images and video footage to create visually stunning and engaging ads.
- Captivating visuals will entice viewers to watch your ad in its entirety and enhance its impact.
Keep it Concise:
- In a fast-paced digital environment, it’s important to keep your video ads concise.
- Deliver your message effectively within a short duration to maximize viewer retention and engagement.
Utilize Eye-Catching Thumbnails:
- Select an eye-catching thumbnail that stands out and entices viewers to click and watch your video ad.
- A visually appealing thumbnail can significantly increase the click-through rate.
Include a Call-to-Action:
- At the end of your video ad, provide a clear call to action that tells viewers what you want them to do next.
- Whether it’s visiting your website, contacting your business, or making a purchase, guide them toward the desired action.
Display Contact Information:
- Include your business name, address, and phone number in your video ad.
- This allows interested viewers to easily find and connect with your business after watching the ad.
Optimizing your brand’s reach through video ads on LinkedIn requires a deep understanding of your target audience, strategic storytelling, and adherence to best practices.
By leveraging the power of video ads, you can engage viewers, build trust, and increase brand awareness.
Remember to craft compelling narratives, know your audience, maintain consistent branding, utilize high-quality visuals, and keep your ads concise.
With these tips in mind, you can create video ads that stand out and drive meaningful results for your business or organization.