LinkedIn Video Advertising: Following the Best Practices for Maximum Effect.
With hundreds of millions of active users, the LinkedIn platform is undoubtedly one of the top networking platforms available.
It comes to no surprise that this platform’s latest video distribution and advertising feature is becoming more and more popular by the day.
LinkedIn determined through beta testing that the user engagement for video ads are three times as long as that of a conventional image ad.
How Does LinkedIn Advertising Work?
Because of this new feature, you can now upload all kinds of content directly into LinkedIn without the help of third-party links, such as YouTube.
Let’s cover all the specs, but first, you should know that you don’t just have the option of posting videos on a personal or company page, you can also advertise them!
You can use two different methods to create video ads on LinkedIn. First, you can create Sponsored Content campaigns that are posted in your brand or company’s social presence. Instead of coming attached to a different video like pre-roll ads, a sponsored content ad is sent directly into LinkedIn newsfeeds.
You can compare it to sponsored Facebook posts that pop-up on your business’ timeline (pretty similar to the boosting feature.)
For the next option, you can make a Directly Sponsored content ad. These video ads are made to target a specific audience, much like a lot of Facebook Advertisement functions.
Since LinkedIn users give a lot of private information related to their profession, LinkedIn’s analytics takes advantage of this to provide you with plenty of options. This feature lets you search for a specific audience depending on their company, job title, experience, and skills.
Because of LinkedIn’s conversion tracking, you can observe the views and lead you to get and see if they’ve had an effect on sales.
In addition, you might want your brand’s sales team to use the site’s Matched Audiences feature that lets you retarget ads for users who’ve recently been to your company website.
You can also upload a customized list of contacts directly and even integrate them for your CRM.
Lastly, you can upload a list of businesses or brands that you want to focus on targeting using a marketing campaign that’s account-based.
When Is It Better To Use LinkedIn Ads Over Twitter, Instagram, Or Facebook?
First off, you need to know that LinkedIn Ads aren’t all that different if you compared them to Ads on other social online platforms. Much like other platforms, the video ads from LinkedIn will autoplay (but muted), and you can optimize them to get more views, captured leads, and click-through traffic.
With these features, you can create videos ads that engage, attract, delight, and nurture potential customers. Similarly, LinkedIn ads that have been watched more than 3 seconds already count a view (the same as Twitter, Instagram, and Facebook ads).
However, despite being similarly built to older video ad platforms, LinkedIn has a few advantages you can benefit from. If you look at Facebook’s recent data scandal, fewer people might be willing to trust that platform.
LinkedIn’s ad platform is offering a streamlined service that makes for a great alternative to help you reach a new audience.
If you’re a company that offers B2B service, is searching for new recruits, or is attempting to raise your brand’s presence among tech, marketing, and other leaders from different industries, then LinkedIn is your best bet.
This is especially true if you have the money for additional advertising. You can even use LinkedIn ads in tandem with an FB ad campaign or Adwords, where you’re currently running most of your marketing strategies. This way, you can compare the efficiency of different marketing platforms.
You need to make sure that you have enough resources to do this because advertising on LinkedIn can get very expensive. CPC, standing for Cost Per Click, is higher compared to Facebook’s but similar to Google’s Adwords.
To give you a rough estimate, the average CPC for most fields can cost you $8 and above.
This is why you need to build a strategy with an implemented CTA that will make the initial spending well worth it.
Use the AMO method to consistently deliver your best potential ads,
Audience
Clearly identify who you are talking to.
Message
What will the see and understand?
Objective/Offer
What do you want them to do and receive in return?
Creating Your First LinkedIn Video Ad
The first thing you want to do is to access and practice with LinkedIn’s tool called Native Video Insights.
It will help you find the basic demographics of users who already view your brand’s content. Through these insights, one can easily see who’s watching your videos depending on their company, location, and job title.
Next, you need to use LinkedIn’s Promoted Update option that lets you choose the campaign type you’re going to launch, whether it’s video views, leads, or click-throughs.
Afterward, you can finally upload video content that you want to advertise. Because the LinkedIn ad feature is relatively new, it’s hard to determine the best video type for its user audience.
However, an excellent place to start would be to create commercials that you often see on Instagram and Facebook developed by famous brands.
After choosing your preferred campaign, determine your target demographic depending on the company, job title, skill, or seniority.
Remember to be selective. Only select categories that are relevant to your target audience.
Lastly, schedule your ads to choose the budget and bid amount. Take note that a narrow audience will have higher bids, so you should adjust accordingly.
Here is a breakdown of the optimal ad specs you might want to implement into your video content for LinkedIn:
Layout:
Horizontal
File size:
Range of 75 KB to 200 MB
Height
(px): 360-1080px
Aspect Ratio:
Range of 4:3 (1.33) to 16:9 (1.78)
File Type
MP4
Width:
480-1920px
Audio Type:
MPEG4 or AAC
Should You Venture Into The World Of LinkedIn Advertising?
Video ads on this platform are very easy to implement, and you benefit from numerous features.
At the least, it gives you an excellent alternative to other PPC competition. At best, it can serve as an addition to the current campaigns you’re running.
The success of your campaigns doesn’t just depend on the platform you’re using.
You also need to make sure that the video content you have is suited to LinkeIn’s professional atmosphere and caters to your targeted audience.
Get total clarity on your video marketing and paid media with our $500 dollar fully refundable comprehensive data audit.
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