LinkedIn Marketing - Why video advertising works in 2023
March 2, 2023 at 11:00:00 AM
Videos are a powerful tool for businesses looking to reach a professional audience on LinkedIn. By creating compelling videos that showcase your brand personality, target your ideal audience, and drive conversions, you can achieve astonishing advertising goals and grow your business very quick. If you're not already incorporating videos into your LinkedIn ads, now is the time to start. In this article, we at Polar have gathered some good information to get you started.
In recent years, LinkedIn has emerged as a major player in the world of social media advertising. With its highly targeted advertising options and access to a professional audience, LinkedIn offers a unique opportunity for businesses to promote their products and services to the right people. One key element of LinkedIn advertising that has proven to be highly effective is the use of video content. In this article, we will explore the importance of videos on LinkedIn ads and why businesses should consider incorporating them into their advertising strategy.
Engage your audience
Videos have the power to capture attention and engage viewers in a way that other types of content cannot. LinkedIn users are bombarded with a constant stream of content, so it's important to create ads that stand out and grab their attention. A well-produced video can do just that. By showcasing your products or services in action, telling a compelling story, or providing valuable insights, you can capture your audience's attention and keep them engaged.
Showcase your brand personality
In today's digital age, consumers are looking for more than just a product or service – they want to connect with a brand on a personal level. Videos can help you showcase your brand personality and connect with your audience in a meaningful way. By sharing your company's mission, values, and culture, you can create a human connection with your viewers and build trust and loyalty.
Increase brand awareness
LinkedIn videos are an effective way to increase brand awareness and get your message in front of a larger audience. By creating compelling videos and promoting them through LinkedIn ads, you can reach people who may not have otherwise heard of your brand. This can help you build brand recognition, establish yourself as an authority in your industry, and ultimately drive more leads and sales.
Target your ideal audience
One of the key advantages of LinkedIn advertising is the ability to target your ads to a specific audience. With LinkedIn's advanced targeting options, you can reach the exact people who are most likely to be interested in your products or services. By incorporating videos into your ads, you can further refine your targeting by selecting audiences based on job titles, industries, and interests. This ensures that your videos are seen by the people who are most likely to engage with your brand.
Drive more conversions
At the end of the day, the ultimate goal of any advertising campaign is to drive conversions. Whether you're looking to generate leads, make sales, or increase website traffic, videos can help you achieve your goals. According to LinkedIn, video ads on the platform have 30% higher view rates and 50% higher engagement rates than non-video ads. By creating videos that are informative, entertaining, and engaging, you can increase the chances of viewers taking action and converting into customers.
Some tips and tricks on how to build a successful ad campaign:
1. Grab Attention in the First Few Seconds One of the most important factors in driving CTR with a LinkedIn video ad is grabbing the viewer's attention in the first few seconds of the video. The first few seconds of your video should be designed to hook the viewer and pique their interest. You can do this by using a compelling headline or an attention-grabbing visual. For example, you could start your video with a question or a bold statement that sparks curiosity.
2. Make Your Message Clear and Concise
To attract clicks, your LinkedIn video ad needs to communicate your message clearly and concisely. This means keeping your video short and to the point. A good rule of thumb is to keep your video under 60 seconds. Use visuals and text overlays to reinforce your message and make it easy for viewers to understand what your ad is about. If you have a call-to-action (CTA) in your ad, make sure it is clear and easy to follow.
3. Use Captions
Many LinkedIn users watch videos with the sound off, so it's important to include captions in your video ad. Captions not only make your ad accessible to a wider audience, but they can also help to reinforce your message and make your video more engaging. Use clear and easy-to-read fonts, and make sure your captions are timed correctly to match the audio.
4. Test and Optimize Your Ad
Finally, to achieve the best possible CTR with your LinkedIn video ad, it's important to test and optimize your ad over time. Try out different headlines, visuals, and CTAs to see what works best. Use A/B testing to compare different versions of your ad and measure the results. Use the data you collect to optimize your ad and improve its performance over time.
The use of LinkedIn video ads can be a powerful tool for driving CTR and generating leads. We hope you enjoyed these few tips and tricks on how to build a successful one! Polar has developed a cost-effective system called ”Sustainable Content”, where we use sourced material combined with original inserts of products, graphics etc to build your ads. Shoot us an email with your ideas and let us help you reach your goals on LinkedIn.