Everything You Need to Know about LinkedIn Video Ads: Ideal Insight’s Ultimate Guide

06 December 2022
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Video marketing has become more crucial than ever before. Research shows how a new realm of B2B video marketing is rapidly taking shape with marketers utilizing LinkedIn video ads to gain certain outcomes such as generating maximum ROI. According to the facts and figures, online videos are consumed by a massive 92% of internet users worldwide. It indicates that LinkedIn video ads are one of the best marketing strategies that can help build brand awareness and gain real-time results.

However, to gain your desired results, it is a must to understand the science behind LinkedIn video ads. So, without further ado, here is the guide to learning everything you need to know about LinkedIn video ads.

Video Ads on LinkedIn: An Introduction

According to LinkedIn research, around 88% of B2B marketers rate video as the most effective format to boost their marketing efforts. LinkedIn ads have the capability to reach prospects, engage current customers, and attract potential decision-makers and executives. However, the B2B video revolution isn’t only restricted to creating campaigns for awareness and generating leads.

Around 93% of marketers believe that video gives a brand more opportunity to show creativity. It is one of the most effective ways to attract an audience and boost the conversion rate. LinkedIn video ads promise to deliver a more engaging experience at the right time for the right audience.

How to Launch a Strong LinkedIn Video Ad Campaign?

To make a result-driven LinkedIn ad campaign, you must keep in mind a few important factors including target audience, advertising strategy, the real voice of the brand, and more. Make sure to be yourself when presenting something unique to your audience. Make sure to keep your ad copy apart from the rest by giving it a unique selling proposition element.

Below are a few tips to help you launch strong LinkedIn video ad campaigns for your audience:

1. Select Your Target Audience

You cannot create video ads out of a thin air. You must conduct in-depth research about your target audience. You need to clarify who your target audience is, their likes, dislikes, and what they want to see as well as acquire information about their demographics. Their social class, status, way of living, or lifestyle are all things that you should keep in mind to produce a video ad that will reach the correct audience. The top ways to determine your target audience include:

  • Review analytics

  • Create personas

  • Carry out interviews

  • Conduct market research

2. Design Your Video for No Sound

To begin with, you may consider designing your video for no sound to analyse its attractiveness. You may also include a demo video that is considered to be highly effective for engagement. This is one of the best ways to attract audiences in no time.

It is always effective to analyse if your video is attractive with no sound, audiences won’t always be able to listen to video sounds. Around 69% of people listen to videos with no sound in public, so if your video doesn’t look too good without sound you could be losing 69% of your audience.

3. Consider Using Animation

Everyone loves to see animation; we all have our favourite animated movies. It turns out that animated video ads can appeal to audiences more quickly while communicating the message. You may use motion graphics and appealing animations to deliver your message to the audience. Animated video ads can help get a 3% more call-to-action rate as compared to standard CTR benchmarks.

Thinking about using animation videos for your business? Check out our blog ‘Ideal Insights Guide to Animation Video For Your Business’ to learn more about how animation could benefit your video marketing strategy.

4. Include Strong Supporting Copy

LinkedIn is a network with more than 850 million users. The platform offers various types of ads such as video ads, text ads, animated ads, and more. In order to create a strong LinkedIn video ad, you need to create a supporting copy as well. Here are some tips to generate a great supporting copy:

  • Use a personalized tone

  • Make your content tailored

  • Add a concise and clear message

  • Give it a professional yet friendly tone

  • Add value to the copy by stating some facts

5. Offer A Demo

A demo is one of the best ways to show off your product or service to your audience. Demos of your products or services can perform well in a very limited time enabling you to attract a massive audience. You may record a quick demo of your good or service. If it is a physical product, you may show off the unboxing and this will appeal to the audience to know more about the product.

6. Select Your Advertisement Format and Placement

Once you have created a LinkedIn campaign ad, it is time to select the format and placement. Based on your objectives, you can select from multiple formats. You may use sponsored content for video ads for your campaign.

Format and placement are important to attract your audience, your feed needs to be attractive and easy to navigate, no one likes a feed they can’t easily understand. There are many ways to find ideas for format and placement but you need to choose one that will fit the interests of your audience.

7. Create A Campaign Group Signing into the Campaign Manager

A campaign group refers to a set of multiple campaigns showcasing a key performance indicator. These groups are helpful in analysing the overall performance of different campaigns. To create a campaign group on LinkedIn for LinkedIn campaign ads follow the below-mentioned process:

  • Sign in to Campaign Manager

  • Click on the create button on the campaign group tab and select the Campaign Group from the dropdown

  • Now insert the Campaign Group name

  • Choose a status and a schedule or a budget option

  • Click save

Campaign groups are super helpful to track the engagement and success of your business, without this you may lack certain data and without all the necessary data you may not be able to make all the changes to boost your ads.

8. End Your Video with A Strong Call to Action

You do not need to add a detailed CTA as your video is enough to work for you. Just make it simple, short, and concise. If you have a video project you need help with or simply want to see how a LinkedIn video ad can help you grow your business, we can help you! Simply contact us and we will get back to you shortly!

LinkedIn Video Ad Specs

Just like any platform, before creating a video it is vital to know the specs, this ensures your videos will be of the best quality when uploading. Creating a video too big or small can cause your videos to appear pixelated and the sound files may not sound great, you want to avoid this at all costs if you want high engagement from your videos.

The LinkedIn video ad specifications are as follows:

  • File format: MP4 suggested

  • Frame rate: Less than 30 FPS

  • Layout: Horizontal or vertical

  • Audio size: Less than 64KHz

  • Audio format: AAC or MPEG4

  • Length: 3 seconds to 30 minutes

  • File size: Between 75 KB and 200 MB

  • Pixel Ratio Requirements

  • 480p (640 x 480)

  • 360p (480 x 360; wide 640 x 360)

  • 720p (960 x 720; wide 1280 x 720)

  • 1080p (1440 x 1080; wide 1920 x 1080)

Best Practices for LinkedIn Video Ads
Following the best LinkedIn practices, you can get 3x more engagement on your video ads. Here is what you need to ensure when creating LinkedIn video ads for campaigns:

No campaign can be successful without a clear objective. For a successful LinkedIn video ad, it is best to start with a clear objective. You need to analyse what your end goal is, what is the purpose behind this video campaign, what you want to achieve with this campaign, and more. Once your goals are clear, you can generate an effective LinkedIn ad and optimize your whole campaign.

1. Use Storytelling to Humanize Your Brand

Create video content in a storytelling way no matter what your goal is, as it will help you connect with your audience. Unlike text, it enables you to communicate with your audience more effectively by speaking directly to them, storytelling is also captivating which is a great way to keep your audience interested. While maintaining a professional image, visual storytelling also gives your business a more humanized and tailored appearance.

This is how you can humanize your video content:

  • Showcase your brand culture

  • Add a personalized greeting

  • Mention relevant events or happenings

  • Use personal stories or add a humour element

2. Include Captions

Even when LinkedIn ads are configured to auto-play, they are muted by default. Therefore, if your LinkedIn users watch your video with the sound off, you need to create your ad considering the fact that your viewers may not be able to hear your audio. That’s why it is best to create short, concise, and catchy captions narrating your video to the best level. This will help your viewers get a quick idea about the video subject.

3. Create Video Ads Based On Your Objective

You must have goals in your mind to create your LinkedIn video ads. Make sure to create content that is based on those goals and objectives. Analyse why you are creating a LinkedIn video ad campaign and what you want to achieve out of this campaign. Now make sure to craft video content that best conveys your message to your target audience. A video ad that is created keeping in mind the campaign goals will work wonders for you.

4. Measure Success Based On Your Objective

In order to evaluate the true success of your LinkedIn video ad campaigns, it is a must to examine results based on your objectives. You need to assess whether or not your video ad campaign remained successful in helping you achieve your goals.
The common LinkedIn video ads metrics and indicators include:

  • Brand consideration: completion rate, view rates, full-screen plays

  • Brand awareness: views, impression, and view rates

  • Demand generation: leads and cost per conversion

Of course, measuring success, in general, is key but doing it based on your objectives will give you more accurate results based on your business itself. This will help you amend your marketing plan, as you can adjust your specific goals, tasks and even your target audience based on the measurements.

Wrapping It Up

LinkedIn video ads are a great way to boost an advertising strategy as they offer a native ad format to make up for any online presence gaps. LinkedIn video ads can play a crucial role in enhancing brand awareness and increasing user engagement.

However, the scope is not only limited to increasing brand awareness; you can get the maximum conversion rate, generate leads, retain existing customers, attract prospects, and maximize your ROI. B2B companies can use this mode of advertising to achieve ultimate business goals.

If you have a video project, you need help with or you simply want to know how a LinkedIn video ad can work for your business, feel free to get in touch with us.

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