Post by account_disabled on Oct 9, 2023 11:44:51 GMT 2
Editor's Note: Enjoy this special encore post, which was one of readers' favorites so far in 2021. It was originally published on March 18.
There’s something special about video. Great video ads are agents of delight; they command the audience's attention with sight, sound, and motion. And on LinkedIn, your brand can use video ads to reach a huge, engaged professional audience: around 740 million members with the best mindset to do business where business is done.
So, what does a great video ad actually look like on LinkedIn? Is it short? Long? Does it have captions? To answer these questions, we partnered with independent research agency Digivizer and spent more than 500 hours analyzing more than 3500 ads on our platform. We employed automation and human processing methods to categorize video ads into 38 categories Email List by type, style and production – and compared it to ad performance: view-through rate (VTR), click-through rate (CTR), and cost per view/click (CPV, CPC).
What We Learned
You can see our findings in a new video ads hub: The Fundamental Strategies for B2B Video on LinkedIn. It’s worth a full look – it’s filled with data-driven insights, examples, and learnings. Meanwhile, here are some tips from the guide:very day, people search LinkedIn to learn about different brands and products, so it’s a marvelous opportunity to show off your product. Our research found that demos of products perform extremely well — driving the highest performance in video completion, engagement, and click-through rates.
We also found that it’s always best to include an offer. Audiences will keep watching until the end of a video ad more often — regardless of duration — to see an offer. Ads with an offer, promotion, or deal drive 1.2x the average video completion rate. What’s more, ads with an offer in the headline achieved an 8% higher completion rate.
Action for you: For your next video ad, record a quick demo of your product. If it’s a physical product, you can even show off the unboxing. Next, incentivize with offers like “First month free” or “$100 off with code.”
There’s something special about video. Great video ads are agents of delight; they command the audience's attention with sight, sound, and motion. And on LinkedIn, your brand can use video ads to reach a huge, engaged professional audience: around 740 million members with the best mindset to do business where business is done.
So, what does a great video ad actually look like on LinkedIn? Is it short? Long? Does it have captions? To answer these questions, we partnered with independent research agency Digivizer and spent more than 500 hours analyzing more than 3500 ads on our platform. We employed automation and human processing methods to categorize video ads into 38 categories Email List by type, style and production – and compared it to ad performance: view-through rate (VTR), click-through rate (CTR), and cost per view/click (CPV, CPC).
What We Learned
You can see our findings in a new video ads hub: The Fundamental Strategies for B2B Video on LinkedIn. It’s worth a full look – it’s filled with data-driven insights, examples, and learnings. Meanwhile, here are some tips from the guide:very day, people search LinkedIn to learn about different brands and products, so it’s a marvelous opportunity to show off your product. Our research found that demos of products perform extremely well — driving the highest performance in video completion, engagement, and click-through rates.
We also found that it’s always best to include an offer. Audiences will keep watching until the end of a video ad more often — regardless of duration — to see an offer. Ads with an offer, promotion, or deal drive 1.2x the average video completion rate. What’s more, ads with an offer in the headline achieved an 8% higher completion rate.
Action for you: For your next video ad, record a quick demo of your product. If it’s a physical product, you can even show off the unboxing. Next, incentivize with offers like “First month free” or “$100 off with code.”