Linkedin video ads: 10 tips for better results
- Author
- Effy Shkuri
- Published on:
- Published in:
- Video Marketing
LINKEDIN VIDEO ADS 2X BETTER?
LinkedIn video ads have a CTR of 0.44%. That means 44 clicks out of 10,000 impressions.
Images score almost 30% higher with a CTR of 0.6. So is a video ad any better? And what is the best LinkedIn video ads strategy?
"For optimal reach and engagement, a video ad contains no more than 220 characters." - LinkedIn
What really sets video apart is measurability. A whitepaper download says nothing about actual interest. Video shows how much someone watches - and that makes engagement. visible.
A LINKEDIN VIDEO ADS EXAMPLE
Suppose your campaign aims to produce a whitepaper download. Even if the initial goal fails, the side benefit is great.
By measuring quartile views (25/50/75/100%), you can see who is really interested. In one case, we retargeted 743 viewers who saw 75% or more with a video webinar.
LINKEDIN VIDEO ADS TIPS
Here 10 tips, based on LinkedIn, VidMob and own campaigns.
AWARENESS
The focus is on views and brand recognition. Little things make a difference: smiles, movement and recognition.
Warmer colors (+15% views) and high contrast (+69% view rate, +31% conversion) perform better.
TIP 1: Make a short video that has few brainpower cost. Short for strangers, longer for those you already know.
TIP 2: Don't start directly with your brand, but with a recognizable problem. Completion ratio increases +40%.
TIP 3: Use inspirational words: +31% view rate vs. factual language.
THOUGHT LEADERSHIP
Awareness here is measured in website visits, interaction and views.
TIP 4: Use buzzwords: +31% engagement with a niche target audience.
TIP 5: Introduce your brand in the first 2 sec: +16% engagement. But don't forget TIP 2.
CONVERSION
Attention leads to leads, on LinkedIn or through your website.
TIP 6: Provide 4+ scene changes in 3 sec: +22% CTR.
TIP 7: Put your logo at the top left or right: +50% performance.
TIP 8: Use CTAs such as "discover," "start" or "create now": +20% CTR.
TIP 9: Keep texts longer than 3 lines, otherwise -40% views (A/B test).
TIP 10: Create a 5-15 min Q&A video and share via an ad. Focus on minutes viewed rather than number of views.
CONCLUSION
Images have a higher CTR, but video measures deeper. With quartile views and retargeting, you build relationships.
The right balance of length, content and timing makes video ads deliver immediate results as well as long-term relationships. LinkedIn video ads are therefore a strategy for growth.
Effy Shkuri
"Our people make the difference." Really? As a former "digital workplace & IT entrepreneur," I've said this for years about my 25 colleagues. But the reality is we were only considered thought leaders by 5% of our target audience. Even today, this remains a common statement from MSPs and IT service providers. But these words lose their meaning if your expertise does not extend beyond your existing customers and a handful of prospects. I now help IT entrepreneurs with thought leadership in their niche.