As it has been on all platforms for some time now, video now also sees the highest engagement rates on LinkedIn, which makes it even more of an important consideration for marketers looking to maximize their on-platform messaging. On that note, what, specifically, works in LinkedIn video promotions?

Stepping Up

A team from VidMob sought to provide some answers to this question through their latest study, which was conducted in partnership with LinkedIn. The study saw VidMob’s team analyze over 16,000 video ads that had run on the platform, resulting in over 804 million total in-stream impressions. As one can imagine, that’s quite a significant dataset, which should make the findings of the study largely indicative. You can download the full results of VidMob’s analysis here (Email signup required). Let’s look at some of the key points.

Up first, the data reveals that highlighting your key campaign messaging early on in your video content can drive much higher engagement rates. Siesta Bedding experienced a 149% lift in view through 25% when displaying messaging in the opening quarter. Featuring the focal message of your campaign helps to better communicate your brand’s intent, and connect with a more focused LinkedIn audience, which can help to improve resonance and response.

The data also shows that LinkedIn users love stats and data notes. This makes a bit more sense, at least on LinkedIn than it would be on other platforms. On LinkedIn, you’re connecting people in a business mindset, so hard numbers matter in this context. It’s a small detail, but it’s worth including in your approach. On top of this, the report also highlights the importance of brand recognition in your campaigns. Brands that feature their brand logo in the opening 2 seconds experienced a 17% lift in click-through rate. This is a fairly universal point, but it’s worth noting the impact that branding can have on purpose.

Some other key notes include:

  • Unsurprisingly (given the latest consumption trends), short videos, between 7 and 15 seconds work best, driving a 54% lift in engagement, and a 15% increase in CTR.

  • Showing a person within the first quarter of a video clip resulted in a 175% increase in view-through rates.

  • Displaying a CTA in the first 6 seconds led to a 98% lift in view-through rate.

  • Videos with text overlays saw a 72% increase in CTR.

The Wrap

These are some valuable pointers for your LinkedIn video approach, which could help guide your thinking on how to make the most of your LinkedIn marketing efforts. The findings of the study aren’t really novel, if at all, but they do highlight the importance and impact of grasping and building on the basics. It’s well worth taking a look at and incorporating some of the findings to help your efforts gradually improve.

Sources

http://bit.ly/3mudOqJ