Creating Successful Video Ads on LinkedIn
A smile or a face led to a 13% lift in Video View Rate compared to the average, whereas more generic visuals of human presence, like crowds or an audience, dropped View Rate.2. Incorporating aspirational messaging.
Use of words like “succeed,” “future,” and “transformation” led to a 31% lift in View Rate.3. Introducing branding later.
We saw a 40% lift in Completion Rate when branding appeared in the second half of the video.
As opposed to brand building content, in thought leadership content, brand introduction in the first 2 seconds led to a 16% lift in Engagement Rate.2. Creating short GIF-style content.
Thought leadership content usually leads to another location such as a blog post or interview, so GIF-style creative less than 5 seconds increased Engagement Rate by 52%.3. Selective word choice.
Buzz words like “workflow” and “productivity” led to a 31% lift in Engagement Rate.
We saw a 58% lift in Company Page CTR when branding was introduced in the first 2 seconds, and a 50% lift in CTR when logos were introduced in the top third of the screen as opposed to the middle or bottom of the screen.2. Use of direct CTA messaging.
When action-oriented words like “start,” “make,” and “discover” appear onscreen, the CTR was 20% higher than when featuring human presence.3. Quick scene changes.
Incorporating 4+ scene changes within the first 3 seconds of a video led to a 19% increase in CTR.Once a brand decides on the desired outcome of an ad, fine-tuned creative elements can help achieve those goals. These insights represent a foundation for brands to start with, but the best results require constantly asking brand-specific questions and answering them through testing and analysis of creative data. With a full-funnel strategy and a willingness to iterate creative tests, brands can finally optimize their assets to unlock performance gains. If you’d like a preview of how VidMob’s Creative Analytics tool can advance your advertising efforts and help improve your creative performance, email LMSContentPartners@linkedin.com or see more detail on the LinkedIn Marketing Partners here. To watch the full discussion, check out LinkedIn and VidMob’s session on Successful Content Marketing.
 The data highlighted in the webinar and this post stem from an analysis of 19,074 video ads that delivered 425 M impressions on the LinkedIn platform between January 1, 2019 and April 30, 2020.Build Your LinkedIn Creative Strategy Based on Your Advertising Goals Drive Brand Awareness Be a Thought Leader Generate Leads