LinkedIn Goes All-In On Video Marketing

Marketers and brands can now leverage video for Sponsored content and Company Pages, to reach their audiences on LinkedIn.

Video has a proven track record of being the most efficient way to capture an audience’s attention on social media. LinkedIn made its first move a few months back, allowing users to share organic, native or uploaded videos on its platform. Individual creators have found video to be a great way to share knowledge, and to express themselves on a platform that had often been seen as “a little boring.”

LinkedIn will make video sharing available on Company pages as well, allowing businesses and publishers to take advantage of the feature. This is great news for organic reach and engagement on the platform. Based on the results of its beta program, LinkedIn found Company Page videos to be 5x more likely to start a conversation among members than other types of content.

Bring Your Campaigns To Life With Video For Sponsored Content

Video might be one of the top engaging types of content, but that doesn’t matter if you can’t engage with the right audience. According to an internal LinkedIn study, over 46% of B2B advertisers surveyed, said that being able to target the right audience was a top challenge when running video campaigns.

Native video ads finally bring together the power of video and targeting on LinkedIn. You will now be able to build the right audience for your video campaigns, based on professional traits like job title, seniority, company name, industry, skills, and more. LinkedIn will also let you target videos based on your Matched Audiences – which provides demographic and interest targeting of the people who have visited your website.

Unlike pre- or post-roll video ads, video for Sponsored Content ads live directly on the feed as standalone posts.

Since launching as a private beta program back in October 2017, over 700 advertisers, including GE, Philips and Audi Canada have tested Video for Sponsored Content to highlight their products and services, but also their company mission, customer stories, and thought leadership content. These videos are helping marketers deepen engagement with their brands: on average, LinkedIn members spend almost 3x more time watching video ads compared to time spent with static Sponsored Content.

“Video content is crucial for our brand, and these changes allow LinkedIn’s professional community to more easily derive value from the content we are producing,” said Kaydee Bridges, Vice President, Digital & Social Media Strategy at Goldman Sachs. “While our videos can be long – up to 3 minutes – we are seeing deep engagement at a great value.”

Video for Sponsored Content will allow you to measure success through insights and detailed breakdowns of the types of professionals watching, engaging with, and even converting on your video ads (through conversion tracking.)

Renske Siersema, Social Media Manager at KLM Royal Dutch Airlines, also shared the importance of leveraging video to engage with their audience of business travellers. “Video stands out because it doesn’t tell, but it shows. On a platform where there’s more business content, a video stands out more, especially on LinkedIn.”

Video for Sponsored Content and Company Pages will be available to all businesses in the next few weeks. LinkedIn has also signed an agreement with Oracle’s Moat to offer third-party video measurement and viewability. These services should be available to customers later this year.

For its new video ad product, LinkedIn has signed an agreement with Oracle’s Moat to offer 3rd party video measurement and viewability.

Source: wersm.com; 29 Mar 2018

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