Videos are enjoying increasing popularity for successful marketing strategies. The reason? We all prefer a moving and exciting story, best presented with moving images. Reaching the right target group in the most efficient way often turns out to be a Goliath task for some companies. We find: It doesn’t have to be! With the LinkedIn Video Ads, products and services can be easily brought to the target group. With our 7 tips you are guaranteed to land a hit with your video marketing.
Why LinkedIn?
The largest professional audience moves on the platform – with over 645 million members worldwide (as of March 12, 2020, source: LinkedIn ). B2B videos probably have the best chance of reaching decision-makers and end customers here. The launch of your advertising video is not witchcraft and is very easy via Campaign Manager . The following tips should be a support when implementing your video marketing in order to optimally position your brand.
KPI: Nothing works without a goal
Before you jump into the video creation process, you should first define the goal of the video campaign. It is therefore helpful to ask yourself the following questions:
Do you want:
A) make the brand better known
B) show why you are the best in the field or
C) Explain why people need your product or service.
Based on your own goals, the success of video marketing can later be measured with a corresponding KPI. This depends crucially on the content, the heart of the advertising campaign. Storytelling is the magic word: With consistent, visually appealing content, wrapped in a compelling story, your brand penetrates perfectly to the target group and is remembered for a long time.
«Best practices» when creating video ads for LinkedIn
First things first: Today’s flood of information gnaws at the audience’s attention span, so make it short. Our recommendation: Always keep the video as short as possible and as long as necessary.
Brevity is the soul of wit
The first 3 seconds are crucial and you should be able to see where the video is headed. If the campaign goal is to increase brand awareness, 30 seconds is sufficient. for one image or Brand awareness campaign it is advisable to create many short individual video nuggets and distribute them in a targeted manner in order to achieve the greatest possible reach. 5-15 second loops are also a nice option and make you want more. For the explanation of products or processes, we recommend a length of max. 90 seconds, because afterwards the attention span drops drastically. Once again: the shorter the better.
Space for emotional storytelling in video marketing
If product demos or “sneak peaks” are shown to increase demand, it can also be a little more detailed. Explainer videos of one minute or longer provide space for rich stories that create an emotional connection to the company or to pack and show specialist knowledge in a snappy way. Customer experiences work particularly well to tell success stories. Graphics, people and text combined result in a nice potpourri of visual storytelling and captivate your audience.
Appropriate format – check!
Technical aspects such as the video format must also be right for your video marketing: The resolution should be a minimum of 600 x 600px and a maximum of 1080 x 1080px.
The resolutions at a glance:
- 360p (480×360; wide 640×360)
- 480p (640×480)
- 720p (960×720; wide 1280×720)
- 1080p (1440×1080; wide 1920×1080)
The file format comes as MP4 and the file size is fixed between 75 KB and 200 MB. Subtitles should also be considered, since the majority of LinkedIn members will watch your promotional video without sound/audio (keyword: Silent Revolution).
CTA: The right call to action
When it comes to video marketing, not only the images are crucial, you can also captivate your audience with the right text. The title and accompanying text of your video should be as meaningful as possible and aimed at the desired target group. And don’t forget a CTA at the end: “Start now”, “Learn more” or “Download now” tempts you to take a closer look. And the best way is to grant a free trial to generate the lead.
Last but not least
One of the biggest benefits of LinkedIn Video Ads – Existing videos that are already on the company website can be promoted. Sounds good? Then there’s only one thing left to do: Contact us to discuss your video marketing.
