Rishabh leads the content strategy at Content Beta, an on-demand creative video and design team for Tech & SaaS companies.
Why do you want to invest in LinkedIn Video Ads when Google Video Ads are more popular?
Well, Google Ads can reach a broad audience through search terms, but LinkedIn Ads allow for more precise targeting. They let you pinpoint professionals, giving you a straight path to the leads you really want.
LinkedIn is particularly effective for video ads, which can serve multiple purposes in the marketing funnel—from increasing brand awareness and establishing thought leadership to driving lead generation.
Did you know? The first LinkedIn Ads ran in 2005, two years after the company was founded. Since then, innovation and advancements have just been shooting up. It was in 2018 when LinkedIn finally started introducing Video Ads.
The platform’s focus on professional networking means that your video ads are likely to be seen by viewers who are in the mindset to think about work, solutions, and opportunities. This context, combined with LinkedIn’s targeting capabilities, increases the likelihood of your ads converting viewers into leads and, ultimately, customers.
This targeted, context-rich environment makes LinkedIn Video Ads a smart investment for businesses looking to make a meaningful impact in their B2B marketing. So, opting for LinkedIn Video Ads might be a wise decision despite the widespread use of Google Video Ads.
LinkedIn video ads are a form of sponsored content on the LinkedIn platform. Sponsored content refers to posts businesses pay to promote to a broader audience beyond their immediate followers. These can be updates, articles, photos, videos, or slideshows.
Video ads fit into this category as a type of Sponsored Content specifically designed to engage users through dynamic, audio-visual content. They stand out in the LinkedIn feed and can convey a brand’s message more effectively than static posts.
They allow businesses to promote their brand or products through video. These ads are displayed in the LinkedIn feeds and can target specific groups of professionals based on various criteria.
Here is a more detailed view of where video ads fit in LinkedIn.
This is a valid question because we have ads on various digital platforms, such as Google, YouTube, Instagram, etc. What makes LinkedIn Ads special?
Let’s further understand this with the help of a case study on Cenareo’s use of LinkedIn for its marketing strategy. It reveals how the company effectively utilized video ads as part of its approach. Here’s a summary of the case study:
Cenareo is a digital signage software company in France. They provide digital display solutions on multiple screens worldwide.
During the pandemic, with many stores shut down, Cenareo changed its focus to help Corporate Communications and HR departments use their technology to keep employees safe and well-informed.
They needed to make this new group of customers aware of their services, teach them about the product, and turn them into leads.
They chose two ways to talk to potential customers.
They used ads that started conversations (conversation ads) to understand the audience’s intentions and needs. They aimed at providing the audience with a personalized experience.
Their plan worked really well. In just one month, they got more than 500 new leads. These weren’t just any leads; they were sales-qualified leads. It meant about 180K EUR for Cenareo.
Using video ads was a key part of their plan. It helped keep people interested in their brand and taught potential customers about their products. It led to more people wanting to buy from them.
The case study showcases the effectiveness of a well-rounded LinkedIn marketing strategy (video ads to engage and educate potential customers, ultimately driving lead generation and contributing to the sales pipeline).
When planning your LinkedIn video ad campaign, it’s important to follow the LinkedIn video ad specs to ensure optimal performance.
Every platform has its own rules to follow and dimensions to keep. Similar to Instagram video length, LinkedIn also has its own set of dimensions and specs to follow.
To maximize impact, your video should fall within the LinkedIn video ad dimensions, and it’s wise to include a custom thumbnail that aligns with your brand’s aesthetic.
Here are the most important LinkedIn Video Ad specs to consider before you start:
If you want more detailed information on LinkedIn video ads specs, you can refer to the official LinkedIn website.
Here are some LinkedIn Video ad examples to refer to:
What we like about this video ad: This LinkedIn video advertising by Microsoft gets its point across with clear graphics and a focus on cybersecurity. It follows the brand guidelines (the logo at the top shows off the brand, and the colors match the company’s style). The video lacks audio but still manages to give a powerful message in 14 seconds.
What we like about this video ad: This LinkedIn video marketing by Gong has a smooth voiceover, mellow beat sync, and simple animation to convey the message. Using kinetic typography to highlight the main points and app screen share makes the video catchy and informative.
What we like about this video ad: The LinkedIn ad video from Salesforce tells a great story in just 30 seconds. The Salesforce mascot pops up to the beat, adding a fun touch. The video brings together different people and their work, showing how they all are connected using Salesforce.
What we like about this video ad: This LinkedIn video ads example by Slack doesn’t have audio but has simple animation with a Call to action at the end of the video.
Despite its brevity, it effectively communicates its message. The branding is spot-on, following the brand guidelines and successfully highlighting Slack’s advantages.
What we like about this video ad: The LinkedIn video ad by Amazon begins with an engaging quote that unfolds into a video storytelling technique, captivating the audience. It guides the viewer through the company’s technological progress.
The ad is enriched with diverse voiceovers, impactful kinetic typography, and fitting background music, all of which contribute to a compelling viewing experience.
What we like about this video ad: The best LinkedIn video ads all have one thing in common – simplicity. Although the video lacks sound or voice-over, it makes up for its vibrant colors. With a total time of 15 seconds, this ad gives us a gist of how Canva brand kit can help you keep your design on-brand.
What we like about this video ad: This LinkedIn video ad by Kissflow begins by addressing the pain point of the customer. With good animations and an engaging voiceover, this video highlights the convenience of ditching a messy middle and choosing a core middle with Kissflow.
Although the video is longer than one minute, the use of statistics by G2 in the video gives this video a higher credibility as well.
Did you know that Content Beta has worked with Kissflow and helped them launch a $550 course in eight weeks? You can have a look at the case study here.
What we like about this video ad: This LinkedIn video ads example by Mailchimp has a time span of 15 seconds. It cleverly showcases the problem and the solution visually. The video is humorous and is based on the real-time customer data service by Intuit Mailchimp
(a feature that helps to send personalized emails to each of their customers).
What we like about this video ad: This short video by Cisco is only 15 seconds long and introduces a prominent feature of Cisco – Full Stack Observability. With beat sync, voiceover, and simple animation, they kept the video simple and sweet.
What we like about this video ad: This LinkedIn video ad by Grammarly is in live action and takes us through the work life of someone. The video uses screen share to show the options available in Grammarly and how it helps you with your daily tasks. The tone of the video is casual and simple.
The above LinkedIn video ad examples stand out with their sharp beat sync, smooth transitions, animations, clear message, and smart use of brand colors, all together to make the message pop.
To create successful LinkedIn video ad benchmarks, it’s essential to follow LinkedIn video ads best practices that ensure your ad stands out and connects with your audience.
The first point to think about before starting on your video ad is the objective. Before diving into production, you must define what you want to achieve with your LinkedIn video ads. Is it to increase brand awareness, generate leads, or drive website traffic?
Your objective will guide every decision, from the video’s content and tone to the call-to-action you include.
Now that we know about the objectives, let’s see some of the best practices to implement.
LinkedIn video ads should be concise. Keep your video under 30 seconds to ensure that you capture the viewer’s attention and deliver your message before they lose interest.
Many viewers on LinkedIn watch videos with the sound off. To ensure that your message is still received, use captions in your video. Captions also make your video more accessible to viewers with hearing impairments.
The first few seconds of your video are crucial for capturing the viewer’s attention. Start with a strong hook that grabs their attention and encourages them to keep watching.
Make sure your video is relevant to your target audience. Use language and imagery that speaks directly to their needs and interests.
Your video should showcase your brand and what differentiates you from your competitors. Use visuals and messaging that align with your brand’s values and personality.
Include a clear call to action at the end of your video, such as “Learn More,” “Download Now,” or “Contact Us.” It encourages viewers to take the next step and engage with your brand.
Most viewers on LinkedIn watch videos on their mobile devices. Ensure your video is optimized for mobile viewing with a vertical or square aspect ratio.
Test different versions of your video to see which performs best. Use data and insights to make adjustments and improve the performance of your video ad over time.
Keep your message in LinkedIn video ads concise and audience-focused, showcase your brand, and include a clear call to action.
Navigating LinkedIn’s ad space can be challenging, especially when aiming to create LinkedIn video ads that not only draw the eye but also prompt action.
Content Beta simplifies this process. Their Creative as a Service (CaaS) model offers a full-stack video and design team ready to tackle any creative challenge. They bring a wealth of experience from working with 150+ software and tech customers, ensuring your LinkedIn video ads are not just seen but remembered.
Why Choose Content Beta for LinkedIn Video Ads?
We offer reasonable pricing without compromising quality and always prioritize our customers. Give us a try and see for yourself what we can do.
Schedule a call with us today.
In the past few years, the percentage of members on all major platforms consuming videos has increased exponentially.
As a bonus, here are 7 additional tips from LinkedIn –
To effectively market your SaaS on LinkedIn, leverage the platform’s Campaign Manager to set up and manage your ads. Tailor your campaigns to reach a niche audience to benefit from LinkedIn’s precise targeting capabilities.
Promote engaging content on LinkedIn and highlight your SaaS features to spark interest and drive conversions.
Yes, video ads perform better on LinkedIn. LinkedIn members spend more time watching videos rather than static content according to LinkedIn. The videos will likely capture more attention and generate higher interaction within the professional community on LinkedIn.
Yes, you can promote a SaaS video on LinkedIn. LinkedIn offers a robust advertising platform that includes video ads, allowing you to target professionals who may be interested in your SaaS product.
LinkedIn video ads cost between $650 to $3000 or higher. Agencies also typically charge a management fee of 15-30% of your monthly ad spend.
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