Linkedin is undoubtedly the most frequently used social media by professionals. With over 810 million users worldwide, it might not be the top favored social media by user statistics, but it still holds a prominent market share owing to its peculiar characteristics. Linkedin is the marketplace for every professional, regardless of being a job seeker or an entrepreneur bustling with ideas. Linkedin’s user statistics reveal that nearly 60% of its users are between 25-34 years of age. This age market gives out a promising opportunity for marketers to reach out to their potential audience.
If you haven’t considered using Linkedin as a marketplace to advertise and promote your business, you better start reconsidering. As per the statistics, a well-targeted Linkedin ad can reach 14.6% of the world population. Moreover, the last quarter of 2021 reported growth in ad reach by 22 million people. The conversion rate on Linkedin is 2 times higher than on other social media, and brands have noticed a 33% increase in purchasing intent that results from an ad exposure on LinkedIn. All these statistics compel one to reconsider their marketing strategies and assign prominent aspects to LinkedIn Video ads in the marketing plan.
This article will help you plan, develop and execute your Linkedin video ad campaigns by offering you the ultimate guide you would ever need.
1. Define the target audience
Defining the target audience is the foremost and crucial step to undertake while planning an ad campaign on Linkedin. The power of digital marketing is that it allows you to spend resources on a specific target audience. Take your sweet little time to identify the target audience with a clear purpose in your head. What do you want from the video campaign, and what category of people would lead to conversions?
To determine your target audience, interact with your clients and understand their pain points. Get in conversation with managers at the top to get clarity regarding their expectations. Further, try to know your potential clients better by reviewing their social media profiles. Finally, use these data to study categories of people who frequently contact your business. Understanding and analysis of such aspects would give you a clear idea while targeting the audience. You can use general aspects of their behavioral pattern while creating Linkedin ads.
2. Creating a video campaign
Numerous aspects need consideration while creating a Linkedin Video ad. We will discuss the prominent points in this article.
Linkedin video specifications
- Your linked video should have a horizontal orientation. Unlike other social media, Linkedin doesn’t allow vertical orientation. Ideal ratios you could opt for would be 16:9, 1:1, and 9:16.
- The frame rate must be less than 30 frames per second.
- Use AAC or MPEG4 sound format.
- If you are using an online video editor, download the file in MP4 format. Also, ensure that the file size is between 75 KB to 200 MB.
- Linkedin supports videos from 3 seconds up to 30 minutes in length.
- Always use the highest resolution of the video1080p while uploading the video.
Keep these things in mind while editing your Linkedin video ad.
Add subtitles to your videos.
The default Linkedin feature plays the video without sound. The user gets the option to turn on the sound only if they wish to. Considering most people surf Linkedin at the workplace, design your Linkedin video for no sound.
Linkedin doesn’t auto-generate the caption on videos. Hence, you would have to add captions separately. You can do that by providing an SRT file while creating an ad campaign else use youtube to generate captions for your video and download it. You can also edit captions into your video while editing it on online software.
Lastly, if the sound is the prominent aspect of your video, consider adding “best experienced with sound on” at the start of the video. This would give an enhanced experience to your users.
Always add clear CTA to your Linkedin videos
CTA is your chance to encourage viewers to take desired actions. Every ad video you put out should feature a solid CTA. CTA would make it easier for viewers to interact with your brand and would enable them to take the next step.
If you are offering a free demo, your CTA should guide them to get a free demo. If you want them to fill out a form, the CTA and captions should make it easier for them to fill out the form. If you want them to visit the website and check your new collection, the website should be easily accessible to them. In short, adding a CTA will serve the ultimate purpose of your Linkedin video ad.
Tell a story
Whatever your purpose of creating Linkedin ads is, make sure there is an element of the story in it. The story captures people’s attention and keeps them glued till the end. It should have a humane element and should address the pain point of your viewers. With the use of right tool you have clear picture for how to create linkedin ads with music, texts, animation, transitions, and graphics.
Ensure that the first 10 seconds of your videos are enticing. Only then will the viewers stop scrolling and pause to watch your video. Every video needs a hook that represents the crucial information. Don’t cram too much information into the video. You need the video to look enticing and not shabby.
Make your video visually appealing.
This is foremost considering that viewers will only complete the video if they find it visually appealing. To tell the story, make adequate use of graphics, animations, motions, and transitions in your video. Make use of an online video editing tool to create and edit a video. It’s easy to find stock images and videos on these tools that could be directly used. With a series of edits, errors, and trials you would definitely create a video that is simply perfect.
Keep these things in mind and take your first step towards creating Linkedin Ads.
3. Setup your Linkedin ad campaign
This is where all your efforts come to fruition. Set up an ad campaign, select a budget, and choose the start date. Choose the campaign goal, upload the video and sponsor the content.
The important part while setting up an ad is defining your target audience. You can target your website visitors, a specific list, or targeting criteria by choosing your location and demographics. Set up the budget and start your campaign.
4. Review your results
This entire process is experimental. You have to keep reviewing the results and make changes to your next campaign to gain the most results. Run multiple ad campaigns at a time to understand which one works better. Wait for at least 1000 impressions before you start reviewing the results. Check the average CPC of an ad campaign. Continue the promising ones and disable the ads that didn’t generate expected momentum.
It’s as simple as that. We know it seems easier while reading and much more complicated when you start working on it. But it’s all about the practice in the end. Work on tools you are most acquainted with and are easy to use. Get creative with the ideas and mood board. Design a systematic marketing plan for monthly needs. And keep experimenting. You will be great with your video ad campaigns, after all.