With an influx of C-suite professionals posting on the app, and 875 million members, LinkedIn is becoming
a leading B2B video platform for brands.
In trying to help marketers make the most of video, the social-media platform is rolling out new ad updates, including AI-powered video ads and Live Events
promotions.
According to internal data, video has quickly become the most compelling form of content on LinkedIn, with 63% of B2B buyers reporting that short-form social video content helps
inform buying decisions, and 80% of video viewers saying video-focused influencer content is more trustworthy than other forms of B2B content.
The company says video uploads are up 34%
year-over-year, and company COO Dan Shapero recently stated that video content from C-suite executives specifically makes up “some of the most engaged content on the platform.” Video
uploads helped boost LinkedIn’s active user sessions by 13% last quarter.
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This is why video functionality is integral to LinkedIn’s newest advertising updates, including additions
to its live-stream broadcast format, Live Event ads, which the company says have been up by 14.4% in the past year.
This quarter, advertisers will be able to promote a members’ post about the
live event their company page is hosting through Thought Leader Ads, which will link directly to the promoted event. Brands hosting a live event will also be able to share a “sneak peek”
of their broadcast, showing targeted users a 30-second video in their feed during or after the event, in attempts to spark more engagement.
In addition, advertisers will have the option to
promote a more “personalized event experience” by regionally targeting who they want to invite when setting up a live event promotion.
LinkedIn is also expanding its automated ad
campaign creator, Accelerate, which it says has reduced brands’ cost-per-action by 42% on average. Soon, brands will have the option to include a video or document ad (like an eBook, whitepaper, or
customer testimonial), in addition to a single-image.
Over the next few months, advertisers will see more ways to utilize Accelerate.
The company says it will introduce new campaign
objectives, such as brand awareness, engagement, website conversions, and video views.
Finally, LinkedIn is expanding its Wire program beyond select U.S. partners to E.U. brands, which enables
advertisers to run in-stream video ads alongside trusted publisher content in the app from Bloomberg, Forbes, Reuters, The Wall Street Journal etc, providing yet another way for brands to make
use of the continuous rise in popularity around video on the platform.
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