LinkedIn: Video Ad basics

LinkedIn is one of the biggest B2B networking platforms in existence with over 310 million monthly active users. The data shows that the platform's users are 20 times more likely to share video than any other kind of post on the platform and LinkedIn ads see twice as much engagement as image ads. 

How does it work?

For Organic Content, LinkedIn makes it easy to upload video directly to the website or post it via a third-party link like YouTube. If you’re not already posting video content to your personal and company pages, start there! 

For paid ads, there are two options, Sponsored Content and Direct Sponsored Content: 

A Sponsored Content Campaign is posted as part of your company's social presence, instead of a separate ad. Sponsored Content video ads appear directly in your newsfeed. They work very similarly to boosting a timeline post on Facebook.

Direct Sponsored Content is a video ad targeted for specific audiences. Because users provide so much information to LinkedIn about their profession, these ads can target laser focused demographics based on industry, job title, seniority and even a particular company. 

LinkedIn has great tools for analytics as well as allowing for call to action and lead generation forms to easily capture leads from your video. You can also retarget ads to people who have recently visited your website, upload contact lists directly or integrate them into your CRM.

 Why LinkedIn?

In a word, audience. The audience on LinkedIn is also vastly different from other social media platforms that cater to personal interests like Facebook or instagram. LinkedIn caters to professionals. If you offer B2B services, are looking to recruit personnel, or are trying to grow your brand perception among tech, marketing or other industry leaders, LinkedIn is a great place to allocate some of your advertising dollars.