LinkedIn has established itself as a leading professional networking platform, connecting millions of professionals worldwide. With the increasing popularity of video content, LinkedIn has been continuously enhancing its video ad options to provide more opportunities for businesses and professionals to engage their target audience. In this blog post, we will explore the expanded video ad options on LinkedIn, focusing on conversation and thought leadership.
I. The Rise of Video Content on LinkedIn: Video content has become a powerful tool for businesses to showcase their expertise and engage with their audience. LinkedIn has recognized this trend and has been actively promoting video content on its platform. The introduction of native video has allowed professionals to share their knowledge, insights, and stories in a more dynamic and engaging format.
II. Expanding Access to Video Ads: LinkedIn has expanded its video ad options to enable businesses to reach their target audience more effectively. Let’s explore two key areas where LinkedIn has expanded access to video ads:
a. Conversation Ads: Conversation Ads on LinkedIn now support video content, allowing businesses to create interactive experiences that foster meaningful conversations with their audience. By incorporating videos into Conversation Ads, brands can deliver personalized messages, showcase their thought leadership, and initiate engaging discussions to build stronger connections.
b. Thought Leadership Video Ads: LinkedIn has introduced Thought Leadership Video Ads, providing an opportunity for businesses and professionals to position themselves as industry experts and thought leaders. These ads enable the promotion of longer-form videos that dive deeper into industry insights, trends, and expertise. Thought Leadership Video Ads help businesses establish credibility and foster trust among their target audience.
III. Leveraging LinkedIn Video Ad Options: To make the most of LinkedIn’s expanded video ad options, businesses can consider the following strategies:
a. Compelling Storytelling: Crafting compelling narratives that resonate with the target audience is crucial for LinkedIn video ads. Whether it’s a Conversation Ad or a Thought Leadership Video Ad, businesses should focus on telling stories that captivate viewers and provide value through actionable insights and relevant information.
b. Showcasing Expertise: LinkedIn is a platform known for professional networking and knowledge sharing. Video ads should aim to showcase the expertise of the business or professional, positioning them as a trusted authority in their industry. By sharing valuable insights and thought-provoking content, businesses can attract and engage their target audience effectively.
c. Engaging Call-to-Action: LinkedIn video ads should include a clear and engaging call-to-action (CTA) to drive desired actions from viewers. Whether it’s encouraging users to visit a website, sign up for a newsletter, or participate in a discussion, a compelling CTA can help businesses achieve their marketing objectives and generate meaningful leads.
IV. Success Stories: Brands Embracing LinkedIn Video Ads: Several brands have successfully leveraged LinkedIn’s video ad options to achieve their marketing goals and establish thought leadership. Here are a few notable success stories:
a. Microsoft: Microsoft utilized LinkedIn’s video ads to promote its Surface Pro devices, showcasing how professionals can enhance productivity and achieve their goals. The engaging video content effectively communicated the value proposition of the product and resonated with LinkedIn’s professional audience.
b. Adobe: Adobe leveraged LinkedIn’s video ads to highlight its Creative Cloud software and empower creative professionals. The videos focused on sharing industry insights, tips, and success stories, positioning Adobe as a thought leader in the creative industry.
c. HubSpot: HubSpot used LinkedIn’s video ads to promote its inbound marketing platform and provide educational content for professionals looking to enhance their marketing skills. The videos showcased thought leadership in the field of marketing and demonstrated the value of HubSpot’s solutions.
LinkedIn’s expanded video ad options present significant opportunities for businesses and professionals to engage their target audience, foster conversations, and establish thought leadership. By leveraging Conversation Ads and Thought Leadership Video Ads, brands can deliver compelling content, showcase expertise, and drive meaningful interactions on the platform. With strategic storytelling, showcasing expertise, and effective calls-to-action, businesses can make the most of LinkedIn’s video ad options and achieve their marketing objectives in the professional networking space.
