Best Practices for Creating LinkedIn Video Ads

But how can you make the most of this opportunity? Here are a few best practices for creating LinkedIn video ads.

Have a clear objective for your campaign

Every video campaign you create should have a clear objective—this is true whether or not you’re publishing on LinkedIn. Your goal might be to create greater brand awareness, to tell people why you’re the best or to tell people why they need your services. But with this objective, you should also keep in mind the platform—LinkedIn is a network of professionals, so not all businesses benefit from advertising there, and not all products or services align with what people on that network are interested in/looking for.

Measure your success in accordance with your objective

Once you’ve clearly defined your objective, you will have a good idea of how to analyze and measure your results.

Impressions, views and view rates, for example, will give you an idea of how much awareness you’re generating. Clicks, completion rates and full-screen plays will give you an idea how well people are connecting to the ads you’re sharing.

Plan your content smartly

The way you plan your content for LinkedIn might be different than for other social networks. For example, on LinkedIn it’s more likely that one of your primary goals will be to position yourself as a thought leader, or to discuss webinars, product demos and upcoming events. While these are all elements you might include in videos for other platforms, the focus on LinkedIn is generally going to be much more business-oriented, with a more professional tone versus the casual tone of, say, Twitter or Facebook.

Therefore, make sure your video aligns with those professional focuses while staying concise, visually compelling and focused on the story you want to tell.

Many of the other best practices you’ll use in developing these videos are the same as what you’d follow for other types of videos—hooking your audience within the first five to ten seconds, maintaining that audience with high-quality visual storytelling and using other methods such as graphics, text and speakers to extend your viewers’ attention span.

For more information about developing effective videos for LinkedIn, say hello to the Spin.

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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.