LinkedIn is Introducing Auto-Playing Video Ads that Work Across the Funnel
According to TechCrunch, the Microsoft-owned professional social network - LinkedIn is introducing autoplaying video advertisements as one of its Sponsored Content formats.
Previously, if an advertiser wanted to use video on LinkedIn, they’d have to link to another service like YouTube or Vimeo. With this change, videos will appear as native, standalone posts in the LinkedIn newsfeed, alongside the usual fare of blog posts, status updates, and job ads.
Facebook and Instagram introduced video ads years before and now LinkedIn is also entering the market. Although Linkedin is a different kind of social media platform, they wanted to keep the user experience with more of professionalism. Linkedin would be implementing the video ads in such a way that it would bring sight, sound, and motion to the marketers and users.
Abhishek Shrivastava, director of product for LinkedIn Marketing Solutions, explained that while most videos are seen as ideal for “top of the funnel” marketing, LinkedIn’s Video for Sponsored Content is designed to work “across the funnel.”
How will LinkedIn video ads work?
Like in Facebook, LinkedIn video ads can be used in campaigns optimizing for traffic or video views. This gives LinkedIn advertisers the ability to use video assets across the marketing funnel, from awareness to conversion. You can also setup video ads for campaigns with LinkedIn Lead Gen forms.
LinkedIn Video Ads are like Facebook in other ways too. LinkedIn video ads will autoplay without sound as the user scrolls through their feed. The videos ads say “Promoted” under the business name to signify that they are sponsored content.
How to set up video ads in LinkedIn?
Setting up campaigns with video ads is similar to setting up traditional sponsored content campaigns, with a few changes.
Step 1: Select Sponsored Content as your ad product
Step 2: Name your campaign and select your preferred language.
Step 3: Choose what you want your campaign to do.
Do you want website or landing page traffic? Send people to your website or content.
Do you want users to complete the LinkedIn Lead form? Collect leads using Lead Gen Forms.
Do you want to maximize awareness and video views? Get Video Views.
Step 4: Select Ad format. If you’re reading this, you will likely want to choose video.
Step 5: Select or Create video for sponsored content. If you are creating a new video ad, you need to make sure your client has proper size and formatting.
Step 6: Define your audience. This step is the same as defining an audience for traditional sponsored content campaigns.
Step 7: Choose campaign budget, bids, and ad scheduling.
Video Ad Specs
- Length: 3 seconds to 30 minutes
- Layout: horizontal (vertical videos are not supported)
- File size: Between 75 KB and 200 MB
- File format: MP4
- Aspect Ratio: Between 4:3 (1.33) and 16:9 (1.78), inclusive
- Height: 360-1080px, inclusive
- Width 480-1920px, inclusive
- Frame rate: 30 FPS or less
- Audio format: AAC or MPEG4
Many B2B advertisers need to have a social presence in their marketing mix, and are looking for different options available. LinkedIn’s launch of the video ads in sponsored content campaigns shows that they are willing to adapt to the demands of the marketplace. While video ads are not revolutionary, the recent update shows that LinkedIn is dedicated to improving their platform and serving the evolving needs of advertisers.