LinkedIn Releases New Video Content Features
The Video for Sponsored Content ads can use any of the targeting already available to advertisers, such as job title, seniority, company name, industry, skills targeting as well as Matched Audiences targeting for running account-based marketing (ABM) campaigns. LinkedIn's proprietary Conversion Tracking tool is also integrated, enabling users to measure the number of leads, sign-ups, website visits, and other valuable actions that their video content generates.
Shrivastava added that while most videos are seen as ideal for "top of the funnel" marketing (i.e., building awareness, rather than sealing the deal), LinkedIn's Video for Sponsored Content is created to work "across the funnel".
LinkedIn members spend almost 3x more time watching video ads compared to static sponsored content, according to the release.
Following the roll-out of native video support for millions of LinkedIn members, LinkedIn today announced video support for Sponsored Content and Company Pages.
While companies used to have to share links from video sharing sites like YouTube on their LinkedIn pages, now they can embed the content directly. The videos are 5x more likely than other content formats to start a conversation.
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The rollout for company page videos has begun and will be available to all businesses "in the next few weeks", according to the blog.
"These videos are helping marketers deepen engagement with their brands: On average, LinkedIn members spend nearly 3x more time watching video ads compared to time spent with static Sponsored Content", LinkedIn wrote in a blog post.
It also rolled out video-compatible Company Pages for brands and publishers. "On a platform where there's more business content, the video stands out more, especially on LinkedIn", Renske Siersema, social media manager at KLM Royal Dutch Airlines, said in a statement, discussing the value of video in engaging with business audiences. The company would be going for B2B video ads as of now and try to analyze the numbers.
"Video stands out because it doesn't tell, but it shows". With this technology, the new features aim to boost brand awareness, increase website traffic and produce high-quality leads.
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