Introduction to LinkedIn Video Ads

Hey guys! We're going to talk LinkedIn video ads today. I'll show you some examples, strategies, and some cool tips and hacks. So, let's dive in!

Navigating the LinkedIn Campaign Manager Dashboard

If you go to Account Assets and then Matched Audiences, you can create an audience based on video views. LinkedIn offers targeting options for users who have watched 25%, 50%, 75%, and 97% of a video.

Building a Funnel with Video Views

This feature is key because it enables a funnel-building strategy. You can run a video as your cold ad or even a series of videos, track the percentage of views, and retarget based on those insights.

Running video ads, compared to typical ads, offers more valuable data. It’s not just about who clicked or didn’t click but about gauging engagement through view percentage. For example, if you have a 2-5 minute video, you’ll know how engaged your audience is by seeing if they watched 25%, 50%, or even 97% of it.

Retargeting Strategy Based on Engagement

With video ads, you don’t have to send people directly to your landing page. You can instead create a series of cold videos, track the most engaged viewers, and target those with further ads. This approach creates a highly engaged group of people who’ve shown interest in your content.

Consider structuring your video ads to grab attention, perhaps by focusing on pain points initially. If viewers watch a significant percentage, you can serve them additional videos that delve deeper into solutions or position you as an expert capable of solving their problem.

Our Approach to LinkedIn Ads

For our campaigns, we mix ad formats and touches. Video ads humanize your brand by putting faces and personalities with your service, fostering trust and comfort with potential clients. If you don't want to show your face in front of the camera, considering using Creatify's AI Avatar feature which gives you option to use over 500 pre-build avatars in your digital representation.

Here’s how we use video:

• Retargeting Videos: Include case studies, testimonials, and expertise videos.

• Meet the Team Videos: Quick introductions to our team members.

• Video Case Studies and Testimonials: Videos that showcase client success stories and expertise in our field.

Using Video for Higher Intent Retargeting

We have a specific 30-day high-intent video retargeting bucket. This group consists of people who’ve seen our ads, visited our website, and engaged with retargeting content before. These videos focus on expertise, testimonials, and encourage viewers to book a call.

LinkedIn Video Ads: Cold vs. Retargeting Layers

I believe LinkedIn video ads are particularly effective in the retargeting layer but can work in the cold layer if structured around engaging and informative content. For cold ads, edutainment or addressing the main pain points can capture attention effectively.

Retargeting, however, is easier to execute, as it doesn’t rely on a single video to do all the heavy lifting. It’s one of many touches, which makes it less pressure-driven.

Linkedin Video Specs and Guidelines

We support the following video file types:

• AAC

• ASF

• FLV

• MP3

• MP4

• MPEG-1

• MPEG-4

• MKV

• WebM

• H264/AVC

• Vorbis

• VP8

• VP9

• WMV2

• WMV3

We no longer support AVI, QuickTime, or MOV files.

Guidelines

Videos must follow these guidelines:

• Max file size - 5 GB

• Minimum file size - 75 KB

• Max video duration - 10 minutes

• Minimum video duration - 3 seconds

• Resolution range - 256x144 – 4096x2304

• Aspect ratio - 1:2.4 – 2.4:1

• Frame rates - 10 FPS – 60 FPS

• Bit rates - 192 KBPS – 30 MBPS

Conclusion

That’s my take on LinkedIn video ads. They’re a great tool, especially in retargeting, but can also work well in the cold layer with the right content.