Why LinkedIn’s Video Updates Are A Major Leap Forward For The B2B Platform
LinkedIn embraced video for the first time last year by allowing users to post native videos. Now it has gone a step, in fact, two steps further. The B2B platform has launched two updates that will allow in-feed video ads and video on company pages.
LinkedIn says nearly half of B2B advertisers surveyed by it said one of their top challenges was finding the right environment in which to run video campaigns. LinkedIn believes it is the answer as it tries to head off competition from other platforms, such as Facebook, who are trying to muscle into the B2B space.
Even though their native video capability was only launched last year, according to LinkedIn’s Peter Roybal when people watch a video on the platform they are 20 times more likely to share it than any other type of post.
I can’t help thinking this is excellent timing from LinkedIn. If you are anything like you me, you are suffering from GDPR opt-in fatigue as businesses race to make their email lists compliant before the May deadline. There’s no doubt the new GDPR rules are going to have a negative impact on B2B email video marketing. For many businesses, LinkedIn will be an indispensable alternative.
LinkedIn sees video ads as an evolution of their sponsored content. Video for Sponsored Content (as they are calling it) sits on news feeds as a standalone post. This can be used to build brand awareness, collect high-quality leads and drive qualified traffic to your website.
LinkedIn’s big selling point, (and it’s massive), is that its targeting abilities allow you to identify:
- A defined audience by reference to job title, company name, seniority, skills, etc.
- Specific accounts using account based marketing campaigns.
LinkedIn has high hopes for the new service and says data from beta trials of 700 advertisers shows that members spend three times more time watching video ads compared to static sponsored content.
This is all well and good, but the key is whether it delivers greater ROI. LinkedIn believes its integrated Conversion Tracking tool gives advertisers the metrics they need to find out, such as leads, website visits, and detail about the types of people watching and engaging with the content.
Company page video
It was only a matter of time before LinkedIn extended video from members to company pages. Interestingly, from our point of view, LinkedIn’s marketing blurb talks about how you can use video on company pages to show a company’s:
This covers much of what we talk about in our White Paper, and the importance of having video content for each step of the sales funnel. Data from LinkedIn’s beta programme shows that video on a company page is five times more likely than other content to start a conversation between members.
LinkedIn started as a recruitment website and I believe videos showing a company’s culture and values will be especially effective on the platform.
To discuss using video on LinkedIn for your B2B marketing, contact us now.