Video Ads on LinkedIn: 4 Tips to Success

Editor’s Note: Enjoy this special encore post, which was one of readers’ favorites so far in 2021. It was originally published on March 18. There’s something special about video. Great video ads are agents of delight; they command the audience’s attention with sight, sound, and motion. And on LinkedIn, your brand can use video ads to reach a huge, engaged professional audience: around 740 million members with the best mindset to do business where business is done. So, what does a great video ad actually look like on LinkedIn? Is it short? Long? Does it have captions? To answer these questions, we partnered with independent research agency Digivizer and spent more than 500 hours analyzing more than 3500 ads on our platform. We employed automation and human processing methods to categorize video ads into 38 categories – by type, style and production – and compared it to ad performance: view-through rate (VTR), click-through rate (CTR), and cost per view/click (CPV, CPC).