LinkedIn is the social media platform where people feel most safe and most confident, in touch with positive, motivating emotions and open to new ideas. It adds up to a unique creative opportunity.
Let’s explore how to connect to it.
Creative ideas' dream audience is on LinkedIn
It's where your audience feels most ambitious and optimistic, with a strong sense of their story taking shape on the platform. They're ready to respond to ideas that can capture their attention:
84% say LinkedIn is the platform where they feel safest participating and posting
49% use LinkedIn to become the person they want to be
51% feel more optimistic about the future after spending time on LinkedIn
"The more I feel about something the more likely I am to buy."
Jon Evans Chief Marketing Officer, System1Group
LinkedIn is where creative ideas can be more
The LinkedIn mindset and the LinkedIn environment combine to make every creative idea work harder:
More impactful
Thanks to frequency caps, quality scores and a commitment to the member experience.
More emotive
Because of the proximity of emotions around fulfilment, aspiration and actualization and the potential of humor in a positive, safe space.
More engaging
LinkedIn is where brand meets demand, and where creativity can have an impact on every stage of the buyer journey.
More famous
The power of employee advocacy ensures creative ideas earn a share of voice that goes beyond their advertising budget.
More valuable
Able to drive awareness and acquisition, support sales, increase customer value and build employer brands.
Leverage the LinkedIn sense of humor
WalkMe's exaggerated video vignettes cut through by combining humor with honesty - this is how people really feel about the frustrations of adopting new software platforms.
On LinkedIn, all dimensions of your brand are in play
On LinkedIn, all dimensions of your brand are in play
"Distinctiveness and fame always change the rules."
Rory Sutherland Vice Chairman, Ogilvy UK
Attention please
The anatomy of a thumb-stopping moment on LinkedIn:
Video Ads
The opening frame of your video draws the eye first, before attention moves to the introductory text and headline. Video ads get 30% more comments in the feed.
Sponsored Content
Use the image as your headline, with introductory text to provide further context and the headline as exclamation point and call to action.
Carousel Ads
The image cards of Carousel Ads are your canvas for visual storytelling, with connected words and images over up to 10 cards.
Dynamic Ads
Attention goes straight to the personalized image taken from your audience member's profile, creating an instant visual connection.
Document Ads
Create immediate learning moments that are immediately accessible on mobile screens, with cover images that capture attention.
Amdocs' 'Make it Amazing' brand relaunch commanded attention whenever it appeared in the LinkedIn feed. Enlisting Amdocs' employees to share the video simultaneously turned a highly creative campaign into a cultural event.
Best practices for creative impact on LinkedIn
Align with the elements of the LinkedIn experience that audiences respond to:
1.
Brand early and imaginatively
Increase in engagement rate when branding appears in a video's first two seconds
2.
Embrace micro storytelling and use text elements of Video Ads to provide context
Lift in engagement rate for videos under 15 seconds
3.
Use imaginative, visual storytelling to capture attention with the sound off
Increase in click-through rate with four scene changes in first three seconds
4.
Address LinkedIn members’ learning mindset with self - improvement themes
Increase in engagement for ads that incorporate ‘Growth' messaging
5.
Engage all LinkedIn audiences more effectively with inclusive creative
Higher System1Group effectiveness score for ads with a diverse cast
Go visual for 'wow' moments in the feed
It took Bayer just six seconds to engage LinkedIn audiences with stories of people whose lives could be transformed by medical technology.
"There's no greater opportunity than to inspire and excite a business audience.”
Kathleen Hall Chief Brand Officer, Microsoft
Learn how to leverage the LinkedIn creative opportunity in full in our playbook, available for free.
