As of July 2018, businesses can run native video ads on LinkedIn. This is great news, considering that video gets shared more than 20X more than other types of content on LinkedIn. Plus, according to LinkedIn data, video campaigns are generating view rates close to 50%.
We’ve put together a guide with everything you need to get started with video ads on LinkedIn.
In this guide, we’ll cover:
But before you can set up your video ad, you’ll need a video. Learn more about how to make a video for LinkedIn and then read on to get it set up as an ad.
You heard it at the beginning of this post: Video gets shared more than 20X more than other types of content on LinkedIn and video campaigns are generating view rates close to 50%.
Aside from these impressive stats, LinkedIn offers an interesting opportunity for video advertisers, thanks to the fact that it’s solely focused on business professionals. When people visit LinkedIn, their mind is set on business. And with video ads, you can reach them while they’re in the zone to build brand awareness, establish yourself as a thought leader, drive leads, and more.
Ready to get started? Let’s dive in! We’ll be showing you how to set up ads with LinkedIn’s new Objective-Based campaign experience.
First things first, you’ll need to make sure you’re set up with the appropriate permissions and that all your billing information is correct. You’ll need to have a company page associated with your account in order to run an ad.
Once that’s set, head over to the LinkedIn Campaign Manager to set up your ad. Click the Create Campaign button to get started.
Once you’ve created your campaign it’s time to set up your ad. You’ll be taken through all of the details, step by step.
Are you trying to drive website visits? Get more people to engage with you and follow your page? Get your video in front of more people? Capture leads? Click on the option that matches your objective.
Next, it’s time to pick your audience. You can target based on a variety of factors, including language, location, education, job experience, company, and interests. Depending on what criteria you select, LinkedIn may also make relevant suggestions to help you broaden your audience.
Note that your total audience size must be at least 300 people. If your audience is too narrow, you’ll see a red notification in the “Forecasted Results” box on the right. As your audience grows, this box will show you the target audience size, as well as the results you can expect.
Now it’s time for the fun stuff—choosing your ad format. We’ll be going with a video ad, of course!
You can run a variety of ad types, including single image ads, carousel image ads, video ads, message ads, follower ads, spotlight ads, and job ads. Depending on which objective you selected above, you may only see some of these ad types, but video is an option for all objectives.
Budget & Schedule
The next step is to set your budget and schedule. You can set a daily budget, in which you allot a certain dollar amount to each day in your selected date range, or a total budget, in which you set a specific dollar amount for your entire campaign. set your date range, bid type. When you’re done, click the Save and next button to set up your ad.
Once you’ve clicked Save and next, it’s time to add a video ad to your campaign.
Click “Create a new ad” to upload your video and create your ad. Include introduction text with more information about your video, upload the file (video ad specs are in the next section), and include a destination URL and call-to-action. When you’re done, simply click Create!
When creating a video to run as a LinkedIn video ad, you’ll want to keep LinkedIn’s video ad specs in mind, to make sure your video is the correct format for running as an ad. You can view the full advertising specifications for video ads on LinkedIn’s website. Here are some general pointers to keep in mind:
Now that you know how to set up your LinkedIn video ad, we thought we’d share some best practices with you. We’ve compiled a separate blog post with LinkedIn best practices for video, but here are a few highlights:
Looking for a little more inspiration? We’ve put together a list of 8 LinkedIn video ideas, plus templates to make it easy to get started. Already have an idea? Dive right into making your first video! Let us know how it goes in the comments below.