Redback Solutions

If you offer B2B services and are trying to grow your brand presence among marketing, tech, or other industry leaders, LinkedIn is the ultimate place to advertise. With over 690 million members in over 200 countries, LinkedIn has exploded from an online resume builder to the world’s leading professional network.

While video marketing is only relatively new to the platform, more and more companies are finding huge success and major ROI. In fact, LinkedIn members spend 3x more time viewing video advertising content than static imagery. That’s because video stands out on LinkedIn, allowing brands to showcase the value of their product, service and company culture.

So, if you want to reach a wide audience of professionals in your industry, LinkedIn is the place to go! Read on to find out more about LinkedIn video marketing.

Or skip to the relevant section above.

Why LinkedIn for video?

While LinkedIn has been slower to adopt video than other platforms, top brands from across the globe have seen major success from video marketing on LinkedIn. Company Page videos are 5x more likely to start a conversation among members and LinkedIn members spend almost 3x more time watching video ads rather than static Sponsored Content.

Following the success of many other platforms, LinkedIn has just launched Stories in Australia. And we’re sure it won’t take long before this expands worldwide, and they allow advertising in this format too. 

CPC on LinkedIn is higher than Facebook, and can run as high as $8 or more, depending on what industry you’re in. But that shouldn’t put you off advertising on this platform. The ability to precisely target relevant decision-makers, makes LinkedIn a very lucrative advertising option.

Who should use LinkedIn video marketing?

LinkedIn marketing won’t be suitable for every company. It’s a professional networking platform and members primarily use it to:

  • Look for jobs
  • Recruit new hires or freelancers
  • Connect with colleagues and provide recommendations
  • Share and discuss news in their industry
  • Connect with industry influencers

In other words, this advertising on this platform is literally made for B2B companies.

If you decide to go ahead with LinkedIn marketing, your strategy should differ greatly from other social media sites. People here are interested in services and products that will benefit their business or advance their careers. Focusing on logical appeals and selling the features and benefits of your product is going to be the best way to draw in your audience.

Best practices for LinkedIn video marketing

So you’ve decided to embark on a LinkedIn video marketing campaign. Before you grab the camera and start shooting, we’ve got some handy tips and tricks to make your video so engaging, your audience won’t want to scroll past!


  1. Define your main objective

    As with any marketing campaign, the best place to start is with your objective.

    With LinkedIn ads, there are three objectives to choose from:

    Awareness ads should capture attention, showcase your brand and create curiosity.

    Consideration ads should demonstrate why customers should choose you over the competition.

    Decision ads should provide even more detail and drive audiences to take action.

  2. Create content based on your objectives

    Once you’ve settled on your goals, you can create content that best aligns with it:

    Brand awareness ads should be short, sharp videos that leave the viewer wanting to learn more about your brand. LinkedIn has shown that videos under 30 seconds see a 200% lift in view completion rates.

    Brand consideration ads can be a little bit longer, providing more information and proof of quality through interviews or testimonials.

    Ads aimed at conversions can be over a minute, showing a sneak peek or product demo to convince prospects to take action.

  3. Use storytelling to humanise your brand

    No matter what your objective is, you should create content that resonates with your audience. Visual storytelling makes your brand feel more personable, while maintaining professionalism.

    Here are some ways you can make your videos feel even more human:

    • Add a personal greeting
    • Showcase your talent or brand culture
    • Highlight relevant current events
    • Use humour or personal stories

    Everyone wants to purchase from, work with and work for ethical brands. So humanising yourself and your brand’s contributions on LinkedIn is a great way to attract these leads!

  4. Front-load your video

    The first 10 seconds are crucial to capturing your audience’s attention. After the 10 second point, audience attention gradually drops off, so make sure to put the most engaging and important information at the start.

  5. Add a call-to-action button

    Adding a call-to-action (CTA) button will make it so much easier for your audience to follow-through.

    We recommend using the “Learn More” CTA button, as most people viewing your ad will want to find out more information about your product or service before they decide to buy.

  6. Include captions

    Although LinkedIn video ads are set to autoplay, they’re muted by default. Adding captions to the bottom of your videos will help ensure that your audience will get all the important information without needing to turn the sound on.

    Even better, make your videos so engaging they don’t need sound at all!

LinkedIn Video Ad Formats

With video advertising relatively new to the platform, LinkedIn currently only offers two ad formats. But we’re sure we’ll see more in the future.

LinkedIn currently offers video Sponsored Content and Direct Sponsored Content. Both options appear natively in the user’s feed with a ‘sponsored’ tag and appear as a stand-alone post. They allow call to action buttons or lead generation forms to easily capture leads from your ad. Now let’s learn how they differ.


Direct Sponsored Content

Set up a video ad campaign with direct sponsored content

If Sponsored videos function as ‘boosted’ posts, Direct Sponsored videos are more like your traditional social media ads.

Direct Sponsored Content doesn’t appear on a company’s LinkedIn page. They’re created and promoted directly in Campaign Manager.


LinkedIn ad specs

LinkedIn video ads can be created on or directly uploaded onto Campaign Manager. They can run for a maximum of 10 minutes and can be in landscape, square or vertical formats. Check out our specs guide to find out more.

Note: you can only upload 25 videos to Campaign Manager within 24 hours, and you can only upload them from desktop, not mobile.


Targeting Options

LinkedIn’s targeting capabilities are totally unique to the platform. It allows you to target people based on:

  • Company – name, size, followers and industry
  • Demographics – age, gender
  • Education – fields of study, schools, degrees
  • Job experience – job function, seniority, title, skills, years of experience
  • Interests

Also has a ‘matched audience’ feature, which gives you the option to target three unique audiences based on previous interactions with your brand. These include:

Account targeting

This feature allows you to upload a CSV list of company names you would like to target. This is particularly useful if you’re going after some brands who have never heard of you or your product before. LinkedIn has found that account targeting leads to a 32% increase in post-click conversion rates.

Website retargeting

Allows you to target people who have already visited your website. This is perfect for nurturing leads and persuading them to convert into paying customers. Retargeting has been very successful for many brands, resulting in a 30% increase in click-through-rate.

Contact targeting

This feature allows you to upload a CSV list of email addresses of users you’re already connected to, similar to a list you would use for email marketing. Contact targeting is a great option if you’re launching a new product or service, as those who are familiar to your brand will be more receptive to what you have to say. LinkedIn has reported that contact targeting has lead to a 37% increase in click-through-rates.

How to create matched audiences

So if you want to improve your ROI on LinkedIn, matched audiences are a great place to start. And it’s not that hard to set up!

You can create matched audiences when you create your next ad in LinkedIn’s Campaign Manager.

After you name your campaign and select your campaign objective, you’ll be able to build your target audience.

How to set up LinkedIn matched audience

Click on ‘matched audiences’, then upload your CSV list or click to retarget website visitors.

The website audiences feature allows you to create automated, triggered campaigns based on site activity. You will need to install LinkedIn’s conversion tracking pixel on your website for this feature to work.

Uploading lists makes it easier to target audiences you’ve already segmented like long-term clients or those who have purchased certain products.

Retarget or upload lists

If you’re creating website audiences, make sure you choose the right target criteria so you can show relevant ads to users who are looking at certain products or services.

Setting up abandoned cart retargeting

This will require more individual campaign creation, but it will make your campaigns so much more effective.

If you decide to use customer lists instead, LinkedIn provides templates you can use to target accounts or emails. Fill these out and upload them to Campaign Manager:

Creating a prospect account list

Again, audience segmentation is key here so you can create more relevant offers.

Targeting tips

Ultra-precise targeting can get a little confusing, but we’ve got some tips to help you reach the right audience.

Target decision-markers

Your ad will be so much more effective if it finds the right person from the get-go. Targeting by job title makes it easier than ever to target the decision-makers. Go for the most senior positions possible.

For example, if you want to sell social media software to a business, you don’t want to target the receptionist or the intern. Instead, you should try to get in touch with the CMO or social media manager.

Should you include or exclude company followers?

When you set your targeting criteria, you’ll see the option to include or exclude people that already follow your company. You need to consider what your goals are when you make this decision.

If you’re running a video marketing campaign designed to build brand awareness, you don’t need to show this to existing followers. You will end up paying for views or clicks that don’t actually provide any value to you.

However, if you’re releasing a new product, including your existing followers could lead to more sales, as ‘warm’ leads always convert more often than cold.

Bidding options

LinkedIn advertising works on an auction bidding system, where you compete against other advertisers targeting the same audience. You can set your bids as high as you want, but you won’t have to pay this full amount, just $0.01 more than the second-highest bidder. If you bid too low, your ads will not get delivered.

LinkedIn allows you to bid in two different ways, maximum cost bid and automated bid. If your goal is to get the most results for your budget, automated bid will be your best bet. But if your goal is to have the most control over your cost per result, maximum cost bid may work better.

Maximum cost bid

With maximum cost bid, you can set the bid yourself and LinkedIn will not charge higher than the bid you set. This option gives you the most control over your cost per result.

Depending on your objectives, you can set the bid based on the cost-per-click (CPC), cost per 1,00 impressions (CMP) or cost per view (CPV).

For website conversions and lead generation campaigns, LinkedIn will adjust your maximum cost bid dynamically to those more likely to convert.

Automated bid

With automated bid setting, LinkedIn’s system uses historical campaign data and member information to automatically set the right bid.

This option is great for getting more results for your budget, but your cost per impression may be higher than if you chose the maximum bid option.

Automated bid charges by impression or every time your ad is served.

How to analyse video performance on LinkedIn

When you log into Campaign Manager, you’ll see loads of metrics for your video marketing campaign. The main things you should look at are:




    Views are counted when someone watches at least 2 continuous seconds of playback while the video is at least 50% on screen, or when they click a CTA, whichever one comes first.

    You can also see who has viewed 25%, 50% and 75% of your video. This is really handy to help determine how effective your video is. If you’re noticing a lot of people drop off at the start, your video probably isn’t engaging enough. If a lot of people are dropping off at the end, it might be too long and not have any clear call to action.

  2. Click-through-rate (CTR)

    Click-through-rate (CTR) shows how compelling your ad is. It is calculated by:

    the number of people who took action on your ad, divided by the number of impressions

    The average CTR across all LinkedIn sponsored content ads is about 0.39%. If you’re a small, relatively unknown brand you’ll probably have a CTR around 1.5%. But if you have a strong brand with a large following, you can expect a CTR of around 4%.

  3. Cost-per-click (CPC)

    While CPC isn’t the most important factor to consider, it’s a great measurement to help understand how much you have to pay to access a certain audience.

    On LinkedIn, you can expect to pay around $7 and $11 per click. While this is a substantially higher than average CPCs on other platforms (average $0.97 per click on Facebook and $0.67 on Instagram), remember that you’re specifically targeting relevant decision-makers in the industries you want to sell to.

    i.e. more qualified leads.

  4. Conversion rate

    A conversion is a desired action taken by the viewer.

    For lead generation campaigns, this could be filling out a form. For brand awareness campaigns, this could be clicking to your website for more information.

    The formula for conversion rate is:

    the number of times someone has taken action divided by the total number of people that have clicked on your ad

  5. Cost per conversion

    Cost per conversion can also be referred to as cost per acquisition (CPA) or cost per lead (CPL).

    Each company measures this slightly differently, but it really is how much you have to spend in advertising to get someone to take the desired action.


LinkedIn video marketing in 2021

We’re data nerds. We want to see first-hand what video marketing works best. So, we’re running a little experiment on LinkedIn, using Sponsored and Direct Sponsored video to see what format generates the most results.

We’ll also be running this experiment on all the major social platforms from Facebook, Instagram and YouTube to Tik Tok and even Tinder!

So don’t just take our word for it – stay tuned for the results of our experiment.

Check out some of our favourite LinkedIn video ads!

Need some creative inspo before you embark on your first LinkedIn video marketing campaign? We’ve gathered some of our favourite campaigns to help you get motivated and think outside the box.


Workspace company, WeWork, demonstrates that the simplest campaigns can be the most effective:

The simple, punchy text and powerful visuals makes this video ad instantly eye-catching and appealing. Running for only 12 seconds, this short and sweet video definitely keeps us engaged and inspired!


Recruitment agency, Adecco takes a unique approach to sell their services, without pushing too hard:

This humorous ad shows just how frustrating the recruitment process can be. Complete with the catchphrase “right talent right place”, the audience knows that if they decide to go with Adecco, they’ll find the right person for the job without the hassle.


While it might be weird to see social network giant, Facebook advertising on LinkedIn, it’s the perfect platform to show how they can help small businesses grow:

Facebook cleverly jam-packed their ad with testimonials, but it doesn’t feel like a typical testimonial. It’s fun, entertaining and inspiring. The clear messaging immediately helps the audience recognise the value of their platform.

Get started with LinkedIn video marketing today!

By now you should realise that if you’re a B2B company, you can’t afford not to advertise on LinkedIn! Video can help you engage and connect with target audiences in a more authentic and meaningful way. And once you’ve got a company page, setting up your video ad campaign is as easy as can be!

Prefer to leave it to the pros? We’d be happy to help! Our video marketing specialists can help you reach the people that really matter to your business and create engaging videos that encourage them to convert.

So, if you want to get cracking with LinkedIn video marketing get in touch with Redback today!

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