New Insights on B2B Campaigns on LinkedIn

And diverse is also the presentation brought by LinkedIn in collaboration with MAGNA Media Trials. Recent research by these companies speaks about key factors that influence success in B2B advertising. In a freely available 22-page document, it provides information on the performance of campaigns on LinkedIn. How to go about it?

Video Adverts Outperform Other Formats

It turns out that video adverts on LinkedIn are particularly effective. Compared to other types of adverts, they generate higher engagement across key performance indicators. Banner adverts also achieve good results, but video remains the preferred format for better outcomes.

Source: MAGNA Media Trials, LinkedIn

Clarity of Message and Creativity Go Hand in Hand

In B2B, people in decision-making positions emphasise clear and straightforward messages in adverts. Although creativity is important, the primary goal should be clarity so that the message resonates with a professional audience.

While clearly formulated messages are important, the study claims that B2B audiences still appreciate creative and engaging content. However, most current campaigns fail to succeed in this regard, pointing to a significant opportunity for brands that can combine creativity with a clear message.

Humorous content often fails to meet expectations in B2B campaigns. If you’re considering using humour, it’s important to thoroughly test your messages with the target audience to avoid potential pitfalls.

Humour is like salt – mind the dosage.

For e-commerce professionals, the study suggests that combining creativity with a clear, concise message in video format could be a successful strategy in B2B advertising. Focus on delivering a message that will resonate with the target audience. To stand out in the current market, try to find a balance between creativity and professionalism.