LinkedIn is rolling out exciting new advertising capabilities aimed at helping marketers leverage the growing popularity of video content on the platform. In response to the challenges faced by B2B marketers, who often struggle to capture attention and drive recall, these updates focus on enhancing Live Events and optimizing the AI-driven campaign creation process.
Recent research indicates that 81% of B2B ads fail to resonate with their audience, highlighting the need for more engaging marketing strategies.
To address this, LinkedIn is investing in new B2B marketing functionalities, such as customizable options within their Accelerate AI campaign creation tool, which now includes video ads and additional campaign objectives.
Understanding buyer preferences is crucial, especially as 95% of buyers are often out-of-market. With 81% choosing familiar brands from the outset, marketers must adapt to how consumers prefer to receive information.
According to LinkedIn’s ‘Business of Influence’ research, video content is paramount; 63% of B2B buyers find short-form video compelling, with 80% considering video-focused influencer content among the most trusted information sources in the sector.
Influencer marketing is particularly impactful during the consideration phase, with 67% of aware buyers indicating its critical role in the IT purchasing process.
Furthermore, buyers place a premium on subject matter expertise; 53% consider it the most important quality for B2B influencers. This trust is further reinforced, as 67% of those consuming B2B influencer content believe it enhances brand credibility and product awareness.
With video now the fastest-growing format on LinkedIn—up 34% year-over-year—the platform is cementing its status as a key player in B2B video marketing.
The introduction of new features for Live Event Ads and the Accelerate tool enables brands to connect with their audience effectively across multiple formats.
Erin Oles, SVP, Strategic Events at Salesforce said: “Reaching current and future customers through our events is critical for us to drive product awareness, adoption, and ultimately build the Salesforce brand. Over Dreamforce, we leveraged our Data Cloud and Marketing Cloud to identify CRM audiences to target within LinkedIn. With LinkedIn Live Event Ads, we were able to target AI-interested decision makers with relevant messaging, which resulted in an increase in quality viewerships and continued collaboration to grow our events pipeline.”
LinkedIn’s new Live Event Ads allow businesses to promote events more efficiently, with features that enhance registration and engagement.
Marketers can now utilize Thought Leader Ads to link directly to events and provide sneak peeks with 30-second videos to entice potential attendees. Additionally, regional targeting options will facilitate a more personalized experience for invitees.
The Accelerate campaign feature continues to show promise, offering a cost-effective solution with a 42% lower cost per action compared to traditional campaigns.
Phillip Montalvo, Senior Manager, Demand Generation at Advantive said: “Accelerate has helped Advantive achieve astonishing success by helping drive significant leads to a number of our campaigns across our various verticals. By having the right team and tools at our disposal with LinkedIn, we have seen strong performance and are excited to only see that performance strengthen over time!”
Upcoming updates will allow advertisers to include video or document ads in their campaigns, along with new objectives focused on brand awareness, engagement, website conversions, and video views. As these formats roll out globally, the potential for enhanced lead generation and website traffic grows significantly.
LinkedIn’s enhancements reflect a deeper understanding of market needs and buyer behaviors. By integrating video and influencer marketing into their advertising strategies, B2B marketers can significantly improve engagement and drive results in a rapidly evolving digital landscape.
