LinkedIn has updated its social media platform to enable B2B marketers to use video for Sponsored Content and Company Pages. Video sharing will be available to all companies and publishers in the coming weeks.
Sponsored Content videos are designed to be embedded directly into a user’s newsfeed and appear as standalone posts. With the Company Pages video capability, marketers can share video directly on their company’s LinkedIn page as well.
LinkedIn is positioned to use audience identifiers, such as job title, industry and skills, to match sponsored content with the best audiences. The platform’s conversion tracking tool is designed so that marketers can easily track all leads, sign-ups and website visits generated via video. With this technology, the new features aim to boost brand awareness, increase website traffic and produce high-quality leads.
According to the company, a beta test released in the fall revealed that LinkedIn members will spend 3x more time watching sponsored content when it is presented as a video. Results also showed that Company Pages video content is 5x times more likely to start a conversation with target audiences than any other type of content.
“At LinkedIn, we believe that video is a huge opportunity for advertisers, so we’re going all-in on B2B video and making it a cornerstone of our strategy,” said Abhishek Shrivastava, Director of Product at LinkedIn, in a statement to Demand Gen Report. “With video for Sponsored Content, marketers can tell rich, visual stories in a high-quality environment to LinkedIn’s professional audiences. Combined with LinkedIn’s advanced targeting capabilities and ability to measure engagement, marketers will have a powerful new tool to tell compelling stories, reach their target audiences and track ROI.”
