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BEFORE WE
GET STARTED
5 Tips to
Supercharge
Your Video
Content in 2018
Phil Han
Senior Product Marketing Manager
Sean Callahan
Senior Content Marketing Manager
3
The Sliding Scale of B2B Video Budgets & Formats
Sean Callahan
Senior Manager-Content Marketing
LinkedIn
65
37
0
Key Themes for LinkedIn Marketing
-Sales and Marketing Alignment
-The Power of Content Marketing
-How to maximize your use of LinkedIn
Advice for Creating Your Own Videos
-Feature Employees
-Feature Thought Leaders in Your Industry
-Talk About Your Products (But not All the
Time)
VIDEO METRICS HELP
MARKETERS
UNDERSTAND
AUDIENCE BEHAVIOR
of marketers strongly agree or
agree that video metrics provide
deeper insights into audience
behavior and/or engagement
78.7%
VIDEO IS EFFECTIVE WITH MIDDLE & LOWER FUNNEL OBJECTIVES
of marketers strongly agree
or agree that video drives
higher lead volumes
76.8%
of marketers strongly agree or
agree that video helps
identify higher quality leads
78.2%
Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and
LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via online survey.
(March 2018)
WHAT ARE THE BIGGEST CHALLENGES
WITH VIDEO ADVERTISING?
It’s costly and/or time-consuming to create video
content
REACHING THE RIGHTAUDIENCES IN THE RIGHT CONTEXT
Unable to measure results
Lack of expertise in video creation
I don’t know how to split my spend between creation and
promotion
I don’t know
Other, please specify
49.50%
43.60%
38.10%
37.60%
14.40%
3.00%
1.00%
32.7%
0.50%
Lack of transparency or accuracy around publisher or
platform
There are no challenges with video advertising
Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide
and LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via
online survey. (March 2018)
VIDEO IS THE MOST IMPORTANT CONTENT FORMAT
FOR B2B MARKETERS
Video Email SocialMedia Infographics
61.90%
47.50%
35.60%
28.70%
Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn.
n= 202 in a B2B digital marketing role across the UK & Ireland via online survey. (March 2018)
WHAT ARE THE MOST IMPORTANT ROLES B2B VIDEO ADVERTISING
PLAYS IN YOUR CURRENT MARKETING STRATEGY?
Brand awareness
Product/service promotion
Audience engagement
Account Based Marketing
(ABM)
Thought Leadership
Talent Acquisition
B2B video is not...
62.4%
49.5%
36.6%
33.2%
23.8%
14.4%
10.9%
30.7%
>1%
Lead generation
Event or webinar
registrations
Other, please specify
Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn.
n= 202 in a B2B digital marketing role across the UK & Ireland via online survey. (March 2018)
INTRODUCING VIDEO FOR
LINKEDIN SPONSORED CONTENT
Create a
meaningful
impression
with business
decision-
makers
Captivate a professional audience with native video at
every stage of the B2B buyer’s journey
Convert video
viewers into
quality leads,
visitors, &
followers
Prove that your
video ads are
driving B2B
results you care
about
PRIMARY FEATURES
Buy the way you
want to buy: Cost
per Impressions
(CPM), Cost per View
Upload video
content to either:
your Company Page
or Campaign
Sponsor your video
content as native
video ads in the
news feed
Collect Leads by adding Lead
Gen Forms to your videos
Measure key video metrics like
views and completions, and
understand who’s watching
with view rate demographics
DECIDE ON YOUR MARKETING OBJECTIVES
BEFORE CREATING CAMPAIGNS
All campaign objectives can be
leveraged through video ads.
Make sure you select the
correct objective bid type
when you are creating the
campaign
You cannot change the
objective once you proceed to
the next stage of campaign
creation
Campaign Objective Bid Types
1. Send people to your website or content
Optimize for: Website visits
Optimize for: Awareness
Optimize for: Website conversions
CPC
CPM
CPC
2. Collect leads using LinkedIn Lead Gen Forms CPC (default), CPM
3. Get Video views CPV (default), CPM
DON’T FORGET THE VIDEO AD SPECS!
Length:
Three seconds to 30
minutes
(file size restrictions)
Layout:
Horizontal (vertical/square
videos are not supported yet)
File size:
Between 75 KB and 200 MB
File format: MP4
GOOD EXAMPLE: 1920x1080
(pixels are supported and aspect
ratio, 1.78, supported)
BAD EXAMPLE: 1920x1000
(pixels are supported but aspect
ratio, 1.92, not supported)
Frame rate: Less than 30 FPS
(frames per second)
Audio format:
AAC or MPEG4 up to 64KHz
Aspect ratio:
Between 4:3 (1.33) and
16:9 (1.78), inclusive
Width: 480-1920px, inclusive
Height: 360-1080px, inclusive
Understanding the Metrics that Matter for Video
Content
UNDERSTAND WHICH METRICS MATTER MOST
GETTING STARTED
A FEW TO CONSIDER:
BRAND AWARENESS
BRAND CONSIDERATION
DEMAND GENERATION
IMPRESSIONS
VIEWS
VIEW RATES
MEASURE VIEW RATES
COMPLETION RATES BY QUARTILE
CLICKS
FULL-SCREEN PLAYS
CONVERSION RATES
LEADS (IF YOU’RE USING
LEAD GEN FORMS)
COST PER CONVERSION.
WHAT METRICS DO YOU CURRENTLY USE TO MEASURE THE
EFFECTIVENESS OF B2B VIDEO ADVERTISING CAMPAIGNS?
VIEW RATE
CTR
WEB PAGE TRAFFIC
REACH AND IMPRESSIONS
LANDING PAGE ACTIVITY
NUMBER OF QUALIFIED
LEADS
SOCIAL ENGAGEMENT
51.5%
0.5%
COMPLETION RATE
ECPV
DROP OFF RATE
VIEWABILITY VIA 3RD PARTY
WE DO NOT MEASURE
LEAD ATTRIBUTION
I DON’T KNOW OR I’M UNABLE...
46.5%
40.5%
40.0%
39.0%
38.5%
37.5%
32.5%
30.5%
27.5%
27.0%
26.0%
1.5%
Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and
LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via online survey.
(March 2018)
When asked to
choose the most
important metric,
marketers were
divided.
CTR
LANDING PAGE ACTIVITY
COMPLETION RATE
Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and
LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via online
survey. (March 2018)
Testing and Optimizing Your Video Content
A FEW TO CONSIDER:
START WITH YOUR AUDIENCE NEEDS
Give Something
Share tips that can
help make your
audience more
productive.
Seniority Level
Consider who
would the
audience find
trustworthy, the
information
they value
Buyer’s Decision
Process
Develop content
based on their
brand familiarity
and where they
are in the decision
making process
LEARNINGS
For advertisers focused on driving demand, view rate can be equally if not more important than
completion driving engagement
BOTTOM LINE
High completion rates are slightly correlated
with click-through rates...
...but high view rates are strongly correlated
with higher click-through rates
DEMAND
GENERATION
PLAN YOUR VIDEO CONTENT BASED ON YOUR OBJECTIVE
Trying to get the word
out about your brand?
Position yourself as a
thought leader, tell your
brand story, or share
stories of customer
success.
THOUGHT LEADERSHIP EMPLOYEE ADVOCACY BRANDMISSION
CUSTOMER SUCCESSSTORIES PRODUCT SHOWCASE BRANDPROMOTION
EVENT REGISTRATION FREE TRIAL
Or if you’re generating
leads, show a quick
demo, webinar sneak
peek, or event preview
to compel your
audience to take action.
BRAND
AWARENESS
BRAND
CONSIDERATION
CREATE MOBILE-FIRST VIDEO
Create video that
not only looks good
on a mobile screen,
but build for a
mobile mindset.
USE VIDEO LENGTH
TO YOUR
ADVANTAGE
Shorter videos get
better completion
rates, but longer
videos perform
equally well when
trying to tell a
complex story.
THINK LIKE A SILENT FILM DIRECTOR
Including
captioning or
subtitles
Use framing and
camera angles
to keep
audience
attention
of videos are watched with
the sound off on LinkedIn80%
Videos designed to be
viewed with the sound off
resulted in 70% increase in
completion rates
70%
DETAILS AUDIENCES
ON LINKEDIN NOTICE
For audiences
across Europe,
headline &
summary are
the most crucial
video ad features
to get right.
Audiences are least concerned about number of
likes and comments
Choose the right
objectives for
your video ads
campaign
Upload video
content one file
at a time – do
not click away
while uploading
Check access
levels when
sponsoring
company page
video ads
Check file
specifications:
video file size,
length, format &
resolution
TIPS FOR LAUNCHING
A VIDEO CAMPAIGN
Set yourself up for success by following advice
from our beta customers
1 2
3 4
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
Q&A

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5 Tips to Supercharge Your Video Content in 2018

  • 1. Welcome and thank you for joining LinkedIn’s Live Webinar • We will start at the top of the hour. • Please note that the audio portion will stream through your PC/Laptop speakers. There is no separate dial-in option. Be sure to check your speakers to ensure they are turned on and that volume is at an audible level. • Please enter questions into the Q&A module • Check out the Resources module for the slides and related content • If you have any technical difficulties, please click on the Help widget BEFORE WE GET STARTED
  • 2. 5 Tips to Supercharge Your Video Content in 2018
  • 3. Phil Han Senior Product Marketing Manager Sean Callahan Senior Content Marketing Manager 3
  • 4. The Sliding Scale of B2B Video Budgets & Formats
  • 6. 65
  • 7. 37
  • 8. 0
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Key Themes for LinkedIn Marketing -Sales and Marketing Alignment -The Power of Content Marketing -How to maximize your use of LinkedIn
  • 22. Advice for Creating Your Own Videos -Feature Employees -Feature Thought Leaders in Your Industry -Talk About Your Products (But not All the Time)
  • 23. VIDEO METRICS HELP MARKETERS UNDERSTAND AUDIENCE BEHAVIOR of marketers strongly agree or agree that video metrics provide deeper insights into audience behavior and/or engagement 78.7%
  • 24. VIDEO IS EFFECTIVE WITH MIDDLE & LOWER FUNNEL OBJECTIVES of marketers strongly agree or agree that video drives higher lead volumes 76.8% of marketers strongly agree or agree that video helps identify higher quality leads 78.2% Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via online survey. (March 2018)
  • 25. WHAT ARE THE BIGGEST CHALLENGES WITH VIDEO ADVERTISING? It’s costly and/or time-consuming to create video content REACHING THE RIGHTAUDIENCES IN THE RIGHT CONTEXT Unable to measure results Lack of expertise in video creation I don’t know how to split my spend between creation and promotion I don’t know Other, please specify 49.50% 43.60% 38.10% 37.60% 14.40% 3.00% 1.00% 32.7% 0.50% Lack of transparency or accuracy around publisher or platform There are no challenges with video advertising Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via online survey. (March 2018)
  • 26. VIDEO IS THE MOST IMPORTANT CONTENT FORMAT FOR B2B MARKETERS Video Email SocialMedia Infographics 61.90% 47.50% 35.60% 28.70% Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via online survey. (March 2018)
  • 27. WHAT ARE THE MOST IMPORTANT ROLES B2B VIDEO ADVERTISING PLAYS IN YOUR CURRENT MARKETING STRATEGY? Brand awareness Product/service promotion Audience engagement Account Based Marketing (ABM) Thought Leadership Talent Acquisition B2B video is not... 62.4% 49.5% 36.6% 33.2% 23.8% 14.4% 10.9% 30.7% >1% Lead generation Event or webinar registrations Other, please specify Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via online survey. (March 2018)
  • 28. INTRODUCING VIDEO FOR LINKEDIN SPONSORED CONTENT Create a meaningful impression with business decision- makers Captivate a professional audience with native video at every stage of the B2B buyer’s journey Convert video viewers into quality leads, visitors, & followers Prove that your video ads are driving B2B results you care about
  • 29. PRIMARY FEATURES Buy the way you want to buy: Cost per Impressions (CPM), Cost per View Upload video content to either: your Company Page or Campaign Sponsor your video content as native video ads in the news feed Collect Leads by adding Lead Gen Forms to your videos Measure key video metrics like views and completions, and understand who’s watching with view rate demographics
  • 30. DECIDE ON YOUR MARKETING OBJECTIVES BEFORE CREATING CAMPAIGNS All campaign objectives can be leveraged through video ads. Make sure you select the correct objective bid type when you are creating the campaign You cannot change the objective once you proceed to the next stage of campaign creation Campaign Objective Bid Types 1. Send people to your website or content Optimize for: Website visits Optimize for: Awareness Optimize for: Website conversions CPC CPM CPC 2. Collect leads using LinkedIn Lead Gen Forms CPC (default), CPM 3. Get Video views CPV (default), CPM
  • 31. DON’T FORGET THE VIDEO AD SPECS! Length: Three seconds to 30 minutes (file size restrictions) Layout: Horizontal (vertical/square videos are not supported yet) File size: Between 75 KB and 200 MB File format: MP4 GOOD EXAMPLE: 1920x1080 (pixels are supported and aspect ratio, 1.78, supported) BAD EXAMPLE: 1920x1000 (pixels are supported but aspect ratio, 1.92, not supported) Frame rate: Less than 30 FPS (frames per second) Audio format: AAC or MPEG4 up to 64KHz Aspect ratio: Between 4:3 (1.33) and 16:9 (1.78), inclusive Width: 480-1920px, inclusive Height: 360-1080px, inclusive
  • 32. Understanding the Metrics that Matter for Video Content
  • 33. UNDERSTAND WHICH METRICS MATTER MOST GETTING STARTED A FEW TO CONSIDER: BRAND AWARENESS BRAND CONSIDERATION DEMAND GENERATION IMPRESSIONS VIEWS VIEW RATES MEASURE VIEW RATES COMPLETION RATES BY QUARTILE CLICKS FULL-SCREEN PLAYS CONVERSION RATES LEADS (IF YOU’RE USING LEAD GEN FORMS) COST PER CONVERSION.
  • 34. WHAT METRICS DO YOU CURRENTLY USE TO MEASURE THE EFFECTIVENESS OF B2B VIDEO ADVERTISING CAMPAIGNS? VIEW RATE CTR WEB PAGE TRAFFIC REACH AND IMPRESSIONS LANDING PAGE ACTIVITY NUMBER OF QUALIFIED LEADS SOCIAL ENGAGEMENT 51.5% 0.5% COMPLETION RATE ECPV DROP OFF RATE VIEWABILITY VIA 3RD PARTY WE DO NOT MEASURE LEAD ATTRIBUTION I DON’T KNOW OR I’M UNABLE... 46.5% 40.5% 40.0% 39.0% 38.5% 37.5% 32.5% 30.5% 27.5% 27.0% 26.0% 1.5% Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via online survey. (March 2018)
  • 35. When asked to choose the most important metric, marketers were divided. CTR LANDING PAGE ACTIVITY COMPLETION RATE Source: The B2B Video Report 2018, UK & IE Edition. Data collected by Censuswide and LinkedIn. n= 202 in a B2B digital marketing role across the UK & Ireland via online survey. (March 2018)
  • 36. Testing and Optimizing Your Video Content
  • 37. A FEW TO CONSIDER: START WITH YOUR AUDIENCE NEEDS Give Something Share tips that can help make your audience more productive. Seniority Level Consider who would the audience find trustworthy, the information they value Buyer’s Decision Process Develop content based on their brand familiarity and where they are in the decision making process
  • 38. LEARNINGS For advertisers focused on driving demand, view rate can be equally if not more important than completion driving engagement BOTTOM LINE High completion rates are slightly correlated with click-through rates... ...but high view rates are strongly correlated with higher click-through rates
  • 39. DEMAND GENERATION PLAN YOUR VIDEO CONTENT BASED ON YOUR OBJECTIVE Trying to get the word out about your brand? Position yourself as a thought leader, tell your brand story, or share stories of customer success. THOUGHT LEADERSHIP EMPLOYEE ADVOCACY BRANDMISSION CUSTOMER SUCCESSSTORIES PRODUCT SHOWCASE BRANDPROMOTION EVENT REGISTRATION FREE TRIAL Or if you’re generating leads, show a quick demo, webinar sneak peek, or event preview to compel your audience to take action. BRAND AWARENESS BRAND CONSIDERATION
  • 40. CREATE MOBILE-FIRST VIDEO Create video that not only looks good on a mobile screen, but build for a mobile mindset.
  • 41. USE VIDEO LENGTH TO YOUR ADVANTAGE Shorter videos get better completion rates, but longer videos perform equally well when trying to tell a complex story.
  • 42. THINK LIKE A SILENT FILM DIRECTOR Including captioning or subtitles Use framing and camera angles to keep audience attention of videos are watched with the sound off on LinkedIn80% Videos designed to be viewed with the sound off resulted in 70% increase in completion rates 70%
  • 43. DETAILS AUDIENCES ON LINKEDIN NOTICE For audiences across Europe, headline & summary are the most crucial video ad features to get right. Audiences are least concerned about number of likes and comments
  • 44. Choose the right objectives for your video ads campaign Upload video content one file at a time – do not click away while uploading Check access levels when sponsoring company page video ads Check file specifications: video file size, length, format & resolution TIPS FOR LAUNCHING A VIDEO CAMPAIGN Set yourself up for success by following advice from our beta customers 1 2 3 4
  • 45. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. Q&A