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5 Tips to Supercharge Your Video Content in 2018
The LinkedIn webinar highlights video marketing strategies for B2B audiences, emphasizing its importance in brand awareness and prospect engagement. Key insights include the rising significance of video metrics for understanding audience behavior and the common challenges marketers face related to video advertising. The document outlines tips for creating effective video content and the technical specifications for video ads on LinkedIn.
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5 Tips to Supercharge Your Video Content in 2018
- 1. Welcome and thankyou 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 YourVideo Content in 2018
- 3. Phil Han Senior ProductMarketing Manager Sean Callahan Senior Content Marketing Manager 3
- 4. The Sliding Scaleof B2B Video Budgets & Formats
- 5. Sean Callahan Senior Manager-ContentMarketing LinkedIn
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- 21. Key Themes forLinkedIn Marketing -Sales and Marketing Alignment -The Power of Content Marketing -How to maximize your use of LinkedIn
- 22. Advice for CreatingYour 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 AUDIENCEBEHAVIOR of marketers strongly agree or agree that video metrics provide deeper insights into audience behavior and/or engagement 78.7%
- 24. VIDEO IS EFFECTIVEWITH 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 THEBIGGEST 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 THEMOST 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 THEMOST 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 LINKEDINSPONSORED 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 theway 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 YOURMARKETING 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 THEVIDEO 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 Metricsthat Matter for Video Content
- 33. UNDERSTAND WHICH METRICSMATTER 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 DOYOU 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 choosethe 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 OptimizingYour Video Content
- 37. A FEW TOCONSIDER: 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 focusedon 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 VIDEOCONTENT 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 Createvideo that not only looks good on a mobile screen, but build for a mobile mindset.
- 41. USE VIDEO LENGTH TOYOUR ADVANTAGE Shorter videos get better completion rates, but longer videos perform equally well when trying to tell a complex story.
- 42. THINK LIKE ASILENT 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 LINKEDINNOTICE 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 objectivesfor 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