LinkedIn has unveiled new insights into maximizing the effectiveness of B2B ads on its platform. The findings, based on a year-long analysis of top-performing LinkedIn ads, reveal key principles for driving engagement and brand recall. Among the key takeaways, vertical mobile ads are shown to drive 31% higher engagement than horizontal formats.
Humorous content also generates 65% higher engagement rates on LinkedIn. The study distilled its findings into 6.5 key principles for B2B marketers:
1. Be context aware, tailoring ads to the specific context they will appear in.
2. Make an impact with eye-catching visuals, strong contrasts, and dynamic movements. 3.
Show up distinctively, focusing on being uniquely memorable rather than just different from competitors.
Data-driven tips for better B2B ads
4.
Get emotional by tapping into shared human truths and experiences to trigger an emotional response. 5. Give, then take – provide genuine value with content before asking for anything in return.
The bonus “half” principle advises testing best practices with organic content first, then amplifying top performers with paid promotion. Continual testing and learning are key to discovering what works best for each unique brand. Despite these insights, LinkedIn notes that 81% of B2B ad campaigns still fail to achieve both attention capture and brand recall.
As B2B marketers aim to maximize their LinkedIn advertising ROI, these principles offer a roadmap for cutting through the noise with scroll-stopping creative. The ultimate takeaway is that in a sea of “boring to business” content, fortune favors the bold. By following these data-backed principles, B2B marketers can harness LinkedIn’s insights to achieve greater engagement and brand recall, ensuring their campaigns stand out in an increasingly competitive landscape.
