LinkedIn has unveiled new creative principles based on a year-long analysis of top-performing ads to help B2B marketers achieve better results. The study found that nine out of ten CMOs are pushing for bolder creative campaigns, signaling a creative renaissance in B2B marketing. The 6.5 key principles are:
1.
Be context aware by tailoring ads to the specific context they will appear in. 2. Make an impact with eye-catching visuals, strong contrasts, and dynamic movement.
Vertical mobile ads drive 31% higher engagement than horizontal formats on LinkedIn. 3. Aim to be uniquely memorable rather than just different from competitors.
Many ad campaigns fail to grab attention or drive brand recall.
Bolder creative principles for B2B success
4.
Tap into shared human truths and experiences to elicit an emotional response. Humorous content can generate 65% higher engagement rates on LinkedIn. 5.
Offer genuine value with your content before asking for anything in return. Business leaders respect brands that take a disruptive stance within their industries. The bonus “half” principle is to test best practices with organic content first and then amplify top performers with paid promotion.
Continual testing and learning can help brands discover what works best for them. As B2B marketers strive to maximize their LinkedIn advertising ROI in 2025 and beyond, these principles provide a roadmap for creating compelling content. The key takeaway is that boldness pays off in B2B marketing.
Marketers who adopt these principles will be well-positioned to cut through the noise and engage their target audience effectively, ensuring their campaigns drive both attention capture and brand recall.
