Leading creative data provider Vidmob, in partnership with LinkedIn, has released the main conclusions of its 2024 Creative Trends research, which focuses on the creative trends influencing the effectiveness of B2B campaigns. The report provides marketers with useful information on how to create more impactful static and video content for LinkedIn. In order to identify the components that appeal to B2B viewers, Vidmob, a LinkedIn Marketing Partner since 2018, integrated its distinct creative data with platform analytics. Data from 2.9 billion impressions and 13,600 creative assets from a variety of B2B advertisers worldwide were examined in the study.
The report’s main conclusions highlight a number of trends that can greatly improve LinkedIn campaign performance. AI-powered marketing that emphasized efficiency and future-proofing, for instance, produced remarkable rises in conversion rates of 197% and 748%, respectively. Nevertheless, it was discovered that generic AI mentions were ineffective in upper-funnel campaigns, resulting in a 46% drop in video engagement. Furthermore, compared to corporate-style messages, creative content that demonstrated real feelings like resolve and irritation had a 59% increase in video completion rates, demonstrating that emotional authenticity increases engagement. The influence of high contrast colors, which increased video completion rates by 68% and engagement for static assets by 41%, was another trend the survey noted.
Source: Vindictadigital
Co-founder and EVP of Partnerships at Vidmob Craig Coblenz stressed the value of leveraging creative data to maximize business-to-business (B2B) marketing tactics. Brands may improve campaigns, hone their creative strategies, and establish stronger connections with their target audience by utilizing insights on what appeals to users on LinkedIn. Between May 2023 and May 2024, Vidmob did a thorough analysis that offers a deep dive into the factors that influence performance at each level of the marketing funnel.
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