- Paid ads on LinkedIn for luxury brands drove higher results after they strategically leveraged storytelling, music and pacing, in response to recent research from VidMob.
- The “Luxury Creative Video Insights” report found a 460% lift above the common for ads through which talent appeared after the primary three seconds in comparison with those which had talent appear in the primary three seconds.
- Findings, based on a review of two,300 ads and over 120 million impressions on the networking platform through the course of a 12 months, also show videos that didn’t include spoken dialogue outperformed those with subtitles.
LinkedIn’s ad revenue continues to grow, although the speed has slowed. In a troublesome marketplace, LinkedIn is itself calling attention to how its user base of business professionals are also consumers and ones who earn more on average than users of other social media platforms and usually tend to click on relevant ads. VidMob’s research reflects some creative best practices on LinkedIn for the luxury market, which is predicted to grow to $369.8 billion by 2030.
Beyond the importance for luxury brands to focus on visual storytelling and music in creative for LinkedIn, the findings also indicate that showing an artisan at work led to a 3.2% lift in consideration for videos with a 100% view through rate (VTR) and a 9% lift in awareness. Highlighting the hero product before giving a full-view shot also resonated with consumers, leading to a 242% lift in performance for ads with a 25% VTR and a 5.5% click-through rate.
These findings arrive as some luxury goods marketers have been focused on reaching recent consumers amid the category’s growth. On the esports front, Porsche has partnered with FaZe Clan while Gucci has looked for recent consumers through its own gaming academy. Tag Heuer and Don Julio are amongst those leveraging culture and entertainment to interact luxury consumers.
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