We all have to navigate the rocky terrain of social media, especially when we are trying to grow a business or make a sale. You’ve gotten through Facebook, learned what hashtags are for Twitter and Instagram, and even dipped your toes in Search Engine Optimization to get your site seen organically. LinkedIn, the networking site for professionals, is your last frontier. You’ve got your company’s profile, you’ve invited people to groups and to be your contacts, and you’ve even tried to post videos and other ads to get traffic. Here are some tips, tricks, and information to help you on your way to getting those clicks and earning more revenue.
Where Do I Start?
Like all good ad campaigns, you must have a hook, something to grab the attention of the potential client or customer. Use your imagination but be honest with your information, and don’t promise too much. There is such a thing as sounding too good to be true.
I have no clue how big or long this should be.
Like YouTube and many other platforms that allow video, LinkedIn Video Ad Specs are a given. Here is what you need on your checklist to make a video ad:
You need to title it and write short ad copy for it
This title should be no longer than 70 characters and it should catch the eye. It should also have something to do with what is in your video. If it doesn’t, you’ve just written a clickbait title, and if those irritate you, they will turn away customers.
The copy or description needs to be your hook to reel them into watching the video, with a link to the service or product you’re selling. This should not be longer than 150 characters.
On LinkedIn, you will also have a video ad name. This should be no more than 255 characters.
SEO will come in handy for all three. Remember your keywords, and remember you can use hashtags on LinkedIn, too!
You need to get them to click through.
This is where your wording matters. You need what is called a “call to action” option for your video ad.
By now, you’ve seen a YouTube video, right? Right. So, you’ve heard the YouTuber say, “If you like what you see hit that like button and subscribe.” That’s a call to action. This needs to be in the copy of your video and in the script for the video itself.
Other call to action words and phrases are:
- Apply now!
- Click for more information!
- Sign up now!
- Register today!
- Click the link and let’s get started!
Scripting and length.
Whether it’s a short video ad or a lengthy introduction to your service, company, or product, you need to figure out two things - How long you want the video to be and what you want your script to say.
On LinkedIn, video ads can range from 3 seconds to 30 minutes.
You’re probably wondering how many words you must write to fill out a script for a video ad. When you speak with an average cadence, 1,000 words can fill five minutes’ worth of video. Keeping that in mind, you should be able to knock out a script that will grab and keep the attention of anyone who clicks on it.
The Tech Stuff
The file should be between 75KB and 200 MB. There are video compressors out there that can help shrink your file.
Video captions for the ad are optional, but they will boost your SEO on the site. The video sound file should be smaller than 64KHz. If you want to impress, include them in the video itself. You never know who’s watching the ad.
Here are the other vid specs:
- Video File: MP4
- Sound format: AAC or MPEG4
- Frame rate: 30 fps
You’ve seen these everywhere on YouTube and LinkedIn. They are a snapshot of what is in the video to get you to click and watch. Your thumbnail is your first line of video advertising.
If you are doing it in landscape (16:9) your pixels must have a minimum of 640 x 360 and a maximum of 1920 x 1080.
If you choose to do your thumbnail in portrait (9:16), flip all the pixel requirements for landscape.
Your tolerance for the aspect ratio must be 5%.
The thumbnail has to match the video aspect ratio and format, it can’t be larger than 2 MB, and it has to be either a JPG or PNG.
You have to include your landing page URL. As your video is advertising what you sell, you need your link to be included. It’s also a requirement.
Starting your LinkedIn video ad campaign
You need to keep your budget in mind and make sure you understand the lingo, or it can cost you a lot of money before you know it. You also need to look at the different options they offer.
LinkedIn’s advertising prices are bidding wars, in essence. This means you’re competing with other professionals for premium ad space. This can get pricey if you’re not on top of it, so be sharp.
We all want to make money and grab those customers. It’s a fact of life. No customers, no money. However, there are some things that we cannot stress enough.
Do not make promises beyond your capabilities.
If your ad sounds too good to be true, many will mistake you for either an MLM or a scam and move on to another company or business. Be honest and upfront.
Clickbait is the act of writing a title, making a thumbnail, and producing a description of a video or article that is not accurate to the content. This frustrates and angers people. They want to know what you’re selling, and if you don’t tell them, they won’t click through the link to your landing page. At worst, they will tell all their friends your company isn’t worth the time.
Make sure to update as needed
If your products or services change, you need to change your ad. I know this sounds like common sense, but if you’re advertising on more than one platform, you can overlook this detail. You can prevent this oversight by making an advertising plan and calendar that includes what you’ve advertised and where.
Stay within your budget
Don’t let video advertising or social media advertising get out of hand and break your budget. Watch it like a hawk .
Make it personable
When recording your video, it needs to sound sincere and the company needs to come off as friendly and approachable.
Don’t forget it’s social media for professionals
It’s easy to use LinkedIn for posting company updates and looking at invitations. You need to make sure the connections and invitations you send out and make are reflective of the type of business and company you are running.
You need to post regularly on LinkedIn, as well. Along with posting, you need to seek out other profiles and read the postings from other people, and comment, too.
I hope the knowledge here can help you be successful.