LinkedIn, the largest professional network in the world, continues to evolve the way Brazilians present their journeys and connect to opportunities. With over 65 million users in Brazil, the country stands out as one of the largest markets of the platform, ranking just behind the United States and India. In light of this scenario, marketing professionals are dedicated to better understanding the creative trends that drive campaign performance within the network
Developed to provide marketing professionals with essential creative considerations that maximize resonance and engagement with the platform's professional audience, a Vidmob, global leader in creative performance based on AI and LinkedIn marketing partnership since 2018, conducted a comprehensive study within the platform and now presents its main findings. The Creative Trends Report with LinkedIn, analyzed data from more than 13.600 creative assets, that generated more than 2,9 billion impressions for 10 parent brands and 111 global sub-brands. The analysis focused on paid video formats and static content, offering relevant insights
The report combines Vidmob's unique creative data with insights from the LinkedIn platform, offering a comprehensive view of what truly drives performance for B2B marketing professionals. "The discoveries are as intriguing as they are unexpected", highlighting the fundamental role of data-driven creativity in understanding audience preferences and optimizing campaigns. By leveraging these insights, brands can refine their strategies to better connect with the LinkedIn professional community and achieve more significant results, affirms Miguel Caeiro, head of Latam at Vidmob
Below are the main findings from the study for brands to boost results in campaign promotion on the network. Check below
- AI in advertising – transforming conversation into tangible impactAI messages that emphasize efficiency and future readiness resulted in an increase of +197% and +748% in the conversion rate. Generic mentions of AI usually fail in campaigns, leading to a decline of 46% in the VTR, what is the percentage of viewers who watched at least 25% of a video ad
- Emotional authenticity drives engagementthe authentic narrative is essential. Creatives that show genuine emotions, as determination and frustration, they had an increase of up to 59% in video completion rates, overcoming corporate style messages
- Use bold colorsthe high-contrast colors led to a 68% increase in video completion rates and a 41% increase in engagement with static assets
- Show a relatable work environment: static creatives with multiple people or that emphasize community experiences generated a 14% increase in engagement rates. Furthermore, casual and relatable visuals — como funcionários em cenários do dia a dia — they performed well. Clothes like sneakers resulted in a +37% increase in VTR25% and jewelry, an increase of +53% of VTR25%
LinkedIn has left behind the idea of being just a platform for professionals seeking to re-enter the job market. The network has consolidated and is now seen as a strategic channel, allowing brands to connect directly with their target audience, promoting engagement and maximizing return on investment, says Caeiro
