The Storykit blog

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Curious about conquering video campaigns on LinkedIn? From setup to creatives to results, we've got you covered. 

Meet Sofia Eriksson, our go-to Performance Marketing Manager at Storykit. With years of hands-on experience running paid marketing for both Storykit and marketing agencies, Sofia is giving us her best answers to our most asked questions about running video ads on LinkedIn. 

Campaign objectives & goals

Q: What are the most common types of campaigns you run on LinkedIn? What goals are you trying to achieve?

A: I primarily focus on two types of campaigns: video views and lead generation.

• Video views campaigns: These are top-funnel campaigns aimed at maximizing the number of people who watch our videos. The objective is to create awareness by engaging the audience with our content for as long as possible. We use a variety of video lengths, such as 30, 60, and 90 seconds, to ensure our message and brand story reach our audience effectively.
• Lead generation campaigns: These are bottom-funnel campaigns designed to prompt action, such as booking a demo or signing up for premium services. I often target audiences who have already shown interest in our content by watching a significant portion of our videos (e.g., 50% or 75%). This strategy assumes they are interested in our topics and more likely to engage further.

In addition to these, I also run website traffic campaigns to encourage sign-ups for webinars or other events. These can be considered conversion ads as they aim to direct people to a landing page to complete a specific action.

Q: Can you run multiple campaigns to the same audience on LinkedIn, and why would you do that?

A: Yes, it's possible to run multiple campaigns targeting the same audience, provided they serve different purposes. For example, a video view campaign for brand awareness and a lead generation campaign can simultaneously target the same audience without issue. This strategy allows for layered marketing efforts, combining brand awareness with direct calls to action, like booking a demo.

Campaign structure & audience targeting

Q: How do you structure a campaign on LinkedIn? Do you include multiple types of ads and content, or focus on promoting one thing at a time?

A: On LinkedIn, you have to choose one format per campaign, either image ads or video ads, as combining different formats in a single campaign is not possible. For video campaigns, I aim to include at least four or five ad creatives to ensure diversity and engagement within the campaign.

Q: Is there a recommended audience size for a campaign?

A: LinkedIn might suggest having at least 50,000 people in your audience, but it's more important to ensure your audience isn't too broad. The key is understanding who you're targeting. Even campaigns targeted towards a very narrow audience, like a specific company with around 1,000 employees, can be effective if they're well-defined and the budget is adjusted accordingly.

Q: How do you address targeting in your campaigns?

A: Effective targeting requires a clear understanding of the audience. It's crucial to tailor content to the audience's interests and needs. Overly broad targeting is inefficient and can lead to wasted budget, as not everyone will be interested in or relevant to the offer.

Q: How do you determine the size and composition of your target audience?

A: Target audience size can vary greatly, but I often focus on targeting based on member skills, job functions, and company size (e.g., companies with 500+ employees). This approach allows me to reach professionals with relevant skills and roles within the desired company sizes. I find targeting by skills particularly effective because it captures the competencies of LinkedIn members, who are likely more active and engaged on the platform.

Q: When it comes to location, do you target multiple markets with one campaign or focus on one country per campaign? What's the best approach?

A: Ideally, it's best to dedicate one campaign to each market to tailor the content specifically for that audience, including using the local language. Consolidating multiple small markets into a single campaign can be done, but it compromises the ability to localize content, which is crucial for engagement. Different markets also vary in competitiveness and cost, with the US generally being the most expensive.

Q: Do you target specific companies or company sizes in your campaigns?

A: Yes, targeting is often based on company size to exclude smaller businesses or freelancers that do not fit our ideal customer profile (ICP). For account-based marketing (ABM) campaigns, targeting can be very specific, focusing on a curated list of companies, such as a selection of universities, with content tailored to their specific needs and challenges.

Q: When targeting for ABM campaigns, do you also focus on specific roles within the companies?

A: Yes, in ABM campaigns, we target specific job functions rather than titles, aiming to reach both potential users and decision-makers. This targeting is refined further by focusing on skills listed in their profiles, such as marketing, B2B marketing, lead generation, and content creation, to ensure we're reaching the most relevant professionals.

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Campaign content 

Q: For top-of-funnel campaigns, why do you prefer video ads over static images?

‍A: Video ads are particularly effective for top-of-funnel campaigns aimed at building brand awareness and delivering messages to cold audiences who might not be familiar with us. Videos engage viewers longer than static images, enhancing ad recall and brand recognition. Although images can capture attention, videos are superior for storytelling and establishing a brand presence.

Q: Do you use video ads for conversion-focused bottom-funnel campaigns?

A: Typically, I opt for static images in bottom-funnel campaigns, mainly due to the cost structure on LinkedIn, where video views are charged as engagements, which can deplete the budget faster. Static images tend to result in a lower cost per conversion. However, videos can still be eye-catching and effective, especially for webinars and events, provided they are kept short and to the point to avoid unnecessary charges.

Further reading: 4 top LinkedIn video ad examples and why they work

Budgeting and cost management

Q: What budget should you allocate to a LinkedIn campaign?

A: Determining the exact budget for a LinkedIn campaign isn't straightforward because there's no fixed amount that guarantees results. However, LinkedIn does have a minimum daily spend requirement, which was around 70 SEK (7 EUR) per day the last time I checked. The actual budget you allocate can depend on various factors, including your market, objectives, and whether you're experimenting with a new strategy. Generally, I recommend using 500 SEK (50 Euro) per day and running a campaign for at least 7 to 10 days to gauge some meaningful results.

Q: Do you prefer using daily budgets or lifetime budgets for LinkedIn campaigns?

A: I generally use daily budgets, especially for ongoing "always-on" campaigns that don't have a specific end date. This approach allows for better control over spending. Daily budgets can also be used alongside a set campaign duration to ensure consistent spending up to an event or deadline. Lifetime budgets are an option as well, particularly for campaigns tied to specific events with clear start and end dates, but there's a risk of the budget being exhausted before the campaign's intended conclusion.

Q: Does the method of targeting affect the cost of the campaign?

A: The targeting method itself doesn't directly affect the cost. However, the cost can vary based on demand; targeting highly sought-after demographics, like C-level executives, can be more expensive due to higher competition among advertisers for this audience.

Q: How does the campaign objective influence the budget?

A: The budget significantly varies depending on your campaign's objective. For example, a video view campaign, where the cost is calculated per video view, tends to be cheaper. LinkedIn measures a video view as a 2-second play with the video occupying at least 50% of the screen. On the other hand, lead generation campaigns, where users are expected to fill out a form, can be considerably more expensive due to the higher level of user engagement required.

Q: How do you adjust the budget based on the audience size and market?

A: The budget should be tailored to the size and specificity of your audience. For smaller, more targeted campaigns, such as those aimed at a specific company, a smaller budget might suffice. In larger markets like the US, even after narrowing down your audience, you might still end up with a substantial audience size, requiring a larger budget. It's essential to refine your targeting criteria, including job functions, skills, company size, or recent job changes, to ensure your campaign is as effective as possible. Segmenting your campaign by job function or other criteria can also help manage the budget more efficiently by focusing on more precise audience groups.

Analyzing & optimizing results

Q: How do you determine if a LinkedIn campaign is yielding good results, particularly in relation to the budget?

A: Determining the success of a campaign can be challenging, especially for your first one. A good approach is to include multiple ads within a campaign, say five different videos on five different topics, and then analyze their performance. Key metrics to consider are the view-through rate and cost per view, which can help you identify which ads are performing better. For subsequent campaigns, you can compare the new results to these benchmarks to gauge improvement or decline.

Q: When comparing campaign performance, do you compare results across different countries?

A: While it's possible to observe how campaigns perform in different countries, direct comparison may not always be fair due to varying market costs. However, noting differences in performance can offer insights into content preferences and effectiveness across regions. For example, if a campaign performs well in Germany but not in France, it might prompt further analysis to understand market-specific content resonance.

Q: What does it mean to "scale" a campaign, and how is this done?

A: Scaling a campaign involves increasing its budget based on positive performance indicators, suggesting good potential for further success. This doesn't necessarily mean doubling the budget immediately; a more cautious approach, like increasing by 15-20%, is advisable to maintain campaign stability and efficiency.

Q: What metrics do you prioritize for analyzing top-of-funnel and bottom-funnel campaign results?

A: For top-of-funnel campaigns, metrics like Cost Per Click (CPC) and Cost Per Mille (CPM) are relevant because they reflect the efficiency of brand awareness and engagement efforts. We can also look at our brand searches in Google for example, to see if they increase in line with our brand awareness efforts. In bottom-funnel campaigns, where the objective is often conversion, the focus shifts to conversion rates, specifically looking at the performance of lead gen forms, including their completion rates and the click-through rates (CTR) to our website or other engagement actions.

Further reading: Winning strategies for full-funnel social media video ads

Q: How do you assess the effectiveness of video content in your campaigns?

A: The view-through rate of video content is a critical metric for understanding how well a video resonates with the target audience. It shows whether the audience finds the video engaging enough to watch a significant portion of it. A low completion rate might indicate that the content isn't compelling to the audience, necessitating a content strategy reassessment.

Q: Is it appropriate to evaluate video view campaigns based on their click-through rates to the website?

A: While it's interesting to see which video ads prompt website visits, the primary goal of a video view campaign isn't necessarily to drive website traffic. Therefore, assessing a video campaign's success based on website click-through rates might not be fair. The main objective is to engage the audience with the video content itself.

Q: Do you consider LinkedIn's benchmark data for metrics like CPC?

A: While LinkedIn's benchmark data can provide a broad overview, it may not always be the most accurate measure of success due to variations across industries, markets, and advertisers. It's more beneficial to compare campaign performance against your own historical data or industry-specific benchmarks to determine what constitutes good performance for your specific context.

Q: For top-of-funnel video campaigns, do you also monitor click-through rates?

A: Although the primary focus is on view rates, I occasionally explore the click-through rates from video ads to gauge which ones are compelling enough to encourage website visits. However, this is considered a secondary metric and not the main criterion for evaluating the success of top-of-funnel video content.

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Campaign management best practices

Q: Does adjusting a campaign's budget or other settings reset its learning phase on LinkedIn, as it might on other platforms like Meta?

A: LinkedIn's algorithm behaves differently from Meta's in this regard. Editing a campaign or adjusting its budget on LinkedIn does not trigger a new learning phase or reset the campaign, which provides more flexibility in making adjustments without negatively impacting campaign performance.

Q: How do you manage ongoing or 'always-on' campaigns without getting overwhelmed by the data, especially when making changes mid-campaign?

A: Managing ongoing campaigns involves being clear about what you're looking for in the data. When adjustments are needed, such as an ad not resonating well, I often duplicate the ad and make the desired changes. This way, I can track how the new version performs in comparison. If changes are made to audience settings, I note the date of the change to analyze its impact afterward. This systematic approach helps in isolating variables and understanding the effect of each adjustment.

Q: Can you share an example of how a small adjustment in targeting improved a campaign's performance?

A: Recently, our Swedish lead generation campaign was experiencing a slowdown in lead acquisition. The audience size was about 140,000, which is substantial for our market. However, adding a criterion to target individuals who had recently changed jobs or careers — assuming they might be more open to exploring new tools — resulted in a smaller, more focused audience. This adjustment led to an immediate increase in lead generation, demonstrating the importance of precise targeting.

Q: When and why do you decide to switch out content or ads in an ongoing campaign?

A: Content or ads are switched out to prevent saturation and maintain campaign effectiveness. I monitor the frequency metric to understand how often an individual has been exposed to an ad and track the ad's performance over time. If the frequency becomes too high or the cost per result increases, indicating decreased performance, it's time to refresh the content. However, as long as an ad continues to perform well and resonate with the audience, there's no need to change it just for the sake of change.

Q: How do you approach rule-setting and best practices in campaign management?

A: While there are best practices in campaign management, rigid rules don't always apply. Every business and campaign can have unique requirements and goals, so it's essential to establish your own guidelines based on your specific context and experiences. Continual testing and adaptation are key, as what works well for one campaign or company might not be as effective for another.

Q: What is your approach to refreshing campaign content?

A: Content and ads are refreshed based on their performance and exposure frequency to prevent audience fatigue. I monitor how often an average individual has seen an ad and the ad's overall performance. If the frequency is high or performance begins to decline, it's time to introduce new content.

Q: How do you conduct A/B testing in your campaigns, and what are some best practices?

A: A/B testing is crucial for optimizing campaign performance. I might test different ad copy texts, headlines, or call-to-actions with the same video to identify what resonates best with the audience. It's important to test one variable at a time to accurately determine what drives better results. Depending on the content's effectiveness, the testing duration can vary, aiming for significant, not just marginal, differences.

Q: When you find a winning ad variation from an A/B test, what do you do next?

A: Once a winning ad variation is identified, I either continue running it as is or further refine and test other elements. The non-performing ad is paused to allocate the budget more efficiently towards the better-performing ad. LinkedIn doesn't require setting up a new campaign for this; adjustments can be made within the existing campaign framework.

Q: Does LinkedIn have a specific A/B testing function, and how do you ensure fair testing conditions?

A: While LinkedIn has A/B testing capabilities, conducting tests within the same campaign by comparing different ads is often sufficient. It's essential to set the campaign to rotate ads evenly to ensure each ad variation receives a similar level of exposure, enabling a fair comparison of performance. With that said, you can always A/B-test yourself by creating similar ads with one thing that differs, maybe the headline or the ad copy, to see what works best. 

Q: How do LinkedIn lead gen forms compare to directing users to a website for conversions?

A: LinkedIn lead gen forms are highly effective for lowering the barrier to conversion. Keeping users on the platform and pre-filling their information simplifies the process, increasing the likelihood of conversion. Directing users to an external website introduces an additional step where potential leads might drop off. However, conversions on your own site might indicate higher intent, as those users have taken the extra step to engage with your content.

Q: Is there a difference in intent between users who complete LinkedIn lead gen forms and those who convert on a website?

A: Yes, there can be a difference in intent. Users who complete the entire lead gen form on LinkedIn might do so out of curiosity, with potentially lower intent, since the process is more straightforward. In contrast, users who navigate to a website and convert there may demonstrate higher intent, as they've actively chosen to engage further with the brand and may have some curiosity in finding more information on the website.

Q: How do you manage and optimize bidding and budgets for LinkedIn campaigns?

A: Daily budgets are set to manage spending, with no specific bidding limits imposed. Campaign performance is monitored over set periods (e.g., 7 or 30 days) to gauge efficiency and adjust strategies accordingly. The lack of fixed bidding limits allows for flexibility in reaching desired outcomes within budget constraints.

In this article, we're unpacking our own winning strategies that guide our audience through every stage of the funnel—from raising awareness to nurturing interest, sparking desire, and ultimately driving action.

With our helpful templates and tips, you'll be well on your way to maximizing your social media video ads and achieving success.

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Why use videos for your social media ads?

Did you know that high-quality ads can lead to improved and more cost-effective distribution by social media algorithms? 

But "quality" doesn't solely refer to flawless visuals; it's about creating content that's genuinely useful and resonates with your audience.

When your content sparks engagement, the algorithms take note and often reward you with increased visibility.

So, why is video the best format for creating high-quality social media ads?

Well, it’s simple. Here are 4 reasons. 

1. Consumers want video

In fact, 91% of consumers want to see more online video content from brands because they are more likely to pay attention to it.

Whether you’re on Facebook, LinkedIn, TikTok, or Instagram, video has become a huge part of the social media experience, and this isn’t by chance.

2. Marketers see a greater ROI from video

In addition to what consumers want, marketers are seeing better results than ever by using video in their strategy. 

In 2023, 92% of video marketers said video gave them a good ROI. In addition they noted that the medium is highly favored because of its potential to explain everything in a format users prefer. 

Sophia Eriksson, Performance Marketing Manager at Storykit, says: 

“Video impacts ROI and sales positively since they're engaging and more likely to be shared compared to other social media posts. They generate leads effectively while also being outstanding when it comes to telling your stories.”

3. Video makes complicated messages simple

Videos use storytelling to make complicated topics easy to understand, in a way that lists of facts can't.

For example, Berit Sund at ACTA Medical found that video was a great tool for turning complex health and science information into engaging stories that her audience actually consumes.

 She says: 

“Video is a fantastic tool to help enhance science or whichever story you want to create. It helps me to shape the health story or scientific story, so it is more impactful.”

Read how ACTA Medical has been able to achieve a 418% increase in engagement and inform and captivate their audience like never before using video.

4. Videos are eye-catching

Ads are everywhere on social media, so making yours stand out is key. Just adding some motion can make them more noticeable and engaging.

As a matter of fact, prospects are 27 times more likely to click through online video ads than standard banners.

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Why do you need to run ads for every stage of the funnel?

Consider the diverse stages your potential customers might be in. Some might be ready to buy your product or book a demo right now.

However, not everyone is at that point. There are those who have never heard of your brand and are curious about who you are. Others might be evaluating what you offer and comparing you to other options.

An effective ad strategy addresses all these varying needs, guiding your audience through the funnel on social media by acknowledging and addressing their specific concerns and questions at each stage.

This means bombarding your viewers with "buy now" or "book a meeting" isn’t the best way to go.

Sofia says:

“It’s important to recognize that not everyone in your audience is ready to buy right away (95-5 rule). Therefore, it's crucial to be present in all stages of the funnel, to nurture, educate and inspire so that when they are ready to buy, your brand is top of mind.”

Further reading: 4 top LinkedIn video ad examples and why they work

6 types of social media video ads you can be make for each stage of the funnel

Awareness stage

For your top funnel video ads you want to focus on reach, brand awareness, and educating your audience. In this stage, you can put out videos about your brand and your story so that your target audience starts to recognize you.

Sofia says:

“Longer storytelling videos are better when we want to create an emotion or educate our audience, while also keeping them in the social channel.”

Types of video ads you can make: 

1. Content ads: Craft trailers, listicles, or highlights of valuable content such as reports, blog posts, surveys, articles, podcasts, or interviews. These ads aim to introduce your brand's message and drive traffic to your content platforms.

2. Thought leadership ads: Utilize text quotes, sound bites, or lists to educate and inform your audience about original ideas. These ads position your brand as a leader by aligning with the solutions your company or organization offers.

3. Brand-building content: Incorporate storytelling elements that reflect your brand's values, mission, and community impact. This content should resonate emotionally with your audience, making your brand memorable and fostering a strong, positive association in the minds of potential customers.

Consideration stage

In the middle of the funnel, you want to focus on educating your audience about your niche and driving traffic to your site. In this phase, you can use videos to promote your blog posts, reports, or case studies. 

Sofia says:

“Shorter videos showing the ebook/whitepaper with some bullet points about the content is great.”

Types of video ads you can make: 

4. Social proof ads: Leverage testimonials, reviews, and case study results to build trust. Use text quotes, short interviews, or simple ratings to showcase real-world applications and satisfaction with your offerings.

5. Product awareness ads: Highlight the key benefits of your product or service using images, screen recordings, or video clips. Include expert or customer quotes that outline benefits, address pain points, and offer solutions, helping potential customers evaluate your product.

Decision stage

And now, the moment you've been waiting for: conversion ads! The type of conversion you're aiming for will depend on your specific objective, which could be anything from signing up for a newsletter to booking a demo or RSVPing for a webinar, and even submitting job applications.

Sofia says:

“Overall, for generating actions like conversions or traffic, shorter videos work best with full focus on the CTA and the most important thing in the beginning (around 10-15 seconds). Shorter videos could also work as cliffhangers to "read more" if sending them to a landing page. In terms of content, social proof and testimonials are great for this. Longer videos tend to take focus from what we want them to do.”

Types of video ads you can make: 

6. Action-driving ads: Create compelling, short videos that stand out and directly prompt viewers to take action, such as signing up, requesting a demo, making a purchase, or downloading content. These ads are focused on converting interest into tangible engagement or sales.
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By categorizing these video ad types according to the funnel stages, you can more effectively guide your audience from initial awareness through consideration to the final decision, addressing their needs and concerns at each step.

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How to set up your full-funnel video ads strategy: Step-by-step

Next, we'll guide you through setting up a comprehensive video ads strategy across your chosen social media platforms, covering every stage of the funnel.

Step 1: Choose the audience you want to target

To get started choose the audience that you want to target. This is important since it will determine the type of content you choose to promote.

Hopefully, you have a few that you have already identified, but if you need help, check out Meta’s guide to building a target audience and LinkedIn’s guide to set up a target audience.

Step 2: Create video ads for every stage of the funnel

Now it's time to get creative. Drawing inspiration from the examples highlighted earlier, you can craft a video ad tailored for each funnel stage. With Storykit, you can do this by simply copying and pasting your text, and watch as Storykit transforms it into a video.

→ Try it out now on our homepage.

For additional inspiration, explore the video templates we showcase further down in this article.

Step 3: Create your campaigns

Once your videos are prepared, it's time to launch your campaigns. Begin by establishing a distinct campaign for each funnel stage, targeting the same audience throughout. Below is a step-by-step guide for each stage, including checklists.

Keep in mind: The setup process for all campaigns is similar, with the main difference being the initial objective.

Campaign 1: Top funnel videos

• Objective: Reach and Brand Awareness
• Audience: Utilize the audience you identified initially.
• Ad Setup:
  • To enhance performance and facilitate A/B testing, create multiple ads within your campaign. Consider these approaches:
    • Use the same video with different text for each ad.
    • Use the same text but slightly alter the video for each ad.
• Duration: Run your campaign for a minimum of 7-10 days.

Campaign 2: Middle funnel videos

• Objective: Traffic
• Audience: Utilize the same audience identified at the start.
• Ad Setup:
  • Implement multiple ads for effective A/B testing, such as:
    • Using the same video with varied text for each ad.
    • Maintaining the same text but modifying the video slightly for each ad.
• Duration: Maintain a campaign run of at least 7-10 days.
• Continuity: Avoid setting a campaign end date unless it's for a specific, time-sensitive promotion. Aim to run and update the campaigns continuously.

Campaign 3: Bottom funnel videos

• Objective: Conversions
• Audience: Target the initially identified audience.
• Ad Setup:
  • For optimization and A/B testing, diversify your ads. Options include:
    • Repurposing the same video with distinct text variations.
    • Keeping text consistent while altering the video slightly for each ad.
• Duration: Ensure the campaign runs for a minimum span of 7-10 days.
• Note: Avoid setting a campaign end date unless it's for a specific, time-sensitive promotion. Aim to run and update the campaigns continuously.

Step 4: Measure the success

Running ads without evaluating their performance is easy to do, but how do you determine whether they're effective? Given that each campaign has a unique objective, the key is to understand what indicators to monitor for each campaign. 

→ Download now: Paid video ad tracking doc

Campaign 1: Top funnel videos 

In brand awareness campaigns, the primary objective is to get your brand in front of as many people as possible. While metrics are important, don't get too hung up on them in this stage. 

If you have to monitor something, focus on monitoring your cost per thousand impressions (CPM) and using it as a benchmark for future campaigns to determine which types of videos and content resonate best with your target audience. Additionally, pay attention to the view-through rate, which indicates how many viewers watched at least 25% of the content and can give you an idea of how engaging your ad is.

Campaign 2: Middle funnel videos

When running traffic campaigns, it's useful to track your click-through rate (CTR) to measure how many people are taking your desired action. At Storykit, we generally consider a CTR of around 0.8% to be good, and a CTR of around 1% to be very good. 

Additionally, monitoring your cost per click (CPC) can help you gauge the cost-effectiveness of your campaigns and provide a benchmark for future comparisons

Campaign 3: Bottom funnel videos

At the bottom of the funnel, the ultimate goal is to drive conversions. Sofia uses a specific approach to determine the success of a campaign at this stage:

"For the bottom of the funnel, I wait for 10,000 impressions before deciding whether I should switch. How many conversions you get for those 10,000 determines the cost per lead (CPL)."

Just like the above campaigns you should start comparing the CPL of different campaigns you run and determine what works best for you. 

Step 5: Do it all over again

After your week's test is over, switch out your existing video ads with new ones and compare the results with the previous week.

Remember you don’t need to set up a new campaign from scratch. These campaigns should always be on so it’s easier and more optimal just to edit your existing one. 

This experimentation will help you identify what resonates with your target audience and will allow you to fine-tune your approach. 

However, it is important to keep in mind that there is no single ad or creative that will guarantee success. Instead, focus on continuously creating and pushing out content, while keeping your audience's needs in mind. 

By doing so, you'll be able to deliver valuable content that will not only help your audience but also drive conversions for your business.

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Further reading: LinkedIn video ads Q&A with Sofia Eriksson

Video templates you can use for every stage of the funnel

Here are some video templates to help inspire your video creation.

Top-funnel video ad templates

Here are three templates you can use to create top-of-the-funnel video ads:

1. The ‘Big Question - Small Format’ Template

Use this template to communicate your mission, vision, goals, and brand values in a manner that captivates your audience by delivering an honest and comprehensive discussion of the subject.

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2. The ‘Our Origns’ Template

Use this template to communicate your history in chronological order. Delve into the organization's beginnings and highlight them from a specific angle or perspective.

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3. The ‘Good for…’ Template

Use this template to feature a variety of services, products, or insights. Begin by addressing a problem or need your audience has, and then transition to present multiple solutions that effectively address it, capturing their attention.

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2. Middle-funnel video ad templates

In the middle of the funnel, you want to focus on educating your audience about your niche and driving traffic to your site. In this phase, you can use videos to promote your blog posts, reports, or case studies. 

Sofia says:

“Shorter videos showing the ebook/whitepaper with some bullet points about the content is great.”

Here are three templates you can use in the middle of the funnel video ads:

1. The ‘Facts & Figures’ Template

Use this template to present numbers and facts drawn from reports or any source of pride from your organization.

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2. The ‘Micro Case’ Template

Use this template to quickly generate more content from your existing material. Use it as a trailer to drive traffic to the original piece or as a standalone content to boost in-feed engagement. It's an ideal format for creating more content efficiently.

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3. The ‘Takeaway Carousel’ Template

Use this template to present results in a balanced, viewer-friendly way. Focus on one aspect, like positive elements or a specific market, for greater impact. This format allows you to delve into detail without overwhelming the viewer with a list of key points.

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3. Bottom funnel video ad templates

Here are three templates you can use for your bottom-of-funnel conversion ads. 

1. The ‘Simple Testimonial’ Template

Use this template to present short testimonials that resonate with potential customers, building trust and legitimacy for your offering. A quick video testimonial can be easily produced and testimonials can be collected through mail or forms, and is a great way to get leads to book a demo or request more information.

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2. The 'Save The Date with Promise' Template 

Use this template to generate interest in your events and webinars and get interested participants to sign up in advance. This format is very "light", meaning you can create it as soon as you have the speaker's or agenda item's initial confirmation.

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3. The 'Wanted!' Template

Use this template to find the right person for job openings. Encourage people in your network to share and encourage the right candidates to apply.

Why should you choose Storykit to create social media video ads?

It's not uncommon for marketers to feel stuck when their ad campaigns aren't producing the desired results. Effective social media advertising requires experimentation, flexibility, patience, and the ability to adapt to what works best. 

Storykit has loads of features that make it quick, easy, and most importantly, cost-efficient to test and alternate ads. You can quickly clone videos and swap images, videos, colors, animations, formats, ad copy, and even translate to local languages. That way you have a bunch of different ads to test or rotate, created in a matter of minutes and at no additional cost.

So, whether you're a small business owner or a marketing professional, Storykit can help you achieve your advertising goals and drive meaningful results.

Video has established itself as the most effective medium on LinkedIn, achieving 5x more engagement than other types of content. However, the question remains: which types of video ads yield the best results, and what are the best practices for running them?

In pursuit of these answers, I had a conversation with Sofia Eriksson, Performance Marketing Manager at Storykit. Sofia generously shared her expertise on the types of video ads that thrive on LinkedIn and explained the strategies behind their effectiveness.

Best practices for LinkedIn video ads

Before we dive into the examples, let's start with essential tips from Sofia for running effective LinkedIn video ads:

• Use the video views objective in your campaign to learn what appeals to your audience. Analyzing retention rates helps identify what content resonates.
• Employ longer videos to raise brand awareness among audiences unfamiliar with your brand.
• Shorter videos are effective for retargeting and engaging audiences at the bottom of the funnel who already have some awareness and interest.

Top 4 LinkedIn video ad examples

1. Share personalized content in video form

View full post >

People want to learn from others. If you have insights to share, show yourself in the video sharing those insights. This personal approach resonates and encourages viewers to watch.

What makes this effective:

• An instant hook with a headline appearing in less than two seconds.
• Helpful advice targeting our audience’s pain points.
• Authentic visuals showing a real person.

What to track: Focus on monitoring both click-through rates and watch time. We've included a link to the complete article in the video's comment section, along with a call-to-action (CTA) at the end of the video directing viewers to this link. The goal is to track how effectively the video engages viewers and prompts them to delve deeper into the full content piece.

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2. Get to the point quickly with a list

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List-based content, or listicles, are a superb way to convey information swiftly and effectively. They cut straight to the chase, highlighting key points and insights in an easily digestible format. If you have essential information to share, transforming it into a list can significantly amplify its impact.

What makes this effective: 

• The headline provides a clear preview of what to expect.
• The list format offers instant gratification with immediate answers.

What to track: Focus on impressions and retention. This is an example of no-click content that is designed to educate directly within the feed, prompting viewers to engage and watch as much as possible. Therefore, we're focusing on tracking impressions and the overall view rate to gauge how effectively the video captures and retains audience attention.

3. Relate to your audience with customer stories

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People love hearing from other people and this customer story video proves it with an average view-through of 75.59% out of a 1.25 min video (!). That's over a minute. 

What makes this effective:

• The use of testimonials adds a layer of authenticity and trust, as it features real experiences from another party.
• Using a real image with quotes makes it more trustworthy.
• Crafting the content in a narrative style makes it more relatable and engaging.
• Skill-fully addressing a problem and its solution resonates with the audience, making the video not just informative but also impactful.

What to track: Another example of no click-content! We want people to consume this story and be inspired by it. For that reason, we are just tracking audience retention and views.

4. Capture attention with a "visual hook"

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To ensure your message fully engages viewers with minimal drop-off, begin with a visually arresting element and keep your message concise.

What makes this effective:

• The use of a visually engaging element, bright and prominent, immediately stands out in the feed.
• The messaging is concise, straightforward, and to the point, ensuring viewers receive the core message quickly.

What to track: The primary goal here is conversions. This brief video is designed with a clear call to action: encouraging viewers to book a demo or learn more about our tool.

Further reading: LinkedIn video ads Q&A with Sofia Eriksson

Methods to create high performing LinkedIn video ads

Now that you have these examples, it's time for you to start creating. Remember, a common mistake in LinkedIn advertising is focusing too much on a single video, only to be disappointed by its performance. Success in video advertising on LinkedIn comes from variety and trial. Engaging your audience effectively requires experimenting with various storytelling styles, visuals, and lengths. Embrace this learning journey to find what truly connects with your viewers.

Below are the methods we used to create the provided video examples. While we used Storykit, these approaches can also be used with other video tools.

→ Storykit's text-to-video AI is free to start using now.

Turn blogs into videos with AI

Our first 2 ad examples were initially blog articles transformed into videos using Storykit's text-to-video AI capabilities. 

This process involves simply inputting the source text into the AI, which then summarizes it into a well-structured script. And you can do this with any text. 

Turn case studies into videos with templates

With our case study videos, we have a standard template that we like to use with a challenge, solution, result format. We can easily duplicate it for a new case and then update the content.

Test visual hooks

For the final video ad example, we really embraced the process of learning. We tested 3 things before launching the final version. 

First, we tested two different “visual hooks”—by taking two different videos from our stock library—to see which one had a better view rate. 

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‍‍Then we tested a “visual hook” vs. no “visual hook”.

Out of all of these, having the “visual hook” of the busy freeway was the winner! 

Remember, the effectiveness of an ad is often a discovery process – you won't know what works best until you test it.

Further reading: Winning strategies for full-funnel social media video ads

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Concluding thoughts…

When it comes to running video ads, don’t spend a ton of time creating the perfect video. Your audience craves engaging video content – and plenty of it! So start experimenting with different formats and styles right away! 

If you find that a particular approach isn't yielding the desired results, be bold and make changes. This is the quickest way to learn and get results.

Unsure where to begin? 

Copy one of our examples above or try to transform one of your top-performing LinkedIn text posts into a video. This strategy often leads to surprisingly positive outcomes.

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Dive in to uncover how setting creative constraints not only accelerates your creative process but also enhances the quality and quantity of your content for social media and beyond.

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How limits help us think big

Limits can often be the spark that ignites our creative thinking. When we're faced with constraints, such as a short duration for a social media video, or a certain character limit for an article title, it challenges us to distill our ideas into their most impactful form. 

Think of it like “structured creativity”. Having “guard rails or boundaries” can actually simplify and enhance the creative process, pushing us to explore ideas and solutions we might not have considered in a boundary-less environment. 

For instance, if you only have $100 for an event you’ll have to figure out how to use that $100 in the best ways possible. But if you have unlimited money, choosing what to do can be harder because there are too many options.

Constraints in branding: The science of familiarity and the benefits for your audience

Let’s think about branding for example. Many get frustrated with strict brand guidelines, fixating too much on the 'not on brand' limitations.

Yet, setting and embracing these strict guidelines isn't about limiting creativity; it's about directing it efficiently and focusing on the 'on brand' possibilities.

This concept goes beyond just colors, fonts, and language. When you create specific templates or formats for presenting your brand's messaging or different types of content, it not only simplifies your work but also helps your audience recognize and understand your content more quickly.

It’s like when you read a newspaper article. Do you get bored seeing different information laid out in the same format? Of course not. 

Repetition and familiarity breed comfort. 

By maintaining a consistent pattern or format, content creators can form a signature style that becomes recognizable to their audience. This predictability does not dampen creativity; instead, it allows you to be innovative within a set framework, keeping the content fresh yet familiar.

Establishing creative constraints for content creation

So, how does one set effective boundaries to enhance creativity, especially for social media content? Here are a few practical strategies to channel your creativity through constraints. 

Repurpose a single piece of content into many pieces

Challenge yourself to transform one piece of content—be it an article, case study, or ebook—into ten distinct posts. This approach forces you to creatively dissect and repurpose existing content, saving you time and reaching your key messages further. 

When doing this, ask yourself questions, like: 

• Can you spotlight a compelling quote?
• Can you highlight one single paragraph? 
• Can you compile a list of key takeaways? 

This exercise pushes you to maximize the potential of your content and explore different angles.

At Storykit, we use our text-to-video AI to streamline this process. We just input out text, and our AI templates work their magic, transforming it into a variety of video types, each highlighting different aspects of the text. By doing this, we can effortlessly produce a wide range of unique, educational content for social media and get more out of our existing content. 

→ Try creating your own video for free on our homepage now.

Further reading: Steal this hack to turn your articles into videos that get 5x the reach

Take an idea and use one framework to present it

Take a single idea, such as showcasing your product, and find inventive ways to present it in one format. For this example, let’s use a list.

Here are 3 examples of how you can present product information using lists: 

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• 3 reasons customers adore your product

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• 5 ways your product enhances efficiency

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• 4 new features you don’t want to miss

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This method encourages creative thinking within a focused framework.

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Use specific templates for recurring content

Templates can be a powerful tool for efficiency and creativity. Especially establishing set ones that you can use for recurring content.

At Storykit, we use tailored templates for different types of content. For example, we have a set layout for how we present our written case studies. They follow this framework: 

• Case overview
• Company summary
• Challenge
• Solution
• Results

In addition we have video templates for new employee introductions. 

Here's an example of one of them:

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Using these templates significantly speeds up the creation of new content, since they provide a ready-made framework detailing both the questions to ask and the presentation approach.

Niklas Franck, the Communications Director at OX2 also uses this method. He says, “One of the ways we work smarter is to set up some formats for recurring activities. For instance, we now have a 30-second video template that we use for our quarterly reports to make them a bit more interesting.” 

Why creativity thrives in Storykit 

In wrapping up, it's clear that a little limitation goes a long way in boosting creativity and output, particularly for social media content. 

The secret? Turning constraints into your creative playground. 

By applying boundaries like smartly repurposing content, sticking to a single presentation framework, or using consistent templates, you can not only streamline your creative process but also ensure your brand's voice shines through consistently.

Storykit is a prime example of how embracing such boundaries can lead to greater creativity and productivity. For example, we've intentionally designed our tool with built-in limits to streamline your creative process, allowing you to focus on what truly matters: your message. 

What we've locked in for you:

• Branding colors: Your brand's colors are pre-set to automatically integrate into slide elements. This means less time spent deciding and more time creating.
• Your font: We lock in your brand's font, so it's consistently applied to all projects without a second thought.
• Rule sets: To foster creativity within clear boundaries, we can limit the number of slides you use. This simplifies content creation for everyone in your organization, ensuring it's always on-brand and pre-approved.
• Logo placement: Your logo is given a designated spot, ensuring your brand is always prominently displayed and recognized.  

Contrast this with a tool like Canva, where you're presented with over 14,000 video templates. While this freedom allows for endless customization, it can also lead to branding inconsistencies and distractions from your core message. 

Storykit, on the other hand, encourages exploration within defined boundaries. This approach ensures that all content remains engaging, aligned with your brand, and consistently fresh.

So, remember, constraints aren't shackles—they're springboards. By intelligently applying them, we can elevate our content game and keep our audience hooked.

Ready to dive in and see how far your creativity can stretch within the bounds? Storykit could be your gateway to content that not only stands out but also resonates deeply with your audience.

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Here, we cut to the chase by addressing what AI is, aiming to reduce the fears you have around it, and offering practical tips on using AI tools like ChatGPT and Storykit to supercharge your creativity, not replace it.

Let's explore how AI can become your marketing edge.

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Why do marketers need to leverage AI? 

In the digital space that almost all of us operate in, standing out requires more. More content. More information. Just more. 

Which means being more productive. But how are marketers supposed to achieve this with shrinking budgets and resources? AI. 

And many marketers know that. In fact, here is what they’re saying: 

• 80% of marketers believe I will be the marketing industry’s game-changer in the next five years.
• 73% of marketing professionals are already using generative AI to help create text, images, or other content.
• 58% believe AI can help improve their marketing performance. 

Sources: Forbes & The Marketing Hustle

However, realizing AI's importance is one thing; truly making it work for you is another. If you want to harness AI's full power, you need to understand how it works and how you can use it to create: 

1. High-quality content tailored to your brand;
2. Plus, a greater volume of it.

 And that's exactly what we'll show you how to do.

Setting the scene: Understanding AI vs. Generative AI

The term AI, Artificial Intelligence, is a broad term that encompasses all types of computer systems designed to mimic human intelligence. This includes understanding language, recognizing patterns, solving problems, and learning from data. AI can be as simple as a program that plays chess or as complex as a self-driving car's navigation system.

In this article, our focus is on Generative AI, which is a subset of AI focused on creating new content, whether that be text, images, videos, music, or other forms of media. It works by learning from a vast amount of existing material and then using that knowledge to generate new, original pieces that resemble the learned content but are not direct copies. This type of AI is what powers tools like ChatGPT for text generation, DALL-E for image creation and Storykit for video creation. It's "generative" because it generates new outputs based on the input and training it has received.

Fears/problems marketers face when using generative AI

AI can feel uncertain. Especially when it comes to using generative AI to produce content.

 Here are some of the concerns that we often hear when it comes to AI: 

• Doesn't AI create flat and generic things?
• Can one be sure that everything is correct?
• What are the sources?
• What about copyright, privacy, and ethical issues?
• Is it actually making a difference? Many new AI features and tools are really cool, but are they truly useful? Are they solving real problems for real people in real companies?

The thing with platforms like ChatGPT is that all of these concerns are valid. It's a machine, learning from heaps of data, so double-checking facts, tweaking the style, and keeping things on-brand is all on you. 

Plus, figuring out the right prompts to steer the writing your way is a learning curve and is never fully consistent. This is why although it is useful, AI isn’t always the most productive tool for on-brand reliable content creation.

And remember: When we (marketers) do creative stuff we put ourselves into it. We put our facts, knowledge, and selves into the material. And that is something that AI can not replace.

This is how we solved these problems with Storykit

When adding AI features in Storykit the aim was to strip away the unreliability and craft an AI that not only works efficiently but also produces on-brand content in bulk. How? 

By taking your meticulously crafted, on-brand content and transforming it into on-brand videos, using nothing but your own words. No external sources involved.

Fredrik Strömberg, CEO & Co-founder of Storykit, says:

“AI has immense power, but if you want it to be productive you have to focus it like a laser.”

And that is what we do with Storykit. Frederik says: 

“Storykit is productive because it makes the ability to distribute your on-brand material through engaging video 1000% times faster and that frees up time for everything else.”

Think about it like this: Just reading an article to create a script takes time. Instead, you can have the AI read it in seconds. And it doesn't just read your text; it's programmed with set rules to extract specific elements, allowing it to produce diverse, meticulously crafted scripts.

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Further reading: Get video superpowers with Storykit AI 

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Actionable strategies: Integrating AI into your daily routine for real impact

Now that you understand the difference, here is how you can weave AI into your daily tasks to boost efficiency and effectiveness. 

First, a reminder of the essentials for successful marketing and communication:

• Top-of-funnel engagement: Create content that resonates with your audience's needs and interests, drawing them into your marketing funnel.
• Informative middle/bottom-funnel content: Develop clear, informative content that highlights your products' or services' value, guiding prospects toward a decision.
• Strategic content distribution: Ensure your content reaches your audience where they are most active.

Use ChatGPT for content creation:

• Initial drafts: Use ChatGPT as a co-author to help draft your content. While AI shouldn't be your sole content creator, it can provide structure and initial ideas. As the brand expert, refine and personalize the AI-generated content.
• Research and iteration: ChatGPT can speed up research, provide feedback, and help iterate different content versions quickly.
• Content types: Utilize ChatGPT to create engaging content for your website, blog posts, ebooks, etc., keeping up with current trends. Always review and fine-tune the final output to ensure it aligns with your brand voice.

Use Storykit for video creation and distribution:

• Transform your words into LOTS of videos for impact: After finalizing your content, use Storykit to turn your words into engaging videos for distribution. Make a lot of videos and distribute them across channels favored by your audience, like social media, email, and your website.

Given the high engagement with video content over text, converting text into videos will enhance your content's reach and impact.

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Here is a video showing how you can make four videos instantly from one piece of content: 

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Further reading: 11 reasons why you should be creating more video 

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Concluding thoughts…

AI isn't the end of creativity in marketing; it's a new beginning. By getting to grips with AI, you can unlock its potential to supercharge your strategies, making your content more impactful than ever.

Think about this: 82% of people out there decide to buy something after they watch a video about it. In addition, if you're telling your story in text, you're only getting 10% of the message to stick. But with video? That jumps to 95%.

The key to staying ahead in the manufacturing industry isn't just about producing high-quality products; it's also about how you share your story, showcase your processes, and connect with your audience.

And in this digital world, where zoom meetings have replaced in-person meetings and handshakes, video content steps in as a game-changer. Let's break down the simple truths about why your manufacturing company should be embracing video.

How video can give manufactures a competitive edge

When it comes to video, there are a lot of ways that manufacturing companies can use it to give them a competitive edge. Here are a few of them:

1. ​Showcasing products and processes​

Video allows manufacturing companies to showcase their products and the processes behind them in a detailed and dynamic way. This is especially useful for complex products or machinery that benefit from a visual explanation. Through video, potential customers can get a closer look at the intricacies and understand the value of the products more deeply.

2. ​Building trust and transparency​

Manufacturing often involves complex and technical procedures that are not easily understood. By using video to open up these processes to the public, companies can build trust with their audience. Showing the behind-the-scenes workings of the production process can also address any concerns regarding safety and quality.

3. ​Improving training and internal communications​

Video can be an invaluable tool for training employees in manufacturing settings, where safety and precision are paramount. Through instructional videos, employees can visually learn about machinery operation, safety protocols, and production techniques. This can considerably reduce training times and ensure consistent understanding across the workforce.

4. ​Enhancing engagement and reach on digital platforms​

Social media and other digital platforms are increasingly video-centric. Manufacturing companies can leverage this by creating engaging content that highlights their innovation, technology, and the people behind the products. This not only improves brand visibility but also helps in reaching a broader and younger audience who prefer video content over text.

5. ​Customer reviews and testimonials​

Video testimonials from happy customers can be much more persuasive than written reviews. Manufacturing companies can showcase their satisfied customers and the successful projects or products they've delivered. These testimonials add a personal touch and can significantly influence potential clients’ purchasing decisions.

6. Engage with a global audience

The reach of video content goes beyond local boundaries, enabling you to connect with a global audience. Videos can easily be shared and understood across different cultures and languages, allowing you to showcase your products and services to a worldwide market, expanding your potential customer base.

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Don’t trust us, hear what the professionals have to say

Jet Pulverizer’s take on the importance of video as a B2B manufacturing company

According to an article on Conveyor Marketing's blog, Jet Pulverizer is leading the way in the manufacturing world, embracing video to inform and engage potential buyers—a strategy many peers have yet to adopt.

Fred Surville, the company's VP of Sales and Marketing, reports "tangible results from B2B sales video production," noting not just enhanced SEO and social engagement but direct sales linked to their video efforts.

"We’ve actually sold about 5 different services thanks directly to the videos," he says, highlighting the videos' dual role in education and technical explanation.

Countering the notion that video might hinder personal sales relationships, Surville argues the opposite, pointing out video's role in modern research and purchasing habits. "Video assists with the classic in-person sales discussion," he explains, adding that it broadens reach and instills a sense of familiarity and professionalism among customers.

Jet Pulverizer's video strategy aligns with its broader marketing goals, allowing for direct communication and customer education. "We decided to invest in video marketing because it fits nicely into our marketing strategy," Surville concludes, underscoring video's integral role in conveying the company's technology and services.

SKF’s take on the importance of video as the world’s largest bearing manufacturer

According to the full case study on Storykit, SKF, the world's largest bearing manufacturer, recognized that video was the solution to standing out on social media and effectively reaching its extensive global audience across 130 markets in 10-12 languages.

The notion might seem unlikely at first—what could a century-old company known for ball-bearings and seals possibly offer on social media platforms?

Yet, SKF's strategic move to incorporate video content into its social media strategy debunked such assumptions. Sarah Larsson Bernhardt, SKF's formal Head of Social, stressed the universal importance of a social media presence for companies, especially when facing the challenge of engaging a diverse international audience.

"Social media presence is incredibly important for all types of companies," she noted, emphasizing the need to be a part of customers' daily digital lives.

SKF leveraged video to break through language barriers and cultural differences. The company discovered that video content could convey complex ideas about their products and processes in a more digestible, engaging, and universal manner, making technical topics accessible and interesting to a wide audience.

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Getting started with videos for your manufacturing company

Getting started with videos for your manufacturing company doesn't have to be daunting even without prior video editing experience. 

These days, advanced video platforms like Storykit enable manufacturing companies to easily transform their text-based content into compelling video narratives—no editing experience or expensive agencies required.

Don’t wait any longer. Embrace video as a communication tool to start sharing your stories and growing your business.