So. You've got the leading video automation platform on your side. But what stories are you going to tell? Dip into our community blog for ideas, inspiration and plenty of handy how-tos.
May 10, 2023
May 10, 2023
Here, we'll provide you with an in-depth overview of all the ad formats available on LinkedIn, including their dimensions, file requirements, and best practices. Whether you're interested in single image ads, video ads, carousel ads, or any other type of ad, this article has got you covered.
Get ready to unleash the full potential of your LinkedIn advertising campaigns as we dive into the complete list of LinkedIn Ad specs.
Sponsored content ads are promoted directly in the LinkedIn feed with other organic content that is posted.
Single image ads on LinkedIn are a type of advertisement that utilizes a single static image to convey a message or promote a product or service.
File type: Your images should be in JPG, PNG, or GIF format.
File size: Keep the file size under 5 MB to ensure optimal loading and performance.
Image ratio: LinkedIn suggests three different image ratios for single image ads:
Ad name (optional): You have a maximum of 255 characters to provide a name for your ad. This name is optional and is used for internal tracking and organization purposes.
wHeadline: The headline of your single image ad should be kept within 70 characters. This is the primary text that grabs the attention of viewers and entices them to engage with your ad.
Introductory text: You have up to 150 characters for the introductory text of your ad. This text appears below the headline and serves as a brief introduction or additional enticing information to encourage users to take action.
Description (LinkedIn Audience Network - LAN): The description field is only required if you are using the LinkedIn Audience Network (LAN). It should be limited to 70 characters and is exclusive to LAN placements.
LinkedIn video ads are engaging advertisements that leverage videos to effectively convey messages, promote products or services, and capture the attention of viewers on the platform.
Video file type: Ensure your videos are in MP4 format for optimal compatibility.
Video file size: Ensure your video file size falls between 75 KB as the minimum and 200 MB as the maximum limit. This range ensures optimal performance and efficient delivery of your video content on the LinkedIn platform.
Video duration: Your video duration should be between 3 seconds as the minimum and 30 minutes as the maximum. This range allows flexibility in creating videos of various lengths, accommodating both short and long-form content.
Image ratio: LinkedIn suggests four different video ratios for video ads:
Ad name (optional): You can provide an optional ad name with a maximum of 255 characters. This name is used for internal tracking and organization purposes.
Headline: Craft a compelling headline within 70 characters. LinkedIn allows a maximum of 200 characters for the headline, but it is recommended to keep it concise and impactful.
Introductory text: The introductory text allows up to 150 characters for a concise and engaging message. However, LinkedIn allows a maximum of 600 characters for the introductory text. It is advisable to use the available characters judiciously to make the most impact.
LinkedIn carousel ads are interactive and captivating advertisements that allow multiple images or videos to be showcased in a single ad unit, enabling businesses to tell a compelling visual story, highlight various offerings, or present a series of messages to engage and inspire their target audience on the LinkedIn platform.
File type: Use JPG or PNG format for your carousel ad images.
Image ratio: LinkedIn suggests one ratios for carousel ads:
Ad name (optional): You can provide an optional ad name with a maximum of 255 characters for internal tracking.
Card headline: Each carousel card should have a headline with a maximum of 45 characters.
Introductory text: Include an introductory text of up to 255 characters to provide context and engage viewers.
Number of carousel cards: Create carousel ads with a minimum of 2 cards and a maximum of 10 cards, allowing for a dynamic and interactive ad experience.
Maximum file size: Keep each carousel card's file size below 10 MB to ensure smooth loading and optimal performance.
LinkedIn event ads are promotional campaigns specifically designed to raise awareness and drive attendance for events, such as conferences, webinars, or workshops, by providing a comprehensive overview of the event details, including date, time, location, and a compelling description.
Image ratio: The image ratio for event ads is 4:1 (1584 x 396 pixels), and the image will be automatically pulled from the associated Event page. Ensure your Event page has an appropriate image with the desired 4:1 ratio to ensure a visually appealing representation in the ad.
Event name (optional): You can provide an optional event name with a maximum of 255 characters for internal tracking and identification purposes.
Introductory text: Include an introductory text of up to 600 characters to provide an engaging and informative description of the event. Use this opportunity to entice and attract potential attendees.
LinkedIn document ads are a dynamic advertising format that allows businesses to showcase and share documents, such as PDFs, eBooks, whitepapers, or guides, directly within the LinkedIn platform.
File type: Supported file types include PDF, DOC, DOCX, PPT, and PPTX.
File size: The maximum file size allowed for document ads is 100 MB.
Aspect ratio: Document ads can have different aspect ratios, including vertical, horizontal, or square formats.
Number of pages: Document ads should have under 10 pages, with a maximum limit of 300 pages or 1 million words. Ratio: 4:1 (image will be pulled from the Event page)
Ad name (optional): You have the option to provide an ad name with a maximum of 255 characters for internal tracking purposes.
Headline: Craft a compelling headline within 70 characters to grab the attention of viewers and provide a concise summary of your document's content.
Introductory text: Use up to 150 characters to provide a brief and enticing introduction to your document, highlighting its key features or value proposition.
Sponsored message ads deliver personalized messages directly to the inboxes of targeted LinkedIn users.
LinkedIn conversion ads are direct, customized messages that are sent to individual LinkedIn members' inboxes, with the goal of driving desired outcomes such as form submissions, resource downloads, or purchases.
Banner file type (optional): You can use JPG or PNG format for the optional banner image.
Banner image size (optional): If you choose to include a banner image, the recommended size is 300 x 250 pixels.
Banner image file size (optional): The file size for the banner image should not exceed 2MB.
Sender image: LinkedIn will automatically use the profile image of the designated sender for the ad.
Ad name (optional): You have the option to provide an ad name with a maximum of 255 characters for internal tracking purposes.
Message text: The message text allows up to 500 characters to convey your key message and engage your audience.
Custom footer: You can include a custom footer with up to 2500 characters, providing additional information, disclaimers, or any other relevant details.
Call-to-action: Create a compelling call-to-action within 25 characters to prompt users to take the desired action.
LinkedIn Message Ads are personalized and direct advertisements that enable businesses to send targeted messages directly to the LinkedIn inboxes of their desired audience.
Banner file type (optional): You can use JPG or PNG format for the optional banner image.
Banner image size (optional): If you choose to include a banner image, the recommended size is 300 x 250 pixels.
Banner image file size (optional): The file size for the banner image should not exceed 2MB.
Sender image: LinkedIn will automatically use the profile image of the designated sender for the ad.
Ad name (optional): You have the option to provide an ad name with a maximum of 50 characters for internal tracking purposes.
Message subject: Create a concise and attention-grabbing subject line within 60 characters to entice recipients to open the message.
Message text: The body of the message allows up to 1500 characters to deliver your main message, provide information, and engage the recipients.
Custom footer: You can include a custom footer with up to 2500 characters, allowing for additional information, disclaimers, or any other relevant details.
Call-to-action: Include a clear and concise call-to-action within 20 characters to prompt recipients to take the desired action.
LinkedIn lead gen form ads are powerful advertising campaigns that allow businesses to capture valuable lead information directly within the LinkedIn platform. These ads feature a pre-filled lead generation form, which is presented to users when they click on the ad.
Form name: Provide a descriptive name for your form with a maximum of 256 characters.
Landing page URL: Include the URL of the landing page where users will be directed after submitting the form. The maximum limit for the URL is 2000 characters.
Offer headline: Craft a compelling headline for your offer within 60 characters to grab the attention of potential leads.
Offer detail (optional): You can provide additional details about your offer within 160 characters, highlighting its value and benefits.
Privacy policy: If applicable, include a privacy policy URL with a maximum of 2000 characters to assure users about the safety and handling of their data.
Call-to-action: Use a clear and concise call-to-action within 20 characters to prompt users to take action and submit the form.
Confirmation message: Prepare a message of up to 300 characters that confirms the successful submission of the form and may include any further instructions or next steps.
Form fields: It is recommended to include 3-4 fields as a best practice for lead gen forms. However, the maximum limit is 12 fields. Select the most relevant and important fields to strike a balance between gathering necessary information and ensuring a smooth user experience.
Text ads are concise, text-based advertisements that appear in various locations on LinkedIn, such as the sidebar or top banner. Dynamic ads, on the other hand, leverage personalized content to deliver highly relevant and customized advertisements.
LinkedIn text ads are concise and impactful advertisements that appear in the form of text-only messages, consisting of a headline, description, and destination URL, designed to capture attention and drive clicks to a specific landing page or website.
Logo file type: Use JPG or PNG format for your logo image.
Logo file size: The file size for the logo image should not exceed 2MB.
Logo image dimensions: Maintain a square dimension of 100x100 pixels for optimal display.
Headline: Create a concise and attention-grabbing headline within 25 characters to capture the interest of the audience.
Description: Craft a compelling description within 75 characters to convey your key message and entice viewers to take action.
LinkedIn Spotlight Ads are attention-grabbing advertisements that appear as large, interactive banners on the LinkedIn platform, showcasing rich media content such as images, videos, or dynamic carousel formats.
Company logo size: Your company logo should have dimensions of 100 x 100 pixels.
Company logo file type: Use either JPG or PNG format for your company logo image.
Company logo file size: Ensure that the file size of your company logo does not exceed 2 MB.
Background image file type (optional): If you choose to include a background image, use either JPG or PNG format.
Background image dimensions (optional): The recommended dimensions for the background image are 300 x 250 pixels.
Background image file size (optional): Keep the file size of the background image below 2 MB.
Headline: Create a compelling headline with a maximum of 50 characters to capture the attention of viewers.
Description: Craft a concise description within 70 characters to provide additional information and engage the audience.
Company name: Include your company name within 25 characters to reinforce your brand identity.
Call-to-action: Use a clear and concise call-to-action within 18 characters to prompt viewers to take action.
LinkedIn follower ads are powerful promotional campaigns that allow businesses to expand their follower base on LinkedIn by showcasing their brand and encouraging users to follow their company page directly from the ad.
Company logo size: Your company logo should have dimensions of 100x100 pixels.
Company logo file type: Use either JPG or PNG format for your company logo image.
Company logo file size: Ensure that the file size of your company logo does not exceed 2MB.
Headline: Craft a captivating headline within 50 characters to grab the attention of viewers.
Description: Provide a concise description within 70 characters to highlight key features or benefits of your company.
Company name: Include your company name within 25 characters to reinforce your brand identity and create familiarity.
May 8, 2023
May 8, 2023
Whether you're a B2B or B2C business, LinkedIn's powerful targeting options allow you to reach specific demographics, job titles, industries, interests, and even company sizes.
In this comprehensive guide, we'll walk you through the various targeting options available on LinkedIn and help you craft a laser-focused targeting strategy that resonates with your ideal customers.
Before we dive into targeting strategies, let's take a closer look at who's on LinkedIn. With over 875 million members worldwide, LinkedIn is the largest professional networking platform out there. In the US alone, 167 million people use LinkedIn. That's a lot of potential customers!
But who exactly are these users? According to LinkedIn, its user base consists mostly of college-educated individuals with above-average incomes. In fact, 44% of LinkedIn users earn over $75,000 per year. This makes LinkedIn an ideal platform for businesses that are targeting professionals and decision-makers.
LinkedIn is also a platform that is favored by those who are seeking employment opportunities. In fact, a survey conducted by Jobvite found that 87% of recruiters use LinkedIn to find potential candidates. This means that if you're looking to hire new talent, LinkedIn is a great place to start your search.
LinkedIn users are also more likely to hold executive-level positions than users on other social media platforms. This means that if you're looking to connect with decision-makers, LinkedIn is the place to be. According to LinkedIn's data, 45% of its users are in upper management positions, while another 30% are in middle management positions.
LinkedIn's user base is also highly engaged. Unlike other social media platforms where users tend to scroll through their feeds mindlessly, LinkedIn users are actively seeking out valuable content and connections. In fact, 91% of executives rate LinkedIn as their first choice for professionally relevant content.
LinkedIn users come from a wide range of industries, with the top three being IT and Services, Finance, and Higher Education. This means that no matter what industry your business operates in, you're likely to find potential customers or clients on LinkedIn.
In terms of job roles, the most common are Sales, Operations, and Engineering. However, LinkedIn is also a platform that is popular among professionals in marketing, human resources, and finance. This means that no matter what type of business you run, you're likely to find potential employees or partners on LinkedIn.
Overall, LinkedIn's user base is highly educated, engaged, and influential. Whether you're looking to connect with decision-makers, find new talent, or promote your business, LinkedIn is the platform to be on.
Setting up a successful LinkedIn targeting strategy requires careful planning and execution. Here are the key steps you need to take to set up your LinkedIn targeting strategy.
The first step in any targeting strategy is to define your target audience. Your ideal customer is the person who is most likely to be interested in your product or service. To define your target audience, ask yourself the following questions:
Once you have a clear understanding of your target audience, you can start tailoring your messaging to their needs and interests.
The next step is to establish your campaign goals. What do you want to achieve with your LinkedIn campaign? Are you looking to increase brand awareness, generate leads, drive sales, or recruit talent? Your goals will determine the metrics you use to measure the success of your campaign. Make sure your goals are specific, measurable, and achievable.
Finally, you'll want to align your content with your target audience. Create content that speaks to their pain points and offers solutions. Use language that resonates with them and showcases your product or service in the best light. Your content should be informative, engaging, and relevant to your target audience. By creating content that resonates with your audience, you'll be more likely to achieve your campaign goals.
Now that we know how to set up our targeting strategy, let's take a look at the different targeting options LinkedIn offers:
Target users based on their job function and seniority level. This is a great way to reach decision-makers within a particular industry.
Target users based on the size and industry of their company. This is a great way to reach users who work for small businesses or those in a particular industry.
Target users based on their skills and interests. This is a great way to reach users who are knowledgeable about a particular topic.
Finally, you can target users based on their location and language. This is a great option for businesses that want to target users in a particular geographic location or language. When it comes to testing across different zones, you can buy a mobile proxy to simulate connections from various mobile devices and locations, ensuring that your campaign is perfectly tailored to resonate with diverse regional audiences.
Now that we've set up our targeting strategy, it's time to create content that resonates with our target audience. Here are a few tips:
Make sure your message speaks directly to your target customer. Use language and tone that resonates with them and speaks to their pain points.
Use visuals that resonate with your target audience. If you're targeting a tech-savvy audience, use modern, sleek visuals. If you're targeting a more traditional audience, use classic, timeless visuals.
Your headline is the first thing users will see, so make sure it's engaging and attention-grabbing. Use language that entices users to click and learn more about your brand.
By following these best practices, you'll be well on your way to reaching your ideal customers on LinkedIn. Remember, targeting is key! By defining your target audience and aligning your content with their needs, you'll be able to connect with decision-makers and drive sales.
May 3, 2023
May 3, 2023
Join our upcoming webinar: Turn your reports into marketing fuel with smart distribution
When you're posting organically, you'll usually see an upload video box with no instructions, and when it comes to ads, you might encounter a message like LinkedIn's, which specifies an allowable aspect ratio between 9:16, 16:9, or 1:1.
If you're anything like me, you might be wondering, ‘how many pixels make up the 9:16 aspect ratio’ or ‘do I need to upload multiple videos with different dimensions or will one suffice’.
We're all looking for the best practices when it comes to creating engaging content, but it can be hard to know where to start when each platform offers different aspect ratios and sizes.
In this article, we'll dive into the world of social media video sizes and ratios, and share our best practices for creating ads and posting on various platforms. Plus, we'll even show you the easiest way to resize your videos to fit perfectly. So, let's get started and make sure your videos stand out on social media!
Did you know that aspect ratios have a fascinating history that spans over a century? From the early days of silent film to the current 16:9 standard, aspect ratios have undergone significant changes. And with the emergence of social media, aspect ratios have taken on many new forms, creating challenges for creators to make videos that look great across various platforms.
To help you create videos with the right dimensions, here are the most common aspect ratios and their corresponding dimensions that you're likely to encounter.
First up, we have the 1:1 ratio, also known as the square aspect ratio. To make your 1:1 video look its best, aim for dimensions of 1080 pixels by 1080 pixels.
Next, we have the 16:9 ratio, which is the classic widescreen aspect ratio. For optimal results, create a video with dimensions of 1920 pixels by 1080 pixels.
Moving on, we have the 4:5 ratio, which is a vertical aspect ratio. To create a visually appealing 4:5 video, go for dimensions of 1080 pixels by 1350 pixels.
Last but not least, we have the 9:16 ratio, which is a vertical aspect ratio. If you want your 9:16 video to stand out, aim for dimensions of 1080 pixels by 1920 pixels.
Is choosing the right video dimensions important? The answer is yes!
When we asked our Performance Marketing Manager (AKA Social Media Ad Pro), Sofia Eriksson if using the right video ratios is important when running ads she said, “Definitely! By choosing all the right dimensions to be optimized for each placement, your ad will look better, be seen in more places and your ad will deliver a better experience to the audience, which is beneficial due to the algorithm and the user experience.”
Creating videos for specific platforms or repurposing content can become a nightmare if you're not sure which size to use. But, here's the good news: we've got you covered!
Here’s all the essential information you need to know about video sizes for different social media platforms, so you can confidently upload your videos like a pro.
When it comes to organic video posting on LinkedIn your go-to ratio should be 1:1 (square).
According to our Community Manager ( AKA LinkedIn Pro), Heidi Bordal, “I always find 1:1 to be the best for LinkedIn and Facebook because it works well for both mobile and desktop.”
Heidi also recommends trying 4:5 (portrait) or 9:16 (vertical) because it fills up the viewer's screen when using mobile.
When you make a video ad campaign on LinkedIn you should use 1:1 or 4:5.
Sofia Eriksson says, “For LinkedIn, I normally do 1:1 or 4:5 for ads since so many people scroll LinkedIn on their phones. If you compare them with 16:9, 1:1 and 4:5 are better because they take up more of the screen, which equals more attention-catching.”
Instagram and Facebook support a range of video ratios, but the best aspect ratios to use for video content are 1:1 (square) and 4:5 (portrait).
The 1:1 aspect ratio is a popular choice for Instagram and Facebook feeds because it takes up the maximum amount of screen space in both portrait and landscape modes. This ratio is great for showcasing products or capturing square videos that can be easily repurposed on other platforms.
The 9:16 aspect ratio takes up more vertical space than 1:1 and is the best ratio for Instagram or Facebook stories.
When choosing a video ratio on Instagram, it's important to keep in mind that the platform's algorithm prefers videos that fill up the maximum amount of screen space. So, it's recommended to choose a video ratio that takes up the most space possible while still fitting your content.
When running Facebook and Instagram video ads you should make sure you upload videos in all three of the recommended ratios: 1:1, 9:16, and 16:9.
Sophia says, “For Facebook and Instagram, I normally do all three ratios that are available to fit all placements (feed, stories, network etc.) and let the algorithm show the video ad where it is best suited for each viewer.”
When it comes to video on YouTube, the golden rule is always to use the 16:9 aspect ratio, which is the standard aspect ratio for most computer and television screens. This ratio provides a cinematic feel to videos and allows them to fill up more of the screen.
Heidi says, “I’d never go for 16:9 on any platform except for Youtube. It is perfect for a computer screen but when it comes to social feeds, it uses too little of the space you have in the feeds.”
The most common video ratio used on TikTok is 9:16 (vertical), which is the vertical aspect ratio commonly used for smartphone screens.
This ratio allows users to easily view videos in full-screen mode on their mobile devices.
In today's digital landscape, video is an essential part of any marketing strategy. However, creating videos that look great and engage your audience can be a challenge, especially when each platform supports different aspect ratios. That's where a video creation tools like Storkit comes in.
Storykit makes it easy to create professional-quality videos for all platforms by allowing users to render their videos into multiple formats without having to adjust anything themselves.
This means you can create a single video and easily convert it into all the formats you need for Facebook, Instagram, TikTok, YouTube, LinkedIn, and more, saving you time and effort in the video creation process.
This is especially valuable for businesses and marketers who need to create a lot of video content in various formats for different platforms.
By choosing the right video ratio for each platform and leveraging video creation tools like Storkit, you can optimize your content for success and your workflow.
May 2, 2023
May 2, 2023
If you’re ready to build up your brand as a thought leader but just not sure how – you need to read this. When you’re marketing your brand to a B2B audience, getting people to sit up and listen can feel noisy, tricky and slow.
Whether there’s too much noise in your niche, or you’re not sure how to find your point of view, we’re ready to help you master that hard-to-crack knack of being known and trusted for your brand’s opinion.
Use this comprehensive guide and thought leadership examples to get your content right the first time and get people to pay attention.
Let’s cut to the chase – your thought leadership content simply can’t be wishy-washy, half-baked or cut-and-pasted from other brands: this kind of content demands that you and your team bring a strong, unique perspective to the table that marks you out as an industry leader. Answer these questions to start brainstorming:
You don’t have to have a huge budget or reinvent the wheel to start being an effective thought leader. You can start right now with the content you’ve already got, or create some new content by asking questions to thought leaders within your office.
Share a clip of an expert at your company’s opinion on the news, to get your brand at the forefront of the conversation.
Had a notable guest in the past? How can you make their advice relevant to what the industry’s talking about today? Share clips from your event or webinar.
Not just great for bringing in those expensive new leads – you can share excerpts from the reports your company produces to show you know your stuff. Stats welcome!
Share key takeaways from a recent event.
Film a social-friendly Q&A with an expert on a trending topic in your industry, then clip up the highlights and share them individually.
Gather the most thought-provoking clips from podcasts your company is part of and share them as fresh content.
Does someone on your team have fresh ideas on where you’re headed? People love to feel ahead of the game and if you can help them know where their industry is going, it’s time to get sharing!
Can a relevant member of your team share the problem-solving parts of your case studies to show how it’s really done? The more value you’re able to give away in a shorter space of time, the better.
Rome might not have been built in a day, but your content certainly can be. The more relevant and engaging content you share, the quicker you’ll learn what works, and the easier it’ll be to pull more leads your way. We’ve done the structuring for you ahead of time – you can just fill in and distribute!
Use the 'Invite Only' template to pull together your employees’ top thoughts on whatever’s trending in the news that day – and don’t be afraid to think outside the box to relate it back to your company’s niche or mission! Pull together clips and images of your team, then just paste in their views – and voila, your 'Invite Only' Template is ready to go!
Our top tip for the 'Ask Us Anything' template is to film one long Q&A with a senior member of your team, then get to work splicing away using this template for a strong bank of evergreen content you can keep coming back to! There’s something irresistible about seeing an expert get their brain picked: whether it’s their passion, the sheer value they bring, or just a friendly, familiar face that stops the audience in their scroll.
Using the 'Highlight A Hero' template is an easy way to be part of the conversation on a shoestring budget: just highlight whoever is driving the conversation in your industry (and that doesn’t have to be you!). Whether you’ve had a recent guest on your podcast who shone, one of your team has a strong take to share, or even if you’ve seen a smart quip from someone in your industry, just drop in the best assets of their face and what they said. It really is that simple!
Act as your industry’s newsreader with the 'Research & Regulation' editorial-style template that will allow you to keep on top of your industry quickly without needing a huge team. Jump on a recent topic (the LinkedIn sidebar can be a helpful place to start!) and add in insights, quotes, or stats from your company’s whitepapers. The faster you act, the greater your results are likely to be.
The 'Great Truths' template lets you tell the kind of stories from inside and outside your industry that you’ve always wanted to but never had the time to. Just plug and play, from a shocking headline into rich, eye-catching detail. Now you can tell the whole story in one go, without stopping to worry about the editing.
Hard truth: Building a thought leadership brand takes time, persistence and courage. You need to be comfortable sharing strong opinions, so you can build trust and create relationships that matter in your industry.
Now that you know how to simply combine the things you feel strongest about with a powerful suite of easy-to-use video templates, becoming a thought leader in your industry should feel more in reach than yesterday.
Start using Storykit for a simple, elegant, and powerful way to link your brand to your industry. Shocked? Delighted? Both? We hoped you might be!
May 1, 2023
May 1, 2023
If you're a business owner or marketer who uses LinkedIn ads, you know that they can be a powerful tool for reaching your target audience. However, it can be frustrating to spend a lot of money on these ads without fully understanding what you're paying for.
In this comprehensive guide, we'll take a deep dive into everything you need to know about LinkedIn advertising costs so you can make informed decisions about your campaign budget.
LinkedIn advertising is a powerful tool for businesses looking to reach a professional audience. Before we dive into the nitty-gritty of ad costs, let's brush up on the basics of LinkedIn advertising.
LinkedIn offers a range of ad formats including sponsored content, sponsored messaging, and dynamic ads. Sponsored content is a native ad that appears in LinkedIn users' feeds, sponsored messaging is a targeted message that appears in users' LinkedIn inboxes, and dynamic ads are personalized ads that use the user's profile data to create a custom ad.
When creating your ad, you'll also need to choose your bidding strategy and set your budget. By selecting the right targeting criteria for your campaigns, you'll be able to ensure that your ads reach the right people.
Let's take a closer look at the different types of LinkedIn ads:
Sponsored content is a great way to promote your brand and drive engagement. These ads blend seamlessly into users' feeds and can include images, videos, and carousel ads.
Sponsored messaging is a highly targeted ad format that allows you to send personalized messages to LinkedIn users' inboxes. This is a great way to nurture leads and build relationships with potential customers.
Dynamic ads are a unique ad format that uses the user's profile data to create a custom ad. These ads can include the user's profile picture, job title, and more, making them highly personalized and engaging.
One of the biggest benefits of advertising on LinkedIn is the ability to target your audience with precision. You can target users based on several factors including:
By selecting the right targeting criteria for your campaigns, you'll be able to ensure that your ads reach the right people and drive meaningful results for your business.
When it comes to bidding on LinkedIn ads, there are two main strategies to choose from: cost per click (CPC) and cost per impression (CPM).
With a CPC bidding strategy, you'll pay each time a user clicks on your ad. This is a great option if your goal is to drive website traffic or generate leads.
With a CPM bidding strategy, you'll pay each time your ad is shown to a user. This is a great option if your goal is to increase brand awareness and reach a wider audience.
Choosing the right bidding strategy for your campaign comes down to your goals and budget. If you're looking to drive conversions and generate leads, a CPC bidding strategy may be the right choice. If you're looking to increase brand awareness and reach a wider audience, a CPM bidding strategy may be the way to go.
Overall, LinkedIn advertising is a powerful tool for businesses looking to reach a professional audience. By selecting the right ad format, targeting criteria, and bidding strategy, you can create highly effective campaigns that drive meaningful results for your business.
Now that we've covered the basics of LinkedIn advertising, let's dive into how to set your advertising budget. There are several factors to consider when determining how much you should spend on your LinkedIn ads.
The cost of your LinkedIn ads will depend on several factors, including:
Understanding these factors will help you make informed decisions about your campaign budget.
LinkedIn offers three distinct campaign objectives, each tailored to different stages of the advertising funnel, and you're billed based on the specific actions you want to achieve with your ads:
In terms of cost-effectiveness, Awareness campaigns might start as the least expensive option in terms of individual interactions. Still, the best value depends on your specific marketing goals and how those align with the actions you're paying for. Consideration and Conversion campaigns, while potentially more costly per interaction, are focused on more meaningful engagements that can directly contribute to your business objectives.
LinkedIn provides several ad formats, each with distinct advantages and associated costs, catering to different marketing objectives:
The more competitive your target audience is, the more expensive it will be to reach them with your ads. For example, if you're targeting a highly competitive industry like finance or technology, you can expect to pay more for your ads than if you were targeting a less competitive industry like retail or hospitality.
The quality score of your ad reflects its relevance and value to your target audience. Higher quality scores indicate that your ad is more pertinent and appealing to viewers, which enhances its chances of being displayed to your desired audience. Additionally, ads with higher quality scores benefit from lower costs per click or impression. In essence, providing high-quality content can lead to more efficient ad spend, whereas lower quality content may result in higher costs.
Your bidding strategy will also impact the cost of your LinkedIn ads. There are several bidding strategies to choose from, including cost per click (CPC), cost per impression (CPM), and cost per send (CPS) for sponsored messaging ads. Each strategy has its own pros and cons, so it's important to choose the one that aligns with your campaign goals and budget.
Once you have a sense of the factors influencing ad costs, you can start to determine your daily budget. LinkedIn recommends starting with a daily budget of at least $10-$20 per day, per campaign. However, your budget will ultimately depend on your campaign goals and the audience you're targeting.
It's also important to consider the duration of your campaign when setting your budget. A longer campaign will require a larger budget than a shorter campaign, as you'll need to sustain your ad spend over a longer period of time.
It's also important to monitor the performance of each campaign and adjust your budget accordingly. If a campaign is performing well, you may want to allocate more budget to it to maximize its impact. Conversely, if a campaign is underperforming, you may want to reduce its budget or pause it altogether.
Now that you have a sense of how to set your budget, let's dive into how the ad auction works on LinkedIn. When you bid on a LinkedIn ad, you're entering an auction with other advertisers. The winner of the auction gets their ad shown to the target audience.
When a user matches your targeting criteria, an ad auction is triggered. In the auction, LinkedIn looks at each advertiser's bid and quality score to determine the winner. Quality score is determined by factors like ad relevance, landing page experience, and expected click-through rate.
It's important to note that the ad auction happens in real-time. This means that every time a user matches your targeting criteria, a new auction takes place. This is why it's crucial to have a competitive bid and high-quality score, as you'll be competing against other advertisers each time.
To win the ad auction, you need to have a combination of a high-quality score and competitive bid. A high-quality score indicates to LinkedIn that your ad is relevant, engaging, and likely to perform well. A competitive bid ensures that your ad will be seen by your target audience.
One way to improve your quality score is to create ads that are tailored to your target audience. This means using language and imagery that resonates with them, and highlighting the benefits of your product or service. You should also ensure that your landing page is relevant to your ad, and provides a seamless experience for the user.
When it comes to bidding, it's important to find the right balance between being competitive and staying within your budget. You can use LinkedIn's bidding strategy options to help you achieve this. For example, you can set a maximum bid for each click or impression, or use automated bidding to let LinkedIn adjust your bid based on your goals.
Once your ads are up and running, it's important to measure their success and adjust your strategy accordingly. There are several key performance indicators (KPIs) you can use to track the performance of your LinkedIn ads.
Some common KPIs include:
By tracking these metrics, you'll be able to see how your ads are performing and adjust your strategy as needed.
Once you have a sense of your ad performance, it's important to analyze your campaign results to see what's working and what's not. To ensure that your ads are performing well and winning the ad auctions, there are several strategies you can use.
These include:
Use the data to make informed decisions about your future campaigns so you can optimize your budget.
Finally, use the data you've collected to adjust your advertising strategy. This could mean tweaking your targeting criteria, adjusting your bidding strategy, or trying out different ad formats. By continually optimizing and adjusting your strategy, you'll be able to maximize the ROI of your LinkedIn advertising campaigns.
With this guide, you should now have a solid understanding of LinkedIn advertising costs and how to set your budget for success. Happy advertising!
April 24, 2023
April 24, 2023
LinkedIn is the most professional social media platform in the world. It's a great place to market your business, showcase your professional profile, make connections with peers, and even land your new dream job.
But are you using LinkedIn analytics to get the most out of your profile?
In this article, we will dive deep into the world of LinkedIn analytics, showing you the metrics you should be tracking, why you should be tracking them, and how you can optimize your content to make the most out of this platform.
LinkedIn analytics provides data on how your content is performing on the platform. These metrics help you measure the engagement, reach, and effectiveness of your content.
By tracking these metrics, you can determine which of your updates resonate with your audience, and adjust your strategy to improve your content performance.
LinkedIn analytics is an essential tool for anyone looking to grow their presence on the platform. Whether you're a business owner, marketer, or job seeker, tracking your metrics can help you make data-driven decisions and achieve your goals.
Tracking your LinkedIn metrics is essential for assessing your content strategy and making data-driven decisions. By keeping track of metrics like views, likes, comments, and shares, you can better understand your audience and their interactions with your content.
This understanding can help you create more effective content that resonates with your target audience.
For example, if you notice that your posts with images receive more engagement than those without, you can adjust your content strategy to include more visual elements.
Similarly, if you find that your posts on a certain topic perform better than others, you can focus more on that topic in the future.
The LinkedIn analytics dashboard can seem overwhelming at first, but fear not. Once you get familiar with it, you'll realize that it's easy to navigate.
To access LinkedIn analytics, navigate to the "Me" tab on the LinkedIn website, and then select "Analytics" from the dropdown menu. From there, you can view a multitude of data points, such as post views, follower demographics, and more.
One of the most useful features of the LinkedIn analytics dashboard is the ability to see how your content is performing over time. By looking at trends in your metrics, you can identify patterns and adjust your content strategy accordingly.
Another helpful feature is the ability to see how your content compares to industry benchmarks. This can give you a better idea of how you're performing compared to your competitors, and help you identify areas for improvement.
LinkedIn is a powerful tool for professionals looking to expand their networks, find new job opportunities, and grow their businesses. However, to make the most of this platform, it's essential to track key metrics that can help you understand how your profile and content are performing. Here are some of the most important metrics to keep an eye on:
Your profile views metric tells you how many people have viewed your profile over a certain period. This data is valuable because it tells you how often your profile is being seen by potential connections or employers. You can use this metric to track changes in your profile views over time and adjust your content strategy accordingly.
For example, if you notice a sudden spike in profile views after posting a particular piece of content, you may want to create more content on that topic or in that format. On the other hand, if you see a decline in profile views, it may be time to revisit your profile and make some updates to make it more compelling and engaging.
Your post impressions metric tells you how many times your post has been seen by LinkedIn users. On the other hand, engagement tells you how many times people have interacted with your post, including likes, comments, and shares. Tracking these metrics is essential for understanding how your content is performing and enables you to create more engaging content in the future.
It's also worth noting that not all content is created equal. Some types of posts may generate more engagement than others, so it's important to experiment with different formats and topics to see what resonates with your audience.
Tracking your follower growth and demographics is crucial for understanding who your audience is and what type of content they would like to see. By monitoring demographic data, you can tailor your content strategy to ensure that your message is reaching the right audience.
For example, if you notice that the majority of your followers are in a particular industry or geographic location, you may want to create content that speaks directly to that audience.
You can also use this data to identify gaps in your follower base and develop strategies to attract new followers.
If you have a company page on LinkedIn, tracking your company page analytics is vital. These metrics can tell you how your company is performing on the platform, how many people are following your company, and how your company updates are performing.
By monitoring these metrics, you can identify areas where your company page could be improved and develop strategies to increase engagement with your audience.
For example, if you notice that your updates are not generating much engagement, you may want to experiment with different types of content or posting at different times of the day.
InMails allow you to contact LinkedIn users directly. Tracking your InMail response rates can help you understand how effective your messaging is and whether you need to tweak your approach.
For example, if you notice that your InMail response rates are low, it may be time to revisit your messaging and make sure that you are clearly communicating the value that you can offer to the recipient. You can also experiment with different subject lines and messaging to see what generates the best response rates.
Overall, tracking these key metrics can help you make the most of your LinkedIn presence and ensure that you are reaching the right audience with the right message.
To make the most of your LinkedIn presence, you need to analyze your content performance and optimize your strategy accordingly. Here's how you can do that:
One of the first steps in analyzing your LinkedIn content performance is identifying your top-performing posts. These are the posts that received the most engagement from your audience, such as likes, comments, and shares. By understanding which types of content resonate with your audience, you can create more of the same in the future.
When identifying your top-performing posts, look for patterns and themes.
For example, do your audience members respond well to posts that offer career advice? Or do they prefer posts that highlight industry news and trends? Use this information to guide your content planning in the future.
Another important aspect of analyzing your LinkedIn content performance is assessing your content engagement trends. This means looking at which types of posts generate the most likes, comments, and shares over time. By understanding these trends, you can adjust your strategy to better connect with your audience.
For example, if you notice that your audience engages more with posts that include images, you might want to incorporate more visual content into your strategy. Similarly, if you find that your audience is most interested in posts that offer practical tips or insights, you can focus on creating more of this type of content.
Finally, optimizing your content strategy is crucial for improving your LinkedIn performance. This means identifying areas for improvement, like post frequency or content type, and making changes as needed. Experiment with different types of content, like videos or infographics, to see what your audience responds best to.
It's also important to keep in mind that LinkedIn is a social platform, which means that engagement is a two-way street. Make sure to engage with your audience by responding to comments and messages, and by sharing and commenting on other users' content. By building relationships with your audience, you can create a more engaged and loyal following on LinkedIn.
Overall, analyzing your LinkedIn content performance is a critical part of building a successful presence on the platform. By identifying your top-performing posts, assessing content engagement trends, and optimizing your content strategy, you can create a more effective and engaging presence on LinkedIn.
To achieve success on LinkedIn, three key components are essential: a visible profile, a strong professional network, and demonstrated expertise. LinkedIn analytics plays a pivotal role in ensuring you're on the right track in each area:
The cornerstone of a strong LinkedIn presence is a highly visible profile. This includes a complete profile setup with a professional photo and the strategic use of relevant keywords. Actively sharing content and linking your LinkedIn profile in other social media bios further amplifies your visibility. LinkedIn analytics can show you the impact of these efforts through metrics like profile views and content engagement, helping you understand how discoverable you are to potential employers and connections.
A robust network is vital for LinkedIn success. Regular engagement, valuable content sharing, and connecting with industry peers are all crucial activities. Analytics can help you gauge the health and growth of your network by tracking connection requests accepted, interaction rates on shared content, and the reach of your networking efforts.
Positioning yourself as an industry thought leader involves sharing insightful content, industry observations, and stimulating discussions. The right content can set you apart and establish your reputation. LinkedIn analytics offers insights into which pieces of content resonate most with your audience, allowing you to tailor your strategy to share more of what works and position yourself effectively.
LinkedIn's analytics tools provide a window into your performance across these areas. By monitoring profile views, engagement rates, and follower growth, you can obtain a clear picture of your personal branding efforts' effectiveness. Observing trends over time, like an increase in engagement for specific types of posts, enables you to refine your approach, ensuring that your LinkedIn strategy is aligned with your professional branding goals.
In essence, LinkedIn analytics not only confirms the effectiveness of your strategies in enhancing visibility, expanding your network, and establishing thought leadership but also guides your ongoing content and engagement decisions for sustained success on the platform.
In conclusion, tracking your LinkedIn analytics is vital to improving your content strategy on the platform. Use the metrics outlined in this article to track your progress and optimize your performance on LinkedIn. By doing so, you'll be well on your way to personal branding success on the most professional social media platform in the world.
In this webinar, we’ll uncover how to transform your static reports into dynamic marketing assets that *actually get seen, *using smarter strategies and the power of video to expand reach and drive engagement.
Need videos for social media, sales, HR, or internal communication? With Storykit, any team can create professional videos. These videos can match their brand and work for any platform, format, or language. No editing skills are needed. Whether for LinkedIn, corporate presentations, or global campaigns, Storykit ensures your videos are engaging and optimised for impact.
It’s that time of year again—when we all start scrambling for ideas and templates to piece together our social media plan for the new year. Trust me, I’ve been there too. The endless Googling, the overcomplicated strategies… it can get overwhelming fast.
That’s why we're here to make it easy for you. We're giving you our social media plan for 2025—complete with all the resources and tips to help you nail it without the stress. Ready to steal it?
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Storykit offers different pricing plans based on your needs. Book a call for a customized quote, tailored to your preferences.
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The Pro and Enterprise plans have advanced features for companies and organizations that want to grow their video marketing. These include voiceovers, custom templates and modules, a premium library of videos, images, and music, and more. Check our feature list for details.
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We offer extensive customer support, onboarding help, and useful resources. This way, you can always get the most from Storykit. Our Enterprise solution also includes a dedicated Enterprise Activation Manager to support you every step of the way.
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