Study: Emotional authenticity drives LinkedIn engagement
November 25, 2024
As a LinkedIn Marketing Partner since 2018, Vidmob combines creative data and platform insights to reveal what key creative elements resonate with B2B audiences on the platform. The normative study analysed data from 13,600 creative assets and 2.9 billion impressions from a global and diverse range of B2B advertisers. As LinkedIn continues to drive 3X more engagement through video, marketers have an opportunity to reap the benefits of this platform.
Key findings to help B2B advertisers unlock higher performance on LinkedIn, include:
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AI in Advertising – Transforming Talk into Tangible Impact: AI messaging that emphasises efficiency and future-proofing, resulted in a +197 per cent and +748 per cent lift in conversion rate. Generic AI mentions often fail in upper-funnel campaigns, leading to a 46 per cent decline in Video Through Rate 25 per cent.
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Emotional Authenticity Drives Engagement: Authentic storytelling is essential. Creative assets showcasing genuine emotions such as determination and frustration saw up to a 59 per cent lift in video completion rates, outperforming corporate-style messaging.
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Colour Evolution – Bold is Better: High-contrast colours led to a 68 per cent lift in video completion rates and a 41 per cent increase in engagement for static assets.
“There were some unique and interesting findings in our 2024 LinkedIn Creative Trends report, underscoring why brands need creative data to drive performance. By leveraging insights into what resonates on LinkedIn, B2B marketers can refine their creative strategies, optimise campaigns, and connect more effectively with their audience, said Craig Coblenz, Co-founder & EVP of Partnerships at Vidmob.
Methodology: Vidmob conducted a normative analysis across a global and diverse range of B2B clients to uncover the creative trends emerging on LinkedIn over the past year. The study spanned data from 10 parent brands, 111 sub-brands, and covered 13.6K creative assets that generated 2.9 billion impressions between May 2023 and May 2024. The comprehensive analysis focused on both paid video and static formats, offering deep insights into what drives performance at each stage of the marketing funnel.