Yes, it is possible to retarget LinkedIn video viewers using either the LinkedIn Campaign Manager or third-party tools. LinkedIn video campaigns allow marketers to showcase video content to a targeted LinkedIn audience. Like other social platforms, LinkedIn gives marketers the ability to retarget people who have previously engaged with their video content.
Retargeting LinkedIn video viewers can help marketers:
– Get their video content in front of interested audiences multiple times to increase awareness, views, and conversion rates
– Remind people about their brand and video offering to stay top-of-mind
– Further engage their target customer profiles who care about their content
– Increase overall video play time and viewership metrics
There are a few ways to approach LinkedIn video retargeting, which will be covered in this guide.
Retargeting Options for LinkedIn Videos
Brands and marketers have a couple of options when it comes to retargeting viewers who have watched their LinkedIn videos. The two main methods are:
– Using LinkedIn Campaign Manager
– Leveraging third-party ad platforms like Google Ads or Facebook
We’ll explore how each of these retargeting tactics work.
Retarget with LinkedIn Campaign Manager
LinkedIn Campaign Manager offers native retargeting capabilities for advertisers running Sponsored Content and video ad campaigns directly on LinkedIn.
With Campaign Manager, you can create retargeting campaigns targeted to people who have interacted with your videos in the following ways:
Video Interaction | Definition |
---|---|
Video views | Viewed at least 50% of a video or the full video if it’s under 3 seconds long |
Video shares | Shared the video with their connections |
Video likes | Liked the video |
Video comments | Commented on the video |
So if someone watched your full video, liked it, and shared it, you could create a new video ad campaign targeted to people who match that criteria.
The benefit of LinkedIn’s retargeting capability is that it’s contained within their ecosystem. You don’t need to install pixels or share data with external platforms.
However, one downside is that you can only retarget people who have interacted with videos that were hosted and played natively through LinkedIn. If you simply shared a YouTube or Vimeo link in a post, those views wouldn’t be tracked for retargeting.
Retarget with Third-Party Ad Platforms
In addition to LinkedIn Campaign Manager, many advertisers turn to third-party platforms like Google, Facebook, or others for off-site LinkedIn video retargeting.
This involves tracking and retargeting viewers using cookies, external pixels, or other methods offered by the various advertising platforms.
For example:
– You could upload your LinkedIn video content directly to YouTube or host it on your website.
– Install the Google Ads tracking pixel on those pages to track views.
– Create Google Ads remarketing campaigns targeted to people who have viewed your content.
– When they later visit other sites across the Google Display Network, your ads could dynamically retarget them.
The same concept applies for Facebook, Twitter, and other digital ad platforms that support video remarketing.
The advantage of off-site retargeting is that you can reach your audience virtually anywhere they browse across the web. The downside is it involves more setup and integration to track views and sync audiences from your video hosting platforms into your external advertising accounts.
Best Practices for Retargeting LinkedIn Video Viewers
If you decide to retarget people who have watched your LinkedIn videos, keep these tips in mind:
Create Sequences with Multiple Ad Sets
Don’t just retarget people once. Create multiple sequenced ads so you can continue marketing to video viewers over time.
For example, you could create one retargeting ad that displays 1-3 days after someone watches your video. Then have a second follow up ad deliver a week later.
Running regular retargeting sequencings helps you stay top of mind and turn video viewers into leads or customers.
Re-Promote The Video + Beyond
Don’t just re-target people with the exact same video they already watched. Use retargeting ads to also promote your other content, offers, and products.
You could create one ad sequence that displays the original video again, aiming to increase overall video plays and duration.
Then in another sequence, market to video viewers with different gated content, coupons, or product promos to capture leads or sales.
Leverage retargeting for both brand awareness goals and direct-response conversion goals.
Target Website Visitors Too
Don’t limit retargeting solely to people who have watched your videos. Expand it to target website visitors too.
Someone who lands on your website may be interested but not yet ready to watch a long video. Retargeting gets your videos in front of both warm traffic sources.
You can even combine the audiences and target people who have both visited your site and viewed specific videos for maximum relevance.
Use Retargeting Reports to Refine and Expand
Closely analyze the performance of your video retargeting campaigns using the available LinkedIn Insight Tag and audience reporting tools.
Monitor which video creatives, calls-to-action, and offers resonate best with your audience. Use those learnings to refine your video and ad strategy over time.
You can also look for signs that video retargeting consistently outperforms other audience targets. If so, consider expanding your video creation and promotion efforts to fuel the high-converting retargeting channel.
Additional Tips for LinkedIn Video Targeting
Beyond retargeting, there are some other targeting tactics that can help maximize the impact of your LinkedIn video ads:
Leverage LinkedIn Matched Audiences
Use LinkedIn’s Matched Audiences capability to target your ads to customer lists uploaded directly into Campaign Manager. Video ads targeted to known, warm audiences often see higher engagement.
Refine Based on Video Q&A Interactions
Pay attention to audience questions/answers and engagement for your LinkedIn video ads. Identify commenters or engagers who you want to continue targeting as they may be hot leads.
Define Deal-Phase Buying Stages
Categorize your audiences into different deal stages (like prospect, lead, opportunity). Create specific video content and ad sequences tailored to each stage of the buying funnel.
Test Audience Lookalike Targeting
Try expanding your video ads using LinkedIn’s automated Lookalike Targeting to find new audiences with a similar profile to your existing high-value customers.
Integrate Video Views into Lead Scoring
Incorporate video engagement signals like views, shares, and likes into your lead scoring models and CRM workflows to identify and followup on sales qualified prospects.
Conclusion
Retargeting LinkedIn video viewers is an effective tactic to increase content engagement, move prospects through your funnel, and ultimately drive conversions from your LinkedIn video ad spend.
LinkedIn Campaign Manager provides robust video retargeting options, along with additional tools to analyze performance and refine your audience targeting strategy. Integrating third-party ad platforms also allows you to retarget LinkedIn viewers as they browse across channels.
To maximize results, create retargeting sequences, promote new offers beyond just the original video, and continuously refine your targeting approach based on the analytics and reporting.
Combined with other best practices for engaging target account profiles, thoughtful video retargeting can help you cost-efficiently scale your LinkedIn advertising impact over time.
Retargeting warmed viewers helps ensure your videos are generating new traffic, leads, and revenue by keeping your brand top of mind long after initial views.