When it comes to advertising on LinkedIn, one of the key questions is whether video ads perform better than static image ads. Both formats have their own advantages and disadvantages in terms of engagement, cost-effectiveness, and overall results. In this article, we’ll analyze the differences between LinkedIn video ads and image ads to help determine which is the better choice for your goals and budget.
Engagement
One of the main benefits of video ads on LinkedIn is that they tend to drive higher engagement and interactivity compared to static image ads. According to LinkedIn, video ads generate up to 50% more comments and 33% more shares than single image ads. This is likely because video is naturally more dynamic and attention-grabbing than a still image. The motion, audio, and often shorter length of LinkedIn video ads makes them stand out more in the feed and encourages viewers to interact.
In addition, video ads allow you to convey more information and storytelling compared to a single image ad. This helps capture viewers’ attention and communicate your messaging in a more compelling way. Videos bring your brand to life and let you showcase products/services in action. This ultimately helps drive more likes, comments, shares, and overall engagement.
Brand Building
Both video ads and image ads can be effective for brand building, but video tends to have some advantages. Video allows you to showcase your brand personality and values in a more dynamic way through visuals, messaging, music, etc. Videos better capture the emotions and essence of a brand compared to static images. For example, an entertaining or inspirational brand video can connect with viewers and positively build brand image.
Videos also tell a fuller story and allow you to demonstrate your brand proposition. This helps viewers better understand what your brand promises and what makes it unique. Overall, video provides a more immersive experience that can effectively communicate branding and messaging.
Ad Recall
Studies show that video ads tend to have higher ad recall rates compared to image ads. One reason is that video creates a more memorable and engaging viewer experience, making audiences more likely to remember the video afterwards. The use of visuals, audio, demonstrations and storytelling in videos makes them more impactful and distinct.
In addition, the level of motion and imagery in videos sticks in viewers’ minds better than static images. Audiences pay closer attention to watch a full video, whereas images are easier to gloss over. The extra sensory details and information in videos helps improve memory encoding and recall of the ad content later on.
Conversion Rates
When it comes to driving conversions and sales, video ads and image ads can both be successful on LinkedIn depending on objectives and execution. However, some research shows video ads can work better for bottom-of-the-funnel objectives like lead generation and sales. One LinkedIn study found video ads drive up to 40% higher conversion rates compared to single image ads.
Video’s ability to demonstrate and tell a product’s full story can provide the extra context needed to convince potential customers and drive conversions. Videos also help build more trust and credibility for your brand, making viewers more likely to engage further. Overall, video ads tend to be more effective at moving audiences down the sales funnel.
Cost
In terms of cost, both video ads and image ads can be very budget-friendly on LinkedIn. However, video ads tend to have higher production costs, especially high-quality video. Producing professional video creative, from filming to editing, requires greater time and resource investment compared to simple static images. You also need to factor in any music licensing or talent costs for branded video ads.
That said, LinkedIn offers affordable video ad formats like self-serve Video Ads and more premium options like Sponsored Video. Their bidding models optimize cost-efficiency. As long as you have a reasonable production budget, LinkedIn video ads can deliver a strong return on ad spend.
Targeting Capabilities
One advantage of LinkedIn advertising in general is the powerful targeting capabilities based on robust user data. Both image ads and video ads enable targeting by parameters like industry, job role, company size, location, interests, and more. This allows you to zero in on your ideal audiences with precision.
Image ads may allow slightly more advanced targeting settings like dynamic creative optimization. However, overall the targeting for both ad formats is quite extensive. You can successfully reach your desired customers with either image or video ads on LinkedIn.
Ad Relevance
Creating ads with highly relevant messaging and visuals tailored to your target LinkedIn audiences is key for either video ads or image ads. However, some research indicates video ads can connect slightly better with viewers when done well. The motion and storytelling of video can effectively showcase branding, products, services in a relevant context.
Videos also capture attention quickly and help hold viewer focus for the full ad. This gives you more opportunity to communicate relevant messages effectively. Both ad formats benefit greatly from relevant, strategic creative. But customizable video may have an edge when crafted to align closely with target audience interests.
Conclusion
In most cases, video ads outperform image ads in terms of higher engagement, brand building, ad recall and conversion rates. The dynamic motion and storytelling of video makes it more attention-grabbing and memorable. However, video ads also require more production time and costs. The targeting capabilities are extensive for both formats.
Here is a comparison table summarizing the differences:
Metric | Video Ad | Image Ad |
---|---|---|
Engagement | Higher engagement and interactivity | Lower engagement than video |
Brand Building | Showcases brand personality and values dynamically | Can also be effective but less immersive than video |
Ad Recall | Higher ad recall rates | Lower recall than video ads |
Conversion Rates | Can drive up to 40% higher conversions | Can also convert well but may be less persuasive |
Cost | Higher production costs but affordable ad formats | Lower production costs than video ads |
Targeting | Robust targeting capabilities | Robust targeting capabilities |
Relevance | Connects well when tailored to audiences | Also benefits from relevant messaging |
In conclusion, video ads often outperform image ads on LinkedIn in many respects. But image ads can also be very effective when designed strategically for your goals and target audiences. Consider your objectives, budget and resources when deciding between video vs image ads on LinkedIn.
Here are some additional tips for success with each ad format:
Tips for effective video ads:
- Keep videos short and engaging (less than 30 seconds ideal)
- Showcase your brand personality and values
- Use compelling visuals and storytelling
- Target your ideal buyers with precision
- Call-to-action to drive conversions
- Track performance and optimize over time
Tips for effective image ads:
- Use eye-catching, relevant images and graphics
- Keep text simple and messaging clear
- Use headline and copy to draw attention
- Make call-to-action obvious
- Target ideal audiences precisely
- Test different image sizes and layouts
- Measure results and improve consistently
Both video ads and image ads can be extremely effective forms of advertising on LinkedIn. Assess your specific marketing objectives, budgets and audience preferences to determine if video or image ads (or a combination) are the right fit to help accomplish your goals.
Here are some additional frequently asked questions about LinkedIn video ads vs. image ads:
FAQ
What are the image ad formats on LinkedIn?
LinkedIn offers the following image ad formats:
- Sponsored Content (single image and carousel)
- Dynamic Ads (template-based)
- Text Ads
- Message Ads
What are the video ad formats on LinkedIn?
LinkedIn’s video ad options include:
- Sponsored Video
- Video Ads
- Carousel Ads (with video)
How much do LinkedIn video ads cost?
LinkedIn video ads cost on average between $10 – $50 per thousand impressions, depending on factors like targeting, bid amount and auction competition. They offer affordable cost-per-click and CPV (cost-per-view) bidding options. Overall, LinkedIn video ads can be very budget-friendly.
Do video ads cost more than image ads?
Yes, video ads tend to have higher production costs than simple image ads. Creating professional video content requires greater investment of time, resources, talent, editing, music licensing, etc. However, LinkedIn’s ad platforms optimize for cost efficiency. With strategic targeting, both ad formats can be affordable.
Do LinkedIn video ads work better than images?
In general, video ads on LinkedIn generate higher engagement, recall, conversion rates and interactivity compared to image ads alone. But image ads can also be optimized effectively. The right ad format depends on campaign objectives, target audiences and content.
How do you make video ads for LinkedIn?
Follow these best practices to create effective video ads for LinkedIn:
- Keep videos short, under 30 seconds
- Showcase your brand story and values
- Use striking visuals and graphics
- Write a compelling, relevant script
- Target your ideal audience segments
- Add a strong call-to-action
- Produce professionally with high quality
- Test different versions and improve
What makes a good LinkedIn video ad?
The hallmarks of a strong LinkedIn video ad include:
- Engaging and relevant to target viewers
- Tells an interesting story or conveys useful information
- High quality video production
- Strong brand messaging
- Clear call-to-action
- 30 seconds or less in length
- Entertaining, inspirational or educational
How do you make an image ad for LinkedIn?
Follow these tips for creating effective image ads for LinkedIn:
- Design relevant, eye-catching visuals
- Use minimal, impactful text
- Highlight your value proposition
- Make your CTA obvious
- Convey a clear message quickly
- Target your ad to relevant audiences
- Use compelling captions
- Leverage your brand identity
- Test different image sizes and styles
What makes a good LinkedIn image ad?
The keys to quality LinkedIn image ads include:
- Visually appealing, professional image
- Concise, relevant headline and text
- Persistent, obvious call-to-action button
- Aligned to your brand identity
- Targets your ideal buyer personas
- Sparks interest and engagement