LinkedIn, the world’s largest professional network, continues to evolve how Brazilians present their career paths and connect with opportunities. With over 65 million users in Brazil, the country stands out as one of the platform’s largest markets, trailing only the United States and India. Given this scenario, marketing professionals are dedicated to better understanding the creative trends that drive campaign performance on the network.
Developed to provide marketers with essential creative considerations that maximize resonance and engagement with the platform’s professional audience, Vidmob—a global leader in AI-based creative performance and LinkedIn’s marketing partner since 2018—conducted an extensive study on the platform and now presents its key findings. The Creative Trends Report with LinkedIn analyzed data from over 13,600 creative assets, which generated more than 2.9 billion impressions for 10 parent brands and 111 global sub-brands. The analysis focused on paid video formats and static content, offering relevant insights.
The report combines Vidmob’s unique creative data with LinkedIn platform insights, providing a comprehensive view of what truly drives performance for B2B marketers. ‘The findings are as intriguing as they are unexpected, highlighting the fundamental role of data-driven creativity in understanding audience preferences and optimizing campaigns. By leveraging these insights, brands can refine their strategies to better connect with LinkedIn’s professional community and achieve more impactful results,’ says Miguel Caeiro, Vidmob’s LATAM head.
Below are the key findings from the study to help brands boost results in campaign promotion on the network. Check them out:
- AI in advertising – turning conversation into tangible impact: AI messages emphasizing efficiency and future readiness resulted in a +197% and +748% increase in conversion rates. However, generic AI mentions often underperform in campaigns, leading to a 46% decline in VTR, which is the percentage of viewers who watched at least 25% of a video ad.
- Emotional authenticity drives engagement: authentic storytelling is essential. Creatives showcasing genuine emotions, such as determination and frustration, saw up to a 59% increase in video completion rates, outperforming corporate-style messaging.
- Use bold colors: high-contrast colors led to a 68% increase in video completion rates and a 41% boost in engagement for static assets.
- Show relatable work environments: static creatives featuring multiple people or emphasizing community experiences generated a 14% increase in engagement rates. Additionally, casual and relatable visuals—such as employees in everyday scenarios—performed well. Footwear like sneakers resulted in a +37% increase in VTR25%, while jewelry saw a +53% increase in VTR25%.
‘LinkedIn has moved beyond being just a platform for professionals seeking job opportunities. The network has solidified its position and is now seen as a strategic channel, allowing brands to connect directly with their target audience, driving engagement and maximizing return on investment,’ says Caeiro.
