LinkedIn, the world's largest professional network, continues to evolve the way Brazilians present their careers and connect to opportunities. With over 65 million users in Brazil, the country stands out as one of the largest markets for the platform, ranking only behind the United States and India. In this scenario, marketing professionals dedicate themselves to better understanding the creative trends that drive campaign performance within the network.
Developed to provide marketing professionals with essential creative insights that maximize resonance and engagement with the platform's professional audience, Vidmob, a leading global platform in AI-based creative performance and LinkedIn's marketing partner since 2018, conducted an extensive study within 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, providing relevant insights.
The report combines Vidmob's unique creative data with insights from the LinkedIn platform, providing a comprehensive view of what truly drives performance for B2B marketers. "The discoveries 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 the LinkedIn professional community and achieve more significant results," says Miguel Caeiro, Head of Latam at Vidmob.
Below are the main findings from the study to help brands boost results in campaign promotion on the network. Check below
- AI in advertising – turning conversation into tangible impactAI messages emphasizing efficiency and future readiness resulted in a +197% and +748% increase in conversion rates. Generic mentions of AI generally fail 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 that showcase genuine emotions, such as determination and frustration, experienced an increase of up to 59% in video completion rates, surpassing corporate-style messages.
- Use bold colors:High contrast colors led to a 68% increase in video completion rates and a 41% increase in engagement for static assets.
- Show a relatable work environment: static creatives with multiple people or that emphasize community experiences resulted in a 14% increase in engagement rates. Additionally, casual and relatable visuals — such as employees in everyday scenarios — performed well. Clothing such as sneakers resulted in a +37% increase in VTR25% and jewelry, a +53% increase in VTR25%.
“LinkedIn has moved away from the idea of being just a platform for professionals looking to relocate in the job market. The network has become established and is now seen as a strategic channel, allowing brands to connect directly with their target audience, promoting engagement and maximizing return on investment,” says Caeiro.
