LinkedIn, the largest professional network in the world, continues to evolve the way Brazilians present their trajectories and connect to opportunities. With over 65 million users in Brazil, the country stands out as one of the largest markets on the platform, behind only the United States and India. Faced with this scenario, marketing professionals are dedicated to better understanding the creative trends that drive campaign performance within the network.
Developed to provide marketing professionals with essential creative considerations that maximize resonance and engagement with the platform’s professional audience, Vidmob, the global leading AI-based creative performance platform and marketing partner of LinkedIn 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, generating over 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 insights from the LinkedIn platform, providing a comprehensive view of what really drives performance for B2B marketing professionals. ‘The findings are as intriguing as they are unexpected, highlighting the crucial 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 impactful results,’ says Miguel Caeiro, Vidmob’s LatAm head.
Below are the main findings from the study for brands to boost results in campaign promotion on the network. Check it out below:
- AI in advertising – turning the conversation into tangible impact: AI messages emphasizing efficiency and readiness for the future resulted in increases of +197% and +748% in conversion rates. On the other hand, generic AI mentions often 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: genuine emotions like determination and frustration had 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 static asset engagement.
- Show a relatable work environment: static creatives with multiple people or emphasizing community experiences generated a 14% increase in engagement rates. Additionally, casual and relatable visuals — like employees in everyday scenes — performed well. Attire like sneakers resulted in a +37% increase in VTR25% and jewelry, a +53% increase in VTR25%.
“LinkedIn has moved away from being just a platform for professionals looking for job opportunities. The network has solidified and is now seen as a strategic channel, allowing brands to directly connect with their target audience, promoting engagement and maximizing return on investment,” says Caeiro.
