Vidmob brings key trends and insights for brands to engage on LinkedIn

LinkedIn, the largest professional network in the world, continues to evolve the way Brazilians present their trajectories and connect to opportunities. With more than 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. Given this scenario, marketers are dedicated to better understand the creative trends that drive the performance of campaigns within the network.

Developed to offer marketers essential creative considerations that maximize resonance and engagement with the professional audience of the platform, Vidmob, the leading global AI-based creative performance platform and LinkedIn marketing partnership since 2018, has conducted a broad study within the platform and now presents its key findings. The Creative Trends Report with LinkedIn, analyzed data from more than 13,600 creative assets, which generated more than 2.9 billion impressions for 10 parent brands and 111 global sub-brands.

The report combines Vidmob's unique creative data with insights from the LinkedIn platform, offering a comprehensive view on what really drives performance for B2B marketers.“ findings are as thought-provoking as they are unexpected, highlighting the key 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 expressive results”, says Miguel Caeiro, head latam at Vidmob.

Below are the main findings made by the study for brands to boost results in the dissemination of campaigns on the network. Check below:

• AI in advertising ''turning the conversation into tangible impact: AI messages that emphasize efficiency and future-proofing have resulted in an increase of +197% and +748% in conversion rate. Generic AI mentions often fail in campaigns, leading to a decline of 46% in VTR, which is the percentage of viewers who watched at least 25% of a video ad.
• Emotional authenticity drives engagement: creatives who show genuine emotions such as determination and frustration have had an increase of up to 59% in video completion rates, outperforming 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 who emphasize community experiences generated a 14% increase in engagement rates. Additionally, casual and relatable visuals (as employees in day-to-day scenarios & performing well. Clothing such as sneakers resulted in a +37% increase in VTR25% and jewelry, an increase of +53% from VTR25%.

“O LinkedIn left behind the idea of being just a platform for professionals seeking re-placement in the labor market. The network has consolidated and is now seen as a strategic channel, allowing brands to connect directly with their target audience, promoting engagement and maximizing the return on investment”, says Caeiro.