Vidmob, the leading creative data company, in collaboration with LinkedIn, today revealed key findings from its 2024 Creative Trends report. The study sheds light on the creative trends that are driving B2B campaign performance this year, offering marketers valuable insights into crafting more impactful video and static content on LinkedIn.
As a LinkedIn Marketing Partner since 2018, Vidmob combines unique creative data and platform insights to reveal what key creative elements resonate with B2B audiences on the platform. The normative study analyzed data from 13,600 creative assets and 2.9 billion impressions from a global and diverse range of B2B advertisers.
As LinkedIn continues to drive 3X more engagement through video, marketers have a significant opportunity to reap the benefits of this platform.
Key findings to help B2B advertisers unlock higher performance on LinkedIn, include:
AI in Advertising – Transforming Talk into Tangible Impact: AI messaging that emphasizes efficiency and future-proofing, resulted in a +197% and +748% lift in conversion rate.
Generic AI mentions often fail in upper-funnel campaigns, leading to a 46% decline in Video Through Rate 25%.
Emotional Authenticity Drives Engagement: Authentic storytelling is essential. Creative assets showcasing genuine emotions such as determination and frustration saw up to a 59% lift in video completion rates, outperforming corporate-style messaging.
Color Evolution – Bold is Better: High-contrast colors led to a 68% lift in video completion rates and a 41% increase in engagement for static assets.
“There were some unique and interesting findings in our 2024 LinkedIn Creative Trends report, underscoring why brands need creative data to drive performance. By leveraging insights into what resonates on LinkedIn, B2B marketers can refine their creative strategies, optimize campaigns, and connect more effectively with their audience, said Craig Coblenz, Co-founder & EVP of Partnerships at Vidmob.
Methodology: Vidmob conducted a normative analysis across a global and diverse range of B2B clients to uncover the creative trends emerging on LinkedIn over the past year. The study spanned data from 10 parent brands, 111 sub-brands, and covered 13.6K creative assets that generated 2.9B impressions between May 2023 and May 2024. The comprehensive analysis focused on both paid video and static formats, offering deep insights into what drives performance at each stage of the marketing funnel.
About Vidmob:
Vidmob is The Creative Data company. Its AI-based software improves creative and media performance by helping brands and agencies derive their own custom creative best practices, and ensure that those learnings are applied across all flighted media. Vidmob’s approach to using creative data drives brand consistency, reduces creative and media waste, and increases overall business performance across the funnel. As the industry pioneer and leader in creative data, the power of Vidmob’s platform lies in its integrations across the digital ad ecosystem, its analysis of every creative attribute – combined with their associated performance – for over 18 million ad creatives and its unique approach combining human insight and machine data.
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