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LinkedIn Creative Best Practices

Follow these creative best practices to ensure the creative is set up for success to drive performance on LinkedIn.

Megan Briggs avatar
Written by Megan Briggs
Updated over 8 months ago

When creating content for LinkedIn, it's important to adhere to best practices to ensure that the key concepts & messaging resonate with the customer's target audience.

In this article, we will cover:


Key Creative Elements of a LinkedIn Ad

Below are key creative elements that you should include in every LinkedIn ad or video that you create. By incorporating key creative elements, you can enhance brand recognition, engagement, and conversion rates for the customer.

Creative Element

Description

Create a Call to Action (CTA)

A CTA motivates the viewer to take action through messages of urgency or direction.

Examples: "Sign Up Today" or "Don't miss out - visit our website now"

Keep Your Logo and URL Persistent

Display your logo throughout the video so viewers know who you are, where to go, and develop a connection with the brand.

Include an Initial Hook Line

Including a hook line right off the bat grabs the audience's attention.

Sounds and Closed Captions

Be sure to include captions for a sound off user experience


Create with Audience & Objective in Mind

Be sure to have initial conversations with the customer to gain an understanding of what their goals are. With these specific goals in mind, you will be able to create a story that resonates with the customer's audience, naturally leading to some user engagement.

Ask:

  • Who is the customer's buying profile?

  • What is the customer's primary objective?

πŸ’‘Note: If you have any questions about the brand's goals or objectives, ask in the Activity Log.


Creating for B2B

Creating video content for B2B advertising is very different from other kinds of advertising. Keep in mind the following tips to drive optimal performance for B2B:

  • Create Breakthrough Content

  • Balance Your Content

Create Breakthrough Content:

βœ… Make short videos (:06s - :30s) and looping gifs

βœ… Add value to build authority and credibility

βœ… Create emotional resonance

βœ… Commit to A/B testing

Balance Your Content Across Four Categories:

Industry

  • Trends and perspectives

  • Industry predictions

  • Industry commentary

Brand

  • Trends and perspectives

  • CSR and Philanthropy

  • Trends & Innovations

Product

  • Experts in product

  • FAQ’s and How-To-Guides

  • Demonstrations

People

  • Career Advice

  • Leadership

  • Personal Growth

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