LinkedIn adds video for sponsored content and company pages

Along with the sponsored content, LinkedIn is offering B2B targeting capabilities allowing marketers to drill down on audience traits. (LinkedIn)

LinkedIn this week announced that it’s adding video for sponsored content and company pages to its B2B social media network platform.

LinkedIn said its sponsored content videos will differ from pre- and post-roll video ads in that they will get to hang out directly in the news feed as standalone posts.

Along with the sponsored content, LinkedIn is offering B2B targeting capabilities allowing marketers to drill down on audience traits like job title, seniority, company name, industry and skills. The company also offers integration with its Matched Audiences solution that allows marketers to target highest-priority accounts with account-based marketing campaigns.

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LinkedIn said it launched a private beta for sponsored content last October, and companies including GE, Philips and Audi Canada tested out the new feature.

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“These videos are helping marketers deepen engagement with their brands: On average, LinkedIn members spend almost 3x more time watching video ads compared to time spent with static Sponsored Content,” LinkedIn wrote in a blog post.

"Video stands out because it doesn't tell, but it shows. On a platform where there's more business content, a video stands out more, especially on LinkedIn,” said Renske Siersema, Social Media Manager at KLM Royal Dutch Airlines, in a statement.

In addition to sponsored content, LinkedIn today also enabled video sharing for all companies and publishers. The company said that both new features are rolling out and will be available to all businesses in the next few weeks.

The additions arrive after last year Microsoft-owned LinkedIn added member video functionality.

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