Highlighting Effective Paid Advertising Strategies on LinkedIn for Luxury Brands
LinkedIn’s advertising revenue continues to grow, though the pace has slowed. In a challenging market, LinkedIn itself emphasizes how its user base, consisting of business professionals, are also consumers who earn, on average, more than users of other social media platforms and are more likely to engage with relevant ads. VidMob’s research reflects some creative best practices on LinkedIn for the luxury market, which is expected to reach $369.8 billion by 2030.
Beyond the importance of focusing on visual storytelling and music in creative content for LinkedIn, findings also show that showcasing a craftsperson at work led to a 3.2% increase in the consideration for videos with a 100% View-Through Rate (VTR) and a 9% increase in brand recognition. Highlighting the hero product before providing a full-view shot also resonated with consumers, resulting in a 242% increase in performance for ads with a 25% VTR and a 5.5% click-through rate.
These findings come as some luxury marketers have focused on reaching new consumers amid category growth. In the esports sector, Porsche has collaborated with FaZe Clan, while Gucci has sought new consumers through its own gaming academy. Tag Heuer and Don Julio are among those leveraging culture and entertainment to attract luxury consumers.
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