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LinkedIn Sponsored Update Trends in 2015 The most interesting and effective tactics used throughout the year

LinkedIn Sponsored Update Trends in 2015

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Page 1: LinkedIn Sponsored Update Trends in 2015

LinkedIn

Sponsored

Update

Trends in 2015

The most interesting

and effective tactics used

throughout the year

Page 2: LinkedIn Sponsored Update Trends in 2015

Native content, when done right, can be the most useful tool in a company's marketing arsenal. But with so much noise in the digital space, it’s becoming more challenging to earn attention. The content marketing consultation team here at LinkedIn have combed through hundreds of sponsored posts to find tactics that have caught our attention. Here are 10 approaches to inspire your next post. Enjoy!

Page 3: LinkedIn Sponsored Update Trends in 2015

Crowd-sourcing

Kicking off a new initiative? Get your audience to contribute content, names,

taglines, etc. Crowd-sourced or user-generated content has been an effective

tactic for many marketers (GoPro comes to mind) and Holiday Inn Express

joins the ranks with this post.

Trend One:

Page 4: LinkedIn Sponsored Update Trends in 2015

Trend Two:

Memes

One sees memes being used on all social platforms, but it is less common on

LinkedIn, where companies tend to be more conservative. Don’t forget that

professionals are human, and that a light and fun tone can stand out easily in

a news feed full of serious advice and industry articles.

Page 5: LinkedIn Sponsored Update Trends in 2015

Trend Three:

Personalisation

This post from Breather not only utilizes LinkedIn’s company targeting

capability, it directly addresses this niche audience, making it clear that the

offer is intended for them. It feels relevant and exclusive. Just make sure you

have a broad enough audience to deliver impressions and actions at a

meaningful scale.

Page 6: LinkedIn Sponsored Update Trends in 2015

Trend Four:

Consumer Brands

on LinkedIn

While B2B marketers have long relied on LinkedIn to find their audiences, the

consumer marketing space has been less prevalent. Increasingly, consumer

brands are finding an engaged and relevant audience for their message on the

platform. This post from Diageo Reserve stands out as being one of only a few

in its category, and it earned an above-benchmark engagement rate. A

compelling image and recognisable celebrity add to the interest.

Page 7: LinkedIn Sponsored Update Trends in 2015

Trend Five:

Humour in B2B

Leadership advice articles can be a dime a dozen on LinkedIn. Intel’s

decision to lighten the tone of theirs through humour was an incredibly

effective tactic that helped their post stand out and earn a spot as one of the

top sponsored updates of the year.

Page 8: LinkedIn Sponsored Update Trends in 2015

Trend Six:

Video

What are you trying to convey? If your story has a strong visual component,

video may be the best way to get your message across. However, business

videos don’t have to be stiff. People watch video to learn, to be inspired, and

to be entertained.

This video series promoted by Air Canada is visually appealing, and inspires

would-be travellers with a behind-the-scenes look at their all-important food

service.

Page 9: LinkedIn Sponsored Update Trends in 2015

Trend Seven:

(Better) Insights

Through Infographics

Okay, so infographics have been around for years. Their use is not new, but

marketers are getting better at effectively using them to convey stories and

deliver meaningful insights.

Simplilearn does a great job of enticing their audience to learn more by

providing up-front value with a call-to-action.

Page 10: LinkedIn Sponsored Update Trends in 2015

Trend Eight:

More Visuals, Please

The brain processes images faster than text, so the image used in your

update will be your first impression. GE has long been known for their visual

branding. The image in this update is awe-inspiring and makes scrolling

through a news feed a more interesting and rewarding experience.

Page 11: LinkedIn Sponsored Update Trends in 2015

Trend Nine:

Brands Find A Voice

on The LinkedIn Publishing Platform

The LinkedIn Publishing Platform is only accessible to individuals, not

companies. However, that does not mean a company cannot leverage it for

branding. Employee activation is a rising trend, and in the case of Marriott, it

is a way for the company to showcase its expertise. The use of the native

platform adds authenticity, since a member’s identity and background are

validated through their LinkedIn profile.

Page 12: LinkedIn Sponsored Update Trends in 2015

Trend Ten:

Mix Evergreen and

Topical Content

Here at LinkedIn, we see a lot of great evergreen content- the kind that

remains relevant for months, even longer. But topical content is key to a

thought leadership strategy, since experts must be able to stay on top of

current events while maintaining a long-term view. This example from EY

illustrates that nicely.