Effective paid advertising strategies on LinkedIn for luxury brands
LinkedIn’s ad revenue continues to grow, though at a slower pace. In a challenging market, LinkedIn emphasizes how its user base, consisting of business professionals, are also consumers, earning on average more than users of other social media platforms and are more likely to click on relevant ads. VidMob’s research reflects some creative best practices on LinkedIn for the luxury market, which is expected to grow to $369.8 billion by 2030.
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Beyond the importance for luxury brands to focus on visual storytelling and music in LinkedIn creatives, the findings also show that featuring a craftsman at work led to a 3.2% increase in 100% video view-through rate (VTR) and a 9% increase in brand recognition. Highlighting the hero product before showing a full view also resonated with consumers, resulting in a 242% performance increase for ads with a 25% VTR and a 5.5% click-through rate.
These findings come as some luxury goods marketers have focused on reaching new consumers amid the growth of the category. In the esports space, Porsche partnered with FaZe Clan, while Gucci sought new consumers through its own gaming academy. Tag Heuer and Don Julio are among those leveraging culture and entertainment to attract luxury consumers.
