Dive Brief:
Among all luxury brands, using storytelling, music, and pacing in particular strategic ways outperformed paid ads on LinkedIn, according to a new report by VidMob.
The "Luxury Creative Video Insights" report found that an ad in which talent appeared after the first three seconds had a 460% lift above the average for ads in which talent appeared in the first three seconds.
Findings, based on a review of 2,300 ads and more than 120 million impressions on the networking platform over the course of a year, also revealed videos that did not have dialogues to be better performing than those carrying subtitles.
Dive Insight:
LinkedIn's ad revenue is growing, but the growth rate has slowed. In a competitive marketplace, LinkedIn is touting the fact that its user base of business professionals are themselves consumers and ones who earn more on average 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.

Beyond that, it is also important for luxury brands to focus more on visual storytelling and music in their creative for LinkedIn. However, the results also demonstrate there is a 3.2% lift in consideration for videos that have a 100% VTR when an artisan working was presented, and there is also a 9% lift in awareness. Highlighting a hero product before showing the entire view also worked well with the target audience, and for ads that had a 25% VTR and click through rate of 5.5%, performance grew 242%. It arrives as some luxury goods marketers have been busy seeking to connect new consumers to the category amid growth. On the esports front, Porsche has teamed up with FaZe Clan, while Gucci sought to find new consumers through its gaming academy. Tag Heuer and Don Julio are among those using culture and entertainment to reach luxury consumers.