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LinkedIn is offering businesses two channels for using video on the platform. Companies can now run native video ad campaigns and include video within their Company Pages.
Video for Sponsored Content
According to LinkedIn, more than 700 advertisers have been beta testing Video for Sponsored Content, the new native video advertising offering, since October. Shrivastava said that, during that time, LinkedIn members have spent an average of almost three times the amount of time watching ads embedded with video contrasted with static ones.
The native video ads appear in the news feed as standalone, sponsored posts and auto-play on mute when in view, just like user-uploaded video on the platform. The ads can help businesses produce leads by driving site traffic.
Video for Company Pages
Additionally, businesses and publishers can now place video on their Company Pages.
LinkedIn says, during the beta program, it found Company Page video five times more likely than other types of content to start a conversation among members.
Both video products are rolling out now and will be available to all businesses in the coming weeks.