When planning social media strategies encompassing influencers, viral posts, and integrated campaigns, LinkedIn Ads might not immediately come to digital marketers’ minds. Nevertheless, LinkedIn has been gradually securing its place among the big global ad platforms. In 2023, LinkedIn generated $5.9 billion in global ad revenue, projected to grow to $10.35 billion by 2027, according to a report from Statista.

The platform offers unique attributes that can be attractive to certain advertisers. A few facts directly from LinkedIn highlight why the platform can be a good choice in specific cases:

  • 4 out of 5 LinkedIn members drive business decisions
  • Audiences on LinkedIn have 2x the buying power of the average web audience
  • Audiences on LinkedIn are 6x more likely to convert (Source: LinkedIn Marketing Solutions)

In a nutshell, LinkedIn offers direct access to key business leaders, constituting a lucrative target audience in the B2B context. From a segmentation standpoint, the platform’s user base of over 850 million users differs significantly from other social media platforms, earning LinkedIn the title of ‘the home of B2B marketing.’

Moreover, LinkedIn has significantly expanded its advertising options on the platform in the last few years.

Advertisers can choose from:

  • Native ads (Sponsored content): These ads appear on the platform’s feed on both mobile and desktop, labelled as ‘promoted,’ fitting seamlessly with the rest of the content ‘natively.’ Ad types include single image ads, video ads, carousel ads, event ads, document ads, and thought leader ads. Of course, these options allow you to apply your creative thinking and experiment.
  • Sponsored messages (Conversion ads): A unique format for LinkedIn, previously known as InMail, allowing advertisers to reach their audiences’ inbox directly, creating a more personal and engaging interaction, especially for regular users.
  • Dynamic Ads: Spotted on the right side of the feed on desktop, these ads are tailored to the individual preferences and behaviour of users.
  • PPC (Text Ads): Appearing along the top and right-hand side of LinkedIn’s desktop feed. A great way to drive traffic to your website and expand reach.
  • Lead Gen Forms: Designed to collect information from potential leads for later CRM approaches and personal engagement.
  • Document ads: A way to share detailed and in-depth content with a targeted audience. This includes eBooks, case studies, infographics, and other content, shared freely or behind a lead generation form, depending on the advertisers’ goals.
  • Video ads: A major trend on LinkedIn, similar to other platforms.

So, with all that to consider;

What are some of the key trends to consider in terms of LinkedIn marketing and advertising strategies in 2024?

  1. Storytelling: Since ancient times, people have been fascinated by stories. Facts and features are easy to forget; however, a compelling story will stay with us for much longer. Hence, storytelling is a major trend on LinkedIn. Companies can showcase their history, values, mission, vision, or purpose through both organic posts and some of the paid channels mentioned above. For example, a brief but convincing story can be used to engage with users on a personal level using Sponsored Messaging, reaching a very targeted audience.
  2. Video: We mentioned video ad formats above. While it is nothing ground-breaking, more video and rich content will continue to dominate LinkedIn’s feed. Of course, the algorithm will limit organic reach, but it is worth exploring the potential of the paid channel. Demos, case studies, and Q&A sessions can be among the few options to choose from.
  3. Micro-Influencers: There is high potential in working with small-scale social media influencers. While they might not have the reach of major ones, they can offer much more authentic engagement at much lower costs. Considering the specifics of LinkedIn, micro-influencers can be very effective at reaching niche audiences and impacting decision-making. I am sure you have all seen people asking for recommendations for a designer, solicitor, or a big data expert on the LinkedIn feed. Well, if people already rely on LinkedIn for these recommendations, it only makes sense for micro-influencers to be used to spread the word.

LinkedIn offers a range of content, engagement, and advertising options. Even within these, we can delve into solutions specifically designed for sales or recruitment experts. The platform keeps evolving, and it is worth tracking these changes and spotting potential opportunities to be added to your marketing mix.

This was written by Kalust Manukyan one of our CIM tutors at OXCOM. If you’re interested in learning more about social media and management and advertisements then check out our new CIM Specialist Award in Social Media Management.