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LinkedIn has analyzed a year of ad performance to share these data-backed creative principles:
- Be context aware. LinkedIn is a dynamic network of niche communities; for instance, nearly 50% follow sports and 38% are fashion fanatics or auto enthusiasts. Tap into your audience’s interests and create for the context you ad lives in.
- Make an impact. Think aesthetically pleasing, high-contrast, dynamic visuals paired with compelling storytelling or an unexpected perspectives. And remember: vertical content drives 31% higher engagement than horizontal formats.
- Show up distinctively. Only 19% of an audience notices your ad AND correctly attributes it to your brand. Don’t just be different from other brands, be distinctive in your own right, famous for your uniqueness.
- Unify. Work to make your content visually, tonally, and experientially consistent across dimensions, channels, touch points, and funnel stages. That’s how memorable brands are built.
- Get emotional. Content that inspires or amuses—like career challenges and workplace dynamics—resonate and connect with users in powerful ways. Funny content, in particular, drives 65% higher engagement on LinkedIn.
- Give, then take. Don’t be afraid to share future-facing perspectives and helpful information—even if its disruptive—to provide real value to your community. And don’t forget to test each best practice through organic content first.
Check out the full post on the LinkedIn for Marketing blog.
