Video is the best performing content type on all social media platforms, and that includes the professional social network LinkedIn. According to internal data, LinkedIn users are 20x more likely to share a video on the platform than any other type of post - while for paid content, LinkedIn members now spend 300% more time watching video ads, as compared to time spent with static Sponsored Content.
If you're looking to maximize your LinkedIn marketing performance, video should be somewhere on your considerations list. Catering to this, over the last year, the platform has added new sticker and text options to give your video presentations another creative element, the aforementioned Video Sponsored Content (launched last July), and video for company pages.
And now, LinkedIn is improving its measurement options for video, to help assure marketers of their actual performance.
The platform has this week announced a new integration with Moat Analytics, which will provide additional, third party data oversight to further validate on-platform video data.
As explained by LinkedIn:
"Validating the impact of your LinkedIn video ads just became a no-brainer with Oracle Data Cloud’s Moat Analytics + LinkedIn. Moat Analytics is a third-party analytics and measurement platform that enables advertisers to consistently measure viewability metrics of their ads across multiple platforms. Using the Moat Analytics integration, LinkedIn advertisers can now validate their metrics for accuracy and compare video campaign results across platforms in one streamlined location."
Moat's video performance data has become the industry standard, with several other social platforms already offering supplementary Moat data to solidify their metric offerings (and provide additional, third-party reassurance).
LinkedIn says that the integration "gives LinkedIn advertisers the ability to validate their viewability metrics, while also providing traffic quality verification". In addition, LinkedIn is adding in new analytic capability, with extra 'audibility' metrics.
"With a deeper understanding of the viewability and audibility metrics your video campaigns are producing, you’re able to better determine which messages best captivate your audience. That provides you with a recipe for finding what works and then following that template - rinse and repeat."
LinkedIn was a little late to the video shift, with LinkedIn's own native video option only released in August 2017, but as the stats here show, it's already become a much bigger part of the LinkedIn ecosystem. That's an important shift to consider in your platform approach - and when you also consider that LinkedIn is currently seeing 'record levels of engagement' it may be worth giving both LinkedIn and LinkedIn video ads additional thought.
You can read more about the specifics of the new LinkedIn + Moat integration, and how to utilize it, here.