LinkedIn has revealed its latest B2B creative principles after an extensive year-long analysis of top-performing ads. As 2024 approaches, the social network is pushing for a creative revival in B2B marketing, urging marketers to adopt bolder, more innovative approaches.
The study shows a clear shift, with 9 out of 10 CMOs advocating for bolder campaigns that push boundaries and break through the noise.
Key Principles for Success
The new guidelines are designed to maximize results across LinkedIn’s platform, specifically focusing on engaging content that captures attention and fosters brand recall. Here are the 6.5 essential principles marketers must follow:
- Be Context-Aware: Personalize ads to the environment they appear in for better relevance.
- Eye-Catching Visuals: Use strong contrasts, dynamic movement, and vertical mobile ads. These have been shown to boost engagement by 31%.
- Memorability Over Uniqueness: Create ads that stick in the mind, going beyond just standing out.
- Tap into Shared Human Truths: Content that resonates emotionally performs best. Humor, for instance, can increase engagement by 65%.
- Offer Value First: Provide value before asking for anything in return. Bold stances within industries are gaining respect.
- Test and Learn: Begin with organic content to test best practices, then boost top-performing content with paid promotions.
Bold Creativity Pays Off
As B2B marketers look ahead to 2025, these principles offer a clear roadmap to better engagement and higher ROI. The key takeaway? Boldness in creativity pays off. Marketers who adopt these principles will capture attention and build lasting brand recall.
What do you think about LinkedIn’s new creative principles for B2B? Share your thoughts with us.
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