LinkedIn introduces enhanced ad features to boost engagement and campaign efficiency

LinkedIn continues to evolve its advertising platform with new tools aimed at capturing attention and driving results for businesses, especially in the fast-growing areas of video content and AI-powered campaign management. As more B2B marketers struggle to engage buyers, LinkedIn is introducing innovative updates to its Live Event Ads and Accelerate AI campaign creation process. These enhancements are designed to help brands maximize visibility, drive meaningful engagement, and streamline their campaign strategies.

The rise in live events on LinkedIn, up by 14.4% in the past year, has pushed the platform to expand its Live Event Ads with fresh features aimed at boosting registrations and interaction. Companies now have the option to promote a member’s post about an event via “Thought Leader Ads,” which link directly to the event page. This new feature helps highlight user-generated content to attract more attendees.

Moreover, LinkedIn has introduced a “sneak peek” option, allowing brands to share a 30-second video teaser during or after an event. This feature is designed to hook potential participants by providing a quick preview of the event’s highlights, creating an opportunity to draw in users who are already somewhat interested but need a final push to engage.

With a focus on personalization, LinkedIn also added more targeting options for event promotions. Marketers can now use regional targeting to promote events to specific audiences, ensuring a more tailored and effective outreach strategy.

Recognizing the growing importance of video, LinkedIn has expanded its Wire program, which enables brands to run in-stream video ads alongside trusted publisher content. Originally available only to U.S. advertisers, Wire is now open to EU-based brands, further expanding the reach of in-stream ads. Video has become a crucial component of LinkedIn’s engagement strategy, with uploads up 34% year-over-year and 63% of B2B buyers saying that short-form video helps them make purchasing decisions.

The platform’s renewed emphasis on video content aligns with broader industry trends, as highlighted by the ‘Business of Influence’ research, which shows that B2B buyers trust expert content and influencer marketing. LinkedIn aims to leverage these insights to build trust and awareness for brands through high-quality video content.

Additionally, LinkedIn is rolling out new campaign objectives, including brand awareness, engagement, website conversions, and video views. These new functionalities will provide marketers with more ways to tailor campaigns to meet their specific goals, making it easier to create and optimize ads in line with business objectives.