Join Brad Batesole for an in-depth discussion in this video Rich media best practices, part of Up and Running with LinkedIn Sponsored Content.
- [Voiceover] You've likely heard this time and time again, visual content is much more likely to get shared than non-visual content. It's an often repeated theme because it's true and it's that important. A winning strategy is centered on incorporating images. It's one of the easiest and most effective ways to engage your target audience. But not just any image will do. The wrong imagery can alienate the people that you're trying to engage. In a world in which people are craving authenticity, give it to them in the form of real photos.
Skip the stock photography, if you can. Use your understanding of your target audience to, instead, select images that will resonate well with them. Once you have an image in mind, make sure it's a high resolution photo. Images that are too small and blurry are just as bad as no image at all. LinkedIn recommends 1200 by 627 pixels. From there, use your copy to compliment your image and keep your introduction text concise. Under 100 characters is great.
If you already have a great description, then you can leave your introduction text blank, if you have nothing to add. Also, don't forget that we're in a mobile world. So, be mobile-friendly and make sure the imagery you select will resonate in a smaller form factor. I know we've talked quite a bit about images, but consider incorporating video into your content marketing mix as well. Sponsored updates will always display videos in a pre-expanded view on desktop. So, not only does the video offer increased visibility, but the ad itself is formatted to make sure your sponsored content gets maximum exposure.
As you get started, work to add images to all of your LinkedIn posts. Once you identify which content is resonating, you can reimagine it into even more visual formats, such as infographics or SlideShare decks. Simply put, if you don't tap into your audience's visual side, then you're missing huge opportunities to content. Visual language aids decision-making. It's more persuasive and leaves a much, much better impression than simple text.
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