LinkedIn, the professional network owned by Microsoft, may have finally found a way to make money. The company is going to sell video adverts which users can view in their feed. The ads will auto-play with no sound.
Currently in closed beta testing, the video ads are only available to a few select advertisers. Although testing is restricted to just a few hundred companies right now, this could expand in the future.
Interestingly, test runs are being conducted on mobile only right now, though the network aims to expand them to desktop later.
It’s not entirely clear yet if these ads would prove popular among advertisers or LinkedIn users. However, given that most users will already be used to in-feed video ads from their additional social networks such as Facebook, these probably won’t take much getting used to. In addition, promoted content will be tagged accordingly.
According to LinkedIn, video has performed more strongly across the site compared to other content. Indeed, videos were shared 20x more often than other post formats. Additionally, video ads tend to be more expensive than other formats.
Sudeep Cherian, Head of product marketing at LinkedIn, says:
“We know that viewers, when they watch video, the message is much more likely received when compared to just text. It’s not a nice-to-have, it’s a must-have.”
According to Microsoft, video ads could be available for brands and marketers during the first half of 2018.