LinkedIn kind of gets left behind when we talk about social media marketing. It’s that platform most people outside the business and marketing world use when they need a new job. It’s not like Facebook or Twitter where your local business owner might be.
But it’s still a great place for video marketing. That’s especially considering the fact LinkedIn members spend three times more time watching video ads than regular ads.
What have they done? Here’s the lowdown.
A Video Marketing Metrics Update With Moat
Video sponsored content is new on LinkedIn. They launched this ad space last July.
And when you do jump head first into a bowl of film clips, you’ll want to keep track how your videos are doing. And LinkedIn just improved your ability to do that by integrating with Moat Analytics.
Viewability and Audibility Metrics
You need to be able to know if your video ad is being viewed by actual humans. A “view” isn’t always the most accurate way to know this.
Thus audibility, whether someone actually heard your ad, matters. Did someone turn on the sound to listen? Did they turn it off?
Viewability should measure more than just play time. It should be able to measure how many pixels were visible to the user.
Moat Video Score
This is a metric score ranging from 0-100. It creates benchmarks for sound, sight, and motion aspects of a video ad. This is a quality score which accounts for both mobile and desktop ad exposure.
And the average Moat score is around 49.3 percent. So you should be shooting for that score or higher.
This, like the bounce rate of SEO, is something you want to reduce. It measures how many impressions went to a bot or a spider or whatever. As long as it isn’t human, it’s marking it down.
You want this score to be 0.5 percent or better.
Video Completion Quality Score
This assesses the percentage of both audible and visible video completions. They divide this by the number of people supposedly reached.
Your score should be around 465.1 percent or better.