Video ads are an effective way for brands to reach their target audience and generate leads on LinkedIn. With video views being a key metric to measure video ad performance, it’s important to understand what constitutes a view on LinkedIn.
A view on LinkedIn video ads is counted when someone watches your video for at least 3 seconds. This 3-second minimum applies to both In-Feed and Sponsored Content video ads. So as long as your video is watched for 3+ seconds, it will be counted as a view by LinkedIn.
Some key things to note about LinkedIn video ad views:
Video views are measured for each campaign separately
Views are counted at the campaign level. If you run multiple LinkedIn video ad campaigns, the views will be tracked separately for each campaign. There is no aggregate view count across campaigns.
Views only count the first time someone watches your video
LinkedIn counts views based on unique viewers. If the same person watches your video ad multiple times, only the first view will be counted. Subsequent views by the same person will not be counted again. This prevents inflating view numbers through repeat views by a small set of people.
Views are counted per session
For a view to be counted, the video must be watched for 3+ seconds in a single session. If someone watches only 2 seconds of your video, leaves LinkedIn, and comes back later to watch again, those views are not combined. The second viewing would count as a new view if watched for 3+ seconds.
Partial/accidental views don’t count
Brief accidental plays of under 3 seconds are not counted as views. For instance, if someone scrolls past your video and it autoplays for 2 seconds, that does not constitute a view. There must be an intentional play of 3+ seconds.
Views are counted even if the video isn’t watched fully
LinkedIn will count a view even if someone doesn’t watch your full video. As long as there was an intentional play of 3+ seconds, it will be tallied as a view. Total watch time can provide additional insight into how engaging your video content is.
Views from bots or suspicious activity are excluded
LinkedIn has measures in place to prevent inflated view numbers through bots, suspicious clicks, or other inauthentic activity. Views generated via these methods will not be counted. The focus is on tracking genuine views by real people.
What impacts the video view count?
There are several factors that can influence the number of views your LinkedIn video ads receive:
Ad placement
Where your video ad appears affects how likely it is to be seen and viewed. In-Feed placement appears in the LinkedIn feed alongside organic posts. Sponsored Content appears in the Sponsored Updates section to the right of the feed.
In-Feed placement generally has higher view rates as it catches more attention directly in the feed. However, Sponsored Content can generate quality views from audiences intentionally checking Sponsored Updates.
Audience targeting
Reaching your ideal target audience gives your video ads the best chance of being relevant and engaging. Well-targeted videos based on member demographics, interests, account types, etc are more likely to achieve strong view-through rates.
Video content
The video itself has a big impact on view count. Factors like an intriguing thumbnail, compelling first 3 seconds, relevance to the audience, and interesting content all contribute to higher view rates.
Shorter videos can help maintain engagement and increase your potential reachable audience.
Device and format
Videos optimized for mobile tend to perform better, as the majority of LinkedIn usage is on mobile. Square 1:1 or vertical 4:5 video formats work well for mobile feeds.
Auto-play on
Having auto-play enabled means your video will start playing automatically as users scroll through their feeds, increasing the chance of views. However, auto-play is now opt-in for LinkedIn members, so not everyone will have this setting turned on.
Ad competition
The level of competition from other video ads on LinkedIn can impact views. When fewer videos are competing for attention in the feed, your ad is more likely to be seen and viewed organically.
Tips to increase LinkedIn video views
Here are some top tips to help drive more views of your LinkedIn video ads:
Engage viewers right away
Your opening frames and first 3 seconds are vital. Use eye-catching visuals, intriguing motion graphics, or bold text to immediately capture attention. This increases the chance of viewers sticking around to hit the 3-second threshold.
Keep videos short and concise
Videos under 30 seconds tend to see higher view-through rates on LinkedIn. Get your message across briskly in a short, focused video.
Show value quickly
Clearly and succinctly articulate how your product or service solves your audience’s needs. Viewers want to understand the value right away, not wait until the end.
Leverage auto-play
Enable auto-play on your video ads if suitable, so they start playing immediately as members scroll. However, avoid this if your content risks coming across as disruptive.
Test different thumbnail images
The thumbnail image displays in the video player before playback. Try different compelling images to see which thumbnails attract the most clicks.
Refine targeting
Use LinkedIn’s robust targeting tools to home in on your ideal audience. Target by geography, company, job role, member interests, and more. Fine-tuned targeting drives relevance and view-through rates.
A/B test ad variations
Test different versions of your video ad to see what resonates most. Try different video lengths, formats, thumbnails, captions, or calls-to-action. A/B test each element to optimize performance.
Measuring LinkedIn video ad results
When analyzing your LinkedIn video ad results, key metrics to track include:
Video views
This counts how many times your video was viewed for 3+ seconds. Monitor views daily to gauge engagement.
View rate
The percentage of video ad impressions that resulted in a view. Aim for view rates of at least 25-50% or more.
Completion rate
The percentage of video views that resulted in a complete video watch. Higher completion rates indicate engaging content.
Total watch time
The amount of time viewers spent watching your video in total. Higher watch times signal engaging content that holds attention.
Click-through rate
The % of views that resulted in someone clicking your ad to visit your site or landing page. This measures interest generated.
Conversions
The number of desired goal actions from your video campaign, such as contacts, demo signups, purchases etc. Track against conversion costs.
Analyze these metrics regularly to refine your targeting, creative, and overall video ad approach for optimal results. Video ads can be highly effective when executed successfully on LinkedIn.
Frequently Asked Questions
Does sound need to be on for a view to count?
No, sound does not need to be enabled. LinkedIn counts a video view based solely on the length watched, not whether sound was on or off.
Do views stop counting after a certain limit is reached?
No. LinkedIn will continue counting views beyond any particular limit. There is no cap on the maximum views a video ad can receive.
Do views reset each time a campaign is run?
Yes, the view count starts fresh for each video campaign. Views do not carry over if you stop and restart a campaign.
Can someone inflate views artificially?
While technically possible through bots or click farms, this is against LinkedIn policies. LinkedIn has measures to detect and filter out any artificially inflated or fraudulent views.
Are views counted on desktop and mobile separately?
No, LinkedIn counts views universally across desktop and mobile. There is no separation in reporting between desktop vs. mobile views.
Conclusion
In summary, a LinkedIn video ad view is counted when a member intentionally watches your video for 3 seconds or longer, only counting each viewer’s first view per campaign. Factors like audience targeting, video content, placement, and format can impact view numbers. Analyze key metrics like views, completion rate, and conversions to optimize your LinkedIn video ads for the best results. With compelling video content targeted to the right audiences, LinkedIn video ads can be an impactful marketing channel.
