Video is where it’s at on LinkedIn, with video watch time in the app rising 36% year-over-year, while video posts are also now shared 20x more than any other content type.

If you’re serious about maximizing your LinkedIn performance, video needs to be a part of your strategy, and this week, LinkedIn has shared some new tips on how to make the most of video posts, with a range of usage stats, measurement pointers and case study examples.

You can download LinkedIn’s 17-page “B2B Marketer’s Guide: How to Build Your Brand with Video” for yourself here (via email sign-up), but in this post, we’ll take a look at some of the key notes.

First off, LinkedIn outlines the growing opportunity for video content in the app:

As you can see, LinkedIn has covered off on the usage notes that I referred to in the intro above, while short-form video is also on the rise, and LinkedIn video ads are seeing a heap more engagement.

And for B2B marketers specifically, LinkedIn has even more engagement stats:

So again, it’s pretty clear why you should be looking to include video content in your LinkedIn approach, based on pure engagement data alone.

So how can you go about making best use of video in the app?

LinkedIn has shared a range of notes and pointers on the “how” aspect:

LinkedIn’s keen to encourage authentic, informative video content, which can be easily captured on your phone, and uploaded to the app. LinkedIn says that this type of content performs well because it stops users as they scroll, and provides a human perspective on a professional topic. That can be a valuable connector that helps you build interest and trust via its video options.

LinkedIn has also included overviews of its various video ads options (and when you should use them), as well as case studies, and a listing of third-party platforms through which you can create and upload video to the app.

Worth noting too that LinkedIn recently announced a new integration with CapCut for this purpose, which could help you create more standout, engaging video promotions.

But again, LinkedIn is also preaching authenticity, with raw, real video uploads, which it says are resonating, particularly with younger users.

Some key notes, which could contribute to your LinkedIn video strategy.

You can download LinkedIn’s “B2B Marketer’s Guide: How to Build Your Brand with Video” here.

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Meta has shared some new tips to help marketers maximize their holiday campaigns, which could provide some timely guidance for your planning and approach.

And as you could probably have guessed, Meta’s biggest tip is to put your faith in its evolving AI tools to target your ads for you.

As per Meta:

“Forget second-guessing what your audience wants, let Meta’s next-gen AI find the right shoppers at the right moment, optimizing your campaigns in real time to drive conversions and maximize ROI. Our cutting-edge models like Meta Lattice and Meta Andromeda don’t just improve ad delivery; they can help uplevel your entire holiday strategy by learning and adapting faster than ever.”

Indeed, Meta says that its AI ad tools are driving better results, including a 6% increase in average conversions. Which makes sense. AI systems are designed to recognize patterns in large groupings of data, which should mean that they’re super good at understanding what each person is likely to click on, based on an ever-expanding array of correlating signals.

So Meta’s AI systems should be driving better results, and while it may feel counterintuitive to go with the machine recommendations, as opposed to trusting your gut, logically, it might be the best way to go within your broader end-of-year push.

In order to maximize your opportunities, Meta says that advertisers “automate ruthlessly,” and let its ad system “minimize inefficiencies and maximize return for your brand.”

You can use Meta’s Advantage+ ad tools to tap into its AI recommendations, while Meta also now provides a range of generative AI options for ad creative, which can better align your offerings with user preferences.

Meta also suggests that brands look to extend their holiday campaigns beyond Christmas to maximize opportunities.

“The shopper mindset doesn’t end on December 25. Capitalize on low CPMs and improved auction efficiency through late December and January when most competitors are tapped out but your audience is on high alert for self-care.”

Meta also suggests that marketers consider omnichannel campaigns as a means to tap into evolving shopper behaviors.

“By integrating offline signals through Conversions API and leveraging omnichannel strategies with trusted partners, advertisers improve ad relevance, gain a holistic view of sales performance across channels, and ensure no sale, online or offline, slips through the cracks. Highlighting local inventory and promoting in-store offers isn’t just a nice-to-have; it’s essential for driving foot traffic and capturing last-minute shoppers who missed shipping cutoffs.”

Meta says that omnichannel campaigns deliver up to 32% lower offline cost per incremental conversion and 21% higher ROAS compared to traditional digital-only campaigns.

Finally, Meta recommends partnering with Reels creators in order to tap into Reels consumption.

“Reels and partnership ads aren’t just buzzwords, they bring authenticity, excitement, and cultural relevance that cuts through the clutter and drives real purchase intent. In fact, 80% of shoppers who follow creators have purchased a product they discovered through social media ads.”

Meta suggests partnering with relevant creators on unboxing videos, viral challenges, or “gift haul” Reels, while it also suggests creating multiple assets from these collaborations for expanded reach.

Some handy pointers, which could help to guide your holiday marketing strategy.

You can check out Meta’s full listing of holiday campaign tips here.

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