Unlocking B2B Success: Vidmob’s Creative Trends 2024 Report with LinkedIn

Vidmob’s Creative Trends 2024 report with LinkedIn combines creative data and platform insights to reveal what resonates with B2B audiences. As LinkedIn continues to invest in video—driving 3X engagement and leading in post shares— having a deeper understanding of what drives performance will enable B2B marketers to better capitalize on this medium. As a LinkedIn Marketing Partner since 2018, Vidmob has helped hundreds of advertisers create impactful video and static content. Vidmob, in collaboration with LinkedIn, produced the 2024 LinkedIn Creative Trends Report to provide marketers with creative considerations that maximize resonance with LinkedIn's professional audience.

Methodology: Vidmob conducted a normative analysis across a global and diverse range of B2B clients to uncover the creative trends emerging on LinkedIn over the past year. The study spanned data from 10 parent brands, 111 sub-brands, and covered 13.6K creative assets that generated 2.9B impressions between May 2023 and May 2024. The comprehensive analysis focused on both paid video and static formats, offering deep insights into what drives performance at each stage of the marketing funnel.

Key Trends from Vidmob’s Creative Trends 2024 report with LinkedIn

There were three key trends B2B advertisers should focus on to unlock higher performance on LinkedIn: 

• AI in Advertising: Transforming Talk into Tangible Impact – Move beyond buzzwords and showcase the real-world, human benefits of AI to build trust and drive action.
• Unlocking Engagement Through Emotional Authenticity – Emotional storytelling, featuring relatable, real-world emotions consistently outperforms traditional corporate messaging. Showcasing genuine human experiences fosters deeper connections and enhances content performance.
• Color Evolution: Balancing Tradition with Boldness – Bold, vibrant colors break through LinkedIn’s blue-dominated feed, grabbing attention and increasing engagement.

Takeaways and Creative Considerations

These trends reveal that success on LinkedIn comes from humanizing AI, embracing emotional authenticity, and using bold design to stand out in a crowded space. Because data is only good if you can take action on it, we’ve broken the trends down into five key takeaways and provided clear recommendations to consider for your next batch of LinkedIn content.

Turn AI Talk From Hype to Trust

AI has long been a buzzword, but Vidmob’s study reveals that generic mentions of AI often underperform—particularly in upper-funnel campaigns. Messaging that simply mentions AI saw a 46% decline in VTR25% (the percentage of viewers who watched at least 25% of a video ad), which is a critical measure of how to grab early attention and drive awareness and education. B2B brands that focus on the tangible benefits of AI, specifically creative that included messaging around efficiency (+197%), future-proofing (+748%), and digital (+34%) also helped drive a significant increase in Conversion Rate.

Creative Considerations:

• Humanize AI: Portray AI as a familiar companion in authentic, everyday moments.
• Use Customer Stories: Show how AI has tangibly benefited businesses in your industry, adding credibility to the message.
• Focus on Benefits: Showcase AI’s practical, real-world applications rather than relying on technical jargon. 
• Warm up AI: Stoke nostalgia by reimagining beloved classics to bridge past innovations with future potential.

Show a Relatable Workplace

Highlighting community and collaboration promotes deeper connections with B2B audiences. Whether showcasing professionalism or personal style, integrating human presence enhances relatability and brand connection. Vidmob’s analysis shows that static creative assets featuring multiple people or emphasizing community experiences led to a 14% lift in engagement rates. Additionally, casual, relatable visuals—such as employees in everyday scenarios—performed particularly well. Clothing like sneakers saw a +37% lift in VTR25% and jewelry, a +53% in VTR25% for Awareness campaigns. 

Creative considerations

• Emphasize Community: Incorporate elements of community and togetherness, such as team achievements or collaborative success stories, to drive connection.

• Keep It Casual: If your office is informal don’t be afraid to show it! As long as it’s authentic - showing employees in relaxed attire can make your brand more relatable.

Color Evolution: Bold is Better

Seems that technology companies have a case of the blues. A 2024 LinkedIn study, “Creative Labs - The Science of Color,” found 43% of the top 30 tech brands are blue, and consequently, 40% of their ads on LinkedIn are predominantly blue. So, on a platform where conservative, blue-dominated feeds are the norm, bold, vibrant colors can help a brand stand out. Vidmob’s study found that creative assets utilizing high-contrast colors saw a 68% increase in video completion rates and a 41% lift in engagement for static content. Colors like pink and other unexpected hues garnered the most attention, helping brands break through the clutter.

Creative Considerations:

• Leverage Bold Colors: Use vibrant, unexpected colors like pink or orange to stand out in LinkedIn’s predominantly blue feed.
• High Contrast: Ensure your design features high color contrast to draw attention to key elements such as headlines or CTAs.
• Maintain Brand Consistency: While experimenting with color, maintain a cohesive brand identity to align your creative and messaging across platforms. A study by Loyola University in Chicago reported that color can increase brand recognition by up to 80%!
  
  

Be Real - It’s Not All Smiles At Work

LinkedIn sits at the intersection of its members' professional and personal lives, making it a platform where authenticity is crucial for engagement. Audiences today crave more than smiley, polished, corporate imagery; they want to see the full range of emotions in the workplace. Vidmob’s analysis revealed that B2B campaigns embracing emotions like as ‘smile/happy’ (+14%), ‘angry’ (+59%) and’ confused’ (+21%) drove VTR25% uplift. 

Creative Considerations:

• Portray Relatable Moments: Use employee or customer spotlights to showcase genuine moments of frustration, joy, or determination in everyday business scenarios.
• Leverage UGC: Include user-generated content to capture real-time, authentic experiences with your product or service.
• Embrace Emotional Complexity: Don’t limit your content to positive emotions. Show a wide range of feelings to reflect the realities of business challenges and successes.

The insights from Vidmob’s 2024 LinkedIn Creative Trends Report provide B2B marketers with a roadmap to optimize their advertising strategies on LinkedIn. By humanizing AI, embracing emotional authenticity, and using bold design choices, brands can create more impactful, memorable ads that resonate with LinkedIn’s professional audience.