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LinkedIn Video Ads: The Ultimate Guide to Specs, Types, and Examples

Written by Narayan Sahu | Jun 12, 2024 1:00:00 PM

Since its 2003 launch as a professional networking site, LinkedIn has evolved into the premier platform for business communication.

It offers a unique environment where professionals engage with content that drives their careers and businesses forward.

Did you know? LinkedIn launched its first ads in 2005, just two years after its inception.

A major milestone was reached in 2018 with the introduction of Video Ads, revolutionizing how businesses engage with their audience.

Today, LinkedIn has over 875 million members, many of whom hold influential positions in their organizations.

Despite its potential, only a fraction of marketers fully leverage LinkedIn's capabilities.

This guide aims to change that by providing comprehensive insights into LinkedIn Video Ads.

We will explore the different types of video ads available, the specifications and guidelines to follow, and showcase some of the best examples to inspire your campaigns.

  1. What are LinkedIn Video Ads?
  2. Key Features of LinkedIn Video Ads
    1. Native Placement
    2. Engaging Visual Content
    3. Advanced Targeting Options
    4. Versatile Objectives
    5. Campaign Types
  3. Why Use LinkedIn Video Ads?
  4. Types of LinkedIn Video Ads
    1. Sponsored Content LinkedIn Video Ads
    2. LinkedIn Story Video Ads
    3. LinkedIn Audience Network Video Ads
  5. LinkedIn Video Ad Specifications and Guidelines
    1. LinkedIn Video Ad Specifications
    2. LinkedIn Video Ad Thumbnail Specifications
    3. LinkedIn Video Ad Text Specifications
    4. LinkedIn Video Ad Aspect Ratio Specifications
    5. LinkedIn Video Ad CTA Options
    6. Important LinkedIn Video Ad Guidelines
    7. Additional Tips for Optimal Performance
  6. Best LinkedIn Video Ad Examples
    1. Microsoft
    2. Amazon Web Services (AWS)
    3. Salesforce
    4. Canva
    5. Slack
    6. Cisco
    7. Gong
    8. Grammarly
    9. Intuit Mailchimp
    10. Kissflow
  7. Best Practices for LinkedIn Video Ads
    1. Define Your Main Objective
    2. Create Video Content Based on Your Objective
    3. Use Storytelling to Humanize Your Brand
    4. Include Captions
    5. Optimize for Mobile Viewing
    6. Start with a Strong Hook
    7. Showcase Your Brand’s Unique Value
    8. Include a Clear Call to Action
    9. A/B Test to Refine Your Ads
    10. Measure Success Based on Your Objective
    11. Follow Optimal LinkedIn Video Ad Length
    12. Testing and Optimization
  8. How Do I Make a Good LinkedIn Video Ad?
    1. Choose Your Video Campaign Objective
    2. Plan Your Video Content Based on Your Objective
    3. Follow Best Practices for Creating Videos
    4. Optimize for Mobile Viewing
    5. Measure Success Based on Your Objective
    6. Continuous Optimization

What are LinkedIn Video Ads?

LinkedIn Video Ads are a part of LinkedIn’s Sponsored Content offerings, which allow businesses to promote updates, articles, photos, videos, or slideshows to a broader audience beyond their immediate followers.

Unlike pre-roll or post-roll video ads that interrupt content, LinkedIn Video Ads are integrated directly into the user’s feed, making them more engaging and less intrusive.

Key Features of LinkedIn Video Ads

1. Native Placement

LinkedIn Video Ads appear directly in the LinkedIn newsfeed, making them look like regular posts from connections or followed pages.

This native placement helps capture user attention without feeling disruptive.

2. Engaging Visual Content

Video ads on LinkedIn leverage dynamic, audio-visual content to convey a brand’s message more effectively than static posts.

This format allows businesses to tell their stories, showcase products, and highlight key messages through engaging visuals and sound.

3. Advanced Targeting Options

Just like other LinkedIn advertising formats, video ads benefit from LinkedIn’s advanced targeting capabilities.

Advertisers can target specific groups of professionals based on various criteria such as industry, job title, company size, and more.

This precise targeting ensures that your video ads reach the most relevant audience.

4. Versatile Objectives

LinkedIn Video Ads are versatile and can be used to achieve various marketing objectives across the entire customer journey:

  • Building Brand Awareness: Capture attention with engaging stories that elevate your brand’s presence.
  • Driving Qualified Traffic: Direct users to your website or landing pages with compelling calls to action.
  • Generating Leads: Utilize LinkedIn’s Lead Gen Forms or CTA buttons to collect leads directly from the video ad.

5. Campaign Types

Businesses can choose between different campaign types to distribute their video content:

  • Sponsored Content Campaigns: Promote video content directly on your company page.
  • Direct Sponsored Content Campaigns: Personalize video ads for specific audiences without publishing them on your company page, allowing for more targeted and experimental approaches.

Why Use LinkedIn Video Ads?

LinkedIn Video Ads stand out in the LinkedIn feed, making them an effective tool for brands looking to:

  • Increase engagement with professional audiences.
  • Convey complex messages in a simple and captivating format.
  • Enhance marketing efforts by integrating video content that resonates with users who are already in a professional mindset.

With LinkedIn’s robust targeting and native ad placement, video ads offer a powerful way to connect with decision-makers and influencers who have the potential to drive significant business outcomes.

Whether your goal is to boost brand awareness, drive traffic, or generate leads, LinkedIn Video Ads provide a versatile and impactful solution to meet your marketing objectives.

Types of LinkedIn Video Ads

LinkedIn offers a variety of video ad formats designed to help you engage your target audience effectively.

Understanding these different types can help you choose the right format for your campaign goals.

Here’s a comprehensive look at the types of LinkedIn video ads and how they can be used to maximize your marketing efforts.

1. Sponsored Content Video Ads

Sponsored Content Video Ads appear directly in the LinkedIn feed, providing a seamless viewing experience as users scroll through their updates.

These ads are great for increasing brand awareness, driving engagement, and generating leads.

Key Features:

  • Appears natively in the LinkedIn feed
  • Autoplay without sound to capture attention
  • Engages viewers with a preview and headline

Best Practices:

  • Use compelling visuals and subtitles to convey your message without sound.
  • Keep your videos concise, ideally between 15-30 seconds.
  • Include a clear call-to-action (CTA) to drive the desired user action.

2. LinkedIn Story Video Ads

LinkedIn Stories allows users to share content in a vertical format that disappears after 24 hours.

Video ads in LinkedIn Stories are perfect for delivering time-sensitive messages and engaging with a younger, more mobile-focused audience.

Key Features:

  • Vertical format optimized for mobile viewing
  • Full-screen immersive experience
  • Disappears after 24 hours, creating urgency

Best Practices:

  • Keep your story ads short, around 10-15 seconds.
  • Use bold visuals and text overlays to convey your message quickly.
  • Include interactive elements like polls or questions to increase engagement.

3. LinkedIn Audience Network Video Ads

When creating a video ad campaign, you can enable the LinkedIn Audience Network to extend your reach by delivering ads to members on trusted third-party apps and websites.

Video ads shown on the Audience Network can be placed as either outstream or in-stream video ad types.

Outstream Video Ads:

Outstream video ads appear as standalone ads within the content of a webpage.

They typically play for as long as the user has the video ad in a frame or until the end of the ad.

These ads are native, meaning they blend seamlessly with the webpage content, ensuring a non-disruptive user experience.

Best Practices for Oustream Video Ads:

  • Ensure your video is engaging from the first few seconds to capture attention.
  • Use captions as these videos might autoplay without sound.
  • Keep the video length between 15-30 seconds for optimal performance.

In-stream Video Ads:

In-stream video ads play within a long-form video on a publisher’s webpage. These ads can appear at the beginning (pre-roll), middle (mid-roll), or end (post-roll) of the video.

They generally have higher completion rates as they are part of a video the user has chosen to watch.

Best Practices for In-stream Video Ads:

  • Ensure your video has sound, as it will be played within a publisher’s video player.
  • Keep the content engaging and relevant to retain viewer attention.
  • Videos should be between 15-30 seconds to fit seamlessly within the publisher’s content.

Technical Considerations:

  • Both outstream and in-stream video ads share the same technical requirements, making it easier to use the same video across different placements.
  • Videos should ideally be in the range of 15-30 seconds to qualify for all placements.
  • Ensure high-quality video resolution and proper formatting to meet platform specifications.

Brand Safety and Reporting:

LinkedIn offers robust brand safety features, including allowlists, blocklists, and category blocking, ensuring your ads appear in a safe and relevant environment.

The Campaign Manager provides detailed reporting, breaking down performance across different placements, helping you optimize your strategy for maximum impact.

By leveraging both outstream and in-stream video ads, you can extend your campaign’s reach, enhance brand visibility, and drive better ROI through optimized placements.

LinkedIn Video Ad Specifications and Guidelines

Creating effective LinkedIn video ads requires adhering to specific guidelines and specifications to ensure optimal performance and reach.

LinkedIn provides detailed specifications for video ads to help you deliver high-quality content that resonates with your target audience.

Here are the crucial specifications and guidelines you need to know:

1. LinkedIn Video Ad Specifications

  • File Type: MP4
  • File Size: Between 75 KB and 200 MB
  • Duration: 3 seconds to 30 minutes (Best practice is to keep it between 15-30 seconds for maximum impact)
  • Frame Rate: Up to 30 FPS
  • Sound Format: AAC or MPEG4
  • Sound Rate: Less than 64 KHz
  • Resolution:
  • Minimum width: 360 pixels, maximum width: 1920 pixels
  • Minimum height: 360 pixels, maximum height: 1920 pixels
  • Aspect Ratios: 4:5, 9:16, 16:9, 1:1 (with a 5% tolerance)

2. LinkedIn Video Ad Thumbnail Specifications

  • File Format: JPG or PNG
  • Max File Size: 2 MB
  • Resolution & Aspect Ratio: Should match the video

3. LinkedIn Video Ad Text Specifications

  • Headline: Up to 70 characters (max 200)
  • Introductory Text: Up to 150 characters (max 600)

4. LinkedIn Video Ad Aspect Ratio Specifications

  • 360p (480 x 360; wide 640 x 360)
  • 480p (640 x 480)
  • 720p (960 x 720; wide 1280 x 720)
  • 1080p (1440 x 1080; wide 1920 x 1080)
  • Ads with a 1:1 aspect ratio should have a minimum resolution of 600 x 600 pixels and a maximum resolution of 1080 x 1080 pixels.

5. LinkedIn Video Ad CTA Options

  • Apply Today
  • Download Now
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe 
  • Register Now!
  • Join Today!
  • Attend
  • Request

6. Important LinkedIn Video Ad Guidelines

  • Uploading Videos: You can upload a maximum of 25 videos within 24 hours in Campaign Manager, and uploads must be done from a desktop, not a mobile device.
  • Playback Rules: If a member unmutes the video in their desktop feed and scrolls down immediately (in less than two seconds), the video will continue playing even if less than 50% of the video is visible on screen. On mobile, videos with objectives like Website Visits, Website Conversions, or Engagement will display the landing page below the video when clicked.
  • Video Looping: Videos under 30 seconds will loop until there are at least 30 seconds of playback. For instance, a 10-second video will loop three times, and a 20-second video will loop twice. Videos longer than 30 seconds will play once without looping.
  • Direct Upload: Video ads must contain a video file uploaded directly to LinkedIn. Links to third-party sites like YouTube or Vimeo are not supported.

7. Additional Tips for Optimal Performance

  • Custom Thumbnails: Use custom thumbnails that align with your brand’s aesthetic to grab attention and encourage viewers to click on your video.
  • Mobile Optimization: Ensure your video ads are optimized for mobile viewing, as a significant portion of LinkedIn users access the platform via mobile devices.
  • Professional Quality: Invest in high-quality video production to ensure your content looks polished and professional. Poor quality can negatively impact viewer perception and engagement.
  • Clear Messaging: Keep your message clear and concise. The first few seconds are crucial for capturing attention, so make sure your key points are communicated early.
  • Engaging Content: Create engaging content that resonates with your audience. Utilize storytelling techniques, compelling visuals, and strong calls to action to drive engagement and conversions.

By adhering to these specifications and guidelines, you can create LinkedIn video ads that are not only visually appealing but also highly effective in reaching and engaging your target audience.

Best LinkedIn Video Ad Examples

Running a little low on inspiration?

Don’t worry. We’ve got you covered!

Here we’ve compiled a list of some of the best LinkedIn video ads out there.

These examples are perfect illustrations of engaging social media content to inspire your next campaign.

1. Microsoft

Watch the ad

What makes this video ad stand out: This LinkedIn video ad by Microsoft delivers its message effectively with clear graphics and a focus on cybersecurity.

Despite lacking audio, the video uses visuals and text to communicate its point within just 14 seconds, aligning with the brand's guidelines by maintaining consistent colors and logo placement.

2. Amazon Web Services (AWS)

Watch the ad

What makes this video ad stand out: AWS captivates viewers with an interesting quote that transitions into a storytelling technique, guiding the audience through the company's technological advancements.

The video features diverse voiceovers, impactful kinetic typography, and fitting background music, making it a compelling viewing experience.

3. Salesforce

Watch the ad

What makes this video ad stand out: Salesforce tells a compelling story in just 30 seconds, featuring its mascot popping up to the beat.

The video effectively showcases different people and their work, demonstrating how they are all connected through Salesforce, thereby adding a fun and engaging element to the ad.

4. Canva

Watch the ad

What makes this video ad stand out: Canva’s LinkedIn video ad uses storytelling to captivate the audience and guide them through the company's progress.

The ad is enriched with diverse voiceovers, impactful kinetic typography, and fitting background music, contributing to a compelling viewing experience.

5. Slack

Watch the ad

What makes this video ad stand out: This LinkedIn video ad by Slack, despite its brevity and lack of audio, communicates its message clearly through simple animation and a strong call to action.

The ad adheres to brand guidelines, effectively highlighting Slack’s advantages.

6. Cisco

Watch the ad

What makes this video ad stand out: Cisco’s 15-second video introduces a key feature—Full Stack Observability.

With beat sync, voiceover, and simple animation, the ad is concise and effectively communicates its message.

7. Gong

Watch the ad

What makes this video ad stand out: Gong’s LinkedIn video ad utilizes a smooth voiceover, a mellow background beat, and simple animations to convey its message.

The use of kinetic typography to highlight key points, combined with app screen sharing, makes the video both catchy and informative.

8. Grammarly

Watch the ad

What makes this video ad stand out: Grammarly’s live-action video takes viewers through a typical workday, using screen sharing to demonstrate the tool’s features.

The casual and simple tone makes the video relatable and engaging.

9. Intuit Mailchimp

Watch the ad

What makes this video ad stand out: This 15-second LinkedIn video ad by Mailchimp cleverly showcases a problem and its solution visually.

The humorous approach and use of real-time customer data service make the ad both entertaining and informative.

10. Kissflow

Watch the ad

What makes this video ad stand out: Kissflow’s LinkedIn video ad starts by addressing customer pain points, using good animations and an engaging voiceover to highlight the convenience of their solution.

Despite being over a minute long, the use of statistics by G2 adds credibility and keeps viewers engaged.

These LinkedIn video ad examples stand out with their sharp beat sync, smooth transitions, engaging animations, clear messages, and the smart use of brand colors.

They collectively demonstrate how to create effective video ads that resonate with the target audience and drive engagement.

Best Practices for LinkedIn Video Ads

Creating effective LinkedIn video ads requires strategic planning and attention to detail.

To maximize your return on investment and ensure your ads resonate with your audience, follow these best practices:

1. Define Your Main Objective

Start by clearly defining what you want to achieve with your LinkedIn video ads.

Your objective will guide every aspect of your ad, from the content and tone to the call-to-action (CTA). Common objectives include:

  • Awareness: Capture attention and generate curiosity about your brand.
  • Consideration: Showcase your product or service to encourage further exploration.
  • Decision: Drive action by highlighting specific benefits and offering clear next steps.

2. Create Video Content Based on Your Objective

Tailor your video content to align with your specific marketing goals:

  • Brand Awareness: Keep videos short (5-30 seconds) to leave viewers wanting more. Focus on your brand's mission and values.
  • Brand Consideration: Use longer videos (30-60 seconds) to provide more detailed information, such as customer testimonials or case studies.
  • Demand Generation: Offer demos or in-depth product features. Videos can be longer (over a minute) to thoroughly explain your offering and motivate viewers to act.

3. Use Storytelling to Humanize Your Brand

Storytelling is a powerful way to connect with your audience on an emotional level.

Create content that tells a compelling story and humanizes your brand. This can include:

  • Personal greetings from team members.
  • Behind-the-scenes looks at your company culture.
  • Testimonials or success stories from customers.
  • Relevant current events or personal anecdotes.

4. Include Captions

Since LinkedIn videos autoplay without sound, it’s crucial to include captions to ensure your message is accessible.

Captions not only cater to viewers watching without sound but also make your video more inclusive for those with hearing impairments.

5. Optimize for Mobile Viewing

A significant portion of LinkedIn users access the platform on their mobile devices.

Optimize your videos for mobile by using vertical or square aspect ratios and ensuring that all text and visuals are easily viewable on smaller screens.

6. Start with a Strong Hook

The first few seconds of your video are critical for capturing attention.

Begin with a unique and engaging hook that encourages viewers to continue watching.

This could be a bold statement, an intriguing question, or a visually striking image.

7. Showcase Your Brand’s Unique Value

Clearly communicate what sets your brand apart from competitors.

Highlight your unique selling points through visuals and messaging that align with your brand’s values and personality.

8. Include a Clear Call to Action

Every effective video ad should end with a clear and compelling CTA.

Encourage viewers to take the next step, whether it’s visiting your website, downloading a resource, or contacting you for more information.

Examples include "Learn More," "Download Now," and "Contact Us."

9. A/B Test to Refine Your Ads

Test different versions of your video ads to see which performs best.

Experiment with various elements, such as content type, video length, audio and subtitles, description copy, and CTAs. Analyze the results to refine your strategy and maximize engagement.

10. Measure Success Based on Your Objective

Track and analyze the performance of your video ads using metrics aligned with your objectives:

  • Brand Awareness: Impressions, views, and view rates.
  • Brand Consideration: View rates, completion rates by quartile, clicks, and full-screen plays.
  • Demand Generation: Conversion rates, leads, and cost per conversion.

By following these best practices, you can create LinkedIn video ads that not only capture attention but also drive meaningful engagement and results for your business.

11. Follow Optimal LinkedIn Video Ad Length

The length of your LinkedIn video ads plays a crucial role in their effectiveness and the engagement they generate.

While the ideal length can vary based on your campaign goals, audience, and content type, there are some best practices and guidelines you can follow to maximize the impact of your video ads on LinkedIn.

General Recommendations:

  • Short and Sweet: According to LinkedIn, the most successful video ads are typically less than 15 seconds long. These brief videos capture attention quickly and are perfect for delivering a concise, impactful message.
  • Brand Awareness and Consideration: For videos aimed at building brand awareness or encouraging brand consideration, keep the length under 30 seconds. These videos should be long enough to convey your brand message but short enough to maintain viewer interest.
  • Upper-Funnel Marketing Goals: Videos targeting upper-funnel marketing goals, such as driving traffic or generating leads, should be between 30 to 90 seconds. This length allows you to provide more detailed information while still keeping the content engaging.
  • Storytelling: Longer-form videos (1-10 minutes) are ideal for telling a more complex brand or product story. LinkedIn studies have shown that well-crafted long-form videos can drive as many clicks as short-form videos by effectively communicating detailed narratives or complex concepts.

Maximum Length:

  • LinkedIn Native Videos: While native videos on LinkedIn can be up to 10 minutes long, it’s generally recommended not to exceed this length. Videos longer than 10 minutes can lose viewer interest unless they are exceptionally engaging or informative.
  • LinkedIn Video Ads: Video ads can run for up to 30 minutes, but it’s essential to consider whether the content justifies such a length. For most marketing objectives, shorter videos will be more effective in keeping the audience’s attention.

12. Testing and Optimization

Every brand’s audience is different, so it’s crucial to test various video lengths to see what works best for your specific goals.

A/B testing is an excellent strategy to determine the optimal video length for your LinkedIn ads.

Here are some approaches to get you started:

A/B Test Video Lengths:

  • Short (5-15 seconds): Use these for looped videos or “cliffhanger” content that prompts viewers to learn more.
  • Medium (30 seconds): Ideal for quick product overviews or “talking head” interviews. Ensure your key message is delivered within the first few seconds to hook viewers.
  • Long (1 minute+): Perfect for storytelling, customer testimonials, or educational content. These videos can build an emotional connection or provide in-depth knowledge.
  • While shorter videos generally have higher completion rates, longer videos can be equally effective if they tell a compelling story. For example, snippets from a recent webinar can be repurposed into longer videos that impart valuable knowledge or build an emotional connection with the audience.

How Do I Make a Good LinkedIn Video Ad?

Creating an effective LinkedIn video ad involves a strategic approach that ensures your content not only reaches but also resonates with your target audience. 

Here's a comprehensive guide to help you craft a successful LinkedIn video ad campaign:

1. Choose Your Video Campaign Objective

Before you start creating your video, clearly identify your campaign objective.

This will shape the content and determine how you measure success.

Common objectives include:

  • Brand Awareness: Increase visibility and tell people about your brand through impression-based campaigns.
  • Consideration: Encourage viewers to click and learn more about your brand.
  • Conversion: Drive leads and actions important on your own website.

2. Plan Your Video Content Based on Your Objective

The heart of a successful video ad campaign is its content.

Align your video content with your campaign objective for maximum impact.

Here are the key content types for each objective:

  • Thought Leadership: Position your brand as an industry leader by sharing insights and expertise.
  • Brand Story: Tell a compelling story about your brand's mission, values, and journey.
  • Customer Success Stories: Showcase how your product or service has positively impacted your customers.
  • Product Demos: Show a quick, engaging demo of your product to highlight its benefits.
  • Webinar Previews: Give a sneak peek of upcoming webinars to attract sign-ups.
  • Event Previews: Provide a glimpse of upcoming events to encourage attendance.

3. Follow Best Practices for Creating Videos

To capture and maintain your audience’s attention, follow these best practices:

  • Hook Your Audience Early: Show the most important and engaging part of your video within the first 10 seconds. Viewer attention tends to drop after this point.
  • Visual Storytelling: Use compelling visuals, graphics, and people to tell your story and keep viewers engaged.
  • Silent Mode Consideration: Many LinkedIn users watch videos without sound. Think like a silent film director by ensuring your video is effective without audio. Burn in subtitles to ensure your message is conveyed clearly even with the sound off.
  • Concise and Clear Messaging: Keep your video concise and focused. Aim for a length of 30 seconds to 1 minute, ensuring every second counts.

4. Optimize for Mobile Viewing

With a significant number of users accessing LinkedIn on their mobile devices, ensure your video is optimized for mobile viewing:

  • Vertical and Square Formats: Use vertical (9:16) or square (1:1) formats for better mobile engagement.
  • Readable Text and Subtitles: Ensure text and subtitles are large enough to read on smaller screens.

5. Measure Success Based on Your Objective

After your video ad is live, analyze its performance based on your campaign objective. Key metrics to monitor include:

  • Brand Awareness: Track impressions and reach to see how many people viewed your video.
  • Consideration: Measure clicks and engagement rates to understand how many viewers took action to learn more.
  • Conversion: Monitor lead generation, form submissions, or other actions taken on your website.

6. Continuous Optimization

Finally, continuously optimize your video ad campaigns.

Analyze performance data to identify what works and what doesn’t.

Make necessary adjustments to improve future campaigns.

By following these steps, you can create a compelling LinkedIn video ad that not only captures attention but also drives meaningful engagement and results for your business.

Conclusion

By now, it's clear that incorporating video into your B2B advertising strategy on LinkedIn is not just an option—it's a necessity.

As members increasingly consume video content, leveraging LinkedIn Video Ads can significantly enhance your marketing efforts and drive substantial business results.

Using a multi-format approach provides valuable data and insights into what resonates most with your audience.

It's crucial to keep experimenting and refining your strategy.

Emerging formats like square and vertical videos are proving to be particularly effective, especially on mobile devices.

Remember, the key to successful video advertising lies in continuous testing and optimization.

Monitor your campaign performance, gather insights, and adjust your content accordingly.

By staying agile and responsive to what works best, you can maximize the impact of your LinkedIn Video Ads.

Don’t miss out on the opportunity to elevate your LinkedIn advertising strategy.

Start incorporating video ads today and watch your business grow.