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How LinkedIn Video Ads Work (2023)

LinkedIn has emerged as more than just a job-seekers’ platform. The social media site’s network of business professionals has double the buying power of a typical web audience, according to LinkedIn data. It’s time to take advantage of this pool of potential customers by standing out with a LinkedIn advertising strategy. In the sea of text-based posts in your target audience’s LinkedIn feeds, videos can break the monotony. Learn how to capture your audience’s attention with LinkedIn video ads.

What are LinkedIn video ads?

LinkedIn video advertising is a sponsored content ad format for your LinkedIn newsfeed. These videos are short, typically between 30 seconds and a few minutes, and can be a great way to engage with your network, drive traffic, and tell your brand’s story with a personal touch.

Video ads use the same targeting metrics as other sponsored content posts andLinkedIn’s built-in analytics help you track engagement, clicks, conversions, and ROI. Like other types of LinkedIn ads, they’re especially useful for targeting business professionals.

Benefits of using LinkedIn video ads

LinkedIn video ad campaigns can be more effective at reaching your network and growing your audience than traditional posts. Here’s why:

  • Engagement: Videos are a great way to spread your brand’s message and build awareness, with video posts gaining more engagement on the platform than text posts.
  • Brand personality: Videos can help you connect with current and future customers, along with other professionals in your industry. Video content lets you add a personal touch to your brand and bring your products to life with demos and tutorials.
  • Measurement: LinkedIn’s analytics tools help you track and analyze your impact so you can adjust to maximize results.

LinkedIn video ad specifications

LinkedIn has specific requirements for videos to keep its news feed consistent. They are similar to typical online video specifications, so you won’t have much difficulty adapting video content to LinkedIn’s format.

  • Length: Aim for three seconds to three minutes. According to LinkedIn, videos that are between 15 and 30 seconds long can be placed in all possible video locations on the platform.
  • File size and format: 75 KB to 200 MB in MP4 format.
  • Frame rate: LinkedIn requires videos to be less than 30 frames per second (FPS), which is a standard rate for online videos. Faster speeds are best for sports or videos requiring fluid action and slow-motion effects.
  • Pixels and aspect ratios: Horizontal or landscape videos should have a 16:9 aspect ratio, with the minimum height and width at 640 x 360 pixels and maximum at 1920 x 1080 pixels. For a square or 1:1 aspect ratio, the pixels should range from 360 x 360 to 1920 x 1920. LinkedIn recommends vertical videos use a 4:5 aspect ratio, with the minimum size set at 360 x 450 pixels and the maximum at 1080 x 1350 pixels. If you use a 9:16 aspect ratio for vertical content, make sure the video is at least 360 x 640 pixels and no larger than 1080 x 1920 pixels.
  • Audio format: AAC or MPEG4. Many viewers watch videos on mute—in fact, they play on mute by default—so make sure to have important information displayed on screen or in visual graphics, with narration included in closed captions.

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LinkedIn video ads best practices

Set a goal

Before you begin creating your ad, determine your main objective. LinkedIn videos tend to fall into three categories, based on your focus:

  • Brand awareness videos tell people about your brand. Tell your story, share customer feedback or success stories, and tap into your customers’ curiosity. You can measure your video’s success by monitoring the views or impressions it receives. 
  • Consideration content encourages clicks, website visits, and video views. Target an audience already familiar with your brand who wants to learn more about it. Consider your competition and focus on what sets your brand apart within your industry.
  • Conversion videos drive lead generation and website actions. Demo your products or share previews of upcoming events. Make clear calls to action for your viewers.

Language is crucial and can vary depending on the type of video you’re making. Conversion and consideration ads, which encourage viewer interaction, might use industry buzzwords to show your connection to and leadership in your industry. More informative brandawareness ads, on the other hand, might not use those same buzzwords, since they’re targeting new customers who may be unfamiliar with your brand.

Start strong

Pack your most important content into the first 10 seconds of your video, and keep them under 30 seconds total. Viewers’ attention could waver after they watch the start of your video, so try to hook them early. 

Different video lengths serve different purposes. Longer videos can tell a richer story, whereas shorter clips can encourage viewer action and engagement. Address your specific audience and introduce your brand and your position early.

Stand out

Use eye-catching graphics and text effects. Remember that many viewers watch with the sound off. Make sure your message is evident even when muted.

Get personal

Use real people in your videos—not just graphics. Tell stories, be informal, and try to relate to your viewers. For conversion videos aiming to generate leads, website visits, and other viewer engagements, use clear calls to action like “Start now,” “Learn here,” “Discover more,” etc.

How to get started with LinkedIn video ads

  1. Create a new campaign
  2. Create your ad in Campaign Manager
  3. Direct traffic
  4. Measure your ad’s success

Video ads are easy to create with LinkedIn’s Campaign Manager tools. You can upload and organize videos and track views and viewer engagement all from your ad account’s homepage. Here’s how to get started:

1. Create a new campaign

Start by signing into Campaign Manager on your LinkedIn homepage. Click the Create button in the upper left, and select Campaign. Select your objective (brand awareness, consideration, or conversion) and choose your audience by manually selecting attributes or using a suggested LinkedIn template.

2. Create your ad in Campaign Manager 

To make a new video ad, head to the page titled “Ads in this Campaign” in your Campaign Manager dashboard and click “Create new ad.” Choose a name and add introductory text, then upload your video.

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3. Direct traffic

Once you upload the video, add a headline, destination URL, and call-to-action (CTA) button. The destination URL should be your brand’s website or a specific landing page, social media account, or anywhere else you’d like your viewers to go after watching your ad. Be descriptive in your headline and text to help make your message clear, and use a clear CTA, like “Learn more at our website” or “Follow us for more tips.”

4. Measure your ad’s success

Your campaign management page has columns listing impressions, clicks, and average click-through rate (CTR) for each of your videos. You can also see view rates for brand awareness ads, completion rates and full-screen plays for consideration ads, and leads and cost-per-conversions for conversion ads. Look for apps in the Shopify App Store for more resources and help with LinkedIn analytics.

LinkedIn video ads FAQ

Can you post video ads on LinkedIn?

Yes. Like Facebook and other social media platforms, LinkedIn allows brands to make and share short video advertisements with their networks.

What are the types of LinkedIn video ads?

LinkedIn has three types of video ads based on your business’s goals: brand awareness, consideration, and conversion. These video ads vary in messaging and intent, with brand awareness videos reaching new customers, consideration ads showcasing your brand, and conversion content engaging your current network with calls to action.

How much does LinkedIn charge per view for video ads?

LinkedIn’s ad fees are based on an auction model. Competing businesses bid on their ads for placement in the newsfeed. You can bid based on your objectives:

  • To get website visits, bid by cost per 1,000 impressions (CPM).
  • To collect leads, bid by cost per click (CPC).
  • To get video views, bid by cost per view (CPV).

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