LinkedIn carousel ads have been a popular advertising format on the platform for years. However, there has been some confusion lately over whether LinkedIn is discontinuing carousel ads in favor of different ad formats. In this article, we’ll examine the current status of LinkedIn carousel ads and whether they are being phased out.
What are LinkedIn carousel ads?
LinkedIn carousel ads are a type of sponsored content ad that allow advertisers to showcase multiple pieces of content in one ad unit. The different pieces of content – like images, videos, or text – are displayed as a swipeable carousel, allowing viewers to engage with more content than a standard single image or video ad.
Carousel ads are displayed in the LinkedIn feed on desktop and mobile. They allow brands to tell a story and highlight different products, services, content offers, or messages in one ad spot. Some key benefits of LinkedIn carousel ads include:
- Showcasing more content and information than standard ads
- Driving more engagement as viewers interact with the carousel cards
- Serving different ad variations to refine messaging
- Split testing different images, videos, and text in one ad
LinkedIn carousel ads have been popular for brands wanting an interactive and engaging ad unit within the highly professional context of the LinkedIn feed.
LinkedIn carousel ad specs
Here are some key specs for LinkedIn carousel ads:
- Up to 10 cards/frames in the carousel
- Square 1:1 images (recommended 1200 x 1200 px)
- Image or video in first card
- 15-25 text characters recommended for card headlines
- 125 text characters recommended for card descriptions
Are LinkedIn discontinuing carousel ads?
Based on LinkedIn’s current advertising policies and help documentation, they are not discontinuing carousel ads at this time. LinkedIn carousel ads are still available and are considered one of LinkedIn’s standard ad formats.
Here are some top signs that LinkedIn carousel ads are still very much active and supported on the platform:
- Carousel ads can be created and managed directly through LinkedIn’s self-serve advertising platform.
- Carousel ads remain available as an option for Sponsored Content and Dynamic ads.
- LinkedIn’s help articles, best practice guides, and other docs continue to recommend carousel ads as a format.
- There have been no announcements from LinkedIn indicating carousel ads are going away.
While LinkedIn does seem to be placing more emphasis on newer video ad formats like Conversation Ads, there don’t appear to be any plans in the works to sunset their existing carousel ad offering. They are still considered one of the standard Sponsored Content formats.
LinkedIn’s expanding video ad options
So while carousel ads are staying put, LinkedIn has been rolling out more video options and placements to take advantage of the engaging video format. Some newer video ad types include:
Conversation Ads
Launched in 2020, LinkedIn Conversation Ads focus on an executive or employee discussing a product, service, or topic as if having a conversation. Viewers can comment and engage with the “conversation” in a comment feed beside the video.
Lead Gen Forms
Lead Gen Forms allow advertisers to add a contact form that viewers can fill out right within the video ad unit to convert viewers into leads.
Video Carousels
Video carousels allow advertisers to showcase multiple videos in one carousel ad unit, similar to image carousel ads.
With video becoming more engaging and interactive on LinkedIn, some speculate the platform may eventually phase out image-focused carousel ads. However, LinkedIn has not made any indication this is happening in the near future.
Use cases for LinkedIn carousel ads
For now, LinkedIn carousel ads remain a viable Sponsored Content format for many advertisers. Here are some of the top use cases where carousel ads can be effective:
Product catalogs and portfolios
Carousel ads allow brands to showcase multiple products, SKUs, portfolio samples, or customer case studies in one ad unit. The carousel format lends itself well to product catalogs or demonstrating work samples.
| Card 1 | Card 2 | Card 3 |
|---|---|---|
| Product 1 image and description | Product 2 image and description | Product 3 image and description |
Events and conferences
For events with multiple themes, speakers, or sessions, a carousel ad can showcase the full event agenda and highlight key details in each card.
| Card 1 | Card 2 | Card 3 |
|---|---|---|
| Session 1 details | Session 2 details | Session 3 details |
Content promotion
Carousel ads enable publishers and content marketers to promote multiple pieces of content in one ad. Each card can contain a compelling image and overview of the content piece.
| Card 1 | Card 2 | Card 3 |
|---|---|---|
| Blog Post 1 preview | Ebook preview | Blog Post 2 preview |
Split testing
With up to 10 cards available in carousel ads, marketers can split test different images, videos, headlines, or calls to action and see which cards within the ad unit perform best.
Best practices for LinkedIn carousel ads
When creating LinkedIn carousel ads, keep these best practices in mind:
- Place the hero image or video in the first card – this displays as the static image when the carousel isn’t interacted with.
- Use high-quality images at the recommended specs.
- Keep card headlines short, clear, and compelling.
- Write concise card descriptions to interest viewers.
- Use calls-to-action relevant to each card.
- Align cards with the overall ad objective.
- Test different variations of copy, design, offers across cards.
The future of carousel ads on LinkedIn
While LinkedIn carousel ads remain fully supported today, there is a chance LinkedIn may eventually transition to focus more on video ad offerings. However, the company has given no indications that carousel ads will be deprecated any time soon.
For advertisers wanting to tell a story, showcase multiple products/content, or split test different messages, LinkedIn carousel ads remain a highly visible and engaging Sponsored Content option.
The best approach is to take advantage of LinkedIn’s full variety of ad formats – including both carousel and video ads. Test different options and continue optimizing based on performance and relevance to your audience.
LinkedIn carousel ads are not discontinued as of October 2022 and likely still have a place in an effective B2B advertising strategy on LinkedIn.
Conclusion
In summary, LinkedIn carousel ads are still very much an active and supported ad format on LinkedIn. While LinkedIn has introduced more interactive video ad options lately, there have been no indications from LinkedIn that carousel ads are going away any time soon.
Carousel ads allow for showcasing multiple products, content, or messages and remain one of LinkedIn’s standard Sponsored Content formats. For B2B brands that can take advantage of the engaging carousel ad unit, they are still a recommended part of a diverse LinkedIn advertising strategy.
