Video ads are becoming increasingly popular on social media platforms like LinkedIn. Brands are constantly looking for new ways to capture the attention of their target audience and video tends to be more engaging than static images or text alone. But can you actually run video ads on LinkedIn? Let’s take a closer look.
The short answer
Yes, LinkedIn does support video ads. Advertisers can upload and run video ads on both the desktop and mobile versions of LinkedIn.
LinkedIn video ad formats
LinkedIn offers the following video ad formats:
- Sponsored Video – Videos up to 3 minutes play in the LinkedIn feed
- Sponsored Content Video – Videos up to 10 minutes play in-stream on LinkedIn owned and operated content pages
- Message Ads Video – Video can be included in LinkedIn Message Ads alongside text, image and data
Sponsored Video ads
Sponsored Video is LinkedIn’s main in-feed video ad unit. These auto-play videos can be up to 3 minutes long and loop up to 3 times. They are very similar to the video ads run on Facebook and Instagram.
Sponsored Videos appear in the LinkedIn feed just like organic posts. They are labeled as “Sponsored” and include a call-to-action button like “Learn More” or “Sign Up.”
This is an effective way for advertisers to engage the LinkedIn audience with dynamic video content. It can help raise brand awareness or interest in specific products. Video ads also tend to perform well in terms of social engagement and click-through rates.
Sponsored Video ad specs
- Aspect ratio: 16:9 or 1:1
- Resolution: 720p or higher
- Length: Up to 3 minutes (loops 3 times)
- File size: Up to 1GB
- File types: .MP4, .MOV, .AVI
Sponsored Content Video ads
Sponsored Content Videos are a type of native video ad on LinkedIn. These in-stream videos play on actual LinkedIn content pages, such as the LinkedIn newsfeed.
Sponsored Content Videos can be longer, up to 10 minutes. But the user has to actively click in order to view the video. This format is better for informative or educational content.
Advertisers may prefer Sponsored Content for certain types of videos like demos, user testimonials, behind-the-scenes footage, and more. These videos seem more natural as part of an article or post that the user chooses to click on.
Sponsored Content Video specs
- Aspect ratio: 16:9 or 1:1
- Resolution: 720p or higher
- Length: Up to 10 minutes
- File size: Up to 1GB
- File types: .MP4, .MOV, .AVI
Message ads video
LinkedIn Message Ads can also feature video. This ad format combines text, image, data and video in one native-style ad unit. The video can help make LinkedIn messages more engaging and attention-grabbing.
Message ads appear in the LinkedIn inbox, so they may not be as disruptive as a video that auto-plays in the feed. But it’s a way to incorporate video as part of an ad message sent directly to a user.
Message ad video specs
- Aspect ratio: 16:9 or 1:1
- Resolution: 720p or higher
- Length: Up to 3 minutes
- File size: Up to 1GB
- File types: .MP4, .MOV, .AVI
Video ad benefits
Here are some of the key benefits of using video ads on LinkedIn:
- Increased engagement – Video ads tend to be more engaging than static image ads or text-only ads. They can grab attention and hold viewer interest for longer.
- Higher conversion rates – LinkedIn reports that Sponsored Video ads have up to 50% higher conversion rates compared to CPM ads. The impactful visual medium can be very persuasive.
- Greater brand awareness – Videos allow brands to display products, explain services, and showcase company culture in a storytelling format.
- Better targeting – Detailed audience targeting options allow businesses to ensure videos are only shown to relevant audiences.
- Flexible formats – The different video ad units like Sponsored Video, Sponsored Content and Message Ads allow brands to choose the right format for their content and goals.
Video ad placements
LinkedIn gives advertisers the ability to choose where their video ads appear across desktop and mobile. Here are the various placements available:
Desktop
- Feed – Appears in the LinkedIn newsfeed
- Right rail – Displays on the right column next to the feed
- Inbox – Part of a LinkedIn Message Ad
Mobile
- Feed – Displays in the mobile newsfeed
- Inbox – Appears within LinkedIn Messages
The most common placement is within the feed on desktop and mobile. But advertisers can also select the right rail only if they want to target users on desktop who might not scroll down the feed as far.
How to create LinkedIn video ads
To run video ads on LinkedIn, advertisers first need to upload and host them properly. LinkedIn recommends uploading videos to a hosting platform like YouTube or Vimeo and then providing the links during the ad creation process.
Here are the key steps to setting up LinkedIn video ads:
- Upload finished video files to YouTube, Vimeo or other host
- Get the associated links for each video
- In LinkedIn Campaign Manager, select “Video” for the ad format
- Choose an objective like Brand Awareness, Website Visits, etc
- Enter the links and titles for the videos
- Select target audience, placements and budget
- Review targeting and settings
- Launch campaign
Videos can be uploaded and converted directly within Campaign Manager but hosting them externally gives advertisers more flexibility and control over videos. The ad unit will pull the thumbnail, title and video file from the hosted location.
Video ad specifications
LinkedIn provides advertisers with specs and guidelines to help them create video ads optimized for the platform. Here are some of the key video specs to keep in mind:
| Video Type | Aspect Ratio | Max Length | File Size |
|---|---|---|---|
| Sponsored Video | 16:9 or 1:1 | 3 minutes | 1GB |
| Sponsored Content | 16:9 or 1:1 | 10 minutes | 1GB |
| Message Ad | 16:9 or 1:1 | 3 minutes | 1GB |
Video ads should also have:
- 720p resolution or higher
- Brand appropriate audio and visual content
- Clear call-to-action overlays like “Find Out More”
- Closed captioning for accessibility
Following LinkedIn’s recommended specifications helps ensure videos display properly across different devices and viewing environments.
Ideal video ad length
What’s the best length for a LinkedIn video ad? Here are some optimal video ad durations to consider:
- Less than 20 seconds – Ultra short videos can work well for quick video intros, behind-the-scenes footage, and teaser content used to generate interest. But they provide limited time to tell a story.
- 30 – 60 seconds – This is a standard length for social media video ads. It provides enough time to educate viewers while retaining attention.
- 90 seconds to 2 minutes – For more complex messages, brand stories or product demos, a 1-2 minute video may be warranted. But retention could drop off after 30 seconds.
- 3 minutes (max) – LinkedIn’s 3 minute max for Sponsored Videos forces brands to get their message across efficiently. Very few users will watch a 3 minute video in full.
Experts generally recommend keeping social video ads under 60 seconds if possible. But the right length also depends on the video content and campaign goals.
Best video ad practices
Here are some best practices for creating effective video ads on LinkedIn:
- Highlight the brand or product in the first 3-5 seconds
- Use high quality, bright, attractive visuals
- Speak clearly and Conversationally
- Use minimal on-screen text and graphics
- Have a clear call-to-action button/overlay
- Avoid hard sells – aim to entertain, inform, inspire
- Consider skipping intro brand animations to get right into content
- Close with a clear CTA and branding
Well-produced videos tailored to LinkedIn can help drive better video completion rates and conversions for advertisers.
Video ad tips
Here are some additional tips for succeeding with LinkedIn video ads:
- Test different thumbnail images to see which gains more impressions/clicks
- Try splitting audiences into different ad variations to find the best video for each
- Analyze performance data to optimize targeting, bids, and creative
- Retarget people who watched 50% or more of a video to drive conversions
- Ensure strong metadata so videos are found by search
- Promote best performing videos organically on LinkedIn too
Continuous testing, optimization and promotion will help advertisers improve the results of their LinkedIn video ad investments.
Measuring video ad performance
LinkedIn provides advertisers with robust analytics and reporting capabilities to track the performance of their video ads. Some key metrics to monitor include:
- Impressions
- Reach
- Frequency
- Clicks
- Clickthrough rate (CTR)
- Cost per click
- Views
- View rate
- Quartile completion rates
- Conversions
Analyzing how each video ad is performing based on these metrics can help identify opportunities to refine targeting, bidding, placements and creative.
LinkedIn video ad examples
To inspire your own LinkedIn video ad campaigns, here are a few real examples of brands using different video ad formats on LinkedIn:
Google Recruiting
Google used a Sponsored Video to promote their recruiting program. The energetic, documentary-style video shows Google employees talking about company culture, perks, and career opportunities:
New Relic Explainer Video
Software company New Relic created a short, animated Sponsored Video to explain their product simply. It uses colorful graphics, characters, and visualization:
SAP Sponsored Content
SAP promoted a longer Sponsored Content video on LinkedIn showcasing their training and educational offerings. The 5 minute video takes a documentary style approach:
Vidyard Message Ad
Vidyard, a video hosting platform, used a LinkedIn Message Ad to share an informative video explaining their key features. The ad unit combined text, graphics, data and video:
Conclusion
Video ads present a big opportunity for brands looking to engage and convert LinkedIn’s 675+ million professional audience. While static Sponsored Content has been the traditional format, video is now firmly established as a high-impact ad option.
LinkedIn makes it relatively easy for advertisers to run Sponsored Videos, Sponsored Content videos and Message Ads with video. Following LinkedIn’s best practices and optimizing based on performance can lead to big results.
As video marketing continues to grow, LinkedIn’s video ad offerings give B2B brands a way to effectively reach relevant audiences and move them through the sales funnel. Video is worth testing as part of a larger LinkedIn ad strategy.