Video content has become increasingly popular on social media in recent years. With more and more users accessing social platforms via mobile devices, vertical video, also known as portrait video, has emerged as an engaging video format that is well-suited for mobile viewing.
But does LinkedIn, one of the world’s largest professional social networks, support vertical video? In this article, we’ll take a comprehensive look at LinkedIn’s video specifications and capabilities to answer this question.
The Rise of Vertical Video
Vertical video refers to video content that is filmed in portrait mode, with the height being greater than the width. Some key stats on the rise of vertical video:
- Over 85% of users now watch videos on mobile devices (SmartInsights)
- Mobile video consumption grows by 100% YoY (Wyzowl)
- 90% of users flip their phones to watch vertical videos (Instagram)
With mobile dominating video viewership, vertical videos allow brands to take advantage of the entire screen real estate on smartphones. Vertical videos eliminate the black bars users would otherwise see while watching landscape videos horizontally on mobiles.
Apps like Instagram, Snapchat, and TikTok have normalized this vertical viewing experience. Users today actively pivot their devices to watch vertical videos on their feeds.
The data makes it evident that vertical videos work best for mobile audiences. Consequently, brands are increasingly embracing the vertical format for social media marketing.
Does Native LinkedIn Video Support Vertical Videos?
Let’s start by looking at the core LinkedIn video experience. When users click to watch a video on LinkedIn’s mobile app or website, it opens in a dedicated video player. This is where users view native videos uploaded directly to LinkedIn.
Based on LinkedIn’s documentation, the maximum aspect ratio supported for native LinkedIn videos is 16:9 (landscape). There are no specifications provided for uploading vertical videos natively.
However, that doesn’t necessarily mean vertical videos are restricted on LinkedIn altogether. The native video experience is just one way users view video content on the platform.
Can You Embed Vertical Videos on LinkedIn?
In addition to uploading videos natively, LinkedIn also allows users to embed videos from external sources. This includes embedding vertical videos from platforms like YouTube and Vimeo.
When embedding a vertical video on LinkedIn, it displays in its original vertical format within the LinkedIn feed. Users can pivot their phones vertically to watch it full screen.
Here are some examples of vertical videos successfully embedded on LinkedIn:
- Product demo videos
- Employee spotlight videos
- Virtual event recordings
- Company culture videos
- Thought leadership talks
- Customer testimonials
By uploading vertical videos to YouTube and embedding them into LinkedIn posts, advertisers can target professional audiences with vertical content.
Vertical Video Best Practices for LinkedIn
When creating vertical videos for LinkedIn, keep these best practices in mind:
- Film using a mobile phone in portrait orientation
- Ensure the subject is framed correctly in vertical
- Add text overlays and graphics designed for portrait viewing
- Select a vertical thumbnail that represents the video on LinkedIn
- Upload to YouTube or Vimeo and embed into LinkedIn posts
- Include a compelling caption and call-to-action when embedding
- Analyze engagement metrics to optimize future vertical videos
Advertising Options for Vertical Video on LinkedIn
In addition to organic content, LinkedIn also provides paid advertising options for vertical video formats.
LinkedIn Sponsored Video allows advertisers to promote vertical videos natively in the LinkedIn feed and reach a targeted professional audience.
With single image ads, vertical creative can also be utilized. Dynamic ads on LinkedIn can leverage vertical product images from your ecommerce catalog.
For advertisers wanting to repurpose existing vertical video assets from other platforms, LinkedIn’s self-serve ads platform provides flexibility across ad formats.
| Ad Format | Vertical Video Support |
|---|---|
| Sponsored Video | Yes |
| Single Image Ads | Yes |
| Dynamic Ads | Yes |
| Message Ads | No |
Considerations for Posting Vertical Video on LinkedIn
While using vertical video on LinkedIn can be an effective strategy, there are a few caveats to consider:
- Not all audiences may have a preference for vertical video, so test different formats
- Avoid letterboxing vertical videos into horizontal frames
- Measure the impact vertical video has on your brand metrics
- Ensure vertical videos meet platform guidelines for content and quality
- Analyze viewer drop-off rates to optimize video length for the platform
Tips for Engaging Your Audience with Vertical Video
Here are some tips to boost engagement when using vertical video content on LinkedIn:
- Produce snackable videos under 60 seconds optimized for mobile
- Highlight key pieces of information viewers need to know
- Use bright, contrasting colors and clean fonts for mobile screens
- Add captions and subtitles for viewing without sound
- Include a strong call-to-action at the end of the video
- Prompt viewers to like, comment, share, and follow your brand
Conclusion
In summary, while LinkedIn’s native video only supports landscape formats, vertical videos can be successfully embedded into LinkedIn posts from external platforms like YouTube.
Vertical video is increasingly popular on mobile, and embedding vertical videos on LinkedIn can help brands reach professional audiences. With the right strategy, vertical video presents an opportunity to grab attention and improve engagement on the platform.
As with any new content format, testing is key. Analyze performance metrics for vertical video posts, and continue optimizing based on what resonates best with your target LinkedIn audience.
