LinkedIn video ads allow businesses to connect with professionals on the platform through engaging video content. As video continues to grow as an effective marketing medium, many companies are interested in utilizing LinkedIn video ads as part of their strategy. One key question for marketers looking to leverage these ads is: how long should LinkedIn video ads be?
When creating video content for LinkedIn ads, the recommended length is between 15-30 seconds. Videos that are within this timeframe tend to see better overall performance compared to longer videos. Some key reasons why shorter video ads work well on LinkedIn include:
- Ability to convey message quickly: Given short user attention spans, 15-30 second ads can communicate a brand message or value proposition fast.
- Aligns with user behavior: The average LinkedIn user is typically skimming content in their feed. Shorter videos are more likely to be viewed to completion.
- Lower abandonment rates: Data shows completion rates are much higher for 15 second ads than 60 second ads on LinkedIn.
- More flexible targeting: Shorter ads allow for more flexibility with targeting specific audiences and goals.
While 15-30 seconds is the recommended length, some businesses may still find value in experimenting with longer video ads in specific use cases. However, the data strongly supports keeping LinkedIn video ads concise.
Optimal Length for Different Objectives
While 15-30 seconds is the overarching best practice length, the optimal video ad duration can vary slightly depending on your specific objectives:
Brand awareness objective: 15-20 seconds
When your goal is to drive brand awareness and impressions, shorter video ads around 15-20 seconds tend to perform best. This allows you to convey your brand messaging in a compelling way that will capture attention.
Traffic objective: 20-25 seconds
If your goal is to drive traffic to your site or landing pages, a 20-25 second video ad leaves room to communicate a specific CTA or value proposition. The extra time compared to pure brand awareness ads allows you to educate and direct viewers.
Conversion objective: 25-30 seconds
For video ads aimed at getting conversions and leads, utilize the full 25-30 second length. The additional time will allow you to build urgency or make a compelling case driving users to convert.
When Longer Video Ads Make Sense
While adhering to the 15-30 second best practice is recommended in most cases, there are some instances where longer video ads may be beneficial on LinkedIn:
- Product demonstrations: Showing how a complex product works may require more time.
- Brand storytelling: Developing an engaging story about your brand can be effective.
- Thought leadership: Educational videos over a minute can establish your expertise.
However, even in these cases, starting with a shorter “hook” before going longer is advised. Additionally, you should still aim to keep educational and demonstrative videos under two minutes if possible.
Best Practices for Longer Videos
If you do opt for a longer video, some best practices to follow include:
- Hook audience early: Lead with a compelling hook within the first 5-10 seconds before going into your full message.
- Include chapter timestamps: Allow viewers to skip around longer videos by including timestamps.
- Analyze drop-off rates: Track audience dropoff at different time increments to optimize message timing.
- Experiment with aspect ratio: Vertical 9:16 aspect ratio may be better for longer videos.
- Leverage auto-play: Use the auto-play option so your video starts instantly without a click.
Ideal Length for Different Placements
Beyond objective, optimal LinkedIn video ad length can also vary depending on placement:
In-feed video ads: 15-30 seconds
When playing as native in-feed placements, adhere to the standard 15-30 second recommendation. Followers are more likely to quickly scroll past longer in-feed videos.
Sponsored content video ads: 60-90 seconds
For video ads within sponsored content, 60-90 second spots are often most effective. Users are more willing to engage with branded content in this placement.
Text ad video companions: 15 seconds
When pairing video ads with text ads, succinct 15 second spots work best. The text ad headline and copy will convey details, so the video should entice quickly.
Formatting for Mobile and Desktop
It’s also important to consider formatting and aspect ratio when developing LinkedIn video ads for different devices:
Mobile recommendation: Square or vertical
For mobile video ads, use a 1:1 square or 9:16 vertical aspect ratio. This takes up more screen real estate on small mobile feeds.
Desktop recommendation: Horizontal landscape
For desktop and laptop video ads, standard 16:9 horizontal landscape formatting works best. Horizontal allows more cinematic impact on larger screens.
Top Video Ad Length Examples
To illustrate optimal LinkedIn ad length in practice, here are examples from leading brands leveraging video ads successfully:
| Brand | Video Length | Notes |
|---|---|---|
| HubSpot | 25 seconds | Uses the 25-30 second best practice for conversions, driving free trial signups. |
| Mailchimp | 15 seconds | Concise 15 second brand awareness video showing value proposition. |
| Salesforce | 60 seconds | Leverages longer sponsored content video to explain product benefits. |
Key Takeaways
To recap, the main takeaways on ideal LinkedIn video ad length include:
- 15-30 seconds is the recommended overall best practice length
- 15-20 second ads work best for brand awareness goals
- 25-30 seconds provides room for direct response messaging
- 60-90 second spots can excel within native sponsored content
- Formatting should be vertical for mobile and landscape for desktop
- Starting with a strong hook is critical even for longer ads
By following these tips, you can create engaging, high-converting LinkedIn video ads optimized for any objective you wish to accomplish. Testing different lengths and placements will allow you to determine what resonates best with your target audiences on the platform.
Frequently Asked Questions
Can I use longer videos on LinkedIn?
While 15-30 seconds is recommended, longer videos can still perform well in certain formats like sponsored content or for objectives like thought leadership. However, even long videos should lead with a strong hook within the first 5-10 seconds.
What’s the maximum length video I can use?
LinkedIn currently allows video ads up to 10 minutes in length. However, the engagement data shows very few users are willing to watch videos longer than 1-2 minutes on LinkedIn.
Are square videos effective?
Yes, 1:1 square video ads can be highly effective on LinkedIn, particularly within mobile feeds where square formats take up more screen space. Square videos also stand out compared to small horizontal thumbnails.
Can I use different video lengths for different campaigns?
Definitely. You may want to use 15 second brand awareness videos for one campaign and 60 second product demos in another campaign. Testing different lengths for each objective is recommended.
How much text should I include in a short video ad?
For 15-30 second ads, limit on-screen text to at most a few short words or phrases. The video should focus on visuals and narration to convey the message quickly.
Conclusion
Determining the ideal length for LinkedIn video ads requires balancing the desire for engagement with the limited user attention spans on the platform. While you can technically go as long as 10 minutes, the data clearly shows that 15-30 second ads are viewed and converted best overall. This provides enough time to get your message across without losing viewer interest quickly.
But there are still opportunities to go longer with the right approach. Auto-play enabled 60-90 second sponsored content ads and thought leadership videos over 1 minute can still excel. The key is leading with an compelling hook within the first few seconds before elaborating on your brand story and value.
With the right balance of concise messaging and compelling storytelling optimized for LinkedIn’s professional audience, your video ads can effectively build brand awareness, generate leads, and drive conversions.