LinkedIn carousel ads allow advertisers to showcase multiple images in a slideshow format to engage viewers. The number of images you can include in a LinkedIn carousel ad depends on the objective and placement of the ad.
LinkedIn Carousel Ad Overview
LinkedIn launched carousel ads in 2016 as a new ad format option. Carousel ads allow advertisers to showcase multiple images and customize each slide with a different message. This provides more flexibility to tell a story, highlight various products/services, or feature diverse visuals to capture attention.
Some key things to know about LinkedIn carousel ads:
- Appear in the LinkedIn feed on desktop and mobile
- Images auto-rotate based on dwell time
- Each image can have its own headline and description
- Ideal for showcasing products, services, content, etc.
- Provide more real estate than single image ads
With the ability to incorporate multiple slides, carousel ads allow for more creativity and messaging compared to standard single image ads. They are an engaging format that stands out in the LinkedIn feed.
LinkedIn Carousel Ad Image Requirements
The number of images you can include in a LinkedIn carousel ad depends on where the ad is placed and the objective you select when creating the campaign.
Here are the requirements for carousel ads on LinkedIn:
Sponsored Content
- 2-10 images allowed
- Image ratio: 1.91:1
- Recommended size: 1200 x 627 pixels
- Max file size: 5MB per image
Sponsored Messages
- 2-5 images allowed
- Square images only
- Recommended size: 768 x 768 pixels
- Max file size: 5MB per image
So for Sponsored Content ads placed in the LinkedIn feed, you can include anywhere from 2-10 images in the carousel. For Sponsored Messages, the carousel is limited to 2-5 square images.
Ideal Number of Images for Different Goals
Determining how many images to include depends on your ad objectives and desired storytelling. Here are some recommendations:
Brand Awareness Campaigns
- 3-5 images recommended
- Showcase your brand story, products, culture, etc.
- Keep messaging consistent across slides
- Avoid information overload
Lead Generation Campaigns
- 2-4 images recommended
- Use some slides to grab attention with impactful stats/messaging
- Dedicate one slide for a strong CTA button to drive conversions
- Keep key product/service images clean and simple
Traffic Campaigns
- 4-6 images recommended
- Use first 1-2 slides to catch interest and introduce topic
- Next 2-3 slides can provide more details/proof points
- Final slide should include a CTA button to click through to site
In general, it’s best to limit your carousel ad to 5 or fewer images when possible. You want each slide to have impact and keep the message focused. More than 5 images risks losing the viewer’s interest as they scroll through.
Tips for Optimizing LinkedIn Carousel Ads
When designing your LinkedIn carousel ads, keep these tips in mind:
- Use high-quality, eye-catching images that align with your brand
- Keep text short, clear, and consistent across slides
- Ensure strong call-to-action buttons stand out
- Limit carousel length to 4-5 images if possible
- Test different image orders and slide dwell time
- Use relevant hashtags and @mentions if applicable
- Leverage different image layouts – some full bleed, some with border, etc.
Testing and optimizing your carousel ads will help you refine the experience and improve performance over time. Evaluate different creative approaches, layouts, images, text, CTAs and more to see what resonates best with your target audience.
Best Practice Examples
To give you an idea of how effective carousel ads can be structured, here are two best practice examples from brands using LinkedIn carousel ads successfully:
Microsoft Azure
This carousel ad from Microsoft Azure uses different slides to highlight their platform benefits:
- Grabs attention with bold stat on first slide
- Shares key features/capabilities in next 3 slides
- Concise text – focuses on main idea per slide
- Clean, consistent design and visuals
- Strong CTA button on last slide
HubSpot
This HubSpot ad promotes a free marketing tool leveraging the carousel format:
- Introduces tool and highlights benefits
- Alternates between benefit-driven and product images
- Useful graphs/stats to prove value prop
- Bold green CTA button stands out
- 5 slides provides enough detail without overloading
Both of these examples showcase how carousel ads can engage viewers by using compelling visuals and messaging tailored for the LinkedIn audience.
Conclusion
To summarize key points:
- LinkedIn carousel ads allow 2-10 images for Sponsored Content and 2-5 images for Sponsored Messages
- Ideal number of images depends on campaign goals and desired storytelling
- Typically 3-5 images is recommended for most objectives
- Keep messaging clear, consistent and relevant across slides
- Include a strong CTA button to drive desired conversions
- Test different visual layouts, images, text, placements to optimize performance
With the ability to showcase multiple visuals and tell a deeper story, carousel ads can capture attention and deliver results on LinkedIn. Just be strategic with your messaging, keep each slide focused, limit the length, and test different creative approaches. Follow these best practices to maximize the impact of your LinkedIn carousel ads.
