LinkedIn ads come in a variety of formats and sizes. The dimensions available depend on the specific ad format being used. When creating LinkedIn ads, it’s important to understand the requirements and best practices for each format in order to design ads that will look good and perform well on the platform.
Sponsored Content
Sponsored Content ads appear in the LinkedIn feed and resemble regular LinkedIn posts. There are three main types of Sponsored Content ads:
- Sponsored Content (Standard): 1200 x 627 pixels
- Sponsored Content (Single Image): 1200 x 628 pixels
- Sponsored Content (Carousel): Individual images should be 1200 x 628 pixels
The recommended image size for Sponsored Content ads is 1200 x 628 pixels for both desktop and mobile. However, the minimum image size is 400 x 400 pixels. Smaller images will be upscaled when displayed on LinkedIn.
Sponsored Content Video Dimensions
For Sponsored Content video ads, the recommended dimensions are:
- Aspect Ratio: 16:9
- Landscape: 1280 x 720 pixels
- Square: 600 x 600 pixels
- Vertical: 600 x 750 pixels
The minimum video resolution is 400 x 400 pixels. Videos should be uploaded in .MP4 or .MOV format and should be less than 10GB in size.
Sponsored InMail
Sponsored InMail allows businesses to send targeted direct messages to LinkedIn members. These messages appear in the member’s LinkedIn Message inbox. There are no specific creative dimensions for Sponsored InMail. The message body can contain up to 700 characters of text. You can also include a personalized subject line, preset message templates, and call-to-action buttons.
Text Ads
Text ads on LinkedIn contain short headline text, a description, and display URL. The dimensions for LinkedIn text ads are:
- Headline: 25 characters
- Description: 75 characters
- Display URL: 15 characters
Text ads may be accompanied by one of two small ad formats: an illustration or a logo. Illustrations for text ads should be 60 x 60 pixels. Logos should be 60 x 14 pixels and supplied as a transparent PNG.
Dynamic Ads
Dynamic ads automatically highlight specific products, content, or promotions to each LinkedIn member based on their interests and browsing history. The image sizes for dynamic ads are:
- Default Card Size: 400 x 400 pixels
- Standard Card Size: 300 x 300 pixels
Video dimensions for LinkedIn dynamic ads include:
- 1:1 aspect ratio (square)
- 600 x 600 pixels minimum
- 30-90 seconds long
Message Ads
Message ads appear in the LinkedIn messaging inbox, similar to Sponsored InMail. These ads are designed to start one-to-one conversations between brands and members. There are no specific creative requirements for Message Ads. You can include up to 300 characters of text and a call to action button.
Single Image Ads
Single image ads contain a single image accompanied by short headline text. The recommended image size for single image ads is 1200 x 627 pixels. The minimum size is 400 x 400 pixels.
The headline text for single image ads has a 25 character limit.
Carousel Ads
Carousel ads feature multiple images that rotate through on click or swipe. Each image in the carousel should be 1200 x 628 pixels. You can include 2-10 images in a carousel ad.
Carousel cards may also contain a 25-character headline and 75-character text description for each image.
Lead Gen Forms
Lead gen forms allow LinkedIn members to fill out a form to collect contact information and convert them into leads. There are no specific creative requirements for the forms themselves. However, lead gen ads can feature an optional 1200 x 628 pixel banner image.
Conversation Ads
Conversation ads feature an eye-catching visual invites the viewer to click and message your company in the LinkedIn messaging inbox. The primary image should be 300 x 250 pixels. An optional logo can be included at 60 x 60 pixels.
Video Ads
In addition to video options for Sponsored Content, LinkedIn offers dedicated video ad units. For in-stream video ads, the dimensions should be:
- 16:9 aspect ratio
- Minimum resolution of 400 x 225 pixels
- 720p or 1080p HD quality
- File size under 2GB
- .MP4 or .MOV format
Video lengths can range from 15-30 seconds. Shorter videos tend to see higher completion rates.
Follower Ads
Follower ads promote your LinkedIn Company Page to gain more followers. These ads will feature your company logo, name, and follow call-to-action button. The recommended logo size is 100 x 100 pixels. Background images can be 600 x 500 pixels.
Spotlight Ads
Spotlight ads are full width imaging units prominently placed within the LinkedIn feed. Recommended specs include:
- Image Size: 1128 x 376 pixels
- Headlin: 25 characters
- Text: 75 characters
For optimal delivery on desktop and mobile, provide both 1128 x 376 px and 600 x 313 px image sizes.
Ad Image Guidelines
In addition to meeting the recommended dimensions for each LinkedIn ad format, images should also follow these best practices:
- Use high resolution images (at least 72 dpi)
- Upload images in JPG, PNG, or GIF format
- Keep file sizes under 5MB
- Ensure images are relevant and engaging
- Include minimal text – max 25% text overlay
- For text, use sans-serif fonts in dark colors with high contrast
Video Advertising on LinkedIn
Video can be an impactful ad format on LinkedIn. Here are some tips for creating effective LinkedIn video ads:
- Keep videos short and concise (15-30 secs ideal)
- Lead with your strongest branding elements and value proposition right away
- Use captions and avoid too much text onscreen
- Show real people using your product or service
- Use HD quality for best results
- Avoid hyperspeed cuts and transitions
- Align to your target audience interests
Creative Best Practices
Below are some top tips for designing high-performing ads on LinkedIn:
- Leverage professional visuals – photos, graphics, logos
- Write compelling, benefit-focused copy
- Ensure strong call-to-action
- Personalize ads to target audience
- Test different headlines, images, copy
- Use LinkedIn profile data to tailor messaging
- Refresh creatives frequently
- Follow recommended dimensions
Conclusion
LinkedIn supports a diverse range of ad formats and sizes. Following the recommended dimensions and best practices for each will help optimize both delivery and performance. Focus on producing high quality, relevant creative tailored to your audience and goals. Adhere to the guidelines for text length, image sizes, and video specs while also testing different variations.
With the right creative assets, LinkedIn advertising can connect you to new customers and generate leads for your business. Paying attention to the technical requirements while crafting targeted, compelling messaging will drive the best results across LinkedIn campaigns.