What format are LinkedIn ads creative?

When creating ads for LinkedIn, there are specific requirements for the creative assets depending on the ad format you choose. LinkedIn offers single image ads, multiple image ads, video ads, carousel ads, message ads, dynamic ads, and sponsored content. Each format has its own specifications for image dimensions, aspect ratios, file sizes, and lengths for video and copy. Creating ads that align with LinkedIn’s policies and technical requirements is key to getting your ads approved and running successfully.

Single Image Ads

Single image ads on LinkedIn allow you to upload one static image to use as your creative. These are simple display ads that function similarly to banner ads on other platforms. The image uploaded needs to be high quality and designed specifically for LinkedIn. Here are the requirements for assets used in LinkedIn single image ads:

• Image Dimensions: 400 x 300 pixels up to 2040 x 1088 pixels
• Image Aspect Ratio: 1.91:1 to 4:1
• Image File Size: Less than 8MB
• Image File Types: JPG, PNG, non-animated GIF

Keep in mind the recommended image dimensions are 1200 x 627 pixels. This size will ensure your image utilizes the available ad real estate and is properly formatted for most LinkedIn feeds. The image should be high resolution and the file size should be less than 300kb for ideal delivery and performance.

Image Design Tips

When designing images for LinkedIn single image ads, follow these best practices:

• Include text sparingly – try to tell the story visually
• Use high quality, professional images that align with the LinkedIn audience
• Make sure the image looks good on both light and dark backgrounds
• Highlight faces and make the image feel authentic
• Consider adding your brand logo; logos should be legible but not dominant

Multiple Image Ads

Multiple image ads allow you to create a series of 2-4 images that LinkedIn will cycle through automatically within a single ad unit. Each image must meet the same requirements as a single image ad:

• Image Dimensions: 400 x 300 pixels up to 2040 x 1088 pixels
• Image Aspect Ratio: 1.91:1 to 4:1
• Image File Size: Less than 8MB
• Image File Types: JPG, PNG, non-animated GIF

One advantage of multiple image ads is that you can demonstrate diversity and tell a more complete brand story with a series of images. Arrange the images so they flow and complement each other. Maintaining visual consistency across the images will allow the ad to feel cohesive as the images rotate.

Image Design Tips

When designing multiple images for a LinkedIn ad, consider these tips:

• Tell a story – each image should build on the previous one
• Limit text – let the images tell the story
• Use consistent image styles, filters, and effects
• Consider using conceptual images to portray emotions vs product shots
• Use natural movement and interactions to capture attention as images change

Video Ads

Video ads on LinkedIn allow you to upload video content to play within the LinkedIn feed. High quality video can be impactful on LinkedIn but there are restrictions to be aware of when creating your video assets.

Here are the requirements for LinkedIn video ads:

• Aspect Ratio: 16:9
• Length: Within 3 minutes
• File Size: Within 100MB
• File Format: .MP4 or .MOV

For best results, aim to create 30-90 second video ads optimized for silent autoplay. This requires capturing attention quickly with visuals and minimal necessary text overlays.

Video Design Tips

When designing video content for LinkedIn ads, follow these best practices:

• Focus on highly visual sequences and scenes
• Use high quality, relevant stock footage when possible
• Include b-roll sequences to break up talking heads and long speeches
• Highlight emotions and connections vs product features
• Use lower-thirds and text overlays sparingly
• Close captions are optional but recommended

Carousel Ads

LinkedIn carousel ads allow you to combine multiple images, videos, and captions together in one swipeable ad unit, similar to an Instagram carousel post. You can include 2-10 cards within a LinkedIn carousel ad. Each card can contain an image, short video, or caption. Images and videos need to meet the same requirements as single image and video ads.

Here are some tips when designing LinkedIn carousel ad cards:

• Use a mix of images and short videos when possible
• Keep captions short, clear, and focused – limit to 25-50 words
• Avoid lengthy text, let the visuals tell the story
• Make sure the sequence flows logically
• Link all cards together with visual consistency

Message Ads

LinkedIn message ads appear in the LinkedIn messaging section and allow you to capture attention with concise, personalized copy. These ads are limited to 300 characters just like LinkedIn InMail messages. The 300 characters can include links, calls to action, imagery, and personalized fields.

Here are some best practices for LinkedIn message ad copy:

• Grab attention with a compelling subject line
• Acknowledge the recipient personally in the opening
• Quickly explain why they should care – focus on their needs and interests
• Use visual formatting like lists, numbers, and line breaks for scannability
• Include a strong CTA toward the end driving to your landing page

Well-optimized message ads combine relevance, personalization, brevity, and a solid CTA to drive results efficiently.

Dynamic Ads

LinkedIn dynamic ads tap into your LinkedIn page followers and website visitors to target them with highly relevant and personalized creative. To generate these ads, you build a template with your branding and generic value propositions. LinkedIn will then populate the ads with content specific to each viewer including photo, name, company, and more.

Here are some tips for designing effective LinkedIn dynamic ad templates:

• Use visuals representative of your target audience like office settings or professionals
• Make sure to feature your logo
• Have a clear CTA above the fold
• Leave room in the layout to display the viewer’s profile photo prominently
• Include space to dynamically populate the viewer’s name, job title, and company

Personalized dynamic ads allow LinkedIn to do a lot of heavy lifting while you provide the consistent branding and messaging.

Sponsored Content

LinkedIn’s sponsored content ad format allows you to publish long-form posts just like regular LinkedIn publisher content. These native ads then appear directly in the LinkedIn feed for your target audience. You can include text, images, videos, and links just like a regular post.

Some tips for creating compelling LinkedIn sponsored content include:

• Focus on delivering value with genuinely useful content
• Align your subject matter with your LinkedIn audience
• Incorporate visuals like images, charts, diagrams, and videos
• Break up long blocks of text with subheadings
• Use an engaging writing style – avoid overtly promotional language

Sponsored content needs to provide value and match the editorial style of organic LinkedIn posts to earn engagement and clicks in the feed.

General LinkedIn Ad Creative Best Practices

Beyond the specific creative requirements for each LinkedIn ad format, there are some overarching best practices to keep in mind when designing ads for LinkedIn.

• Align with the LinkedIn audience and tone – maintain a professional appearance
• Avoid overly salesy or gimmicky approaches – focus on value
• Use high quality images and video with engaging visuals
• Ensure strong branding throughout consistent with your assets on LinkedIn
• Optimize text for skimming with concise sentences and scannable formatting
• Make calls-to-action prominent with contrasting colors
• Personalize when possible by incorporating LinkedIn profile data
• Provide valuable, relevant content when using long-form sponsored posts
• Follow LinkedIn’s technical requirements for each ad type

By designing LinkedIn ads tailored specifically to each prominent ad format, you can make the most of the platform’s unique features while putting your brand’s best foot forward.

LinkedIn’s ad requirements do impose some constraints, but also provide opportunities to get creative within those guidelines. The optimal LinkedIn ad creative strategy requires both technical precision to meet specifications, as well as artful design that captures attention in harmony with the professional audience.

Balancing compelling brand storytelling with tactical optimization based on examining the data is key. Test out different approaches to learn what resonates best with your goals and audience. Take advantage of LinkedIn’s less sales-focused nature to build relationships grounded in solving your audience’s needs.

With this strategic mindset along with adhering to LinkedIn’s ad specifications covered here, you can develop standout LinkedIn ads that garner high engagement and clicks, ultimately driving conversions for your business.

Conclusion

LinkedIn advertising provides a unique opportunity to reach a vast professional audience in a non-intrusive way. But to make the most of your LinkedIn ad campaigns, it’s important to adhere to the recommended specifications and best practices for each specific ad format. Following LinkedIn’s guidelines helps ensure your ads gain approval and also appear polished, on-brand, and well-targeted.

Whether you opt for straightforward single image ads, eye-catching video, or thought leadership with long-form posts, aligning your creative approach with LinkedIn’s requirements demonstrates respect for their community. Combined with compelling messaging and value-focused content, ads tailored for LinkedIn can effectively raise brand awareness, build relationships, and drive conversions across the funnel.