When creating video content for LinkedIn ads, choosing the right aspect ratio is important for optimizing how your video appears on the platform. The aspect ratio refers to the proportional relationship between the width and height of an image or video frame. On LinkedIn, there are three recommended aspect ratios for video ads: 16:9, 4:5, and 1:1.
16:9 Aspect Ratio
The 16:9 widescreen aspect ratio is the most commonly used aspect ratio for LinkedIn video ads. Here are some key things to know about using the 16:9 aspect ratio:
- 16:9 matches the native aspect ratio of LinkedIn’s desktop feed.
- Videos display edge-to-edge in the desktop feed with no black bars or cropping.
- 16:9 videos have dimensions of 1280 x 720 pixels (720p HD) or 1920 x 1080 pixels (1080p HD).
- This ratio is optimized for landscape video capturing wide scenic shots.
- Most modern cameras, TVs, and computers use the 16:9 ratio by default.
Overall, the 16:9 widescreen aspect ratio takes full advantage of the available space in LinkedIn’s desktop feed and avoids any cropping or image distortion. It’s a versatile option well-suited for a variety of video content on LinkedIn.
4:5 Aspect Ratio
The 4:5 aspect ratio is vertically oriented and optimized for LinkedIn’s mobile feed. Key advantage of using 4:5 include:
- 4:5 matches the native aspect ratio of LinkedIn’s mobile feed.
- Videos display edge-to-edge on mobile with no black bars or cropping.
- Dimensions are 768 x 960 pixels.
- Vertical orientation ideal for portraits and mobile content capture.
- Takes full advantage of limited mobile screen real estate.
The 4:5 vertical ratio works well for videos shot with smartphones and is a natural fit for LinkedIn’s mobile users. However, vertical videos may appear cropped or with black bars when viewed in LinkedIn’s desktop feed.
1:1 Aspect Ratio
The 1:1 square aspect ratio is another good option optimized for mobile feeds on LinkedIn. Here are the benefits of the 1:1 ratio:
- Matches native 1:1 format of LinkedIn mobile carousels.
- Works well for splitting screen between images and text.
- No cropping on mobile or desktop.
- Creative flexibility to shoot portraits or landscapes.
- Square images stand out in the feed.
The balanced 1:1 square ratio gives you symmetry and flexibility in shot composition. It also makes it easy to repurpose content across platforms like Instagram. However, 1:1 does not take full advantage of the available space in LinkedIn’s wide desktop feed.
Recommended Video Specs by Aspect Ratio
Here is a summary of the recommended video specs for each aspect ratio:
| Aspect Ratio | Dimensions | Orientation |
|---|---|---|
| 16:9 | 1280 x 720 or 1920 x 1080 pixels | Landscape |
| 4:5 | 768 x 960 pixels | Portrait |
| 1:1 | 600 x 600 pixels | Square |
Optimizing Video for Feeds
Beyond choosing the right aspect ratio, there are some other best practices to keep in mind when optimizing video ads for LinkedIn’s feeds:
- Use high quality HD resolution for sharp image quality.
- Keep videos short and engaging – under 30 seconds is recommended.
- Add captions and subtitles for sound-off mobile viewing.
- Include a strong intro hook within the first 3-5 seconds.
- Use eye-catching custom thumbnails to stand out.
- Test different CTAs, captions and thumbnails.
Creative Considerations by Placement
It’s also worth thinking about video creative in terms of where the video will be placed on LinkedIn.
In-Feed Videos
In-feed video ads appear directly in the LinkedIn feed on desktop and mobile. Follow aspect ratio best practices and focus on attention-grabbing messaging, strong hooks, concise information, and clear calls-to-action.
Sponsored Content Videos
Native-style sponsored content videos can tell brand stories in a more immersive format. Use best practices for your chosen aspect ratio. Add interactivity with links, forms, site tags and lead gen forms.
Message Ads
Message ads with a video thumbnail can garner more attention and clicks to your site or messages. Use eye-catching custom thumbnails relevant to your video content and campaign goals.
Conclusion
The most effective LinkedIn video ads leverage the recommended aspect ratios for seamless visibility on desktop and mobile. The 16:9 widescreen ratio takes full advantage of desktop feeds. For mobile optimization, 4:5 vertical and 1:1 square videos work well. Keep videos short, compelling and formatted using HD specs. Consider campaign objectives and placement to inform the ideal creative approach. With strategic use of video ads, brands can tell visual stories that captivate and convert the professional LinkedIn audience.
