LinkedIn is one of the most popular social media platforms for professionals and businesses. With over 722 million users worldwide, it’s a great place to advertise your products and services. One of the ad formats offered on LinkedIn is vertical video ads. These ads play before, during or after LinkedIn videos in the feed. But what size should your vertical video ad be for LinkedIn? Let’s take a closer look.
LinkedIn Video Ad Specifications
When creating a vertical video ad for LinkedIn, it’s important to follow their recommended specifications:
Aspect Ratio
LinkedIn vertical video ads should have an aspect ratio of 16:9 or 9:16.
16:9 is ideal for landscape formatted videos. 9:16 is better for portrait/mobile optimized videos.
Length
Your video can be up to 3 minutes long. However, shorter videos often perform better. Consider keeping your video under 60 seconds if possible.
File Size
The maximum file size for your video creative is 128 MB. Smaller files will load faster for viewers. Aim for under 25 MB if you can.
Resolution
For 16:9 landscape videos, use 1920 x 1080 pixels. For 9:16 portrait videos, 1080 x 1920 pixels is recommended. High resolution helps ensure a clear, crisp appearance on various devices.
Frame Rate
You’ll want your video to play smoothly. Shoot or export your videos at 30 frames per second (fps) minimum. 60 fps is ideal.
Audio
LinkedIn recommends audio levels between -6dB and -12dB for spoken word videos. Background music can range from -18dB to -24dB.
Text
Any important text should be large, clear and concise. Use a minimal sans serif font for the best legibility. Text should take up a maximum of 20% of the screen.
Captions
You can include closed captioning to make your ad more accessible. LinkedIn auto-generates captions if none are provided.
Ideal Vertical Video Ad Dimensions
Based on LinkedIn’s specifications, here are the recommended vertical video ad dimensions:
9:16 Portrait
- 1080 x 1920 pixels
- Aspect ratio 9:16
- Up to 3 minutes long
- Under 128 MB file size
- 30 fps or higher
This vertical portrait format is optimized for mobile viewing and small screens. The height is 1920 pixels, which can fully fill a mobile device screen vertically. The width is 1080 pixels.
16:9 Landscape
- 1920 x 1080 pixels
- Aspect ratio 16:9
- Up to 3 minutes long
- Under 128 MB file size
- 30 fps or higher
The landscape 16:9 ratio works well for viewing on desktop and larger screens. The width here is 1920 pixels, with a height of 1080 pixels.
Both formats follow LinkedIn’s recommended specifications. The most suitable option depends on your target audience and video content.
Tips for Creating Effective LinkedIn Vertical Video Ads
Here are some tips to help you create compelling vertical video ads for LinkedIn:
Focus on the First 3 Seconds
Grab attention immediately. Have a strong opening headline, visuals or hook in the first few seconds.
Keep it Brief
Shorter videos have higher completion rates. Get your message across in 30-60 seconds if possible.
Show Real People
Videos with people tend to perform better. Help viewers relate to your brand.
Utilize Motion Graphics
Animations and kinetic text can make your ad more lively and engaging. But don’t overdo it.
Use Minimal On-Screen Text
Let the visuals tell the story. Avoid cluttering the frame with excessive text.
Add Captions
Captions make your video accessible for more users. LinkedIn auto-captions videos without them.
Include a Strong Call to Action
End your video with a solid CTA to drive conversions, like “Sign up today” or “Learn more”.
Where Vertical Video Ads Appear on LinkedIn
LinkedIn displays vertical video ads in the following placements:
LinkedIn Feed
Videos play in-between organic posts in the feed. They autoplay without sound as users scroll.
Sponsored Content
You can sponsor your video to appear prominently in the feed as “Sponsored Content”.
Message Ads
Video ads can display after LinkedIn messages. Users click to view the video.
Text Ads
Video ads are placed below text ads in the LinkedIn feed. The video thumbnail is displayed.
Company Pages and Showcase Pages
Videos can appear on branded LinkedIn pages to engage visitors.
So vertical video ads have several placement options throughout LinkedIn desktop and mobile. Just be sure your video follows the recommended specifications.
Vertical Video Ad Metrics on LinkedIn
Here are some key metrics to monitor the performance of your LinkedIn video ads:
Impressions
Tracks how many times your ad is displayed. Aim for thousands of impressions to increase visibility.
Reach
Measures the number of unique LinkedIn members who saw your ad. Wider reach expands your audience.
Video Views
Counts how many times your video is viewed for at least 3 seconds. Higher percentages are better.
View Rate
Calculates views as a percentage of impressions. Benchmark against a 1-2% average view rate.
Completion Rate
The percentage of viewers who watched your full video. Over 50% is a good target.
Clicks
Tracks clicks on your ad to visit your site or landing page. Lower CPC is desirable.
Engagement
Measures interactions beyond clicks like likes, comments, shares. Shows user interest.
Leads or Sales
Ultimately you want conversions! Connect your ad to forms to track leads or sales.
Monitor these metrics over time to optimize your vertical video ads on LinkedIn.
Frequently Asked Questions
What’s the ideal length for a LinkedIn video ad?
Videos up to 3 minutes long are allowed. However, ads between 30-60 seconds tend to see higher view rates and conversion. Short, concise messaging is key.
Can I use the same video creative on LinkedIn that I’m running on Facebook or Instagram?
You can, but creating a video tailored to LinkedIn’s specifications will likely perform better. Optimize for a professional audience.
What’s the average cost per click (CPC) for LinkedIn video ads?
CPC can vary widely based on your targeting and bid strategy. Average CPC for video ads is around $2-4. Highly targeted ads may cost more per click.
Is there a minimum daily budget requirement for LinkedIn video ads?
Yes, you need a minimum daily campaign budget of $10 when running video ads on LinkedIn. Lower budgets can be used for text-only campaigns.
Can I create a vertical video ad without shooting new video content?
Yes, you can repurpose existing landscape video creative using editing tools to crop and export vertical versions.
Conclusion
To recap, ideal vertical video ad dimensions on LinkedIn are 1080 x 1920 pixels (9:16 aspect ratio) or 1920 x 1080 pixels (16:9 aspect ratio). Follow their recommended specifications for file size, length, resolution, text, audio and more. Placement options include the LinkedIn feed, sponsored content, messages and company pages. Monitor key metrics like views, completion rate and conversions to optimize your ad performance. Vertical video is a powerful, engaging format to reach LinkedIn’s professional audience.