LinkedIn-specific best practices
Simplicity and authenticity are key on LinkedIn, so your videos should prioritize substance, but style is always important. Minimal graphics and distraction-free layouts help maintain a genuine vibe. Also, conversational footage that feels unscripted and real are better than overly polished visuals. Building trust and furthering professionalism is the name of the game on this platform.
1. Keep it short and focused
The ideal length for an ad video is 15–30 seconds. The goal is to hook viewers in the first three seconds by grabbing their attention with a provocative question, bold text, or animation — that leads to your key messages. It’s best to keep your focus on one clear message and highlight the value proposition with essential information early.
2. Optimize for mobile
More and more users are turning to mobile, with 73% of all LinkedIn video views occurring on mobile devices. Additionally, videos viewed on mobile have a 19% higher completion rate as compared to desktop. Use a square or vertical aspect ration for better mobile performance and make sure text is large and readable on small screens.
3. Maintain brand consistency and know your audience
With this predominantly B2B crowd, clean visuals that prioritize clarity and professionalism perform best. Being clear about your target audience, using brand colors, fonts, and logos throughout, and including industry-specific language lead to successful ads. It’s also important to end with a direct call-to-action. CTAs like Download, Learn more, and Book a demo perform well.
4. Use native video uploads
Video that’s been uploaded directly onto the platform performs the best in-feed because, unlike embedded videos, native video auto-plays automatically in-feed. This captures the attention of users as they scroll in their feeds and increases the odds for engagement. Native video launched on LinkedIn in 2017, and engagement has grown over the past eight years. Not only do native videos get more attention than text-based posts, but they also tend to get more engagement than more polished posts.
5. Test and iterate
Like with all social media posts, it’s important to always monitor the performance of your video ads on LinkedIn. Pay close attention to how people are reacting to the post and whether they’re inclined to share and repost with their networks. If certain videos perform, use that as a benchmark to make more that are similar or even create a series. You can also test certain hypotheses and iterate on your platform-specific content strategy by evaluating your metrics.
