LinkedIn video ads are videos you promote in the LinkedIn feed, and optionally on the LinkedIn Audience Network of partner apps and sites. They can run from 3 seconds to 30 minutes as MP4 files up to 500 MB, but LinkedIn recommends 15 to 30 seconds so your ad qualifies for every placement. The recommended shape is vertical 4:5 at 720 x 900 pixels.
Video is one of the most flexible formats on LinkedIn. It works for awareness, for lead generation and for retargeting people who watched. The specs are generous, but a handful of rules catch people out every time.
LinkedIn video ad specs
| Shape | Recommended size | Allowed range |
|---|---|---|
| Vertical 4:5 (LinkedIn's recommended ratio) | 720 x 900 pixels | 360 x 450 to 1080 x 1350 |
| Vertical 9:16 | 720 x 1280 pixels | 360 x 640 to 1080 x 1920 |
| Square 1:1 | Not stated | 360 x 360 to 1920 x 1920 |
| Horizontal 16:9 | 1920 x 1080 or 1200 x 675 pixels | 640 x 360 to 1920 x 1080 |
| Element | LinkedIn's rule |
|---|---|
| Length | 3 seconds to 30 minutes; 15 to 30 seconds recommended; in-stream ads up to 90 seconds |
| File | MP4, 75 KB to 500 MB, H.264 or VP8, under 30 frames per second |
| Audio | AAC or MPEG4 |
| Captions | SRT file, plain text only |
| Thumbnail (optional) | JPG or PNG, up to 2 MB, same shape as the video |
| Introductory text | Up to 150 characters before it's cut, 3,000 maximum, up to 10 emojis |
| Headline | Up to 70 characters before it's cut, 200 maximum |
The rules that catch people out
- Upload the file, not a link. LinkedIn says video ads must use a file uploaded directly, not a link to YouTube or Vimeo.
- Desktop only. You can only upload videos from a computer, not a phone.
- 25 a day. Campaign Manager accepts a maximum of 25 video uploads within 24 hours.
- No Apple ProRes. Export to MP4 with H.264 first.
- Too many emojis can get you rejected. Ads with non-standard text, including more than four emojis, symbols or repeated characters, risk rejection.
- Frame rate under 30. A 60 fps export from a phone needs converting.
The aspect ratio trap
LinkedIn gives a neat example of why the size ranges aren't the whole story. The widest it allows is 1920 pixels and the shortest is 360 pixels, but a 1920 x 360 video still isn't tall enough for an ad, because its shape is far wider than the 16:9 maximum. Check the ratio, not just the width and height. Export at one of the recommended sizes in the table and you'll never meet this problem.
Short videos loop
Here's a detail I love because it changes how you edit. LinkedIn says videos under 30 seconds loop until there's at least 30 seconds of playback. A 10-second video plays three times; a 20-second one plays twice. Anything over 30 seconds plays once.
So a short video gets several chances to land its message. Make sure the loop point doesn't jar, and put your key line early, because LinkedIn's own advice is to show the most important content in the first 10 seconds.
LinkedIn's own creative advice
LinkedIn's video ads page boils its advice down to five points, and they're worth pinning above your desk:
- Show the most impactful content in the first 10 seconds.
- Test different formats to find the best mix of content and video length.
- Use graphics, people and on-screen text to hold attention.
- Consider adding subtitles.
- Make sure the video and the campaign objective match.
Which objectives video ads work with
You can use video ads with brand awareness, video views, website visits, engagement, lead generation and website conversions. One exception: lead generation video ads aren't eligible for Audience Network video placements, so they stay on LinkedIn.
If you switch on the Audience Network, your ads can appear as outstream or in-stream videos on third-party apps and sites. LinkedIn notes in-stream ads are still being released gradually, so you may not see that option yet.
How to create a LinkedIn video ad
- Check you have super admin or content admin access on the LinkedIn Page (or the Page's ad poster role) and creative manager access or higher on the ad account.
- Create an ad set with one of the supported objectives.
- Either promote a video already posted on your LinkedIn Page or Showcase Page, or upload a new video directly in Campaign Manager.
- Add the introductory text, headline, destination URL and call-to-action button.
- Upload an SRT caption file and, if you like, a thumbnail.
- Save, then launch the ad set. LinkedIn reviews ads before they run.
LinkedIn also lets you build videos in Canva or Adobe Express and send them straight into Campaign Manager, personalise the introductory text with macros such as company name or job title, and use flexible ads to test several combinations automatically.
A different approach is to start a chat with the audience, and my guide to LinkedIn conversation ads explains how.
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After launch: measure and retarget
Once your video runs, review video engagement metrics and professional demographics in your reporting dashboard. Then build a Matched Audiences segment of people who watched, and show them a follow-up ad. That second step is where video earns its keep for most B2B businesses.
If you're new to LinkedIn's ad options, my overview of LinkedIn advertising covers the objectives, and my guide to LinkedIn analytics tools helps you track results beyond Campaign Manager.
My verdict
LinkedIn video ads are worth a place in almost any B2B plan. Shoot vertical 4:5, keep it to 15 to 30 seconds, add captions, and get your point across in the first 10 seconds, because that's where LinkedIn says your strongest content belongs and the loop gives you repeat chances. Then retarget the people who watched. It's a simple recipe, and in my view it beats a long, horizontal brand film on this platform.
For a swipeable alternative, see my guide to LinkedIn carousel ads.
Frequently asked questions
What is the best size for a LinkedIn video ad?
LinkedIn recommends vertical 4:5 at 720 x 900 pixels. It also accepts 9:16, square 1:1 and horizontal 16:9 within set size ranges.
How long can a LinkedIn video ad be?
From 3 seconds to 30 minutes. LinkedIn recommends 15 to 30 seconds so the ad qualifies for every placement, and in-stream ads can be up to 90 seconds.
Can I use a YouTube link for a LinkedIn video ad?
No. LinkedIn says video ads must use a video file uploaded directly to LinkedIn, not a link to a third-party site like YouTube or Vimeo.
Why does my LinkedIn video ad keep repeating?
LinkedIn loops videos under 30 seconds until there are at least 30 seconds of playback, so a 10-second video plays three times.
