LinkedIn is a powerful networking tool for prospective employees and businesses. It allows you to connect with networks, share content, and easily broadcast work-related qualifications. Like any other social media platform, video works great if you want to increase your reach. This article will explain the ideal LinkedIn video ad specs and size specifications.
What are the ideal LinkedIn video ad size specifications?
The LinkedIn video ad specs and sizes are:
Character lengths:
- Ad name: 255 characters
- Intro text: 150 characters
- Headline: 70 characters
Video:
- File size: must be between 75MB and 200MB
- Audio format: MP4.
- Duration: 3 seconds to 30 minutes
There are three different options for video layout for video ads:
- Landscape with a 16:9 aspect ratio and a resolution of 640x360px to 1920x1080px.
- Square with a 1:1 aspect ratio and a resolution of 360x360px to 1920x1920px.
- Vertical with a 9:16 aspect ratio and a resolution of 360x640px to 1080x1920px.
How to get started with LinkedIn video ads?
Step 1 – Login to your Campaign Manager Tool
- Log into your LinkedIn profile’s homepage.
- Click on ‘Work’ on the top right corner of the homepage and tap on ‘Advertise’ from the drop-down menu.
Step 2 – Create a video campaign
- Create a LinkedIn ad account if you don’t have one yet.
- You may click on the default campaign group which LinkedIn gives. If you wish to use a new campaign group, create a new one.
- Select the objective and start including your video content.
Step 3 – Select your target audience
Select your target audience and try to understand the forecasted result. The target for an audience size of 80-120k for a brand-new campaign.
Step 4 – Set up your bid, budget, & duration of your campaign, and click ‘Launch Campaign.’
Which video marketing objective should you choose?
- For Awareness, get as many people as possible to see your brand. The objective is to create a positive impression and let others know you exist.
- For Consideration, it will apply to brands who want prospects to click, act, engage, or watch a video.
- For Conversion, brands aim to get people to fill out a form or take a conversion action like signing up for a webinar or making a purchase.
Note: – Do not jump straight into conversion objectives for the cold audience. If the audience has never heard of your brand before or does not understand your product, jumping straight to the conversion objective will fail.
Checklist to get started with LinkedIn video ads
- An Active LinkedIn Company Page
- Ad Copy for your intro text
- A Video
- A Destination URL
- A Call to Action
- Your Target Persona
LinkedIn Video Ad Best Practices
If you want your LinkedIn video to gain traction on the platform, then follow a few best practices as follows:
- For Brand Awareness Ads, aim to be more personal. Include storytelling and branding at the end of the video content. Use personalized human experiences since there is a 15% increase in the view rate when a relatable human is present. Use aspirational words for video advertising.
- For Consideration Ads, introduce the brand in the first 2 seconds. Videos that featured buzzwords saw 31% more engagement. This makes sense as you are targeting a warmer audience. For a cold audience, avoid buzzwords. Quick GIF-style video ads work well.
- For Conversion Ads, ensure your most important message is shown in the first 3 seconds of the video. Use action-oriented words like ‘Start Now,’ and ‘Learn Now’ in CTA to increase CTR by 20%.
- Call out your audience clearly in the ad copy.
- Keep mobile in mind while making the video ads if they are viewable and clear.
- Choose a well-lighted place. Natural light is often the best, but artificial light can also work.
- Avoid a cluttered background and if you are shooting in an office environment, make sure to clear confidential information and logos.
- Use native videos or video ads instead of videos from other platforms.
- Add a subtitle to your video to further explain it since videos in feeds play without sound.
- Include transitions and dynamic video shots.
- Stick to shorter videos between 30 seconds to a minute and a half to get more views.
- Include a call to action at the end of the video.
- The best video ad format is vertical or square video ads.
Use these cues to check whether your video ads are performing or not:
- Video Views – When 2 or more continuous seconds of playback are performed. Video must be at least 50% on the screen or click/action was taken.
- Video View Rate – It is calculated as the total number of views divided by impressions, multiplied by 100%.
- eCPV – This refers to the estimated cost per view and includes views that are unpaid when someone shares them.
- Completion – Number of times your video was completed at 97-100% and includes members who skipped at this stage.
- Completion Rate – Number of completions divided by views in %.
- Full-Screen Plays – This shows the number of times the video was played in full-screen mode.
- Impressions – When someone scrolls the feed and sees your video ad but does not meet the ‘view’ criteria of at least 2-sec continuous playback, or 50% within the screen, or a member who clicks.
Why LinkedIn Ads?
With over 830 million users, LinkedIn is the number one lead generation platform for B2B marketers. The LinkedIn ad allows you to create high-converting campaigns that align with your strategies, content, and audience. Although it is more expensive than other growth platforms, targeting is unmatched. That’s why marketers love LinkedIn for brand awareness, driving engagement, and conversions. With 4 out of 5 members in decision-making roles, LinkedIn has 2x the buying power of other platforms. LinkedIn video ads get an average 50% view rate.
Key Takeaways
There are so many ways businesses and professionals from all walks of life can use videos to boost their revenue or tell stories they strongly believe in. LinkedIn video ads are perfect tools for social media managers, video content producers, and others who want to use video ads for promotional and educational purposes.
