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LinkedIn Video Ads Best Practices

LinkedIn video ad best practices
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As more and more businesses turn to video marketing, it’s essential to understand the best practices for success on the LinkedIn platform. In this section, we’ll explore tips and strategies to help you maximise your business’s impressions and engagements with your video ads on LinkedIn in the UK market.

If you’re new to LinkedIn video ads, don’t worry, we’ll cover all the essentials in this guide. By the end, you’ll have a clear understanding of what it takes to create impactful video ads on LinkedIn and drive desired actions from your target audience.

Key Takeaways

  • Implementing best practices for LinkedIn video ads can help maximise impressions and engagements.
  • Clear goals, compelling content, optimising format, strong CTAs, targeting, and monitoring performance are key elements of a successful LinkedIn video ad campaign.
  • Stay updated with the latest trends and continuously refine your strategies for optimal results.

Why Choose LinkedIn Video Ads for Your Business?

If you’re considering video marketing for your business, LinkedIn video ads are a great choice for several reasons. As a professional social network, LinkedIn offers a unique platform to reach a highly engaged audience of decision-makers and professionals in the UK market.

By using LinkedIn video ads, you can deliver your message in an engaging and memorable way, while also targeting specific industries, job titles, and other demographic criteria. This highly targeted approach ensures that your video ads are viewed by the right people at the right time, increasing the chances of conversions and ROI.

Furthermore, LinkedIn video ads provide a great opportunity to showcase your brand’s expertise and thought leadership. By creating informative and educational videos, you can position your business as a trusted authority in your industry, increasing brand awareness and recognition.

Overall, LinkedIn video ads are a powerful tool for any business looking to expand their reach and engage with a professional audience in the UK market. By following best practices and creating compelling video content, you can achieve your marketing objectives and drive measurable results.

Setting Clear Goals for Your LinkedIn Video Ads

When creating LinkedIn video ads, it’s crucial to have clear goals in mind. Without defined objectives, it’s challenging to measure success and optimise campaigns for better results. Therefore, our team recommends keeping the following considerations in mind:

  1. Know your audience: Before setting goals, ensure you have a good understanding of your target audience. Who are they, and what actions do you want them to take after watching your video ad?
  2. Align with your business goals: Your video ad goals should align with your overall business objectives. Are you looking to increase brand awareness, generate leads, or drive conversions?
  3. Set measurable objectives: Your goals should be specific, measurable, attainable, relevant, and time-bound (SMART). For instance, if your goal is to increase website traffic, specify a percentage increase and a timeframe for achieving it.
  4. Consider the customer journey: Think about the stage of the customer journey your video ad will serve. Is it for awareness or consideration? Where will the viewer go next after watching your ad, and how can you lead them further down the funnel?

By setting clear goals for your LinkedIn video ads, you’ll be better equipped to measure success and optimise your campaigns for better results. In the next section, we’ll provide tips for creating compelling video content that resonates with your audience.

Crafting Compelling Video Content

To create effective LinkedIn video ads, it’s essential to craft compelling content that resonates with your target audience. Here are our best practices for creating engaging and persuasive video content on LinkedIn.

1. Identify Your Unique Selling Proposition

Start by identifying your unique selling proposition (USP), the key benefit that sets your product or service apart from competitors. Your video content should highlight your USP and clearly communicate the value proposition to viewers.

2. Tell a Story

Storytelling is a powerful tool that can capture viewers’ attention and inspire action. Use narrative techniques to create a story around your USP and showcase how your product or service solves a problem or meets a need.

3. Keep it Short and Sweet

Avoid creating videos that are too long or too complex. Keep your message clear and concise, with a length of one or two minutes at most. Shorter videos tend to perform better on LinkedIn and are more likely to keep viewers engaged.

4. Highlight Benefits

Focus on highlighting the benefits of your product or service, rather than just its features. Show viewers how your product or service can make their lives easier and more convenient, and how it can solve their pain points.

5. Use High-Quality Visuals and Audio

Your video’s visuals and audio quality should be of high quality, as they play a crucial role in capturing viewers’ attention and creating a professional impression. Use high-resolution images, clear sound, and engaging animations to make your video stand out.

6. Add a Personal Touch

Adding a personal touch to your video can make it more relatable and humanise your brand. Consider including real people, customer testimonials, or even a behind-the-scenes look at your business to connect with your audience on a deeper level.

By following these best practices for creating compelling video content on LinkedIn, you can create impactful campaigns that resonate with your audience and drive meaningful engagement.

Optimising Length and Format

When it comes to creating LinkedIn video ads, the length and format can greatly impact their effectiveness. It’s important to optimise both aspects to maximise engagement.

Optimum Video Lengths

According to LinkedIn, videos less than 30 seconds long have an 200% higher completion rate. This means that shorter videos tend to perform better overall. However, longer videos can be effective when used for storytelling or explaining complex topics. In these cases, aim for videos between 90 seconds and 3 minutes.

Aspect Ratios

When creating video ads for LinkedIn, it’s important to consider the aspect ratio. The recommended aspect ratio for mobile is 1:1, while for desktop, 16:9 is recommended. Keep in mind that LinkedIn will add letterboxing to videos that don’t match the recommended aspect ratios, which can impact visibility and engagement.

Other Formatting Considerations

Aside from aspect ratios, there are other formatting considerations to optimise your LinkedIn video ads. These include:

  • Adding captions or subtitles: This will make your video accessible to viewers who watch with the sound off.
  • Adding branding: Adding your logo or brand colours to the video will help improve brand recognition and recall.
  • Using high-quality visuals and audio: Ensure that the visuals and audio in your video are of high quality to make a good impression on viewers.

By optimising the length and format of your LinkedIn video ads, you can increase their effectiveness and improve engagement with your target audience.

Incorporating Strong Call-to-Actions

When creating a LinkedIn video ad, it’s important to have a clear call-to-action (CTA) that encourages viewers to take action. A strong CTA can significantly increase the chances of a viewer clicking on your ad and visiting your website or making a purchase.

One effective way to incorporate a CTA is to include it in the video itself. This can be done by adding text overlays or a verbal prompt at the end of the video. The CTA should be specific and align with the goal of your campaign. For example, if your goal is to drive traffic to your website, your CTA could be “Visit our website now for more information.”

Another way to incorporate a CTA is to include it in the ad copy. This ensures that viewers who may not watch the entire video still see the CTA. The CTA should be prominent and stand out from the rest of the text. Keep it short and to the point, and use action-oriented language to encourage viewers to take action.

“Using strong action verbs in your CTA, such as ‘download,’ ‘register,’ or ‘subscribe,’ can dramatically increase click-through rates.”

It’s also important to test different CTAs to see what works best for your target audience. Consider running A/B tests with different CTAs to determine which one results in the highest engagement and conversions. This will help you refine your strategy and maximise the effectiveness of your LinkedIn video ads.

Leveraging Targeting and Segmentation

One of the greatest advantages of LinkedIn video ads is the ability to target specific audiences with precision. By leveraging LinkedIn’s targeting and segmentation capabilities, we can ensure our video ads reach the right people at the right time.

Firstly, we should identify our target audience based on job titles, industry, location, company size, and other relevant factors. By doing so, we can create targeted campaigns that speak directly to the interests and needs of our audience. LinkedIn’s Audience Network is a great tool for reaching users who are not currently on LinkedIn but are part of our target audience.

Next, we should use LinkedIn’s Matched Audiences feature to target users who have previously engaged with our brand, such as website visitors or contact lists. This can help to strengthen our brand’s message and increase the likelihood of conversions.

Moreover, we should use A/B testing to test different targeting parameters and find the most effective combinations. This will help us to refine our targeting strategies and optimise our campaigns for better results.

Overall, by leveraging LinkedIn’s targeting and segmentation capabilities, we can ensure our video ads reach the right audience, at the right time, and with the right message. This will help to maximise our campaign’s effectiveness and generate higher impressions and engagements.

Monitoring and Optimising Performance

Tracking the performance of your LinkedIn video ads is crucial for measuring ROI and making data-driven decisions. Once your campaigns are live, it’s important to regularly monitor and optimise their performance for better results. In this section, we’ll guide you through the key metrics to track and best practices for optimising your campaigns.

Metrics to Track

LinkedIn provides a range of metrics to help you measure the effectiveness of your video ads. These include:

Metric Definition
Impressions The number of times your ad was displayed on a user’s screen
Views The number of times your video was viewed for at least 2 seconds
Click-Through Rate (CTR) The percentage of viewers who clicked on your ad’s CTA
Cost per Click (CPC) The average cost for each click on your ad
Engagement Rate The percentage of viewers who interacted with your ad in some way (e.g. liking, sharing, commenting)

By monitoring these metrics, you can determine which aspects of your campaigns are working well and where improvements can be made.

Optimisation Best Practices

Once you’ve identified areas for improvement, it’s time to optimise your campaigns. Here are some best practices to help you achieve better results:

  • Test different ad formats: Try experimenting with different ad formats to see which one resonates best with your audience. For instance, you can test between sponsored video ads and video ads in mail.
  • Refine targeting: Review your targeting options and adjust as necessary to ensure you’re reaching the right audience. LinkedIn’s targeting features allow you to narrow down your audience by job title, company size, and industry.
  • Optimise for mobile: With a growing number of LinkedIn users accessing the platform on mobile devices, it’s important to ensure your video ads are optimised for mobile viewing. Test your ad on different mobile devices and adjust the length and format accordingly.
  • Set a bid: LinkedIn’s bidding system allows you to set a maximum bid for your ad, which helps control costs and optimise for ad placement. Experiment with different bid amounts to find the sweet spot for your campaign.

By implementing these best practices, you can maximise the performance of your LinkedIn video ads and generate better results for your business.


Implementing best practices for LinkedIn video ads is key to driving engagement and success on the platform. By setting clear goals, creating compelling content, optimising length and format, including strong CTAs, leveraging targeting and segmentation, and monitoring and optimising performance, you can maximise the impact of your campaigns.

As the business landscape in the UK continues to evolve, it’s essential to stay up-to-date with the latest trends and continuously refine your strategies for optimal results. By taking these steps and implementing the best practices discussed in this article, you can create impactful campaigns that generate high impressions and engagements on LinkedIn.


Q: What are LinkedIn video ads?

A: LinkedIn video ads are sponsored video content that businesses can promote on the LinkedIn platform to reach their target audience and drive engagement.

Q: How do LinkedIn video ads benefit businesses?

A: LinkedIn video ads provide businesses with an effective way to showcase their products or services, increase brand awareness, and engage with a professional audience.

Q: What is the recommended length for LinkedIn video ads?

A: It is recommended to keep LinkedIn video ads under 30 seconds to maintain viewer engagement and ensure the message is effectively conveyed.

Q: Can I target specific audiences with LinkedIn video ads?

A: Yes, LinkedIn offers robust targeting options, allowing businesses to reach specific professional audiences based on criteria such as job title, industry, and location.

Q: How can I optimise the performance of my LinkedIn video ads?

A: Monitoring key metrics, such as engagement rate and click-through rate, is essential for optimising performance. Analysing the data and making strategic adjustments can improve the effectiveness of your campaigns.

Q: Can I add a call-to-action (CTA) to my LinkedIn video ads?

A: Yes, incorporating a strong CTA into your video ads can encourage viewers to take desired actions, such as visiting your website, signing up for a newsletter, or making a purchase.

Q: Are there any specific format requirements for LinkedIn video ads?

A: It is recommended to use an aspect ratio of 1:1 or 16:9 for LinkedIn video ads. Additionally, ensuring the video is clear, visually appealing, and relevant to your target audience is crucial for optimal performance.

Q: How can I track the performance of my LinkedIn video ads?

A: LinkedIn provides comprehensive analytics and reporting tools that allow businesses to track key metrics, measure the success of their campaigns, and make data-driven decisions for improvement.

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