LinkedIn Video Ads: Specs, Best Practices & Examples in 2026

Video content on LinkedIn continues to surge—video views have grown 36% year-over-year according to platform data. For B2B marketers, video ads offer unique storytelling potential and deeper engagement than static formats.

This guide covers everything you need to know about LinkedIn video ads in 2026: technical specifications, optimal lengths, creative best practices, and real performance benchmarks.

Video Ad Specifications

Getting the technical specs right ensures your video displays correctly across all devices. Here's what LinkedIn requires in 2026.

File Format Requirements

According to LinkedIn's official specifications:

Specification	Requirement
File Format	MP4 (required for ads)
Video Codec	H.264
Audio Codec	AAC or MP3
Audio Sample Rate	44.1 kHz or 48 kHz
Audio Channels	Stereo
Audio Bitrate	128-192 kbps
Frame Rate	Up to 30 fps (30 fps recommended)
Max File Size	200 MB

The 200 MB limit for video ads is significantly smaller than organic video (5 GB), so plan compression accordingly.

Video Size and Resolution

LinkedIn supports multiple aspect ratios for video ads. Per 2026 format guidelines:

Aspect Ratio	Resolution	Best For
16:9 (Landscape)	1920 x 1080	Desktop viewers, YouTube repurposing
1:1 (Square)	1080 x 1080	Mobile feed, versatile placement
4:5 (Vertical)	1080 x 1350	Mobile-first content
9:16 (Full Vertical)	1080 x 1920	Story-style, mobile-only delivery

Important: 9:16 vertical ads only display to mobile users. If you need desktop reach, use 1:1 or 16:9.

Resolution Requirements

• Minimum Resolution: 360p
• Maximum Resolution: 1080p
• Recommended: 1080p for best quality

According to technical documentation:

• Resolution range: 256 x 144 to 4096 x 2304 pixels
• Aspect ratio range: 1:2.4 to 2.4:1

Bitrate Settings

For optimal quality at different resolutions:

Resolution	Recommended Bitrate
1080p	10-15 Mbps
720p	5-8 Mbps
480p	2.5-4 Mbps

Optimal Video Length

Video length significantly impacts completion rates and engagement. According to 2026 research, video ads with proper length optimization achieve 0.82-1.6% CTR.

Duration by Campaign Objective

Campaign Goal	Optimal Length
Brand Awareness	15-30 seconds
Consideration	30-60 seconds
Conversion	30 seconds - 2 minutes

Duration by Content Type

Content Type	Recommended Length
Company Updates	30 sec - 2 min
Customer Testimonials	30-90 seconds
Thought Leadership	1-3 minutes
Product Demos	1-3 minutes
Tutorials	2-5 minutes

Hard Limits

• Minimum: 3 seconds
• Maximum for Ads: 30 minutes
• Optimal for Engagement: Under 60 seconds

According to LinkedIn advertising options research, videos between 15 and 60 seconds produce optimal results for most B2B objectives.

Video Content Best Practices

Creating effective LinkedIn video ads requires more than meeting technical specs. Here's what drives results in 2026.

The First 3 Seconds Rule

The opening moments determine whether viewers continue watching. Per creative best practices:

• Grab attention immediately: No slow intros or logo animations
• Show brand or product: Establish context within first 3 seconds
• Create visual hook: Use motion, color contrast, or surprising imagery

Captions Are Essential

Most LinkedIn users watch video without sound, especially on mobile. According to 2026 recommendations:

• Add auto-generated, branded subtitles to every video
• Use high-contrast text for readability
• Keep text mobile-readable (larger fonts)
• Captions can boost video completion by 80%

Visual Best Practices

Creative research shows what works:

• Real humans: Photos of actual customers or team members outperform stock by 3.1x
• Bold accent colors: Orange, coral, purple, and lime stand out against LinkedIn's blue feed
• Vertical format: 9:16 video crushes square by 41% on mobile (61% of LinkedIn traffic)
• AI subtitles: LinkedIn's AI Creative Assistant generates variations in seconds

Content That Converts

According to B2B marketing research, effective video content includes:

Top of Funnel (Awareness):

• 30-60 second brand stories
• Animated product explainers
• Industry insight videos

Middle of Funnel (Consideration):

• Customer testimonials
• Case study highlights
• Product feature deep-dives

Bottom of Funnel (Conversion):

• Demo walkthrough videos
• Comparison content
• Limited-time offer announcements

Interactive Video Features

LinkedIn now supports interactive elements within video ads. According to 2026 platform updates:

• Embedded polls within video
• Clickable CTAs and overlays
• Two-way engagement experiences

One financial services brand using interactive video ads achieved a 60% lift in brand recall and 25% increase in qualified leads.

Video Ad Examples

Understanding what works helps inform your own creative strategy. Here are effective video ad approaches based on documented results.

Example 1: Founder Story Video

Format: 30-60 second vertical video Content: CEO or founder addressing camera directly Performance: Thought Leader Ads featuring real people achieve CPCs of $2.29 vs $13.23 for standard image ads

Why It Works: Authenticity builds trust. Personal videos from leadership feel less like advertising and more like professional content.

Example 2: Customer Testimonial

Format: 30-90 second horizontal video Content: Customer describing problem solved and results achieved Performance: Testimonials with specific metrics outperform generic praise

Structure:

1. Problem statement (5-10 seconds)
2. Solution discovery (10-15 seconds)
3. Results with numbers (15-30 seconds)
4. Recommendation (5-10 seconds)

Example 3: Animated Explainer

Format: 45-60 second square video Content: Motion graphics explaining complex product or concept Performance: Strong for TOFU awareness when product is hard to visualize

Tips:

• Keep animations clean and professional
• Use consistent brand colors
• Include clear voiceover or text captions
• End with strong CTA

Example 4: Product Demo Highlights

Format: 60-90 second video Content: Screen recording with voiceover showing key features Performance: Works well for MOFU audiences already problem-aware

Best Practices:

• Focus on benefits, not just features
• Show actual UI, not mockups
• Highlight time savings or efficiency gains
• Include social proof ("Used by 500+ companies")

Performance Benchmarks

Understanding typical performance helps you set realistic expectations and identify optimization opportunities.

CTR Benchmarks

According to 2026 LinkedIn ABM benchmark data:

Ad Format	Average CTR
Thought Leader Ads	2.68%
Document Ads	0.52%
Carousel Ads	0.49%
Single Image Ads	0.42%
Video Ads	0.24%

Video CTR tends to be lower than other formats, but this doesn't tell the full story—video excels at engagement depth and brand recall.

Cost Benchmarks

Metric	Video Ad Average
CPC	$15.61
CPM	$38.94
CTR	0.24%

Note that video CPM is actually lower than most formats—you get more impressions per dollar, even if click rates are lower.

Engagement Benchmarks

According to LinkedIn platform data:

• Viewers are 18% more likely to become a lead after watching video
• 130% higher video completion rate for Connected TV vs. standard video ads
• 23% higher view rate for premium placements
• Video increases purchase intent by 20%

Completion Rate Targets

Video Length	Target Completion Rate
Under 15 seconds	80%+
15-30 seconds	60-80%
30-60 seconds	40-60%
Over 60 seconds	30-50%

Retargeting Performance

LinkedIn internal data shows:

• Retargeting CTRs are 2-3x higher than cold-audience CTRs
• Video viewer retargeting is particularly effective
• Retargeting CTR benchmarks: 0.9-1.4%

Should You Invest in Video Ads?

Video ads require more production investment than static formats. Here's when they make sense.

When Video Works Best

• Brand storytelling: Complex narratives that can't be conveyed in images
• Product demonstrations: Software or services that need visual explanation
• Trust building: Founder-led or customer testimonial content
• Retargeting: Re-engaging warm audiences with deeper content

When to Consider Alternatives

According to 2026 benchmark analysis, video ads receive 31.72% of LinkedIn ad budgets but often underperform on CTR. Consider:

• Thought Leader Ads: 77% cheaper CPC ($3.06 vs. $15.61)
• Document Ads: Higher lead form completion rates
• Single Image Ads: Lower production cost, reliable performance

Strategic Recommendation: Many successful advertisers reallocate video budget to Thought Leader Ads and Document Ads for better cost efficiency, reserving video for specific brand-building or retargeting use cases.

Frequently Asked Questions

What are the LinkedIn video ad specs for 2026?

LinkedIn video ads require MP4 format with H.264 codec, maximum 200 MB file size, and 30 fps frame rate. Supported aspect ratios include 16:9 (landscape), 1:1 (square), 4:5 (vertical), and 9:16 (full vertical). Resolution should be between 360p and 1080p, with 1080p recommended.

What is the best length for LinkedIn video ads?

Optimal length depends on campaign objective: 15-30 seconds for brand awareness, 30-60 seconds for consideration campaigns, and 30 seconds to 2 minutes for conversion-focused ads. Most B2B video ads perform best under 60 seconds total.

Do LinkedIn video ads perform better than image ads?

Video ads have lower CTR (0.24%) than image ads (0.42%) but offer unique advantages including higher brand recall, deeper engagement, and 20% increase in purchase intent. Video works best for brand storytelling and retargeting, while image and Thought Leader Ads often deliver better cost efficiency.

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Key Takeaways

• LinkedIn video ads require MP4 format, max 200 MB, and support multiple aspect ratios (16:9, 1:1, 4:5, 9:16)
• Optimal length is 15-60 seconds depending on campaign objective
• First 3 seconds are critical—skip slow intros and grab attention immediately
• Captions are essential—80% completion boost with subtitles
• Video CTR averages 0.24%, but delivers 20% higher purchase intent
• Consider Thought Leader Ads (77% cheaper CPC) as an alternative for budget efficiency
• Vertical 9:16 video outperforms square by 41% on mobile

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