LinkedIn Video Ads Specs & Best Practices

LinkedIn Video is growing fast, but it is not TikTok. It is a professional environment. And strangely, "Silent Video" is king. 80% of LinkedIn users watch video with the sound off (at work, on commute). If you don't optimize for silence, you lose.

The Specs Cheat Sheet

1. Aspect Ratio

• Square (1:1): Best for Desktop and Mobile Feed. Takes up the most screen real estate. (Recommended)
• Landscape (16:9): looks small on mobile. Avoid.
• Vertical (9:16): Good for mobile, but LinkedIn cuts off the top/bottom on some desktop views. Stick to Square.

2. Length

• Maximum: 30 minutes (Don't do this).
• Sweet Spot: 15 - 30 seconds.
• Webinar Teaser: 60 seconds max.

3. File Format

• MP4.
• AAC Audio.
• 30 FPS.

The "Silent" Strategy

Since sound is off by default, you need:

1. Burned-in Subtitles: Do not rely on LinkedIn's auto-captions (glitchy). Burn the text into the video file yourself.
2. Big Typography: Use large headers to explain the point visually.

The First 3 Seconds (The Hook)

In B2B, you don't need a "TikTok Dance." You need a "Value Promise."

• Bad Hook: Animated logo intro (5 seconds).
• Good Hook: "Stop wasting money on Google Ads." (Direct address).
• Good Hook: "Here is the exact framework we used to close $1M." (Specific Promise).

Content Types that Win

1. The "Talking Head" with Cuts: A CEO speaking directly to camera, with B-Roll inserts.
2. The "Kinetic Typography": Just text moving on screen to fast music. Very cheap to produce, very effective.
3. The "Demo Screencast": Show your software UI. Speed it up (2x). Add a voiceover.

Summary

Square Video (1:1). Subtitles Mandatory. No Logo Intros. Get to the point in 3 seconds. That is the playbook.