For LinkedIn video ads, design for sound-off viewing: captions on screen, a clear message in the first seconds, a square or vertical format, and a short length that fits one idea. Check LinkedIn’s current specifications before export, as they change.
LinkedIn viewers are scrolling at work, often with the sound off. The edit has to make sense silently.
Format
Square (1:1) and vertical (4:5 or 9:16) take more space in the mobile feed than landscape. Check LinkedIn’s current ad specifications before you export. See video aspect ratios explained.
Length
Keep it to one idea. Many teams start with 15 to 30 seconds and test a longer version only if the idea needs it.
Hook and message
Open with the problem or result your audience cares about, in text and in the first spoken line. B2B buyers respond to specifics: a role, a task, a clear benefit.
Captions
Add accurate burned-in captions in a readable size. See captions for short-form video.
Testing
Make two or three variations of the opening and test them. Keep the rest of the video the same so you can see what made the difference.
Link to a landing page
Match the message of the ad to the page it sends people to. For editing help, see my short-form video service.
Common mistakes to avoid
- Relying on sound
- Making the message about the company instead of the viewer's problem
- Sending traffic to a page that does not match the ad
Frequently asked questions
What aspect ratio works on LinkedIn?
Square and vertical formats take more space on mobile. Check LinkedIn's current specifications before export.
Should LinkedIn videos have captions?
Yes. Many viewers watch without sound.
How many versions should I test?
Two or three openings with the same body is a manageable test.
Can you edit LinkedIn ads?
Yes. See short-form video editing.
Bhavesh Vaghela
Freelance video editor and motion designer in Rajkot, India. I make short-form videos, motion graphics, SaaS explainers, logo animations and AI video for clients worldwide.
