Here are 7 best practices for video ads on LinkedIn.

1. LINKEDIN VIDEO ADS
Best Practices

2. VIDEO
MARKETING
BY NUMBERS
Brand
Recall
59% of company
decision makers
would rather
watch a video
than read an
article or blog
post.
80% of customers
remember a
video they’ve
watched in the
last month.
Time
Sensitive
Across
Devices
Mobile video
consumption
grows by 100%
each year.
16 Video Marke-ng Sta-s-cs to Inform Your Q4 Strategy h=ps://blog.hubspot.com/marke-ng/video-
marke-ng-sta-s-cs

3. Short (5-15 sec)
“Cliffhanger” that
encourages members
to learn more.
Medium (~30 sec)
Establish your point
in the first 5 sec,
then drive it home
Long (1 min +)
Appeal to emotion or impart knowledge
Be creative and
experiment with different
formats
1
• Test different content types and
lengths to see what combination
works best
• AB test different intro text copy,
headlines and landing pages to
see what your audience responds
to

4. Rely on the imagery to tell your story Capture attention in 2-3s
SpaceX
Come launch your future with us! We’ll surge hiring today
1mo
Be sure to have soundHave Subtitles
2
Focus on
storytelling
• Video ads auto-play on mute
• Make your video visually
compelling so you get your
message across

5. “Click-through rates and view-
rates on average are about the
same regardless of video
length.” – LinkedIn Beta Pilot
Longer videos have more
potential to perform better
lower in the funnel.
- Ad Exchanger
Keep Videos under 30s to
optimize for completion rates.
– LinkedIn Beta Pilot
3
Use video length to your
advantage
• Shorter videos get better
completion rates, but longer
videos perform equally well
when trying to tell a complex
story
• AB test different lengths with
your content to discover what
works best for your audience
What % of people make it to 25%, 50%,
75% and 100% of the video:

6. Enter the conversations
of your audience in
real time
• Personal greetings, to add a
‘human touch’
• Showcase your talent/culture
• Make your brand relevant to
stand out
4

7. Show your expertise by
helping your audience
succeed
• Small tips go a long way in
relationship building
• Make your audience more
productive
• Polished vs candid – the
message drives value
5

8. Take a stance on an
important/timely issue
• Leverage leadership to
broadcast a pressing issue/
topic
• Draw from personal experience
• Become a voice in your
industry/community
6

9. CONSULT
CUSTOMER
h=p://bit.ly/2nr5Ahx
Event Registration
h=p://bit.ly/2HeoMaj
Free Trial
h=p://bit.ly/2Ew8hWb
Customer Success Stories
h=p://bit.ly/2GG57QD
Product Showcase
h=p://bit.ly/2GGFJtR
Brand Promotion
h=p://bit.ly/2GG4C9d
Thought Leadership
h=p://bit.ly/2FDl2gW
Employee Advocacy
h=p://bit.ly/2FBsM3a
Brand Mission
BRAND
AWARENESS
BRAND
CONSIDERATION
DEMAND
GENERATION
7
Pick content that maps
to your objective
• For Brand Awareness goals, focus on
top funnel content that inspires trust
and confidence in your brand
• For Brand Consideration goals, focus
on more mid-funnel content to reveal
more about your solutions and why
your brand is a market leader
• For Demand Gen goals, use video to
give more context on a product or
event and drive to a page where they
can sign up