Video ads are one of the most popular ad formats on LinkedIn, probably second just after Sponsored Content. When it comes to configuration and segmentation, they are relatively easy to set up, but one thing is for sure. The video production can be quite expensive! For this reason, I decided to make a collection of LinkedIn Video ads so you can get some inspiration, and also an idea of what works best on the platform.
As we already mentioned, producing a video is quite more complex and expensive than a simple banner for Sponsored Content. For this reason, it is important to have a clear understanding of the type of video and Marketing messages that users consume on LinkedIn.
But promoted videos also need to fit some technical specs that are particular to the platform. So, before we move on to the collection, we will also make a brief stop at the basic requirements for sponsored video:
LinkedIn Video specs
The maximum video length on the social platform is 3 minutes and 30 seconds. However, according to LinkedIn itself, the most successful videos have a duration of less than 15 seconds!
Which is important to keep in mind when deciding if your existing videos are a good fit for LinkedIn. Or in the case you are creating one especially for the social media channel.
Other technical specifications required for LinkedIn video ads include:
- Horizontal layout – currently, vertical videos cannot be promoted and can only be used in organic;
- File size – the size of the uploaded video should be a minimum of 75 KB and a maximum of 200 MB;
- File format – you can upload your videos in an mp4 format;
- Frame rate – it should be less than 30 FPS (frame per second);
- Pixel and aspect ratio requirements:
- 360p (480 x 360; wide 640 x 360)
- 480p (640 x 480)
- 720p (960 x 720; wide 1280 x 720)
- 1080p (1440 x 1080; wide 1920 x 1080)
- Video ads that have a 1:1 aspect ratio should have a resolution between 600 x 600 and 1080 x 1080 px.
- Audio format – you have two options for audio format, either AAC or MPEG4;
And now, let’s move on to the creative part! Also, don’t forget to click on the image to see the video.
LinkedIn Video Ads Collection
We start with this beautiful video ad created by the Spanish multinational company Inditex with the purpose of promoting their newest app INET. And of course, communicating its key goal – to connect Inditex teams across the whole globe.
Pros: I like this video because it’s rather short (although longer than the recommended 15 seconds) and easy to process. It also captures the modern world’s dynamic quite well, making it easy for the user to relate to it.
Cons: In my personal opinion, I find voices more powerful than having just a melody over the video. I think it could have been catchier to have someone speaking over the clips. But of course, this is only my opinion, so as long as this strategy works for your video, then great.
The next on our list of LinkedIn video ads is this adorable 30-second clip from Salesforce that aims to provide viewers with a brief introduction to the company and its products. The style of the video is quite similar to the one made by Inditex, but this time with a voiceover. And I definitely think it sounds better!
Pros: I like the interaction between animated characters and actual people. They look in perfect harmony together. Salesforce has done a great job with that! Besides, the voiceover is definitely a pro for me, although it´s a matter of opinion in this case.
Cons: The music that they have selected is almost as loud as the voice, and it kind of distracts me a bit. I think it should be more subtle.
For me, this is probably the best ad that I have seen on LinkedIn so far. It is simple in text yet so powerful in visuals. And also, it is below the recommended duration of 15 seconds! Which is something that the majority of videos on the social platform can´t relate to. 🙂
Pros: Simple, visual, and short. Easy to process. We have all the reasons to watch it!
Cons: I can´t really think of much! Maybe except for the subtitles which are a bit difficult to read because of the size and colour.
4. Amazon Web Services
Next, we have this powerful video from Amazon Web Services about the technologic advances of the company in the golden age of AI. I find it very inspiring as it makes me realize how far we´ve come with technology.
Pros: I love the clips that AWS team has selected. In combination with the voiceover, they make a really amazing video.
Cons: The video is quite long, almost 2 minutes, which is far from the recommended 15-second duration. Also, the subtitles are sometimes hard to follow because they are in two colours, and in some cases have too much text.
Next on the list, we have this awesome video from Slack. I love it because it´s a very creative way of offering a job position, and will definitely make you stop scrolling for a few minutes. It shows a couple of mini interviews with current employees, and the way they get the most out of their job.
Pros: the ad is creative, fun, and gives you an instant desire to work at Slack. The company does a great job on expressing their values, and employees seem happy to work there.
Cons: the video is quite a bit on the longer side, although it´s very entertaining to watch. The text, however, is really long. In my experience, I have found that 2-3 lines is what works best on LinkedIn.
The next on our list of inspiring LinkedIn video ads is from Ironhack. The video is a bit long but doesn´t feel boring in any way. In this case, I think that not having a voiceover is actually better – the music fits well and the clips speak for themselves!
Pros: the text length is perfect. I think that Slack could take notes from Ironhack when it comes to promoting your job positions / HR events in just a few words!
Cons: the video is a bit long, and in my opinion it´s missing some additional information about the event. Yes, they have a landing page behind the video, but they could have added some more info at the end of it as well. For example, right before the company logo.
Next, we have this short and cute animation from Roche. It is quite more colorful than what you would expect from a pharmaceutical company! It will inevitable grab your attention towards their free report.
Pros: the animation is very creative and makes the video ad stand out from the rest.
Cons: however, it is way too short and the text is very small. For a user who scrolls down through the posts quickly and don´t have much time to stop and read all these tilted words, it might not be so attention-grabbing.
Honestly, I am living for this ad from Facebook…on LinkedIn! (I don´t know why but I always find it hilarious when a social media channel makes ads on another social media channel). It definitely made me feel something. The video is really simple yet so relatable.
Pros: the video has a good length and is very well edited. The text is as equally as powerful as the video, and they make a great combination.
Cons: although I absolutely love this ad, I don´t find the Call to Action to be very clear. Yes, meet the people and the recruiting team, but…as a user who will click on this ad, what should I expect from it? A job position? Just a team presentation? A job portal? Or is the video only for brand awareness? It is not very clear to me.
Next, we have this absolutely hilarious video ad from the recruiting company Adecco. They have compiled some of the funniest (and worst CVs) that their clients have received, and it´s definitely worth the minute! In fact, the video is so good I wish it was longer.
Pros: Even though the CTA is not very clear, that´s a really funny and creative way to generate brand awareness! I love it.
Cons: This video makes me forget about LinkedIn´s recommendation of 15 seconds. Forget about it, I want a whole episode of this!
We are back with Facebook and this awesome ad that tells us how the company is helping local businesses grow.
Pros: I like this ad because it´s actually a testimonial, but it´s not your regular testimonial with a dry phrase and a serious face behind it. No, it´s fun, entertaining, and inspiring! Also, the length is perfect, and the message is very clear.
Cons: Of course, no ad is perfect, but I can´t really think of anything that I don´t like about this one…Can you help me? Let me know your opinion in the comments below! Thanks!
11. IE Business School
Next from my collection of favourite LinkedIn video ads is this one from IE Busines School. I like it because it manages to express how fast and dynamic today´s business world is in a great way. It´s really inspirational!
Pros: I find the editing absolutely amazing, the text is great and the music goes really well with it to create a very powerful and motivational video.
Cons: I think that the video is a bit too long. The message could have been expressed in about 30 seconds and be equally as powerful.
What can I say? I love it when an ad is clear from the first second, and goes straight to the point. Is there anyone who didn´t get that Apple Card doesn´t have hidden fees? Well, I did!
Pros: The ad is short, sweet, and more clear than the water in Hawaii islands.
Cons: The message is great and well-delivered, but the ad also assumes that you are already familiar with the Apple card. So it might not get to you if you don’t know anything else about it.
13. LinkedIn Marketing Solutions
Our next ad is from LinkedIn Marketing Solutions, and I love the campaign behind it. Clicking on the video will take you to a guide that will teach you how to remix your current ads and campaigns. For example, converting tweets into Sponsored Content once you’ve hit the 140-character limit.
Pros: Combined with a well put text message, the creative video will definitely grab your attention to learn more about the campaign.
Cons: I am missing a clear Call to Action. LinkedIn doesn’t state in any point of the ad that there is a guide behind it, except very briefly at the end of the video. I would put the CTA in the text or the headline of the ad as well.
The next awesome example from our collection of LinkedIn Video ads is this video from L’Oréal. It is a very creative job offering campaign with the message “Working at L’Oréal isn’t about wearing make-up.”
Pros: I find this campaign quite different from other job offering videos. It combines the requirements of the position with the company’s culture and values in a brilliant way. Good job, L’Oréal!
Cons: The video is a bit on the longer side, I think 30-45 seconds could have been better. Also, I wouldn’t put the first phrase of the text in the headline as well. The headline should be more focused on the CTA – “Learn more about our position”, for example. The message is clear enough in the text ad and the video.
This H&M ad belongs to a series of really short, teaser-type ads with focus on a single piece of clothing. Its purpose is to promote the company’s collaboration with the British brand Richard Allan.
Pros: I think that they have done a really good job with these series. The editing is great and make you want to see more of the collection.
Cons: The videos are so good that you would wish they were longer! But, apart from the really short video duration, I can’t think of any other cons.
16. Amazon Web Services
We are back to Amazon Web Services with another great video, this time much shorter and straight to the point.
Pros: I like the video because it gives you a real-world example/application of their technology. It is practical and makes the product’s application a bit easier to understand. Sometimes, companies can get too technological in their ads, making them difficult to process by the regular user. The CTA is very clear as well.
Cons: I don’t know if it’s the volume or the music itself, but it distracts me a lot from the voice. I just can’t concentrate on it.
Next, we have this amazing ad from Microsoft that shows how technology empowers not only people but also nature. It explains how Microsoft’s Artificial Intelligence is able to find snow leopards faster so that scientists can better protect the threatened species.
Pros: Short, visual, straight to the point, and also quite inspirational. I like it!
Cons: As usual, I am lacking a clear Call to Action, indicating what the user should do, and what to expect, after seeing the ad. Right now, I don’t know what to expect after clicking on it. An informational landing page about the product? A product portfolio? Case studies?
I hope you liked my selection of LinkedIn video ads! Are you already doing them, or are you planning to try this format on LinkedIn? What would be your approach? Let me know in the comments below!
Also, if you want to see more examples of LinkedIn ads in different formats, you can check my other articles:
- 23 Awesome LinkedIn Carousel Ad examples
- 9 LinkedIn InMail Examples (+My Rating)
- 57 LinkedIn Ad Examples to Spark Your Creativity
As always, thank you for reading my article, and see you in the next one!