LinkedIn video ads best practices

1. Start strong, stay short - Grab attention within the first two seconds.

This was one of Daniel’s clearest points: you don’t have long to earn a viewer’s attention. In fact, much of the engagement is decided in the opening frame. LinkedIn research shows that short-form video not only performs better on average, but drives significantly more dwell time.

→  Aim for around 15 seconds for ad creative. And put your most eye-catching message or asset right at the start.
 

2. Lead with your brand - Your logo should be visible from the very beginning.

"If you don’t brand your video early, you might be doing your competitor a favour," Daniel noted. In a crowded feed, people need to know who’s talking to them — fast. A visible logo in the first two seconds leads to a 17% lift in click-through rate, according to LinkedIn’s Creative Lab data.

→ Don’t be shy with your branding. Use your logo, colours, fonts, and other brand identifiers to establish trust and recognition.
 

3. Focus on one clear message - One goal. One story. One ask.

Trying to cram five talking points into a 30-second video? Stop. The most effective LinkedIn video ads are focused and singular. As Jonna Ekman from Storykit put it: "If you have three things to say, make three videos."

→ Use the "rule of one": 1 subject + 1 audience = 1 video

4. Use attention-grabbing visuals - Big numbers. Personal quotes. Sharp contrast.

Daniel shared that LinkedIn video ads with bold, high-contrast visuals—like large numbers or on-screen quotes—consistently outperform more generic creative. The visuals should make the viewer pause and want to know more.

→ Pull stats or quotes from reports, case studies, or customer feedback and turn them into bite-sized videos.
 

5. Humanise your content - Authenticity works—even if no one is on camera.

You don’t need a talking head or a big production to create emotional connection. In fact, some of the most impactful LinkedIn videos use simple quotes, subtle visuals, or behind-the-scenes moments to show the human side of your brand.

→ A blurred image and a powerful quote can go further than a polished promo video when it feels real.
 

6. Optimise for silent autoplay - 80% of viewers watch with sound off.

Sound is optional. Subtitles are not. If your message only works when spoken aloud, it likely won’t land with the majority of your LinkedIn audience.

→ Always use captions. And design visuals that communicate meaning even without voiceover or music.

7. Make it mobile-first - Vertical video = more screen space = more attention.

With most impressions happening on mobile, vertical or square formats are no longer optional—they’re essential. Short-form video is built to be thumb-stopped. Don’t waste screen real estate.

→ Use 4:5 or 9:16 aspect ratios and design with small-screen readability in mind.
 

8. Think beyond awareness - Video works at every stage of the funnel.

Many marketers still think of video as a top-of-funnel tool. But as Daniel reminded us, it’s just as effective for consideration and conversion. In fact, pairing video with lead gen forms can result in up to 5x more conversions.

→ Use testimonials, demos, and product explainers for mid-to-late funnel content—not just awareness.

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