LinkedIn Video Ad Specs and Requirements (2026)

TL;DR: LinkedIn Video Ads support 1920x1080px (16:9 horizontal), 1080x1920px (9:16 vertical), or 1080x1080px (1:1 square). Max file size: 200MB. Length: 3 seconds to 30 minutes (3-15 seconds optimal for feed). MP4 format recommended. 30 FPS. Under 30 seconds gets auto-play; over 30 seconds requires click to play.

Quick Reference Table

LinkedIn Video Ad Aspect Ratios

LinkedIn supports 5 aspect ratios:

1:1 Square (Recommended)

Dimensions: 1080 x 1080 pixels
Aspect ratio: 1:1

Why recommended:

• Takes up most vertical space on mobile (80% of LinkedIn users)

• No letterboxing on any device

• Higher engagement rate (15-30% better than horizontal)

• Works well in feed

Best for:

• Feed video ads

• Sponsored content

• Mobile-first campaigns

16:9 Horizontal (Landscape)

Dimensions: 1920 x 1080 pixels
Aspect ratio: 16:9

Why use:

• Traditional video format

• Desktop-optimized

• Existing video content often in this format

Trade-offs:

• Letterboxing on mobile (black bars top/bottom)

• Takes less vertical space in feed

• Lower mobile engagement

Best for:

• Repurposing YouTube content

• Professional/corporate videos

• Desktop-heavy audiences

9:16 Vertical (Portrait)

Dimensions: 1080 x 1920 pixels
Aspect ratio: 9:16

Why use:

• Instagram Stories/TikTok format

• Full-screen mobile experience

• Maximum vertical space

Trade-offs:

• Letterboxing on desktop (black bars left/right)

• Less common on LinkedIn than 1:1

Best for:

• Mobile-only campaigns

• Story-style content

• User-generated content

2.4:1 Ultra-Wide

Dimensions: 2400 x 1000 pixels (or similar)
Aspect ratio: 2.4:1

Why use:

• Cinematic look

• Product showcases

• Landscape panoramas

Trade-offs:

• Significant letterboxing on all devices

• Uncommon, may look odd in feed

Best for:

• Specific creative needs only

Custom Aspect Ratios

LinkedIn accepts custom ratios between 1:2.4 and 2.4:1.

Example accepted:

• 4:5 (1080x1350)

• 2:3 (1080x1620)

Not recommended: Stick to standard ratios (1:1, 16:9, 9:16) for best results.

Video File Specifications

Supported File Formats

✅ MP4 (most common, recommended)

✅ MOV (Apple QuickTime)

✅ AVI (Audio Video Interleave)

✅ ASF (Advanced Systems Format)

✅ FLV (Flash Video)

✅ MPEG-1 (Moving Picture Experts Group)

✅ MKV (Matroska Video)

✅ WebM (Web Media)

✅ WMV (Windows Media Video)

Best practice: Export as MP4 with H.264 codec for maximum compatibility.

Video Codec

Recommended: H.264 (AVC)
Alternative: H.265 (HEVC) for smaller file sizes

Audio codec: AAC (Advanced Audio Coding)

Export settings:

• Container: MP4

• Video codec: H.264

• Audio codec: AAC

• Frame rate: 30 FPS

• Bitrate: 3-5 Mbps

File Size Limits

Maximum: 200MB per video
Recommended: Under 50MB

Why smaller is better:

• Faster upload to LinkedIn

• Faster loading for viewers (lower bounce)

• Better mobile experience (less data usage)

How to reduce file size:

• Lower resolution (1080p → 720p acceptable)

• Compress with HandBrake or similar tool

• Reduce bitrate (5 Mbps → 3 Mbps)

• Shorten video length

Video Length

Minimum: 3 seconds
Maximum: 30 minutes
Optimal: 6-15 seconds for feed ads

Auto-play threshold:

• Under 30 seconds: Auto-plays in feed (muted)

• Over 30 seconds: Requires click to play

Length by objective:

• Brand awareness: 6-15 seconds (attention span)

• Product demo: 30-60 seconds (explain features)

• Thought leadership: 60-120 seconds (share insights)

• Webinar promo: 15-30 seconds (tease content)

Performance data:

• 0-10 seconds: 85% view-through rate

• 11-30 seconds: 60% view-through rate

• 31-60 seconds: 40% view-through rate

• 60+ seconds: 25% view-through rate

Recommendation: Keep under 15 seconds for maximum reach.

Frame Rate

Recommended: 30 FPS (frames per second)
Acceptable: 24 FPS, 60 FPS
Avoid: Under 24 FPS (appears choppy)

Cinematic look: 24 FPS
Smooth motion: 30 FPS
Sports/action: 60 FPS (but large file size)

Most common: 30 FPS balances quality and file size.

Resolution and Quality

Minimum resolution:

• 360p (640x360 for 16:9)

Recommended resolution:

• 1080p (Full HD)

- 1920x1080 for 16:9

- 1080x1080 for 1:1

- 1080x1920 for 9:16

Higher resolutions:

• 2K (2560x1440): Supported but unnecessary (larger files)

• 4K (3840x2160): Supported but overkill (very large files, slow loading)

Best practice: 1080p provides excellent quality at reasonable file size.

Bitrate

Maximum: 5 Mbps (megabits per second)
Recommended: 3-5 Mbps

Lower bitrate:

• Smaller file size

• Faster loading

• Acceptable quality for most content

Higher bitrate:

• Better quality

• Necessary for fast motion or detailed graphics

• Larger files

How to check bitrate:

• Use MediaInfo or VLC Player

• Right-click video > Properties > Details

Audio Specifications

Audio Requirements

Audio track: Optional but highly recommended

Why include audio:

• 80% of LinkedIn video views have sound on (desktop)

• 30% of mobile users enable sound

• Increases engagement and message retention

Audio codec: AAC
Sample rate: 44.1 kHz or 48 kHz
Bitrate: 128 kbps minimum, 192-320 kbps recommended
Channels: Stereo (2 channels)

Captions/Subtitles

LinkedIn auto-generates captions for all videos.

Why you should upload custom captions:

• LinkedIn's auto-captions are 70-80% accurate

• Custom SRT files are 95%+ accurate

• Better viewer experience

• Higher engagement (viewers watch longer)

How to add custom captions:

1. Create SRT file (SubRip Text format)

2. Campaign Manager > Upload video

3. Click "Add captions"

4. Upload .srt file

SRT file structure:
`

1

00:00:00,000 --> 00:00:03,000

Welcome to our product demo.

2

00:00:03,000 --> 00:00:06,000

Here's how it works.

`

Free tools to create SRT:

• Rev.com (paid, professional)

• Otter.ai (auto-generated, then edit)

• Subtitle Edit (free software)

Sound-Off Viewing

Design for sound-off:

• 70% of mobile users watch with sound off initially

• Video must make sense without audio

Best practices:

• Add text overlays (key messages)

• Use captions

• Visual storytelling (show don't tell)

• Brand logo visible

• Clear CTA on-screen

Video Thumbnail Specifications

Auto-Generated vs Custom Thumbnail

Auto-generated:

• LinkedIn picks frame from video (usually first frame)

• No control over which frame selected

Custom thumbnail:

• Upload custom image (1920x1080px JPG or PNG)

• Full control over what viewers see before clicking play

• Recommended for professional appearance

Custom Thumbnail Specs

Dimensions: 1920 x 1080 pixels (16:9)
File format: JPG or PNG
File size: Under 2MB
Aspect ratio: 16:9 (LinkedIn crops if different)

Design best practices:

• Eye-catching visual (bright colors, faces, contrast)

• Text overlay with key message (48pt+ font size)

• Brand logo in corner

• Play button overlay (optional - LinkedIn adds auto play icon)

• Avoid clickbait (thumbnail should match video content)

Tools to create thumbnails:

• Canva (templates available)

• Photoshop

• Figma

Video Ad Text Specifications

Introductory Text

Character limit: 150 characters
Appears: Above video in feed
Best practices:

• Use 100-130 characters (full 150 may be cut off on mobile)

• Hook viewers in first sentence

• Include benefit or question

• No emojis unless brand-appropriate

Examples:

✅ Good:

"Our customers save 10 hours/week with this feature. See how in 60 seconds."

(77 characters, clear benefit, creates curiosity)

❌ Bad:

"Check out our latest video showcasing our product features and capabilities."

(78 characters, vague, no hook)

On-Screen Text

Best practices for text in video:

• Minimum 48pt font (legible on mobile)

• High contrast (white text on dark background)

• Keep text on screen 3+ seconds (time to read)

• Avoid bottom 20% of frame (can be cut off by UI elements)

• Limit to 5-7 words per screen

Text hierarchy:

• Main message: 72-96pt

• Supporting text: 48-60pt

• Fine print: 36pt minimum

Video Ad Performance Optimization

First 3 Seconds Rule

80% of users decide to watch or scroll within 3 seconds.

Hook viewers immediately:

• Lead with biggest benefit

• Show unexpected visual

• Ask provocative question

• Use pattern interrupt (surprise element)

Bad starts:

• Long logo animation (5+ seconds)

• Slow fade-in

• Generic establishing shot

• Talking head with no context

Good starts:

• Product in action

• Customer results (stat/visual)

• Problem/pain point shown

• Eye-catching visual

Video Length by Placement

Feed ads (in-stream):

• 6-15 seconds optimal

• Auto-play under 30 seconds

• Users scrolling quickly

Video views campaigns:

• 30-90 seconds acceptable

• Users intentionally chose to watch

• Can tell longer story

LinkedIn Live:

• 10-60 minutes

• Event/webinar format

• Engaged audience

Mobile Optimization

Design for mobile first (80% of views):

• Use 1:1 square or 9:16 vertical

• Large text (readable at 400px width)

• Simple visuals (not cluttered)

• Bright, high-contrast imagery

• Test on actual mobile device before launching

Audio Strategy

Best practice: Include audio AND design for sound-off

How:

• Add key messages as text overlays

• Upload accurate captions

• Ensure visual story works without sound

• But include audio for desktop users who enable it

Call-to-Action

On-screen CTA (last 3-5 seconds):

• "Learn More"

• "Book a Demo"

• "Download Guide"

• "Visit Website"

End screen:

• CTA text: 72pt+

• Brand logo

• URL (if appropriate)

• Leave on screen 3+ seconds

Common Video Ad Formats on LinkedIn

Format 1: Product Demo

Length: 30-60 seconds
Structure:

• 0-3s: Problem/pain point

• 4-15s: Solution (product in action)

• 16-25s: Key features (3 max)

• 26-30s: CTA

Aspect ratio: 1:1 or 16:9

Format 2: Customer Testimonial

Length: 15-30 seconds
Structure:

• 0-3s: Customer name, company, role

• 4-20s: Their challenge and results

• 21-30s: CTA

Aspect ratio: 16:9 or 9:16 (interview style)

Format 3: Social Proof/Stats

Length: 10-15 seconds
Structure:

• 0-3s: Attention-grabbing visual

• 4-8s: Key stat (text overlay animation)

• 9-12s: Supporting proof point

• 13-15s: CTA

Aspect ratio: 1:1 (text-heavy, works on mobile)

Format 4: Thought Leadership

Length: 60-90 seconds
Structure:

• 0-5s: Hook (bold statement/question)

• 6-45s: Insight/story/framework

• 46-75s: Actionable takeaway

• 76-90s: CTA

Aspect ratio: 16:9 (talking head or presentation)

Format 5: Event Promotion

Length: 15-30 seconds
Structure:

• 0-5s: "Join us at [Event]"

• 6-20s: What attendees will learn

• 21-25s: Speakers/highlights

• 26-30s: Register CTA

Aspect ratio: 1:1

Video vs Other LinkedIn Ad Formats

Use video when:

• Demonstrating product in action

• Sharing customer success stories

• Building brand awareness

• Explaining complex concepts

• Showcasing company culture

Troubleshooting Video Upload Issues

Issue 1: "File Too Large" Error

Fix:

1. Use HandBrake or similar compression tool

2. Reduce resolution: 1080p → 720p

3. Lower bitrate: 5 Mbps → 3 Mbps

4. Shorten video: 60s → 30s

Issue 2: Video Won't Upload

Causes:

• Unsupported format (use MP4)

• Corrupted file

• Slow internet connection

• Browser issue

Fixes:

1. Re-export as MP4 with H.264

2. Try different browser

3. Clear browser cache

4. Upload from faster internet connection

Issue 3: Poor Quality After Upload

Causes:

• Low source resolution (<720p)

• Over-compression before upload

• LinkedIn's compression on top

Fixes:

1. Upload 1080p source

2. Use higher bitrate (4-5 Mbps)

3. Export with minimal compression (LinkedIn compresses automatically)

Issue 4: Thumbnail Not Appearing

Cause: Custom thumbnail wrong dimensions

Fix: Re-export thumbnail as 1920x1080px JPG

Issue 5: Captions Not Syncing

Cause: SRT file timing errors

Fix:

1. Check SRT format (timestamp structure)

2. Use subtitle editor to verify sync

3. Re-export SRT with correct timestamps

Export Settings by Software

Adobe Premiere Pro

Recommended settings:

• Format: H.264

• Preset: YouTube 1080p HD

• Bitrate: 3-5 Mbps (VBR 2 pass)

• Audio: AAC, 192 kbps

Final Cut Pro

Recommended settings:

• Format: Computer

• Video codec: H.264

• Resolution: 1920x1080

• Frame rate: 30 fps

• Audio: AAC, 192 kbps

iMovie

Export:

• File > Share > File

• Resolution: 1080p

• Quality: High

• Compress: Faster

Canva

Export:

• Share > Download > MP4 Video

• Dimensions: 1080x1080 (square) or 1920x1080 (horizontal)

HandBrake (Compression)

Settings:

• Preset: Fast 1080p30

• Video codec: H.264

• Framerate: 30 FPS constant

• Quality: RF 22-24 (lower = better quality, larger file)

Glossary

Verification Checklist

Before uploading video ad:

• [ ] Aspect ratio is 1:1, 16:9, or 9:16 (not custom)

• [ ] Resolution is 1080p (1920x1080 or 1080x1080)

• [ ] File size under 200MB (ideally under 50MB)

• [ ] Video length is 6-15 seconds (for feed ads)

• [ ] File format is MP4 with H.264 codec

• [ ] Frame rate is 30 FPS

• [ ] Audio included (AAC codec, 192 kbps)

• [ ] Captions uploaded (.srt file) or auto-generated verified

• [ ] Custom thumbnail created (1920x1080px JPG)

• [ ] First 3 seconds hook attention

• [ ] Text overlays legible on mobile (48pt+ font)

• [ ] CTA clear in last 3-5 seconds

• [ ] Video works without sound (visual storytelling)

• [ ] Tested on mobile device before launch

• [ ] Brand logo visible