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How to Succeed with Sponsored Video Ads on LinkedIn in 2025
LinkedIn has become a powerhouse for B2B marketing, and video content is leading the charge. With video consumption growing by 36% year-over-year and engagement rates significantly higher than static posts, sponsored video ads are a must for brands looking to make an impact 212.
However, success with LinkedIn video ads requires more than just uploading a clip—it demands strategy, optimization, and a deep understanding of LinkedIn’s unique professional audience. Below, we’ll break down the key steps to running high-performing sponsored video campaigns.
1. Understand LinkedIn’s Video Ad Formats & Specifications
Before launching a campaign, ensure your videos meet LinkedIn’s technical requirements:
- File format: MP4 (H.264 or VP8 codec)
Aspect ratios:
Horizontal (16:9) – Best for desktop- Vertical (9:16 or 4:5) – Optimized for mobile
- Square (1:1) – High engagement on feeds 14
- Length: 15-30 seconds for best performance (though up to 30 minutes is allowed)
- Captions: Required since 85% of users watch without sound 812
LinkedIn supports Sponsored Content Video Ads (appearing in feeds) and Connected TV (CTV) Ads (for premium publisher placements). Choose based on your goals—awareness (CTV) or engagement (feed ads) 214.
2. Define Clear Campaign Objectives
Your video strategy should align with your marketing funnel:
| Objective | Best Video Approach | Example Use Case |
|---|---|---|
| Brand Awareness | Short, engaging clips (10-15 sec) with emotional hooks | Company culture videos, brand storytelling |
| Thought Leadership | 30-60 sec expert interviews, trend analyses | Industry insights, webinar snippets |
| Lead Generation | 15-30 sec problem-solution ads with strong CTAs | Product demos, case studies with lead gen forms 12 |
LinkedIn’s Accelerate Campaigns (AI-powered) can help optimize targeting and bidding automatically for better ROI 211.
3. Craft Attention-Grabbing Videos
Hook Viewers in the First 3 Seconds
Start with a bold statement, question, or striking visual.
Example: “Did you know 73% of B2B buyers trust thought leadership over sales pitches?” 12
Optimize for Silent Viewing
Use captions and on-screen text to convey key messages.
Avoid heavy reliance on audio narration 8.
Include a Strong CTA
For lead gen: “Download our 2025 Trends Report”
For engagement: “Comment with your biggest challenge!” 10
4. Target the Right Audience
LinkedIn’s professional targeting is unmatched. Use:
Job Function + Seniority (e.g., “Marketing Directors in Tech”)
Matched Audiences (retarget website visitors or upload contact lists)
Account-Based Marketing (ABM) for high-value accounts 11
Pro Tip: Avoid overly narrow audiences (under 50K members) to prevent high costs 11.
5. Measure & Optimize Performance
Track these key metrics in LinkedIn Campaign Manager:
View-Through Rate (VTR) – Are people watching past 3 seconds?
Click-Through Rate (CTR) – Is your CTA effective?
Cost Per Lead (CPL) – Is your funnel efficient?
Use LinkedIn’s Conversions API (CAPI) to track offline actions (e.g., sales calls)
