[FAQ]

I’m planning to run a video ad campaign on LinkedIn to generate leads, and I want to make sure I get the creative right.

What are some of the key best practices in 2025 for creating a video ad specifically for the LinkedIn platform? How is it different from creating a video ad for Facebook or other platforms? I’m thinking about things like the ideal length, how to structure the video, and the importance of captions.

Thanks for any advice!

[Jeff Bullas]

That is a great question to ask.

Quick Answer: An effective LinkedIn video ad must capture attention in the first few seconds, be designed for silent viewing with clear captions, and deliver its core message quickly. The content should be educational and value-driven, not a hard sales pitch.

The key is to remember the mindset of a LinkedIn user; they are in a professional, learning-oriented mode, so your ad creative needs to respect that and provide value. Here is how to create one that works.

First, your video must grab attention within the first three to five seconds. The feed is still a fast scroll. Use a bold text overlay, an intriguing question, or a surprising statistic to hook the viewer.

Second, you absolutely must design for sound-off viewing. Most users in a professional setting will watch videos without audio. You must use large, clear, burned-in captions or upload an SRT file to ensure your message is understood completely without sound.

Third, you need to keep it short and deliver value quickly. While you can run longer ads on the platform, videos under 30 seconds, and especially those under 15 seconds, often perform best for top-of-funnel awareness. Get your brand and your core value proposition on screen within the first few seconds.

Fourth, your content should be educational and helpful, not just a blatant sales pitch. A video ad that teaches the viewer something, offers a valuable industry insight, or presents a solution to a common business problem will perform much better than one that just lists your product’s features.

And fifth, you must have a clear and visually prominent call to action. Use on-screen text and graphics at the end of your video to guide the viewer towards the ad’s CTA button, such as ‘Download the Guide’ or ‘Register Now’.

In summary, a great LinkedIn video ad respects the user’s professional context. It is a short, silent-by-design, value-driven piece of content that hooks the viewer quickly and guides them to a clear and logical next step.

Cheers,

Jeff

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