LinkedIn video advertising receives five times more engagement than regular posts, which is significant because over 900 million LinkedIn members use the platform to inform their business decisions.
The problem is that most companies create video ads that people scroll past. This guide addresses that by showcasing over 10 successful video ads. You’ll learn what makes them successful and how to apply the same strategies to your own campaigns.
Today’s LinkedIn users want authentic content, not polished AI videos, and they prefer vertical formats that fill their phone screens. We’ll teach you how to use these preferences to your advantage. By the end, you’ll create LinkedIn video ads that stop the scroll, hold attention, and convert viewers into customers.
LinkedIn Video Ads: Why they work and how to use them
Over half of LinkedIn’s users watch videos daily, and LinkedIn members spend three times longer on videos than on other posts. Since 70% of users browse on phones, vertical videos that fill the screen capture attention. People now trust authentic, unpolished videos over perfect AI content and prefer learning over sales pitches.
LinkedIn offers three ad types for your LinkedIn video ad campaign:
- In-feed videos as sponsored content while scrolling
- Conversation ads in messages (unlike carousel ads)
- Connected TV ads for home viewing
For LinkedIn video ad specs, keep your videos between 15 and 30 seconds long in MP4 format with a frame rate of 30 frames per second or less.
When choosing dimensions, vertical videos (1080×1920) receive the highest engagement on mobile devices, square videos (1080×1080) work well across all platforms, while landscape videos (1920×1080) perform the weakest on phones, where most viewing occurs.
Since the majority of LinkedIn users watch videos without sound, especially at work or in public, adding captions is essential to ensure your message is conveyed effectively, regardless of how people view your content.
10 Best LinkedIn video examples by category
The best way to learn is by seeing what works. I’ve organized these examples by what they’re trying to achieve, whether that’s building awareness, generating leads, or something else entirely.
Each category has its own set of rules for what works best. Brand awareness ads need different strategies than lead generation ads, so matching your video style to your goal is crucial.
Category A: Brand awareness video ads
Brand awareness videos introduce people to your company and build positive feelings about your brand. These ads work differently from sales-focused content.
LinkedIn offers three ad formats: regular ads that appear while users scroll (most popular), message ads that include video for direct conversations, and TV ads that play on smart TVs at home.
1: Slack – “Try Slack For Free”
Slack’s video ads are effective because they utilize bright, eye-catching colors that stand out against LinkedIn’s standard blue-and-white design, making them difficult to ignore while scrolling.
The video maintains attention through quick scene changes every 2-3 seconds, utilizing simple 2D animation to clearly communicate how their platform helps teams collaborate and solve problems more efficiently.
The lesson here is simple: bold visuals win attention. When most companies stick to safe, professional colors, standing out with a vibrant design gives you a significant advantage. Slack’s high engagement rates prove that being different often beats blending in.
2: Apple – Product Launch Teaser
Apple utilizes a square video format (1:1) to maximize visibility on LinkedIn feeds, providing a clear advantage on mobile devices, where most viewing occurs.
The video features rapid scene changes every 2-3 seconds to maintain attention and prevent scrolling, while premium production quality, encompassing polished visuals and crisp editing, reinforces Apple’s brand as innovative and sophisticated.
The key lesson: fast-paced editing keeps professional audiences engaged. Even business viewers appreciate dynamic, engaging content that doesn’t drag on.
Square format is the secret weapon here, taking up maximum screen space on phones and ensuring the video can’t be missed in crowded feeds.
Note for content creators: Creating brand awareness videos that balance storytelling with production quality can be resource-intensive. Many content creators partner with professional editing services, such as Vidpros, to achieve a polished, scroll-stopping look without the internal overhead or time commitment required for in-house editing.
Category B: Lead generation video ads
Lead generation LinkedIn ad campaigns have one primary goal: to encourage people to take action. These ads work very differently from awareness content.
Show your brand in the first 2 seconds and use 4+ quick scene changes in the opening 3 seconds to grab attention fast, since people decide instantly whether to keep watching. Use strong action words like “Start Now” instead of weak phrases like “maybe consider,” add lead forms directly in the ad so people can sign up without leaving LinkedIn, and make sure everything works together to hook viewers quickly and get them to take action easily.
3: Microsoft – Security Bootcamp
Microsoft’s video immediately targets IT professionals and security-focused audiences, making it crystal clear who should pay attention from the very first second.
The professional color scheme and polished visual style maintain Microsoft’s corporate brand identity while the opening 3 seconds quickly communicate value, specifically learning and career advancement opportunities.
The winning formula combines precise audience targeting with strong branding and an urgent call to action, driving higher event registration rates. Microsoft uses its authority in the tech industry to position the event as a vital skill-building opportunity, transforming the ad into an effective lead generation tool that attracts precisely the right professionals.
4: Refinitiv – Data Analytics Demo
Refinitiv captures the attention of finance professionals by showcasing industry-specific data visualizations and graphs that demonstrate its analytics platform in action, precisely what number-focused audiences want to see.
The video establishes instant credibility by name-dropping major clients, such as HSBC, while showcasing the specific outcomes and benefits users gain from the platform.
The power move is social proof: mentioning recognized brand names immediately establishes trust and authority. Combined with data visualization that makes complex information easy to understand, the video clearly communicates value in a language that finance professionals can easily understand. Visual storytelling through graphs transforms abstract features into concrete benefits that viewers can easily understand and grasp.
Category C: Thought leadership and engagement
Thought leadership videos position you as an expert in your field. These aren’t about selling, they’re about teaching and building trust.
Show your brand in the first 2 seconds for 16% better engagement. Use industry-specific words with audiences who already know them for 31% higher engagement. Try short looping videos under 5 seconds for 52% more engagement, as they catch people’s eyes. Use growth-oriented words like “Learn How” and “Fastest” that appeal to professionals seeking to advance their careers and skills.
5: Gong.io – Customer Testimonial Compilation
Gong breaks the B2B mold with vibrant colors that make their videos stand out, rather than blending into typical corporate content.
Multiple client testimonials build credibility through authentic voices, while an unexpected element– a dog– adds memorable personality and warmth that makes the video stick in viewers’ minds.
The winning combination: playful, unexpected touches make testimonial content stand out from polished corporate videos that all look the same. Authentic customer voices build more trust than any sales pitch, while the approachable tone balances professionalism with personality. This strategy proves B2B content doesn’t have to be boring to be effective; it just needs to feel human and genuine.
6: Chorus.ai – Insights-Driven Content
Chorus.ai (acquired by ZoomInfo) leads with value by sharing educational insights upfront, rather than immediately pushing a sale– they teach first, then build the relationship.
The video delivers straightforward, actionable takeaways viewers can use right away, followed by a simple subscribe call-to-action that invites them to continue receiving valuable content.
This strategy works because professionals prefer learning something useful over being sold to directly. By offering free insights, Chorus.ai builds trust through transparency and helpfulness, positioning itself as an expert worth following. This value-first approach increases engagement and subscription rates because viewers feel they’re gaining something worthwhile rather than just being marketed to.
Category D: Product demos and case studies
Product demos and case studies show exactly how your solution works and prove it delivers results. These videos need to strike a balance between technical detail and clarity.
Show your product in action through screen recordings and utilize real customer testimonials to build trust, as people tend to believe other customers more than marketing messages. Always present the problem first, followed by the solution, with sufficient technical details to demonstrate real value. B2B buyers want actual proof and specifics, not vague claims, so combine visual demos, customer stories, before-and-after examples, and technical facts to convince professional decision-makers both emotionally and logically.
7: Cisco – Full Stack Observability
Cisco stands out through beat-synchronized audio paired with an engaging voiceover, creating a rhythmic and professional tone that makes technical content feel dynamic and engaging.
Simple 2D motion graphics and geometric shapes transform complex technology concepts into clear visual stories that simplify Cisco’s capabilities for any audience.
The winning approach: animated visuals break down intricate tech ideas into digestible, memorable segments that anyone can understand, regardless of technical background. By combining synchronized audio with bright animated graphics, Cisco maintains viewer engagement while explaining sophisticated concepts. This demonstrates that even the most complex B2B technology can be communicated effectively when visual clarity is prioritized over technical jargon.
8: CentralDBC – Client Success Story
CentralDBC features authentic customer testimonials with clear captions for accessibility, paired with a compelling “Free for 3 days” offer that drives trial sign-ups and leads to increased generation.
Straightforward storytelling demonstrates how their solution benefited a reputable, recognized company; genuine stories consistently outperform manufactured marketing claims.
The power combination: subtitles ensure viewers watching without sound still get the full message, dramatically improving engagement and reach. Meanwhile, pairing authentic testimonials with a low-risk free trial offer removes barriers and motivates action. This approach works because it addresses both practical concerns (accessibility through captions) and psychological ones (credibility through real stories, reduced risk through free trials), making it easy for prospects to say yes.
Category E: Creative and unconventional
Sometimes the best strategy is to do something completely different. These examples break the rules and win.
9. Whirlpool – Employee Discount Offer
Whirlpool hyper-targets Disney employees specifically with exclusive insider savings on appliances. This isn’t standard B2B or B2C marketing; it’s direct employee targeting.
The offer feels special due to its exclusivity and crystal-clear relevance to a specific group of people.
Ultra-specific targeting dramatically boosts engagement by making viewers feel personally selected rather than part of a mass audience. By focusing on one identifiable employee segment, Whirlpool eliminates wasted impressions on irrelevant viewers while building trust through personalized messaging. This extreme relevance drives higher conversion rates because the right people see an offer designed specifically for them, making it easier for them to decide to act.
10: Eclipse Holsters – DIY Tutorial with Emojis
Eclipse Holsters creates a detailed DIY tutorial that shows their complete holster-making process, from raw materials through heating, molding, cutting, drilling, and final assembly, with clear, step-by-step visuals.
Emojis add personality, clarify steps, and boost engagement, while an informal, approachable tone breaks away from stiff corporate B2B video styles.
This works because the thorough tutorial delivers immediate practical value that builds trust and engagement with viewers. By demonstrating actual craftsmanship in detail, Eclipse appeals to hands-on customers who want to understand what goes into the product. The use of emojis makes complex processes easier to follow and more engaging, proving that B2B content doesn’t need to be formal or corporate to be effective—authenticity and value matter more.
LinkedIn video ad best practices for 2025
Now that you’ve seen what works, let’s talk about the rules for effective LinkedIn video ads for every video you create.
Length and timing that get results
Video duration for brand awareness should be 10-15 seconds, lead generation videos work best at 15-30 seconds, and thought leadership videos can be longer than 60 seconds if they’re truly engaging. The first 3 seconds are the most crucial part of any video; that’s when people decide whether to keep watching or scroll past.
LinkedIn video specs and technical requirements
Use vertical or square videos instead of horizontal ones, as 70% of LinkedIn users access the platform on their phones. Always add captions, as most viewers watch without sound. Keep your text large and bold so it’s easy to read on small screens. When uploading videos, ensure the files are under 50MB to load quickly.
Video creative elements that work
Change scenes at least four times within the first three seconds to keep people interested, and include human faces in your videos because people connect better with other people than with logos. Show your logo in the last 3 seconds if you want to increase brand awareness, but place it in the first 2 seconds if you want people to take action immediately.
Audience targeting strategies
Start your video by stating your target audience, such as “For marketing managers at small businesses,” so the right people pay attention. Talk about specific problems your audience actually faces instead of general issues, and use industry terms only when talking to people who already know your business.
CTA and copy that converts
Use strong action words like “Start Now” or “Learn How” that clearly instruct people on what to do, and include words like “Fastest” or “Easiest” to appeal to professionals seeking improvement. Add clickable links within your video text to provide people with more opportunities to click and take action.
Video campaign retargeting strategy that extends reach
Create separate groups based on the percentage of your video that people watched– 25%, 50%, 75%, or 97%– because individuals who watch more are more likely to be interested in purchasing. Use short videos when showing ads to these groups, and display the ads for different time periods, such as 30, 60, or 90 days, depending on the length of your sales process.
Key benchmarks and metrics to track
Numbers tell you what’s working and what isn’t. Here’s what to watch.
2025 LinkedIn video ad benchmarks
Approximately 29% of people watch LinkedIn videos for at least 2 seconds, and around 0.3% click on videos intended to drive conversions, while 1.7% of viewers like, comment on, or share them. Videos under 30 seconds are watched all the way through 35-45% of the time, but videos over 60 seconds are only finished 20% of the time, and each view usually costs between $0.10 and $0.50, depending on who you’re targeting.
Metrics you should monitor closely
Count a view when someone watches for at least 2 seconds with half the video showing on their screen, and check what percentage of people who see your video actually watch it to know if your opening works. Track where people stop watching, website traffic, and how many convert into customers, how much each view and conversion costs you, and count likes, comments, and shares to see if people really care about your content.
Optimization tips that improve performance
Test different video lengths to determine what works best for your audience, and compare vertical videos against square ones, as vertical videos typically receive 30-40% more clicks on phones. Try videos with four or more quick scene changes in the first 3 seconds versus fewer changes. Test videos with and without people’s faces, as faces typically increase engagement by 15%. Determine whether teaching from your company page is more effective than simply promoting your product.
Common mistakes when running video ads on LinkedIn
Learn from others’ mistakes instead of making them yourself.
Using horizontal format only
Horizontal videos miss about 60% of mobile screen real estate, making them tiny on phones. This results in lower thumb-stop rates since videos don’t fill the screen and compete poorly for attention.
No captions or subtitles
About 85% of LinkedIn videos are watched without sound. The lack of captions creates accessibility issues and significantly reduces the clarity of the message. Your video is essentially silent if it doesn’t have text on screen.
Mismatched objective and audience
Conversion-focused ads targeting cold audiences at the top of the marketing funnel tend to fail because people aren’t ready to buy from strangers. Brand awareness ads directed at bottom-funnel prospects waste budget because they don’t need awareness; they need details.
Delayed value proposition
Burying key messages beyond the first 3 seconds causes viewer drop-off. Front-load all important messaging to capture immediate attention, or people will scroll away before they hear what matters.
Overly polished equals inauthentic
The 2025 trend favors raw, relatable content over perfect production. Extremely polished videos can feel stiff, corporate, and less engaging to modern audiences tired of fake content.
No retargeting strategy
B2B buying cycles are long, often 3-12+ months. Neglecting retargeting wastes valuable warm leads who showed interest but weren’t ready to buy immediately.
Ignoring mobile optimization
Small text sizes can become unreadable on mobile devices, frustrating viewers who struggle to comprehend your message. Landscape videos appear too small on mobile devices, reducing impact when most people view on phones.
Capping off
LinkedIn marketing with video ads is now essential for B2B success in 2025. Use vertical or square videos, hook viewers in the first three seconds, be authentic, and always add captions.
Start here: Check your current video performance, pick two examples from this guide, try vertical format, retarget video viewers, and track completion rates to optimize length. Professional editing makes the difference between videos people scroll past and videos that make them stop and watch. Vidpros helps content creators get that polished look without spending hours editing themselves.
Pick one strategy from this guide and test it now. Your competitors are already capturing attention with video ads—don’t wait any longer to get started. Ready to level up your video content? Book a call with the Vidpros team to see how professional editing can transform your LinkedIn ads.
