LinkedIn Video Ad Examples & Best Practices for 2025
January 8, 2025
Let’s delve into the best practices for creating LinkedIn video ads that resonate with viewers, and stand out in a sea of AI-generated content. Get ready to elevate your PPC strategy with insights and video ad examples from leading SaaS and tech companies on LinkedIn!
Engagement on LinkedIn is up 44% YoY, and brands have increased their posting frequency by 10%, according to the 2024 study by Socialinsider. One of the 2025 trends will be a continued rapid growth of LinkedIn as a platform for marketing. It will be especially vital for the B2B segment, as 80% of B2B clients use LinkedIn, according to eMarketer survey.
Another marketing and PPC trend for 2025 is the rise of video. It emerges as a trusted and authentic format – since any text can now be easily generated by AI, and it weakens the audience’s trust.
“Because AI content will continue to proliferate, uniqueness will increase in value. Video does this where written form doesn’t anymore – we can’t tell if a ghostwriter or AI is producing what we’re reading. And since AI is so fallible, this erodes trust.”
– Oren Greenberg, Growth Marketing Advisor for B2B SaaS, Fractional CMO, “Top Experts Share B2B Marketing Trends for 2025”
When it comes to advertising formats for PPC – the same thing applies, video comes to the forefront as an engaging medium to hook your audience (don’t be quick to dismiss the good old text ads, though!)
Let’s take a look at the best practices for LinkedIn video ads for 2025 and beyond, and examples of creative uses of this format by the top SaaS and tech companies. First, we’ll provide 5 general and timeless recommendations for your LinkedIn video ads, and follow up with the 5 best practices specifically for 2025.
5 All-Time Best Recommendations & Examples For LinkedIn Video Ads
1. Know Your Audience Inside and Out – Speak to Their Pain Points
This goes without saying – your video ads should build on your in-depth knowledge of your audience profiles and their specific pain points. “What’s in it for me?” is the constant tune in everyone’s mind, and you need to address it in your ad.
Think of the audience segment that you target: if your product helps to solve the specific problem that they are actively trying to solve, these people are more likely to watch your video and react to CTA.
Take this video ad by Figma. It tells the viewer in the very beginning who’s it for and what problem it solves: “this video is for those of you just getting started using Figma… maybe you are considering the new design tool, maybe you are new to design”
2. Start With a Strong Hook
The first 1–2 seconds of your video are crucial, as the user decides whether to scroll down or to watch your ad. So make sure to place your hook in the very beginning of your ad. It can be:
- Relatable scenario with focus on emotions
- A though-provoking question
- A bold assertion / shock & awe tactics
- Stating a problem
- Humor
- A clear value that’s relevant to your audience
In the example of a short ad by Canva, the video opens up with a clearly stated value: “3 handy tricks for presentations”, while the presenter is encouraging the audience to continue watching.
3. Keep It Short and Engaging
This one sounds almost obvious but bears repeating – make sure your ad is short and engaging enough to keep the audience’s attention. Take a look at this 15-second video ad from Mailchimp. In this short time, it manages to tell an engaging story and provide a clear value that Mailchimp can bring to its potential clients.
4. Focus On Storytelling and Customize for Different Audiences
Storytelling is crucial for B2B, as B2B customers are not different from B2C audiences in the way that they crave the transformation that comes with a good storytelling.
“STORY is what truly sets you apart. When you focus on a narrative that emotionally connects with your audience, you’re not just another option. You become the 𝑜𝑛𝑙𝑦 option. Your buyers don’t care about your product – or its solution. They care about the 𝘫𝘰𝘶𝘳𝘯𝘦𝘺. Like in a great movie, the big resolution feels empty without a struggle. And the hero’s struggle means nothing without that epic payoff. The magic is in the 𝘵𝘳𝘢𝘯𝘴𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯. And that’s what your buyers are really after.”
Darren Fenton, CEO of ScreenSpace, “4 Experts Share How Your SaaS Can Stand Out Among the Competition”
Make sure you tailor the stories you tell for different segments of your audience, as personalization is key.
5. Don’t Leave Your Audience Hanging
The effectiveness of your ad hangs not on a strong hook, but also an equally strong call-to-action. Use a CTA at the end of your video and in the post copy – tell your audience exactly what action you want them to take. Take inspiration from our list of 100 CTAs for your PPC ads.
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Get In Touch5 LinkedIn Video Ads Best Practices for 2025 – With Examples
1. Leverage AI Tools for Video Creation And Editing
AI will continue to take over more and more areas of video creation and video ads optimization. Tools like Pictory and Synthesia allow brands to create professional-looking videos without big investments. Moreover, editing is being transformed by AI from a labor-intensive process into something fun.
You can test various AI-editing tools like CapCut to make your video ads (especially those behind-the-scenes) more engaging.
2. Test Vertical Video And Ads With “Smartphone-Made” Feel
There is a growing trend among content creators for LinkedIn videos to look and sound more like TikTok videos. Vertical videos are definitely IN – and it affects the video ads that companies are producing.
Take a look at this creative ad from ClickUp: it’s short, funny, highly engaging and done in a vertical format.
3. Give the Behind-The-Scenes Look And Feature Your Team
While users might skip on a “polished” ad, something giving a raw, behind-the-scenes look is more likely to grab their attention. It’s a great opportunity to delve into the capabilities of your product, insider’s tips, or your internal company culture.
Involving your team members for such ads can add even more authenticity to such format, and in another example of video ad from ClickUp you can see just that: Libby Lienhoop, Product Marketing at ClickUp, is showing inside their office and her own ClickUp working space, while sharing advanced tools for users.
4. Account For Sound Off
80% of LinkedIn videos are watched without sound. Videos that are designed with this in mind, are more likely to be watched until the end. Use captions to make ads with a sound-off experience or test some soundless ads, like this one from Dropbox.
5. Keep Track of LinkedIn Ad Formats and Technical Requirements in 2025
Make sure your ads are done according to the latest LinkedIn’s ad requirements and specifications, which you can find in the official LinkedIn guide.
Video duration can range from 3 seconds to 30 minutes. And here are the video ratios that are currently available:
- 4:5 (vertical, 0.8)
- 9:16 (vertical; 0.57)
- 16:9 (landscape; 1.78)
- 1:1 (square; 1.0)
LinkedIn also offers the following embedded call to action options for video ads:
- Apply
- Download
- View Quote
- Learn More
- Sign Up
- Subscribe
- Register
- Join
- Attend
- Request Demo
Moreover, keep track of new video ad formats that are being introduced. For example, in 2024 LinkedIn has launched LinkedIn’s CTV (Connected TV) Ads. It’s a smart strategy overall to stay on the lookout for the emerging formats and test them with their audience.
Bonus Tip: Monitor Your Competition and Best Industry Examples via LinkedIn Ad Library
LinkedIn Ad Library is a free tool that allows you to search for any ads on LinkedIn. You can see what your competitors are currently doing in terms of their PPC game on the platform, as well as check out the most popular brands in your niche. The insights gained via such research can help you make better decisions in terms of your ad strategy overall. The best examples of video ads from your niche can inspire your own ad creatives and give you new ideas to test out.
Takeaways
- Understand your audience. Successful video ads must address specific pain points and clearly communicate value to the target audience. Knowing what resonates with your audience is essential for engagement.
- Engaging hooks are key. The first few seconds of a video are crucial for capturing viewer attention. Start with relatable scenarios, provocative questions, or bold statements to encourage viewers to keep watching.
- Brevity and engagement: Short, engaging videos are more likely to retain audience attention. Aim for concise storytelling that delivers value quickly.
- Strategic storytelling. B2B customers respond to emotional narratives. Craft stories that highlight transformations and tailor them for different audience segments to enhance connection.
Would you like our team to help you craft and execute a winning LinkedIn ads strategy? See our LinkedIn ads offering. Don’t hesitate to drop a line to our sales team here to discuss your needs and what we can do for you.
Ekaterina crafts engaging and strategic content to drive brand awareness and audience engagement. Her expertise in digital marketing helps the agency deliver impactful campaigns and achieve client goals.