There was a time when native video on LinkedIn was the secret weapon; raw, real, and rewarded by the feed. Alas, the algorithm giveth and taketh away, and lately organic reach has been feeling the squeeze, and even the best content is getting buried unless it’s boosted (we’ve seen it, we’ve felt it).

Chatter across the LinkedIn-sphere points to reduced organic reach as being a strategic push to encourage us to ‘pay-to-play’. AKA Video Ads. While this may be true, the reality is, when done right, LinkedIn Ads are the not-so-secret sauce to success, helping you cut through algorithm fatigue and connect with the audiences that matter (and convert).

We’ve rounded up expert tips on how to get the most out of your LinkedIn video ads, using personal insights from our own campaigns, coupled with intel straight from the horse’s mouth (LinkedIn Marketing research).

Tip #1. Know Your Video’s Mission (Campaign Objective)

Before diving in, clarify what your video is meant to achieve. Your creative choices, length, and call-to-action all hinge on this.

Awareness (Upper Funnel)

• Goal: Maximise reach and awareness.
• Video length: Around 15 seconds or less.
• Video type: Micro-stories or brand stories that deliver a single idea quickly.

💡Creative tips: Hook viewers in the first 3 seconds. Use striking visuals, motion graphics, or a surprising opener. Keep it concise and shareable.

Consideration (Mid Funnel)

• Goal: Build trust, engagement, and interest.
• Video length: Around 30-45 seconds or less.
• Video type: Product demos, case studies, thought leadership, event coverage.

💡We Know Video Tip: People respond to people; eye contact and human presence grabs attention. Snackable, visually appealing videos encourage shares, comments, and other engagement. Motion graphics or animation can help explain complex ideas while keeping videos dynamic.

Conversion (Lower Funnel)

• Goal: Drive clicks, sign-ups, downloads, or other actions.
• Video length: Up to 2 minutes. We don’t advise longer than this unless telling a compelling story.
• Video type: Product demos, thought leadership, case studies, unboxing videos.
• Creative tips: Intriguing cuts, movement, punchy dialogue, and unusual angles keep viewers engaged. Scenario-based demos or unboxing videos help viewers visualise themselves as a customer. Longer videos work if they persuade early,  you don’t need to keep them watching to the very end to drive action.

💡 We Know Video Tip:
Sponsoring a post from a thought leader in your business can be a game-changer. It puts your message in front of an audience that already trusts them, blending credibility with precise targeting. People prefer hearing from people over a face-less brand page.

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Tip #2. Nail the Creative

LinkedIn may favour long-form posts, but your video still has to grab attention fast.

• Hook in the first 3 seconds: Bold visuals, a surprising fact, or a question.
• Mobile-first design: Vertical (9:16) or square (1:1) formats work best. Make sure text is legible and visuals don’t get lost on smaller screens.
• Subtitles and text overlays: Up to 80% of users watch without sound. Highlight key messages and keep overlays concise.
• Pacing and cuts: Snappy edits keep viewers engaged. Avoid lingering shots or slow transitions.
• Visual quality: Lighting, framing, and audio clarity signal professionalism. Small investments here can dramatically improve engagement.
• Experiment with style: Motion graphics, split-screen, screen recordings, or B-roll add variety and keep videos engaging.

💡 We Know Video Tip: Storytelling beats features. Even 30-second videos can feel dynamic if they follow a clear arc: hook, context, solution, CTA.

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Tip #3. Test, Learn, Optimise

LinkedIn video ads reward experimentation. The more you test, the better your campaigns get:

• A/B test creative: Different hooks, lengths, CTAs, and thumbnails.
• Measure the right metrics: Completion rates, engagement, CTR, and conversion. Focus on what aligns with your objective.
• Refine targeting: Test job titles, industries, seniority, or company size. Adjust if audiences aren’t converting.
• Iterate fast: Weekly tweaks compound into better results.
• Budget smart: Start small, scale what works, and reallocate spend to the best-performing creative and audience segments.

💡 We Know Video Tip: Sometimes the difference isn’t creative — it’s timing, audience, or placement. Optimising these often beats making another cut.

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Tip #4. Follow the Golden LinkedIn Video Ad Rules

Even the best creative needs fundamentals to perform:

1. Hook fast: First 3 seconds are critical.
2. Stay relevant: Speak to your audience’s goals, challenges, and industry context.
3. Design for mobile: Ensure text and visuals are legible.
4. Clear CTA: Show exactly what you want viewers to do next.
5. Invest in quality: Sharp visuals and clear audio signal credibility immediately.

Getting Better Results with LinkedIn Video: Final Thoughts.

Sure, organic reach on LinkedIn might’ve taken a dive, but that just means the playing field has changed. With smart targeting, sharp creative, and consistent testing, video ads can help you stand out in a crowded, slop-filled feed and connect with the people who actually matter to your business.

Because when the algorithm changes, smart marketers don’t panic, they pivot.

Understanding what works on platforms like LinkedIn is one thing, but having the bandwidth to continuously create the kind of video ads that convert is another. Need a hand or more help?  Our video agency works with brands to create videos that connect, at speed and at scale. Send us a free video production quote request via the contact form on our website.