LinkedIn Video Ads: Best Practices, Specs and 30+ Examples (2026)

What are LinkedIn video ads, and are they effective?

A LinkedIn video ad is a video posted to LinkedIn and paid for so it shows in the feed of people you choose. It plays on mute as someone scrolls, carries your intro text above it and a headline and call-to-action button below it, and can send people to a website, open a lead gen form, or simply be watched. LinkedIn treats it as a Sponsored Content format, the same family as single image, carousel and document ads, and you buy it in Campaign Manager.

In 2026 there are four ways to run video on LinkedIn, and they behave differently:

• Company video. A video posted from your company page, or uploaded straight into Campaign Manager as a "direct sponsored" ad that never appears on the page. This is what most people mean by a LinkedIn video ad.
• Thought leader video. A video post from a person's own profile (a founder, an employee, a customer or a creator) promoted as an ad. LinkedIn calls the format thought leader ads; its own pressroom reports this "creator-led" spend growing much faster than ads overall.
• BrandLink (in-stream video). Your short video runs as a pre-roll before videos from publishers and creators LinkedIn has signed up, such as The Washington Post, Fast Company or Steven Bartlett. LinkedIn still describes in-stream as in testing and being released gradually.
• Connected TV. Your video bought through LinkedIn but shown on TV screens, outside the feed. We cover it separately; it is not the subject of this page.

Are they effective? That depends entirely on the job you give them. LinkedIn's own figures say video is growing fast and holds attention better than other formats. Our panel agrees on attention and disagrees on action: across 676 advertisers, the same advertiser gets 42% more dwell time from a video than from an image, and pays more for every click, lead and demo. Here is what LinkedIn has published about video, then what our data says.

Sources: LinkedIn Pressroom quarterly highlights (Microsoft fiscal year ends 30 June, so Q1 FY27 is July to September 2026) and LinkedIn Marketing Solutions, each opened on 14 Nov 2026. LinkedIn does not publish the base these growth rates start from.

Those are LinkedIn's numbers about its own product, so read them as the direction of travel: more advertisers are buying video, and LinkedIn is building more places to show it. They do not tell you what a video ad will do for your account. For that, this is what 676 advertisers in the Kiin Labs panel got from video in the 12 months to October 2026, with each video compared against the same advertiser's single image ads on the same objective.

Source: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks, chapter 01. Median of each advertiser's own video-to-image ratio, 7 Oct 2025 to 6 Oct 2026.

So the honest answer is yes and no. LinkedIn video ads are effective at being watched and at filling retargeting audiences cheaply. They are an expensive way to buy clicks, form fills and demos. The visitors a video does send are as good as any (they convert at the same rate once on your site); there are just fewer of them per thousand impressions. Decide which job your video has before you decide how to run it.

Cite: "Against an image in the same account, LinkedIn video gets 42% more dwell but costs 18% more per landing page click (Kiin Labs, 676 advertisers, $10.2M of video spend, 2026)." Kiin, kiin.co/blog/linkedin-video-ads#what-is-linkedin-video-ads-and-is-it-effective

What are the LinkedIn video ad specs for 2026?

These are LinkedIn's official specifications for feed video ads, from its video ads advertising specifications help page and its video ads specs page, both checked on 14 November 2026. The same rules apply when you sponsor a video you already posted on your company page.

Aspect ratios and dimensions

Source: LinkedIn Marketing Solutions Help, Video ads advertising specifications (last updated about August 2026), opened 14 Nov 2026.

File, length and text

Sources: LinkedIn Help, Video ads advertising specifications and LinkedIn Video Ads specs, both opened 14 Nov 2026. Where the two pages differ (intro text maximum), both are given.

Four spec details that change how you should edit the video:

1. Short videos loop. A video under 30 seconds loops until it has played for 30 seconds: a 10-second video plays three times, a 20-second video twice. Anything over 30 seconds plays once. A 6 to 10 second cut gets several chances to land its message on one impression.
2. The intro text is cut at about 150 characters. Everything after that sits behind "see more", which few people press. Put the audience call-out and the offer in the first line.
3. Ads with "non-standard text" can be rejected. LinkedIn's help page says that includes more than four emojis, symbols or repeated characters.
4. 4:5 is now LinkedIn's recommended vertical ratio. The B2B House guide listed only 16:9, 1:1 and 9:16, with a 200 MB file limit; both have changed. In our panel, square video completes 87% more often than 16:9 from the same advertiser (see best practices).

Cite: "LinkedIn video ads can run 3 seconds to 30 minutes, MP4 up to 500 MB, at 16:9, 1:1, 4:5 or 9:16; LinkedIn recommends 15 to 30 seconds (LinkedIn ad specs, 2026)." Kiin, kiin.co/blog/linkedin-video-ads#linkedin-video-specs-dimensions-and-sizes

How much do LinkedIn video ads cost?

A LinkedIn video ad costs what the auction says, so there is no fixed price. What we can give you is what the median advertiser actually paid. On the video views objective, company video cost $0.11 per two-second view, $2.59 per completed view and $38 per thousand impressions (CPM) in the 12 months to October 2026. The objective you pick changes the price by up to ten times, so use the row that matches your campaign.

Source: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks, chapter 08. Median advertiser with 5,000+ impressions on the objective, USD, 7 Oct 2025 to 6 Oct 2026; CPM interquartile range in brackets.

Thought leader video, a person's video post promoted as an ad, costs more per view and per completed view than company video on the same objective:

Source: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks, chapter 08.

Where you advertise matters as much as the objective. For video on the website visits objective, the median advertiser paid:

Source: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks, chapter 08. Small samples per market; read as a guide, not a quote.

Two more cost facts worth knowing. Audience size changes the price of a view: on the video views objective, audiences over 300,000 paid about $0.06 per view against $0.14 under 10,000. And video length does not change what LinkedIn charges per impression (CPM +4% for longer videos, not significant); it changes how many people finish, which is why short videos are so much cheaper per completed view. For what every other LinkedIn format costs, see how much LinkedIn ads cost in 2026.

Cite: "On the video views objective the median LinkedIn advertiser pays $0.11 per two-second view and $2.59 per completed view for company video, at a $38 CPM (Kiin Labs, 221 advertisers, 2026)." Kiin, kiin.co/blog/linkedin-video-ads#how-much-do-linkedin-video-ads-cost

How do you set up a LinkedIn video ad campaign?

Setting up a LinkedIn video ad takes about fifteen minutes once you have the pieces ready. Before you start, have these to hand:

• A LinkedIn company page, and a LinkedIn ad account linked to it (the ad account is separate from the page).
• At least Sponsored Content poster access on the page, plus creative manager access or higher on the ad account. Super admins and content admins also qualify.
• The video itself, cut to the specs above, ideally a 15-second or shorter version and a square or 4:5 version.
• Intro text (first 150 characters doing the work), a headline under 70 characters and a call to action.
• A destination URL, or a lead gen form if you really must use one (see why not, below).
• Your audience: who you want to see it, and whether they already know you.

Step 1: Log into Campaign Manager

Campaign Manager is where LinkedIn ads are created and reported. Go to linkedin.com/campaignmanager/accounts, or click "Advertise" from the LinkedIn home page, and pick your ad account. If you have never advertised, Campaign Manager walks you through creating an ad account and adding a payment method first.

Step 2: Create the campaign and choose the objective

Create a campaign group (or use the default one), then a campaign inside it, and pick an objective. The objective tells LinkedIn what to optimise and charge for. LinkedIn lets you run video on brand awareness, video views, engagement, website visits, website conversions and lead generation. Choose "Video ad" as the format and upload the file, or sponsor a video your page has already posted.

Which objective should a LinkedIn video ad run on?

Start from what you want people to do. The B2B House advice still stands: do not jump to a conversion objective on a cold audience that has never heard of you. What 2026 data adds is which objective does each job best, from the same company video run on different objectives by the same advertiser:

Source: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks, chapters 02 and 05. Paired within advertiser, 7 Oct 2025 to 6 Oct 2026.

On bidding: raising a manual bid by 150% bought the same views for 90% more in a September 2026 Kiin study of 73 advertisers. On video views, let LinkedIn bid.

Step 3: Choose your audience

Pick location first, then who. Job function plus seniority is still a sensible start; it covers everyone in a role without relying on the free-text job titles people type. Job titles narrow the audience fast and many advertisers bid on the same ones. Add skills, company size or industry with AND logic if the audience is too big. A few things the 2026 data says about video audiences:

• Bigger is cheaper per view. Across accounts, audiences over 300,000 paid about half as much per video view as audiences under 100,000. LinkedIn requires at least 300 matched members for any audience. The B2B House advice to aim for 80,000 to 120,000 is fine for a first test, but do not narrow further for video. Our LinkedIn Ads statistics cover audience size for every format: a narrow audience has a 32% higher CPM than a broad one in the same account, with no better click rate.
• Warm audiences watch and click more. Video to a retargeting audience, against a cold one in the same account: view rate +13% on video views, landing page click-through +27% on website visits.
• Uploaded lists behave like cold audiences at a higher price. On the engagement objective, video to an uploaded contact or company list got 19% less engagement and cost 47% more per engagement than cold targeting.

Then set the budget and schedule, add the ad (video, intro text, headline, URL, call to action), and launch. LinkedIn reviews ads before they go live, usually within a day.

Cite: "Run on website visits instead of video views, the same LinkedIn video costs the same per completed view and 85% less per landing page click (Kiin Labs, 2026)." Kiin, kiin.co/blog/linkedin-video-ads#which-video-marketing-objective-should-you-choose

What are the LinkedIn video ad best practices, backed by data?

Most lists of LinkedIn video best practices repeat a 2020 creative study. Some of that still holds, some of it was misquoted, and some has never been tested since. These twelve practices each rest on a number: from the Kiin Labs panel (676 advertisers, 2026), from LinkedIn's own specs and pressroom, or from the VidMob study LinkedIn published in 2020, which we have checked against the original.

1. Decide the job before you make the video. Video is two products: attention and action. As attention it is fair value (42% more dwell than an image, cheap retargeting pool members). As action it is the most expensive format we measured outside brand awareness. Judge it on the job you gave it.
2. Make it 15 seconds or less. Videos of 15 seconds or less cost 54% less per completed view than 16 to 30 second videos from the same advertiser. The cost of a view that reaches halfway rises from $0.35 at 11 to 15 seconds to $2.08 at 31 to 60 seconds. The median advertiser's video is 40 seconds long, so most accounts can cut.
3. Put the point in the first six seconds. Of every 100 times a company video starts, 37 become a two-second view, 7 reach a quarter, 3 reach halfway and 1 or 2 reach the end. The first six seconds are the ad; everything after is for the few who stay.
4. Go square, or 4:5. Square video completes 87% more often than 16:9 landscape from the same advertiser, and costs 42% less per completed view. Vertical gets 47% more engagement than landscape. Landscape is the weakest shape in the feed, where most viewing is on a phone.
5. If the video has to drive traffic, run it on website visits. Same watch-through as video views, 85% cheaper per landing page click. If you add a link in the intro text, it lifts click-through by about 10% inside the same campaign.
6. Never put a lead gen form on a video. Lead forms on video complete at a median 1.7%. Against a single image in the same account, cost per lead is 62% higher and completion 46% lower; against a document, completion is 83% lower. People open the form as often as on an image and then do not finish it. This reverses The B2B House's 2020 advice to pair video with lead gen forms.
7. Thought leaders should post static, not video. Thought leader video gets 29% less engagement, costs 30% more per engagement and 132% more per landing page click than the same advertiser's static thought leader posts. A face does beat a logo: thought leader video gets 17% more engagement than company video. See founder content for how we run founder posts as ads.
8. Show a face, not a crowd, for awareness. VidMob's 2020 study for LinkedIn found a smile or a face lifted view rate by 13%, while crowds and audiences lowered it. (The B2B House quoted this as 15%; the source says 13%.)
9. Brand late for completion, early for clicks. In the same study, branding in the second half of a video lifted completion rate by 40% on awareness content, while branding in the first two seconds lifted engagement rate by 16% on thought leadership content and Company Page click-through by 58% on lead generation content. Logos in the top third of the screen lifted click-through by 50%.
10. Use action words and fast cuts when you want the click. Action-oriented words on screen ("start", "make", "discover") gave 20% higher click-through than showing a person, and four or more scene changes in the first three seconds lifted click-through by 19% (VidMob, 2020).
11. Keep the copy short and plain. Inside the same campaign, the longer half of an advertiser's video posts got 17% fewer clicks, and an emoji cost 12% of landing page click-through. What the video is about (customer proof, product, how-to, data, opinion) moved engagement and clicks by under 7%. The video is the ad; the copy is a caption. Add captions too: LinkedIn supports SRT files, and a muted feed is where your ad starts.
12. Use video to fill retargeting pools, then ask for the meeting in the inbox. A 50% view costs $1.09 on the website visits objective, against $13.94 per website visitor. Pool those viewers with your website visitors and document engagers, then send the demo ask as a message ad. More on this below.

Sources: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks (chapters 01 to 07; paired within advertiser, 7 Oct 2025 to 6 Oct 2026); LinkedIn Marketing Blog, VidMob Uncovers the Secrets to Creating Effective Videos, 2 Oct 2020 (19,000+ videos, 425 million impressions, 2019 and 2020).

The 2020 VidMob findings, checked against the source

Much of what is written about LinkedIn video creative traces back to one study: VidMob's analysis of more than 19,000 LinkedIn videos with 425 million impressions from 2019 and 2020, published on LinkedIn's marketing blog in October 2020. The B2B House guide quoted it, and many sites quote The B2B House. Here is what the original says, next to what was quoted.

Source: LinkedIn Marketing Blog, guest post by VidMob, 2 Oct 2020, opened 14 Nov 2026. Lifts are against the average video in VidMob's sample, not controlled tests. The original VidMob page The B2B House linked now redirects elsewhere.

Treat these as six-year-old directional findings from one vendor's sample. Where our 2026 panel can test the same idea, it mostly agrees on direction (short, branded, clear call to action) and adds the size of the effect in your own account.

Cite: "LinkedIn videos of 15 seconds or less cost 54% less per completed view than videos of 16 to 30 seconds from the same advertiser; square video completes 87% more often than 16:9 (Kiin Labs, 2026)." Kiin, kiin.co/blog/linkedin-video-ads#linkedin-video-ads-best-practices-for-2026

Which LinkedIn video metrics matter, and what are the benchmarks?

Campaign Manager reports more than a dozen video metrics. These are the ones LinkedIn defines for video, in plain words:

Definitions: LinkedIn Campaign Manager reporting and the LinkedIn Marketing API documentation (Microsoft Learn). The B2B House's list defined "views at 75%" as watched to 50%; that was a typo.

LinkedIn video benchmarks for 2026

The B2B House guide gave three benchmarks: a 28.5% view-through rate, a 0.35% click-through rate and a 1.69% engagement rate, with no date or source. They have been copied widely. We cannot trace where they came from, and they mix objectives that behave very differently. Here are 2026 benchmarks from the Kiin Labs panel, split by objective:

Source: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks, chapters 04 and 08. Retention from 219 (video views) and 191 (website visits) advertisers with 1,000+ video starts; watch time from advertisers with 500+ views; 7 Oct 2025 to 6 Oct 2026.

Two things to notice. First, the old 0.35% click-through rate is close to what website visits video gets today (0.33% to the landing page), but only on that objective; on video views it is 0.04%. A blended video CTR tells you very little. Second, watch time is short everywhere: 6.7 to 8 seconds per view on every objective. Benchmark against the row for your own objective, never against a single "video CTR".

Cite: "Of every 100 LinkedIn video starts, 37 become a two-second view, 3 reach halfway and 1.4 reach the end (Kiin Labs, 219 advertisers, 2026)." Kiin, kiin.co/blog/linkedin-video-ads#linkedin-video-ad-benchmarks-ad-metrics

How do you measure whether LinkedIn video ads are working?

Measure video on the job you gave it. Most accounts buy video for attention and then judge it on leads, or the other way round, and either way it looks broken. Four rules from our data:

1. Judge awareness video on attention. Cost per completed view, cost per 50% view, cost per minute watched, dwell time and reach into your target account list. Every action metric favours an image, so a pipeline report will always make awareness video look bad.
2. Do not read completion rate as a proxy for clicks. Inside a single campaign, a video's completion rate and its landing page click-through are unrelated (median correlation 0.02 across 398 campaigns). A video people finish is not a video that sends people to your site. The exception is lead gen, where the share reaching halfway does track form opens.
3. Discount view-through conversions. 63% of the conversions LinkedIn credits to company video are view-through (someone saw the ad and converted later without clicking), against 43% for single image. A video conversion report flatters video. Read those conversions as reach that happened before a conversion, not conversions the video caused.
4. Do not count on a halo. Months where an advertiser spent 10%+ of budget on video did not make the rest of the account cheaper: non-video cost per lead +7%, cost per landing page click −7%, neither significant, and a placebo test shows the same. If you buy video to "warm the market", budget it on its own line and measure it on its own terms.

For whether video influences pipeline, you need your CRM: compare deal rates for target accounts that watched your video with similar accounts that did not, over a full sales cycle. That is how we report video for the B2B companies we run LinkedIn Ads for: company engagement before the deal, not leads the video claims to have made.

Source: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks, chapters 01, 04 and 06. Halo test: 6,765 advertiser-months, 608 advertisers, advertiser and month fixed effects.

Cite: "63% of the conversions LinkedIn credits to video are view-through, against 43% for single image (Kiin Labs, 2026)." Kiin, kiin.co/blog/linkedin-video-ads#how-to-measure-linkedin-video-ads

How do you retarget people who watched your LinkedIn video ads?

B2B buying is long and not linear. Buyers drift in and out of a purchase over months, and a competitor can step in at any point. Retargeting keeps you in front of the people who have already shown interest, and video is one of the cheapest ways to find them.

How does video retargeting help with a long buying journey?

A 50% video view is one of the cheapest actions that puts someone into a LinkedIn retargeting audience. On the website visits objective it costs $1.09 at the median advertiser, against $4.86 per single image engagement and $13.94 per website visitor. In the same account, a 50% view costs 62% less than an image engagement and 88% less than a site visit. Documents are the one format that builds pools more cheaply: a 50% view costs 82% more than a document engagement in the same account. Run both, and pool them together.

Source: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks, chapter 07. Costs per action, not per unique person.

What the pool is worth depends on where you send the next ad. Retargeted in the feed on their own, video-viewer audiences cost $33 per landing page click, against $14 for website-visitor audiences. In message and conversation ads they hold up: pools that include video viewers open 19% more than cold audiences and cost 37% less per lead than uploaded lists, about the same as any other warm pool. So the play we run is a 15-second square video on website visits, its 50%+ viewers pooled with website visitors and document engagers, and the demo ask sent to that pool by message ad. Never retarget video viewers with a feed lead form.

Where to find video retargeting in Campaign Manager

1. In your ad account, click Plan in the left menu, then Audiences.
2. Click Create audience, choose Matched Audience, then Video.
3. Name the audience and choose who to include: people who viewed at least 25%, 50%, 75% or 97% of your video.
4. Choose the lookback window: 30, 60, 90, 180 or 365 days.
5. Tick the video campaigns to draw viewers from (LinkedIn's help now calls these ad sets), then click Create. The audience needs at least 300 matched members before you can target it.

Source: LinkedIn Help, Create a video audience with Matched Audiences, opened 14 Nov 2026.

How big do these audiences get? The median video-viewer audience in our panel holds 20,700 people at 25% viewers, 13,350 at 50% and 7,255 at 75%. The B2B House's tip still holds, with a number on it now: keep the video short if you plan to retarget. A 50% viewer of a 15-second video has watched 7.5 seconds; a 50% viewer of a 15-minute video has watched 7.5 minutes, and almost nobody does that.

Cite: "A 50% video view on LinkedIn costs $1.09 on the website visits objective, against $13.94 per website visitor (Kiin Labs, 2026)." Kiin, kiin.co/blog/linkedin-video-ads#how-to-retarget-using-linkedin-video-views-and-ads

What do good LinkedIn video ads look like? 38 examples

The fastest way to get better at video ads is to study ones that worked. This section has 38 LinkedIn video ads in three groups: three current B2B video ads from LinkedIn's Ad Library in 2026; the 20 examples from The B2B House guide, with their original numbers and notes; and 15 more video ads from The B2B House's wider gallery. The older ads date from 2020 and 2021, when square video was new on LinkedIn, so we have added a short 2026 note to each of the 20 saying what our data now says about the choice it made.

Three current LinkedIn video ads from 2026

These are video ads B2B companies ran on LinkedIn in 2026, each linked to its entry in LinkedIn's public Ad Library, where you can see the creative, the copy, the dates it ran and roughly where it was shown. LinkedIn does not publish their results, so next to each is what a company video on the website visits objective costs at the median advertiser.

01PostHogVideo · Product analytics

“Your churn had a warning label all along”

Angle: Teach the use case. Shows one concrete query the viewer can run (cancellations against the 30 days of usage before them) instead of describing the product. Useful even if you never click, which is why it earns attention.

Kiin benchmark · company video on website visits: $41 CPM, $11.50 per landing page clickSee the ad in LinkedIn's Ad Library →

02PleoVideo · Fintech

“Your tools, finally connected”

Angle: Integration pain. Five seconds, one idea: no more patching tools together. Short video works best when it carries a single message a finance lead can repeat.

Kiin benchmark · company video on website visits: $41 CPM, $11.50 per landing page clickSee the ad in LinkedIn's Ad Library →

03PayFitVideo · HR and payroll

“We cut our payroll cycle from two weeks to two days.”

Angle: Outcome in the customer's words. Opens with a measurable customer outcome, then qualifies the audience in the copy (UK teams of 20 to 250). The ICP line saves budget by putting off people who will never buy.

Kiin benchmark · company video on website visits: $41 CPM, $11.50 per landing page clickSee the ad in LinkedIn's Ad Library →

The B2B House's 20 LinkedIn video ad examples

These are the 20 examples from The B2B House guide, picked at the time for strong engagement and click-through. They keep their original numbers and notes (typos fixed). Each original note is followed by a 2026 note from Kiin. The links to the original ads point to LinkedIn feed URLs from 2020; LinkedIn may no longer show them.

LinkedIn video ad example 1: Slack

Brand awareness · The B2B House, 2020

What we like about this video ad: Slack is crushing video ads on LinkedIn. For context, this is a brand awareness ad. They are trying to build mindshare and help people understand the value of using slack. There’s even an irresistible headline that says “Try Slack for free”. Colors, branding, and sound would stop a member from scrolling on their feed. Ad is also short and to the point. Overall a great brand awareness ad.

Kiin, 2026: An awareness video with a trial offer in the headline. If the goal is reach, run it on video views with LinkedIn's automatic bid; if you want the trials, the same video on website visits costs 85% less per landing page click.

LinkedIn video ad example 2: Microsoft

Conversion · The B2B House, 2020

What we like about this video ad: A good conversion-focused ad from Microsoft. Good use of the logo on the top right. Smart selection of action words as well. The graphics and headline is also clear on the value they’re offering.

Kiin, 2026: A conversion ask on video is the expensive route: on website visits the same advertiser pays 18% more per landing page click than with an image. The top-right logo fits VidMob's finding that logos in the top third lift click-through by 50%.

LinkedIn video ad example 3: Apple

Brand awareness · The B2B House, 2020

What we like about this video ad: Apple. There aren’t many companies in the world better at brand awareness marketing than them. They’ve got many things going in this video. Great colors, clear offer, concise video. The scene changes are also very fast which helps maintain the attention of members. Biggest of all, I like how they are using squared video as compared to the usual horizontal videos we typically see from B2B companies.

Kiin, 2026: Square was the right call: in 2026 square video completes 87% more often than 16:9 from the same advertiser.

LinkedIn video ad example 4: PayPal

Brand awareness · The B2B House, 2020

What we like about this video ad: I love how PayPal calls out their audience in the video. It’s so large you can’t miss it. If you’re not a business owner, then this is not for you. The video goes on to ask about challenges related to business owners and how Paypal could solve them. Just like Apple, they are also pioneering Square video ads and reaping the rewards from it. A great overall brand awareness ad. The only issue I have is that the headline needs to improve. They could state what members will get if they click on the “Learn More” CTA.

Kiin, 2026: The audience call-out still works. On the headline: keep it under 70 characters and say what the click gets you.

LinkedIn video ad example 5: Amazon

Employer brand · The B2B House, 2020

What we like about this video ad: Amazon gets real personal by showcasing an employee’s day to day life. Their goal is brand awareness to attract highly talented professionals. They show the real-life struggles, passions, and dreams of an employee. The video is also fast pace with many scene changes which helps maintain attention. Notice how they also use big bold text to bring home key points.

Kiin, 2026: Fast scene changes match VidMob's 2020 finding: four or more cuts in the first three seconds lifted click-through by 19%.

LinkedIn video ad example 6: Refinitiv

Lead generation · The B2B House, 2020

What we like about this video ad: LinkedIn is probably the best place to use graphs in your video ad due to the professional nature of the platform. Excellent strategy by Refinitiv to appeal to the banking and investment professionals. I like how they use numbers and namedrop companies like HSBC. Look how they get more specific about what members will get. Overall a great lead generation video ad to model after.

Kiin, 2026: A good lead generation creative, but if it carried a lead gen form, expect a 1.7% completion rate and a 62% higher cost per lead than an image. Put the same chart in a document ad for a content offer.

LinkedIn video ad example 7: Grab

Brand awareness · The B2B House, 2020

What we like about this video ad: 2020 has been a crappy year for many. From long quarantine periods to people losing their jobs. Grab encapsulates these challenges and resilience through this emotional ad. This is great for brand awareness as Grab showed empathy.

Kiin, 2026: Emotional storytelling is an attention play. Judge it on cost per completed view and dwell time, not clicks.

LinkedIn video ad example 8: Gong.io

Customer proof · The B2B House, 2020

What we like about this video ad: Great visuals and colors that stand out from the LinkedIn blue/white backgrounds. Instead of the typical offers like whitepaper, eBooks, and webinars, Gong chooses to feature client testimonials in this short cut scene change video. And the use of the dog is really unique. Not many companies would do that which makes this stand out.

Kiin, 2026: At 1:05 long, few will finish: a view that reaches halfway costs $2.08 at 31 to 60 seconds and $4.03 at 61 to 120 seconds. A 15-second cut of the dog and two testimonials would reach far more people.

LinkedIn video ad example 9: Square

Brand awareness · The B2B House, 2020

What we like about this video ad: Square does a great job in explaining their business proposition with this short video. What I like about this ad is how they front-load the messages and have scene changes quickly. Also a good strategy to add an extra link within the intro text for higher CTR results. Overall a great brand awareness ad.

Kiin, 2026: The extra link in the intro text is backed by data: a link in the copy adds about 10% to landing page click-through.

LinkedIn video ad example 10: Facebook for Business

Thought leadership · The B2B House, 2020

What we like about this video ad: Facebook does excellent brand awareness videos. This video was built to educate and show thought leadership. Great scene changes and narrative. I might suggest that the key messages are front-loaded to the first 5-10 second since this is a long video and not many will complete watching the ad.

Kiin, 2026: Front-loading is the fix: only 7 of every 100 video starts reach a quarter of the way through.

LinkedIn video ad example 11: Google

Consideration · The B2B House, 2020

What we like about this video ad: Very creative use of video ad from Google. Check it out, they simply use one scene that shows a key insight that their prospects want. The CTA has a little bit of animation like a GIF style. Being a super short video, this ad continuously loops itself. Google also calls out their audience really well through the copy. Another learning point is the use of different video size formats. That makes this video ad unique.

Kiin, 2026: Short single-scene videos loop: LinkedIn replays any video under 30 seconds until it has played for 30 seconds.

LinkedIn video ad example 12: Anatomage Inc.

Website visits · The B2B House, 2020

What we like about this video ad: Alright, I know the brain picture might put you off but bear with me. This ad is from a medical education company and their objective is to get a click. This should give more context. It starts off with a clear value proposition. They challenge the status quo of doing things and show that there’s a better way in medical education. I like that the video is short as well. I do feel that they could reduce the video length to 5-10 secs if possible.

Kiin, 2026: The note is right that shorter is better: 15 seconds or less costs 54% less per completed view than 16 to 30 seconds.

LinkedIn video ad example 13: CentralDBC

Customer proof · The B2B House, 2020

What we like about this video ad: This is a straight-up testimonial ad. Case studies work superbly well for website visits/conversions kind of objectives. The assumption here is that the audience are familiar with the brand offer and right now, showing a testimonial from a credible company and individual will help boost trust in the company. in the video, the customer explained their challenge and how CentralDBC helped them overcome it. Brilliant! I also like that they included captions and subtitles. Also, there’s a strong call to action “Free for 3 days”

Kiin, 2026: Testimonials suit warm audiences: video to a retargeting pool on website visits gets 27% more landing page clicks per impression than to a cold audience.

LinkedIn video ad example 14: Whirlpool Corporation

Targeted offer · The B2B House, 2020

What we like about this video ad: They are targeting employees of Walt Disney with an offer. The call-out of the audience is so clear and hyper-relevant. A great social media video ad example.

Kiin, 2026: A sharp call-out. Note that video to uploaded company or contact lists cost 47% more per engagement than cold targeting in 2026; target the company if the list is small.

LinkedIn video ad example 15: Eclipse Holsters

Product demo · The B2B House, 2020

What we like about this video ad: Love the use of emojis here. Who says ads on LinkedIn are boring! You can make it fun as well. This ad isn’t the typical B2B ad as well. It showcases a DIY product and hardware with a practical tutorial. Great for generating clicks and interest. Definitely stands out from the typical boring business ads. After all, marketing is all about standing out and getting noticed right?

Kiin, 2026: Fun works, but go easy on emojis in the copy: one costs about 12% of landing page click-through, and LinkedIn may reject ads with more than four.

LinkedIn video ad example 16: Content Cucumber

Offer · The B2B House, 2020

What we like about this video ad: This reminds me of the Harmon Brothers ads. Humour goes a long way and this ad nailed it. It brings across a memorable offer and concept through a meme type of video. Not the stiff typical ad that everyone ignores. Check out the headline as well. The offer of a “Free Blog” is clear.

Kiin, 2026: What a video is about mattered less than how it starts: in 4,641 video creatives, the theme moved engagement and clicks by under 7%. The clear offer in the headline is what carries it.

LinkedIn video ad example 17: Chorus.ai

Thought leadership · The B2B House, 2020

What we like about this video ad: It’s all about giving value upfront instead of upselling. That’s the fastest way to win someone’s trust and share of wallet. Chorus.ai does a perfect job here with this video content. They focus on sharing key insights their prospects would be interested in. CTA is also direct and clear where prospects know that they need to subscribe to follow more.

Kiin, 2026: Value-first video suits the engagement objective: it gets 4.5x the engagement rate of video views at the same cost per completed view.

LinkedIn video ad example 18: PredictiveHire

Content download · The B2B House, 2020

What we like about this video ad: The image stands out. Sometimes it doesn’t have to be humans with all positive high-fives and smiles. It becomes too fake and corporate. This topic touches on a soft spot on discrimination in hiring as well. The video is short and to the point as well. They use large text in their video to drive the message. I do think they can further improve this ad by ending with a Download message. Or, at least inform people what’s in the download.

Kiin, 2026: If the offer is a download, a document ad usually beats video for content leads.

LinkedIn video ad example 19: SAP

Demo · The B2B House, 2020

What we like about this video ad: SAP crushed it here with a clear offer. To the point with a strong CTA. I love how SAP includes their brand in the top right for their video as well. My only concern for this ad is that this wouldn’t do too well as a brand awareness campaign. If a member is not familiar with SAP Enable Now, they won’t attend the virtual demo. There’s no need if they don’t feel like they have a problem.

Kiin, 2026: Agreed on cold audiences. A demo ask works best by message ad to a warm pool that video helped build, not in the feed.

LinkedIn video ad example 20: Google

Brand awareness · The B2B House, 2020

What we like about this video ad: Google did a great brand awareness video ad here. Although the video was long, it was really compelling and insightful showing how the world searched for information last year. If you have proprietary insights, use it like how Google has and share it to get more mindshare and awareness. Long videos don’t mean less engagement if your information is compelling.

Kiin, 2026: Long can work when it is compelling: videos over 60 seconds get 60% more click-through and 81% more engagement than 30 seconds or less, from the few people who stay.

Looking for more? LinkedIn ad examples has 190 B2B ads in every format, including The B2B House's full 162-ad gallery.

15 more video ads from The B2B House gallery

The B2B House's wider gallery of LinkedIn ads includes 15 more video ads, from Microsoft, AT&T, Qualcomm, IBM, EY, Airbnb and others. Many are square (1:1), which The B2B House singled out in 2020 as the shape that "looks absolutely huge" in the feed; our 2026 data agrees that square completes more often. Each links to its place in the full gallery.

What the best of these examples have in common

• One message, early. Square, Slack, Google (example 11) and Pleo carry a single idea that lands before the six-second mark, which is about as long as most viewers watch.
• They call out the audience. PayPal puts "business owners" on screen, Whirlpool names Disney employees, PayFit names UK teams of 20 to 250. Naming who it is for saves budget on people who will never buy.
• They are square or vertical. Apple, PayPal, Qualcomm, BHP, EY and IBM all used 1:1 when most B2B video was landscape. In our 2026 panel square completes 87% more often than 16:9.
• The proof is specific. Refinitiv names HSBC, CentralDBC uses a named customer, PayFit quotes "two weeks to two days". Specific beats general in every format.
• The long ones are for warm audiences. Gong, Facebook and Google (example 20) run long. Long video earns more clicks from the few who stay (over 60 seconds vs 30 or less: click-through +60%, engagement +81%), so it works best on people who already know you.

Older ads are credited to the brands named, as published by The B2B House in 2020 and 2021; the creatives remain theirs. 2026 ads are linked to LinkedIn's Ad Library and picked by Kiin in November 2026. Benchmarks: Kiin Labs video report.

Should you use LinkedIn video ads in 2026?

Yes, for the right job, and probably with less budget than you think. Video is about 16% of LinkedIn ad spend in our panel and runs in 62% of accounts, so most B2B advertisers already use it. The ones who get value from it use it for what it is good at:

Source: Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks; panel of 1,000+ advertiser accounts and $65M+ of LinkedIn Ads spend, of which $10.2M is video.

The B2B House closed its guide by saying "keep testing", and that is still the right instinct. LinkedIn is clearly betting on video, with paid video up 25% and creator-led ads up 63% year on year in its latest quarter, and new placements like BrandLink. More advertisers in the auction will not make video cheaper. The edge goes to the accounts that know what each video is for and measure it on that.

How we run video for B2B clients

At Kiin we run LinkedIn Ads for sales-led B2B SaaS companies, and video is a supporting format in almost every account, rarely the lead. A typical set-up is one or two 15-second square cuts on website visits, feeding a warm pool that a message ad or a document then works. We judge the video on cost per completed view and on how many target accounts it reaches, and judge leads and demos on the formats built for them. For the full numbers behind each rule, read Video on LinkedIn Ads: 2026 benchmarks; for video across every channel, see our video marketing statistics; for what every LinkedIn format costs, LinkedIn ads cost in 2026; and for ideas in every format, 190 LinkedIn ad examples. The same rule, decide the job first, applies to video on Meta and Reddit, which we run alongside LinkedIn.

Cite: "Video is 16% of B2B LinkedIn ad spend and runs in 62% of accounts; it buys attention and retargeting pools well and clicks, leads and demos expensively (Kiin Labs, 2026)." Kiin, kiin.co/blog/linkedin-video-ads#should-you-use-linkedin-video-ads-or-not-or-can-we-ignore-it

Figures previously published by The B2B House

The B2B House's "LinkedIn Video Ads: Best Practices + 20 Examples" was first written around 2020 and last updated in December 2025, and is linked from more than 40 sites, including HubSpot, AdEspresso, Sendible and Kimp. The B2B House is now part of Kiin, so the figures it published stay here, exactly as published, so every link to them still makes sense. Next to each one is what we know in 2026.

Two things to know before you use them:

• Most are from 2020. The creative lifts come from a 2020 VidMob study, and the examples are ads from 2020 and 2021, even though the page title said 2026.
• Several had no source. Where a figure had no source we could trace, we say so rather than invent one.

LinkedIn video stats we no longer recommend using

These are still repeated, including in AI answers, but have no source we can trace or are no longer true:

• "Over 50% of LinkedIn members engage with video daily." No source. Details.
• "Users spend 3x more time on video than static." No traceable source; use LinkedIn's "3x higher engagement" (2025) or Kiin's "+42% dwell" (2026). Details.
• "Video gets 30% more comments" or "a 30% higher view rate". No source. Details.
• "6x more engagement with LinkedIn Live." No source. Details.
• "28.5% view-through rate, 0.35% CTR, 1.69% engagement rate." No source or date, and blended across objectives. Details.
• "17% CTR lift from showing the brand in the first two seconds." The source says 58% Company Page click-through. Details.
• "Lead gen forms perform 400x better than a website visit." No source, and wrong for video. Details.
• "Videos under 30 seconds get 200% higher completion." Never published here, and not traceable elsewhere. Details.
• "Video files can be up to 200 MB." The limit is 500 MB. Details.

LinkedIn video ads: frequently asked questions

How we built this page, and every source

We started from The B2B House guide and every claim other sites link to it for (we checked its backlinks one by one). For each figure we went back to the original publisher: LinkedIn's pressroom, LinkedIn Marketing Solutions and LinkedIn Help for specs and official figures, and the original VidMob study on LinkedIn's blog. We opened each source on 14 November 2026. Where a figure had no traceable source we say so. Cost and performance benchmarks come from the Kiin Labs panel, described in the video report's method: 676 advertisers, $10.2M of video spend, 7 Oct 2025 to 6 Oct 2026. Corrections: [email protected].

1. LinkedIn Pressroom, Q1 FY27 business highlights (paid video +25%, creator-led ads +63%), Oct 2026
2. LinkedIn Pressroom, Q3 FY26 earnings highlights (paid video nearly +30%), Apr 2026
3. LinkedIn Pressroom, Q4 FY26 earnings and business highlights (Marketing Solutions +16%), Jul 2026
4. LinkedIn Pressroom, Helping brands expand their reach with video from top creators and publishers (BrandLink), 30 Apr 2025
5. LinkedIn Marketing Solutions, Video Ads (3x engagement, 20x shares)
6. LinkedIn Marketing Solutions, Video Ads specs
7. LinkedIn Help, Video ads advertising specifications
8. LinkedIn Help, Create a video audience with Matched Audiences
9. LinkedIn Marketing Blog, VidMob Uncovers the Secrets to Creating Effective Videos, 2 Oct 2020
10. LinkedIn Marketing API documentation, Microsoft Learn (metric definitions)
11. LinkedIn Ad Library (2026 examples)
12. Kiin Labs, Video on LinkedIn Ads: 2026 benchmarks (all Kiin cost, retention, objective, shape, length and pool figures)
13. Kiin Labs, LinkedIn Ads statistics and How much LinkedIn ads cost in 2026
14. Kiin, LinkedIn ad examples (The B2B House gallery)