Whether you want to build an online community, generate leads, or create your own personal brand, LinkedIn is the powerhouse for expanding your network and increasing your reach.

Since 2017, LinkedIn Video has proven to acquire 20x more shares than other content mediums on the platform. Considering the power of video, your next step is to consider your intent behind your content to decide what type of LinkedIn Video you want to produce: LinkedIn Native Video, LinkedIn Video Ads, or LinkedIn Live Video.

Let’s start with the basics and explore the types of LinkedIn videos and their dimensions, size, and aspect ratios.

LinkedIn Native

LinkedIn Native videos are organic videos that are uploaded or recorded directly on the platform itself. LinkedIn Native can be used universally for individual purposes, so you don’t have to be a business or have a business page.

Use LinkedIn Native for anything ranging from introducing yourself to sharing industry knowledge with your network. The great thing about LinkedIn Native is being able to upload a video yourself with no restrictions besides the LinkedIn video specs.


As opposed to the LinkedIn post image size, Native video size can range from 640 x 360 pixels to 1920 x 1080 pixels. The recommended size is a square at 1080 x 1080 pixels.

Aspect Ratios:

57% of LinkedIn’s traffic is mobile, so it’s useful to consider what aspect ratio and format you’d want your video to be. The aspect ratio for landscape is 16:9, portrait is 9:16, and square is 1:1.

Time Limits:

The LinkedIn Native video time length is 3 seconds to 10 minutes while the ideal length is 3 minutes.

LinkedIn Video Ads

LinkedIn video ads are sponsored ad content that is promoted throughout people’s LinkedIn feeds. You can create your own ad campaign on LinkedIn either from your LinkedIn page or within the Campaign Manager. To create your own LinkedIn Ad Campaign, you must have access as a Campaign Manager, a LinkedIn page associated with your ad account, and Sponsored Content poster, super admin, or content admin access on the LinkedIn Page.

Use LinkedIn video ads to build brand awareness, generate leads, drive engagement, and educate your audience on your product or service. According to LinkedIn, audiences are 6x more likely to convert after being exposed to brand and acquisition messages on LinkedIn.


The LinkedIn video ad specs are similar to Native videos as the dimensions can range from 640 x 360 pixels to 1920 x 1080 pixels and the recommended setting is a square at 1080 x 1080.

Aspect Ratios:

LinkedIn Video Ads aspect ratios remain the same as Native with a landscape view at 16:9, portrait at 9:16, and square at 1:1.

Time Limits:

The time limit for LinkedIn video ads is longer than Native as this type of video can range from 3 seconds to 30 minutes, rather than 10 minutes. However, the ideal time length for LinkedIn ads is 15-30 seconds to show value and increase engagement.

LinkedIn Live Video

LinkedIn Live videos are videos that have been recorded from LinkedIn Livestreams you have hosted. After streaming on LinkedIn, that content is recorded then posted onto your LinkedIn profile for others to view asynchronously.

Using LinkedIn Live is invaluable when engaging with your audience and network. This creates the environment for viewers to take action from your stream to you– sending you a connection request, looking at your website, or even sharing your content with their network. On average, LinkedIn gets 7x more reactions and 24x more comments than Native videos, but it’s just a matter of guiding your audience to attend.  


The range for LinkedIn Live video is the same at 640 x 360 pixels to 1920 x 1080 pixels, but the ideal size is 1280 x 720 pixels. Remember that your Livestream event will be transformed into a LinkedIn video post, so make sure your content’s quality can adapt to audiences whether they view it live or asynchronous.

Aspect Ratios:

The aspect ratio for LinkedIn Live videos remains the same with landscape views at 16:9, portrait at 9:16, and square at 1:1.

Time Limits:

The LinkedIn Live video time limit is 4 hours, and it is recommended to stream for at least 10 minutes. This allows your audience to trickle in as time goes by and creates a valuable video that can be posted to your profile once you end your stream.

Best Practices

Engage with your audience by tagging people, replying to comments, and sending connection requests. To take it further, you can create LinkedIn polls and use that content to make another video for people to follow up on.

Mold a strong call to action to continue the conversation and engagement beyond your LinkedIn videos. Using videos to reach your audience is just one step, but nurturing them and building those relationships move you further in both your personal and professional development.

Use closed captions and subtitles to accommodate those who view videos with the sound off. Similar to Facebook, LinkedIn has reported that 80% of videos are viewed in silence. Not only will you take advantage of those numbers, but you are also accommodating to those with hearing disabilities. If you want to engage your audience, it’s vital to be inclusive.

Change your shots and angles to keep your viewers engaged and exciting. It’s important to keep your viewer’s eyes and attention captivated. If you have the equipment, you can use different cameras when recording live, or you can make edits in post-production by creating jump cuts, or using the moving zoom effect.

Learn more about how to optimize your videos by heading over to our YouTube channel. For more tips on creating engaging content that will engage your audience, find more articles and tutorials at the Kapwing Resources page.

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