LinkedIn video: specs and what people actually watch
Which shape and length to use for LinkedIn video, how to write the first seconds for a professional audience, and a weekly LinkedIn video plan to copy.
The short answer
On LinkedIn, post vertical 9:16 or square 1:1 video for the mobile feed, keep it short and specific, and add burned-in captions because many people watch at work with sound off. The videos that get watched teach one useful thing, show real work, or share a clear opinion about the reader's job.
LinkedIn supports landscape, square and vertical video, and it has been giving vertical video more room in its app. Exact maximum length, file size and the best ratio for ads change, so check LinkedIn's current help pages and ad specs before you plan a series.
Which shape to use
- 9:16 vertical at 1080x1920: fills the phone screen and works in LinkedIn's vertical video feed. Can be reposted to Shorts, Reels and TikTok.
- 1:1 square at 1080x1080: takes a good share of the feed on both phone and desktop and is a safe default for posts with charts or diagrams.
- 16:9 landscape: fine for webinars, talks and demos that people watch on desktop, but small in the mobile feed.
If you only make one version, make 9:16 and keep the important content in the center so a square crop also works.
What people watch on LinkedIn
LinkedIn viewers are at work, or thinking about work. They watch videos that make them better at their job or help them decide something. Entertainment can work, but the bar is usefulness.
- One lesson: a mistake you see in your industry and how to fix it.
- A process shown: how your team handles onboarding, a review, a handoff.
- A number explained: a chart from your own data, explained in plain words.
- A short opinion: a clear stance on a common practice, with reasons.
- A product walkthrough: one feature, one job it does, shown on screen.
Animated charts and diagrams work well here. ClickPop's Faceless Studio draws diagrams, charts and kinetic type in code, so every word and number on screen is exact, which matters when your audience reads closely.
Write the first three seconds for professionals
Hooks on LinkedIn work best when they name a job problem, not a feeling. Compare these.
- Weak: "You won't believe this."
- Better: "Most onboarding checklists skip the one step new hires ask about."
- Weak: "Big news!"
- Better: "We cut our weekly report from 12 slides to 3. Here is what we kept." (Use only if true for your team.)
Put the hook on screen as text in the first second. Many viewers will decide from the text alone.
A weekly LinkedIn video plan
A small accounting firm wants one useful video a week for business owners. Here is a month.
- Week 1, one lesson: "Three receipts small businesses forget to keep". Animated checklist, 40 seconds, captions.
- Week 2, process shown: "How we close a client's month in five steps". Animated flow diagram, 60 seconds.
- Week 3, a number explained: a simple chart of the firm's own client questions by topic, with one takeaway. Label the source as internal data.
- Week 4, short opinion: "Why we ask for bank statements, not screenshots". Talking head from a fictional presenter or a motion graphic.
Prompt for week 1: "Square 1:1, clean Swiss-style motion graphic, white background, black type, one accent color, a checklist of three items appearing one at a time with a tick animation, calm pace."
Try this prompt in Create VideoKeep advice general. For tax, legal or financial topics, tell viewers to check the official source or a professional for their situation.
Captions and text
Burn captions into the video. LinkedIn can also show captions from an uploaded subtitle file, which helps accessibility, but burned-in text is visible everywhere the video is shared.
Use a clean sans-serif font, large enough to read on a phone, with no more than two lines at a time. Keep text away from the bottom edge where the player controls appear.
Write the post text above the video as its own small piece: one line that says what the video shows and who it helps. Many people read the post before they press play.
A simple post text formula: the problem in one line, what the video shows in one line, and a question that invites a reply from people in the same job. For example: "New hires keep asking where the expense policy lives. This is the 40-second checklist we now send on day one. What is on yours?" Replies from people in your field help the post reach their networks.
Disclosure and trust
LinkedIn is a reputation platform. If you use an AI presenter or a realistic AI scene, say so in the post. A fictional presenter is fine; implying a real employee said something they did not is not. Never use a real person's likeness without permission. Check LinkedIn's current professional community policies for any AI rules.
Mistakes to avoid
- Posting a 16:9 webinar clip with tiny slides that nobody can read on a phone.
- No captions.
- Vague hooks that do not name a job problem.
- Charts with invented numbers. Use your own data or a cited source.
- Overly polished ads posted as organic content. Plain and useful tends to fit LinkedIn better.
- Giving specific financial, legal or tax advice in a general video.
Questions
What is the best video size for LinkedIn?
Vertical 9:16 at 1080x1920 or square 1:1 at 1080x1080 for the mobile feed. Check LinkedIn's help pages for current limits.
How long should a LinkedIn video be?
As long as one useful point takes. Short videos with one lesson often work best. Check LinkedIn for the current maximum.
Do LinkedIn videos need captions?
Yes. Many people watch at work with sound off. Burn captions in and keep them readable on a phone.
Can I use an AI presenter on LinkedIn?
Yes, if it is a fictional character and you are open about it. Never imply a real person said something they did not.