By AJ Wilcox
Why Horizontal Video Wins on LinkedIn
There’s a common belief that vertical video performs best on social platforms because it takes up more screen space on mobile. But after analyzing over $140,000 in LinkedIn ad spend across multiple campaigns, we discovered that horizontal (16:9) video dramatically outperformed vertical (9:16) and square (1:1) formats. Horizontal videos achieved two to four times better view rates, completion rates and cost efficiency than their vertical and square counterparts. In other words, horizontal videos delivered a better return on spend.
Key Learnings from the Experiment
Horizontal video likely wins because LinkedIn’s feed is largely consumed on desktop screens and because the format allows for more context and on-screen text. Our experiments showed that horizontal videos kept viewers engaged longer and drove more conversions. The results underline that advertisers should prioritize horizontal creatives on LinkedIn, even though vertical video dominates other social platforms. The key takeaway: always test creative formats rather than blindly following trends.
What Should Advertisers Do?
For your next LinkedIn campaign, test horizontal creative alongside vertical or square variations to see what resonates with your audience. Focus on strong opening hooks, clear messaging and captions to capture attention. And don't assume vertical is better just because it's trendy—our data shows the opposite. Use data-driven experiments to guide your video strategy.
Get Expert Help from B2Linked and Chandler Quinton
If you'd like help maximizing your LinkedIn video campaigns, reach out to the B2Linked LinkedIn ads specialists. They’ve spent over $150 million on LinkedIn Ads and know how to create high-performing creative. You can also connect with Chandler Quinton on LinkedIn or his site funb2bads.com for more video insights. We're here to help you build ads that stand out and convert.
Watch the Full Episode & Join the Conversation
Watch the full episode below, then share your thoughts. Have you tested different video aspect ratios on LinkedIn? What results have you seen? Comment with your experiences or questions—we might feature them on a future show.
Related Articles: How to Build a Unique Personal Brand in 2024 – strategies for building your brand with vertical or horizontal videos. Blog Posting Guidelines for Repurposing Long-Form Videos – learn our process for repurposing long-form videos into articles.