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Platform Playbook
The B2B powerhouse where professional audiences engage with thought leadership, lead gen, and employer branding.
What you will learn
Exact image specs for every placement
Best ad formats for this platform
Audience profile and user behaviour
Data-backed actionable tips
What to avoid on this platform
Safe zones and technical limits
1Overview
LinkedIn is the only platform where professional context is the default mindset. Users are in work mode, making it ideal for B2B lead generation, recruitment, and thought leadership. Image ads appear in the Feed, Messaging (Sponsored InMail), and the right rail. The platform rewards editorial, infographic, and data-driven visual styles.
2Image Specifications
Image specs by placement
| Placement | Dimensions | Max Size | Safe Zone |
|---|---|---|---|
| Single Image Feed | 1200 Γ 627 px (1.91:1) or 1080 Γ 1080 px (1:1) | 5 MB | Full frame |
| Carousel | 1080 Γ 1080 px per card (1:1) | 10 MB per card | Full frame |
| Message Ad | 300 Γ 250 px banner | 2 MB | Full frame |
| Event Ad | 1920 Γ 1080 px | 5 MB | Full frame |
3Best Formats
Best ad formats for LinkedIn
Single ImageCarouselLead Generation
4Audience Profile
Who uses this platform?
Ages 25β55, professionals and decision-makers, highest income demographic on social. Strong in SaaS, finance, consulting, healthcare, and education.
5Pro Tips
Tips for success on LinkedIn
1Use 1:1 for organic reach and 1.91:1 for sponsored content
2Infographic-style and editorial visuals outperform stock photography
3Lead-Gen forms with company pre-fill convert 3x higher than landing pages
4Carousel tells a story β use it for case studies and process walkthroughs
5Post during business hours (TueβThu, 8β10 AM) for highest engagement
6Avoid
What to avoid on LinkedIn
Casual or UGC-style imagery (feels off-brand for LinkedIn)
Overly promotional language (LinkedIn users prefer value-first content)
Ignoring mobile formatting (60% of LinkedIn traffic is mobile)
Next Step
Start advertising on LinkedIn
Follow a hands-on tutorial to create your first image ad on this platform using ZorgSocial.