LinkedIn Creative Assets
On-Channel Photography and Videography for LinkedIn
Bright, colorful and dynamic Imagery within Bayer branding
Use high-resolution images of employees when sharing employee content
Limit the amount of text to 20% of the asset for easy viewing
Avoid the excessive use of quote cards across channels
The most successful videos on LinkedIn are under 15 seconds. Aim to keep videos between 15–30 seconds. If you are including a call to action for the audience to click a link, do NOT give all context away in the video or the click through rate may decrease. Consider adding a call-to-action to “Learn More” within the video itself.
Publish the video .mp4 files directly in the social post to drive LinkedIn performance especially including a website link. Videos published on YouTube should be linked within the social post when the aim is to drive YouTube views. Reminder: You cannot publish a YouTube link and a website link within the same social post.
Publishing a .mp4 file directly in the social posts simplifies the user journey by limiting the number of actions they must take to watch the video content
Video specifications for LinkedIn Feed and Story Assets are ever changing. For the most up-to-date specification recommendations, visit the Sprout Social specification guide.
LinkedIn Video Formats
|Video Post||Live Video|
Type of Content
Short video in the feed
|Live video on a story|
Most Useful For
|Engaging on platform||Sharing updates or events in real time|
Link to Website
|Permanent on profile||Permanent on profile|
|Video can be posted as teasers for webpages or stand-alone, on-channel assets. Videos typically see higher engagement because they account for||Recommendation dependent on content topics. For more business-related topics, we recommend using LinkedIn Live as the experience and audience is more curated. For personal content, Facebook or Instagram live should be used. Keep in mind that the cadence of LI Lives are 2 a month on the global channels.|
Optimizing LinkedIn Post Formats
In order to optimize your LinkedIn Feed, create content using the various post formats available that are popular within your online community. Doing this helps to support your position in the feed based on your ability to serve your community’s interest in relevant content, making them more likely to engage.
It is important to note that social channels are constantly changing and adding new formats. The following are the current, available formats with specific recommendations on how to best utilize them on channel.
Link previews are the most common static image format. The image automatically populates when you paste the link within the post.
Use the link preview when possible and ensure the populated image is optimized for social. If the image is not optimized for social or there is specific, stand-alone creative, upload separately with the copy and link.
Videos can be posted as teasers for webpages or stand-alone, on-channel assets. Videos typically see higher engagement because they account for video views, as well as post engagements (likes/comments/shares).
Add the .mp4 video file directly within the post to drive native platform video performance. Link the video from YouTube to boost video views but only if there is no website link in the post copy. GIFs or videos under 60 secs will automatically loop. You may post the GIF format on-channel, but .mp4 files that have looping creative are recommended as they have higher resolution than the GIF format.
Sharing leadership voices is recommended when sharing company news updates or collaborations with 3rd party companies. Sharing employee voices helps contribute to the overall brand authenticity on social.
It is also recommended to share collaborative announcements directly from 3rd party channels.
Polls are best used to gather online community feedback after events or about the content featured on your page. This can also be used to showcase your company’s efforts towards transparency and relationship building with your community.
The photo format is used when you are posting without a link. These images should follow the photography guidance. This format is also used when sharing infographic or text heavy assets.
You also have the option to post multiple images in the Gallery format which is typically used to share images from events.
Bayer utilizes the “Document” feature similar to how we use the “Carousel” feature on the other platforms. This format is best used when sharing a story that needs more visuals to give more context or better showcase lists or facts.
This format is posted as a “document.” Assets will need to be sized as a square and saved as a PDF.
LinkedIn Channel Accessibility Best Practices
At any given time, at least one billion people—15% of the world’s population—have some form of documented disability. Additionally, 100% of us are temporarily-abled; as we age, every person will experience variations in the way they can access digital experiences. In line with the COM mission to engage for trust, Bayer must lead the way in creating accessible and inclusive experiences in our digital landscape.
To make the LinkedIn channel more accessible, keep the following in mind when writing social copy:
Avoid jargon and abstract concepts; be direct and use an active voice
Provide trigger warnings to avoid exposing people to potentially emotionally harmful content
Use emojis and symbol fonts sparingly as it is difficult for them to be picked up by assistive technologies
Capitalize the first letter of each word in your hashtags to make it easier for assistive technologies to read
Add Image Description Using Alt Text: You can add alt text to images you share on your feed or embed in articles. This allows members using voice-over screen readers to understand what’s in the image (alt text won’t be visible to members not using screen readers).
Add Closed Captioning to Videos: You can add closed captions when you share a video on LinkedIn, using the desktop experience. You must have an associated SRT (SubRip Subtitle) file attached to the video before it can be posted.
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