When creating sponsored content for LinkedIn, it’s important to follow their guidelines for text length and formatting to ensure your ads are approved and effective. LinkedIn has specific requirements around character limits, use of formatting, images, CTAs and more. Here’s a breakdown of LinkedIn’s current text specifications for sponsored content ads:
Headline Character Limit
Your headline can be up to 150 characters. Keep headlines clear, concise and captivating. Highlight your brand, product or service and emphasize the main benefit you’re offering.
Body Text Character Limit
The body text for your ad can be up to 1,100 characters. Focus on informative, relevant and scannable copy. Use bullet points, numbered lists and other formatting techniques to break up long blocks of text.
Formatting Options
You can use the following formatting options in your LinkedIn sponsored content:
- Headings: H1, H2 (up to 5 total)
- Bold
- Italics
- Bulleted lists
- Numbered lists
- Hyperlinks
- Line breaks
Avoid underlining text, all caps and other distracting formatting choices. Use formatting judiciously to highlight important text and improve scannability.
Images
You can include 1 image with dimensions of at least 400×400 pixels. Images should be high quality and relevant to your ad copy. Make sure you have the rights to use the image.
Calls-to-Action
Include 1 strong CTA that encourages users to clickthrough. “Learn More”, “Get Started” and “Download Now” are common CTAs. Place your CTA above the fold for maximum visibility.
Ad Copy Tips
Here are some best practices for writing effective ad copy for LinkedIn sponsored content:
- Hook readers in the first sentence
- Focus on benefits and how you can help
- Use industry jargon and keywords
- Tell a story and evoke emotion
- Build credibility by sharing stats
- End with a clear CTA
Ad Relevance
Perhaps most importantly, your ad copy must be relevant to the chosen audience. Avoid generic, irrelevant messages. Demonstrate you understand your target personas and what motivates them.
Compliance Rules
Make sure your ad copy complies with LinkedIn’s guidelines around:
- Trademarks
- Copyrights
- Discrimination
- Harassment
- Threatening content
- Sensitive topics
- Profanity
- Grammatical errors
- Misleading claims
- Spam keywords
Following their editorial standards helps ensure fast approval. Carefully proofread before submitting.
Text Length Examples
To see these specs in action, here are two examples of compliant text lengths:
Short Sponsored Content Ad
Headline (112 chars): Take your social media strategy to the next level with Sprout Social’s powerful tools
Body text (504 chars): Simplify social media management. Sprout’s unified platform provides publishing, engagement, analytics and collaboration tools to help brands improve their social media presence. Try it for free! Call 123-456-7890 or visit sproutsocial.com to get started with a customized demo.
Long Sponsored Content Ad
Headline (137 chars): Introducing FreshBooks cloud accounting software – financial management for small businesses reimagined
Body text (1092 chars): Run your small business smoothly with the new FreshBooks. Our innovative accounting software makes billing, expenses, invoicing and more completely seamless. Key benefits include:
- Invoice creation in less than 30 seconds
- LATE payment reminders automatically sent
- Expenses can be captured and reimbursed on the go with mobile app
- Reporting provides real-time insights into your financial health
- Sync seamlessly with popular productivity tools
Sign up today to try FreshBooks completely free for 30 days! Visit freshbooks.com or call 800-555-1234 to get started and transform your business finances.
Review LinkedIn Policies
Always review LinkedIn’s latest Sponsored Content Policies and Editorial Guidelines for the most up-to-date specs and compliance rules. Their requirements are subject to change so check back frequently.
Use Tools to Assist
Tools like word counters and character counters can help you precisely fit within LinkedIn’s text limits while drafting your sponsored content. The LinkedIn Campaign Manager also has a real-time character counter you can reference before submitting your ads.
Test Different Text Lengths
It’s smart to test sponsored content ads of varying text lengths when possible. You may find 150 character headlines work best for your niche or that limiting body text boosts CTRs. The ideal text length can vary greatly by factors like audience, product, messaging and more.
Focus on Quality over Quantity
While you have up to 1,100 characters for your content, the most effective ads use clear, concise copy. Don’t just add fluff and filler to hit the limit. Every word should serve a purpose and enhance your message – pack a powerful punch in less space.
Conclusion
Carefully following LinkedIn’s sponsored content text specifications allows you to create compliant, impactful ads audiences want to read. Keep headlines under 150 characters. Use up to 1,100 characters of scannable body copy. Include 1 strong image and CTA. And always ensure your ad is relevant to your target member base. Checking back frequently and testing different text lengths can further optimize your results.