Lead generation

LinkedIn Marketing Guide: Including Image Sizes, Best Practices + Writing Tips

  • 17 Minutes
Measure twice, post once

First impressions count—face-to-face and online. How you present yourself on social media can influence how people perceive you and your brand. 

If you’re looking to network and build relationships on LinkedIn, your photo is a key representation of your personality and professional presence. So if you’re still hiding behind a grey mask (the default picture), you might as well forget about those professional relationships.

Similarly, if you’re managing a company page or even running a LinkedIn group, your images set the tone for your brand. Without professional images and photos, your customers and clients are less likely to take you seriously.

But, getting your visuals to look good on LinkedIn can be confusing (or even frustrating!) when you don’t know the right guidelines. 

In this guide, we share the various image sizes and dimensions you need for all your images across LinkedIn. We also discuss best practices for LinkedIn images and tips for writing engaging LinkedIn posts that lead to great marketing results.

LinkedIn image sizes: Your complete guide

Every social media platform has its own recommended image sizes for your presence on the platform. To add to this confusion, each type of image on an individual platform is usually a different size! From profile images to banner images, you’ll need to resize your image to suit the best practice recommendations for each.

To simplify things, we’ve listed all the LinkedIn image dimensions for you. Treat this as your cheat sheet for image sizes for LinkedIn—including but not limited to your personal profile, company page, and LinkedIn ads.

LinkedIn profiles

Your LinkedIn personal profile has two main images: 

  • A profile photo, i.e., a photo of you
  • A background photo

When people land on your LinkedIn personal profile, the first thing that catches their eye is your profile picture. It appears as a circle thumbnail on your profile and across LinkedIn. Others on LinkedIn can see your profile photo on your profile (obviously), but it will also display alongside your posts and comments on LinkedIn and within LinkedIn search results. 

While your profile image is a photo of you, your banner image is more prominent. The profile cover image gives you additional space to let LinkedIn (and the world) know more about you or highlight your professional authority.

Linkedin’s recommended image sizing for your personal profile is: 

  • Profile photo size: 400 x 400 pixels
  • Background image size: 1584 x 396 pixels

LinkedIn company pages

Like your personal profile, your company page is made up of two images—a profile picture and a cover image.  

Most brands will use their logo image as the company page profile photo. The company profile photo is slightly smaller than the personal profile picture. It can also be uploaded as a square image instead of a circular thumbnail. 

The cover photo, or header, sits at the top of your LinkedIn company page (similar to a Facebook cover photo) and is partially obscured by your company profile picture and company info. This page cover area is excellent real estate that you can use to showcase what you do or show off your brand’s personality a bit more. The cover photo is cropped differently on smartphones vs the desktop. After uploading your images, make sure they look good on all devices.

Linkedin’s recommended image sizing for company pages is:

  • Company logo size: 300 x 300 pixels
  • Square image: 60 x 60 pixels
  • Cover photo size: 1128 x 191 pixels

LinkedIn groups

If you’re a LinkedIn group owner, you can also add a logo and a cover/banner image to your group. Logos and banners help to communicate your group’s purpose to members. 

Linkedin’s recommended image sizing for groups is:

  • Logo size: 300 x 300
  • Banner image size: 1536 x 768

LinkedIn post images

Post images on LinkedIn can vary in size depending on the type of content you’re sharing within your post. 

For example, when you post a web link, an auto-generated thumbnail will appear alongside the web page’s title and the post image. But if you don’t like the auto-generated image, you can substitute it with a custom image. The ideal size is 1200 x 627 pixels. 

On the other hand, vertical images and videos work best for LinkedIn Stories. Needless to say, video sizes will further vary from image sizes. 

Here’s a cheat sheet for LinkedIn post sizes you may like to save so you have the correct image sizes at your fingertips:

  • Web links: 1200×627 pixels
  • Stories: 1080 x 1920 pixels
  • Carousel post: 1920 x 1080 or 1080 x 1080 
  • Video size: 4096 x 2304 (maximum) and 256 x 144 (minimum) 
  • Maximum video length: 10 minutes

Linkedin Ads

Thinking about running ads on LinkedIn? Optimizing your ads with correctly sized images will make them more attractive to your audience and help you get more out of your ad spend. 

These are the different types of ads you can create on LinkedIn and the best image and video ad sizes for each of them:

  • Sponsored posts: 1200 x 627 pixels
  • Sponsored InMail: 300 x 250 pixels
  • Text ads: 100 x 100 pixels
  • Carousel ads: 1080 x 1080 pixels
  • Video ads: landscape (1920 x 1080 pixels), square (1080 x 1080 pixels), and vertical (1080 x 1920 pixels).

5 best practices for LinkedIn images

Size matters, but there’s more to nailing the perfect image for your LinkedIn presence than the recommended image size alone. To properly optimize your images for LinkedIn, also consider some of these best practices. 

Things to keep in mind

There are a few recommendations to always keep in mind when designing your LinkedIn images: 

  • Aspect ratio: Every image on LinkedIn has a recommended aspect ratio. For instance, the recommended aspect ratio for a profile photo is 1:1, while that of a cover photo is 4:1. Be sure to use the correct ratio so the images display the way you want them to.
  • File types: Generally, JPG/JPEG and PNG file formats look best, though you can also use static GIFs.
  • Maximum file size: The maximum file size for an image is 8 MB and for a video is 5 GB. Resize your photos and videos as needed; otherwise, they’ll fail to upload if they’re larger than the recommended size. 
  • Maximum video length: Any video you post on LinkedIn can be up to 10 minutes long.

Follow these guidelines to make sure your images show up the way you intended across all devices. 

Keep it consistent

You don’t have to use the exact same images across all your social networks. But it’s always a good idea to link images to create some sort of connection between your profiles. A consistent brand image style will help people immediately identify a profile as yours. 

For example, while your YouTube channel art may be slightly different in style from your LinkedIn cover image, the two may have similar social media branding elements—such as a logo or brand color—to help draw attention and build brand recognition.

You may also decide to have the same images across your entire social media presence, and that’s fine if that’s what suits your brand. Just remember to resize your photos as needed. Twitter image sizes for your Twitter profile may be entirely different from Instagram image sizes, and as we’ve already discussed above, you want to ensure your profiles follow the recommended image guidelines.

Use templates

We’re huge fans of batching your work, and every good social media manager will tell you it’s an absolutely essential skill. So, if you share a particular type of content on LinkedIn regularly, you could use Canva or a similar tool to create templates with specific post sizes or video sizes. This will make it easier for you to create the right images for your posts going forward.

You can obviously do the same for other social media platforms as well. Since social media image sizes vary so much, these templates can also be handy if you plan to share the same image on multiple platforms but need to resize it for each. Whether you’re designing them yourself or working with a designer, a ready-made template will make it easier to get the right-sized picture for your Instagram post or LinkedIn post every time.

Profile photo tips

Your profile picture is a crucial element of your LinkedIn presence. When you upload a profile photo, you stand a chance of receiving 21x more profile views and up to 36x more messages.

We’ve already discussed the ideal profile picture size above. Now let’s talk about how you can pick the right image for your profile to make a great, professional impression on your network.

  • Use an updated LinkedIn profile picture that reflects your personality and profession.
  • Use a high-resolution, clear photo in which your face fills about 60% of the space.
  • Avoid using a group photo. You don’t want people to be confused about which one is you. Always use a solo photo only.
  • Ask someone to take the photo instead of taking a selfie, as it usually looks more professional. You could also use a tripod if you have one.
  • Use a simple background without distractions to ensure you’re the focal point.
  • LinkedIn has six filters that you can apply to your profile picture. When choosing a filter, think about what kind of mood you want to convey and pick a filter that matches that mood.

Company page photo tips

You know LinkedIn’s company page image sizing requirements, but are your company page images as impactful as you want them to be? 

The first thing people see when they search for your company on LinkedIn is your profile image and background banner. Here are some tips for ensuring your business page makes an excellent first impression. 

  • Use high-quality shared images for the best results. If you’re unsure how to resize images so they look good even in a small size, seek help from a professional designer to do this for you.
  • The image you choose for your LinkedIn cover should always connect to and reinforce what your brand represents. Make sure your cover photo is meaningful and tells your agency or business story. 
  • Limit the use of text on your cover photos.
  • Keep your company profile and cover photos up-to-date with your latest branding and marketing materials. 
  • Your LinkedIn company page photos should match your website, blog, and other digital marketing materials. This uniformity will help people recognize your brand on LinkedIn or any other social channel. 

6 LinkedIn marketing best practices

Of course, images aren’t all it takes to get LinkedIn-famous. Whether you’re looking to grow your personal brand or simply want to enhance your business’ presence on the platform—there’s art, and there’s strategy that goes into great LinkedIn marketing. 

Use these LinkedIn marketing best practices to find new customers, network, and ultimately grow your business. 

You want your target audience to easily find you anywhere they search for you. This could be on Google or on LinkedIn. The best way to ensure your audience finds your LinkedIn personal profile or company page easily is to optimize it for search. 

The best way to do this? Incorporate keywords into your profile or company description. For each section of your profile or page, think about how you can optimize the characters you have with the right keyword usage. The best keywords to use are the words or phrases a potential customer or hiring manager may use when searching for someone like you.

2. Provide value

For most people, LinkedIn is where they go when looking for professional and thought-leadership content. People on LinkedIn aren’t interested in memes and cat videos alone. Facebook and Instagram provide them with plenty of that. On LinkedIn, people are looking for content to help them perform their jobs better, answer burning questions, and help address their pain points.

A professional or business that consistently shares valuable, insightful content is highly regarded on LinkedIn. Good quality content generates engagement, such as likes and comments, further amplifying your content to others beyond your immediate network. 

3. Engage your employees

One of the best—but highly underrated—groups of people that can help you with your LinkedIn marketing is your employees. Research has shown that employees are 14x more likely to share their employer’s content than other types of content on LinkedIn. By sharing your content, your employees can help boost your posts and increase your company’s visibility on LinkedIn. 

At the very least, encourage your employees to create and complete their profiles on LinkedIn. Imagine if your company has 50 employees, and you convince all of them to create a LinkedIn account. You’ll have 50 profiles with your company’s name and a link to your company page. 

Once you’ve convinced your employees to create their profiles on LinkedIn, make it easy—or better yet, incentivize them to engage and share company content. Offer rewards or prizes for shares, and watch your LinkedIn presence boom!

4. Study your analytics

To make sure your LinkedIn presence continues delivering results, you need to know what’s working and what’s not. This will help you focus your energy where there’s most gain. Studying your analytics is the best way to find out your LinkedIn marketing performance and, most importantly, what content your followers like.

By looking at your LinkedIn analytics, you can understand:

  • The types of posts getting the most love
  • Whether there’s a time or frequency that impacts performance
  • How your employees impact your reach
  • Whether your LinkedIn content is generating traffic and leads

Beyond the platform’s native analytics, tools like Sked Social can also help you dive deeper into your analytics. Use the information you collect from your analytics to tailor your posts to your audience’s interests. 

5. Use images and video

Visual content does well on every social media platform, and LinkedIn isn’t any different. In fact, according to LinkedIn, posts with images get 2x higher engagement than posts without images. Images generate a 98% higher comment rate!

On the other hand, video is the most re-shared form of content on LinkedIn—users are 20x more likely to re-share a video post. This is hardly surprising as it seems to be the case for most social channels.

So it goes without saying that you should use more images and videos in your LinkedIn posts to increase engagement and grow your audience. 

6. Post at the right time

The timing of your social media posts can have a big impact on your reach and engagement as well. So now you know what to post, when is the best time to post on LinkedIn? 

Research shows that updates posted between early morning and midday receive the highest engagement. The best thing you can do is experiment with times to see what works best for your profile or company page, as there isn’t a one-fits-all best time to post on social media. 

To find out your brand’s best time to post, you need to know your audience. Sked Social can be helpful for this too. Sked’s “Best Time to Post” feature analyzes your past performance to help you make more educated decisions about posting time.

6 tips for writing engaging LinkedIn posts

If you’ve spent any time on LinkedIn recently, you’ll know that LinkedIn posts are having a moment. Professionals and brands spend a lot of time crafting their LinkedIn posts to generate engagementaudience from their audience (and beyond.) 

But what is it that makes some LinkedIn posts go viral over others? Why do some posts generate hundreds and thousands of likes and comments while others generate crickets? Like all social content, there are’s an art to creating a great LinkedIn post. Here are some tips.

1. Craft catchy headlines

Did you know that people spend fewer than 15 seconds viewing any page? Or that—according to David Ogilvy—five times more people read the headline than they read the body copy? 

This means your headline needs to pack a punch and make your readers pause and think, “I’ve got to know more,” in the first few seconds of landing on your post.

These types of headlines work really well on LinkedIn.

  • Statistics
  • Inspirational or motivational quotes
  • Questions
  • How-to offerings
  • Humor
  • Compelling statements

2. Add emojis

LinkedIn tends to have an air of seriousness and professionalism. So it’s understandable if adding emojis to your LinkedIn posts isn’t something that comes to your mind. But the reality is that emojis help to highlight ideas and make your content more digestible. Emojis break up walls of text. They show your personality and humanize your post. 

However, you still need to be careful not to overdo it, or your post can end up looking too childish. A few emojis per post are more than enough—should you choose to use them.

3. Tell a story

At the heart of every good social media post is one thing—storytelling. While the storytelling style for an Instagram may differ from a LinkedIn post, the story is what still sells.

Effective copywriting for LinkedIn posts should capture your audience’s attention—and their likes and comments—through storytelling. You may be dealing with serious professionals, but that’s no excuse to share boring content. 

Stories trigger emotions making them more captivating. Adding personal pictures and stories to your posts is more likely to entertain your audience and give them a sneak peek into your life. LinkedIn may be a professional platform, but don’t forget that we’re all still human!

4. Mention connections or LinkedIn pages

Another great way to get more people to see and read your posts is to @mention notable connections or company pages within your content—only when relevant. 

LinkedIn mentions are a way to invite others on the platform to join the conversation. When you mention another LinkedIn user or brand in your content, they receive a notification for it. When they respond to or comment on your post, it’s more likely to appear in their connections’ newsfeeds, further boosting your reach.

To tag a page, simply start with @, then type the full name (as it appears on LinkedIn) of the page or individual you’d like to mention in the caption of your posts.

5. Use hashtags

Hashtags (#) are a great way to help your posts appear in the searches and reach audiences outside your network on almost every social media channel, and LinkedIn is no different.

Use a mixture of branded hashtags, niche, and well-known hashtags on your posts. Not sure which hashtags to use? Type a relevant keyword or phrase into the search bar, and LinkedIn will show you further which related hashtags people are using.

Don’t go overboard with hashtags. We recommend using no more than ten hashtags per post. Any more than that just looks desperate and unprofessional.

6. Use call-to-actions

Once you’ve shared your fantastic LinkedIn post and managed to get your audience to read it to the end, you need to tell them what to do next. This could be to:

  • Comment
  • Like your post
  • Answer a question
  • Share your post with their connections

Actively asking people to take action encourages engagement. It also starts a two-way conversation that could lead to building a relationship with your readers.

Streamline your LinkedIn social media marketing with Sked Social

Whether you’re using LinkedIn to promote your brand or to personally network with other professionals, following these guidelines and best practices will help your profile and page stand out. 

If you’re looking to save time posting content and engaging your target audience on various social media platforms, try out Sked Social. Our all-in-one scheduler allows you to automatically post images, carousels, Stories, videos, and more to multiple platforms from one dashboard.

Sign up for a free 7-day trial to see how Sked can help you turbocharge your social media marketing efforts. 

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