If you are planning a LinkedIn video advertising campaign, considering what type of LinkedIn video ads to use, or figuring out what messaging to use in your creatives — this article is for you. Disclaimer: there’s a high possibility that your socks will be knocked off and that you will laugh very loudly. There’s no going back.

LinkedIn Video Ads Best Practices: The PESO Formula

Each of these video ads follow what we call the PESO Formula:

• A message about the Problem buyers have (majorithe message)
• Using Emotion (usually humor) to exaggerate or show the pains that the problem causes
• Ending the video with the brand’s Solution
• And the Outcome that it produces when the problem is solved

This formula is based on 4 timeless LinkedIn advertising principles: 1) The more you show your understanding of the painful problem, the more buyers think you are the only one that can solve it. 2) The more visible the pain and the clearer it is that the problem causes that pain, the higher the perceived value of your solution. 3) You can’t bore complete strangers into listening, remembering, and sharing about your ad. 4) All purchases follow this sequence: Problem → Solution → Outcome.

How These Ads Work With the 95:5 Rule

When you use this formula, you’re doing advertising for both the long-term and the short-term — for both the 95% of buyers that aren’t ready to buy, and the 5% that are ready. For the 95%: they will remember you as the go-to solution when they eventually face the problem. For the 5%: they will see you as the brand that understands their problem the best, and as a result think you understand the solution the best.

List of 12 Best LinkedIn Video Ads

1️⃣ LinkedIn Video Ad Example 1: Webflow

PESO breakdown: P — Traditional web design platforms where things just simply stop working. E — Humor, metaphor, and exaggerated situations to make the frustration of web design relatable. Quotes like “Oh I think that’s the problem” — if you’ve ever used web editing tools, that quote is hilarious. S — Webflow is positioned as the web design tool that just works. O — An easy and productive web design experience.

Room for improvement: Nada. This ad makes the 5% of in-market buyers feel understood and will see Webflow as the solution. Because it’s so funny and memorable, the 95% of out-of-market buyers will easily remember Webflow as the solution when they eventually face the problem.

2️⃣ LinkedIn Video Ad Example 2: The Client by Teamwork.com

This ad got 400 reposts and 600 comments almost immediately when it was launched. Have you ever shared an ad with a coworker saying, “Hey Tim, just wanted to share this video with you. It was really boring, so it made me think of you”? No — and that’s exactly the point. Most LinkedIn video ads do not make you laugh. This one does. A lot.

3️⃣ Video Ad Example 3: Cat Herders by HP

This one was NOT on LinkedIn. But it followed the PESO Formula so well it had to be included. P — Fragmented information technology systems. E — An extremely relatable metaphor to convey the frustration and chaos of fragmented systems. S — “We bring together information, ideas, and technologies and make them go where you want.” O — Smoothly managed IT infrastructure, eliminating chaos. Room for improvement: The problem and solution could be more specific.

4️⃣ LinkedIn Video Ad Example 4: Slack – We Tried Slack

P — Fragmented workspace communication. E — Humor and exaggeration to communicate relatable truths about disorganized messaging. S — A unified workspace communication tool. O — Improved team collaboration and streamlined communication through Slack. Room for improvement: Nothing. We interviewed the Brand Lead at Teamwork.com who created The Client video above — this Slack ad was what inspired her to do the same. She remembered it 10 years after she saw it. If you can be the brand remembered as the solution to a specific problem by your entire TAM for 10 years, the success you’ll experience probably won’t be too far off from Slack’s.

5️⃣ LinkedIn Video Ad Example 5: SAS Viya

P — Data mismanagement. E — Humor highlighting the frustration and inefficiencies. S — Data management and analytics. O — From tons of data to a POV. Results from this ad: 3x increase in Lead Gen Form completion rates, 31% increase in engagement rates, 28% decrease in Cost per Lead. As they say, brand advertising is the air cover that supports the ground troops. Show those results to the exec team next time they shoot down your brand advertising plans.

6️⃣ LinkedIn Video Ad Example 6: The Big Meeting by Slack

Your solution is not a solution without a problem. You also can’t bore strangers into listening to you. Slack understands these two principles yet again. P — Inefficiency and wasted time caused by unproductive, repetitive meetings. E — Humor highlighting the chaos and frustration of managing countless tasks and meetings. S — Slack streamlines communication and project management. O — From disorganized chaos and meeting overload to a streamlined, manageable workflow.

7️⃣ LinkedIn Video Ad Example 7: ClickUp

P — The frustration and inefficiency of using physical tools like whiteboards. E — Humor highlighting the frustration and chaos caused by physical tools in high-stakes work environments. S — ClickUp offers a digital, flexible alternative. O — From messy, uneditable whiteboard chaos to a streamlined digital solution that enhances productivity.

8️⃣ LinkedIn Video Ad Example 8: DEEL

P — Managing payroll, taxes, expenses, and local regulations for a global workforce is complex, chaotic, and prone to costly mistakes. E — Humor using the popular “This is fine” meme to depict the frustration and anxiety HR managers face. S — Deel provides a compliant and streamlined solution for managing and paying workers across 150 countries. O — From chaotic, stressful HR management to a smooth, compliant, and efficient system where everything is “actually fine.”

9️⃣ LinkedIn Video Ad Example 9: Parisian Love by Google

We lied — this one isn’t a B2B ad. But many executive teams object to long-term brand advertising saying “We’re too boring. We’re a boring tech tool.” So I wanted to show you how a search engine — pretty dang boring if you think about it — can make you feel and remember. The rational stuff comes later in the buying journey. P — Life is uncertain and we have no one to ask about very specific challenges. E — Romance, curiosity, and sentimentality through a series of Google searches that tell a story. S — Google gives you answers to any question. O — The user successfully navigates life, thanks to Google.

🔟 LinkedIn Video Ad Example 10: Winn.AI

P — The manual process of updating CRMs. E — Humor to exaggerate the frustration and missed opportunities caused by this problem. S — A No-Typing CRM. O — Sales teams get their job done. Note: this ad does something brilliant by marketing the problem with the legacy category and showing how a new category of CRM is needed — No Typing CRM.

1️⃣1️⃣ LinkedIn Video Ad Example 11: Thales

This one doesn’t have the most problem-focused message. But we wanted to show you how even cybersecurity can get emotional. Oh, and by the way — we produced this video.

1️⃣2️⃣ LinkedIn Video Ad Example 12: Teamwork.com

P — Clients are difficult to manage, with unpredictable demands, unclear feedback, and constantly changing requirements, leading to inefficiency and lost profitability. E — Humor to highlight the frustration and chaos caused by demanding clients, making the problem relatable and engaging. S — Teamwork.com unifies and automates the management of clients. O — From struggling to manage client demands and losing profitability, to efficiently managing and profiting from every client demand.

If you’re looking for more B2B ad examples, check out our Top 6 Cybersecurity Video Ads or our Top 5 Fintech Video Ads.