LinkedIn streamlines video ad creation with new Canva integration
Enhanced productivity tools for B2B marketers facing creative challenges.
LinkedIn's new integration with Canva announced on April 10, 2025, aims to transform how marketers approach video content creation. The announcement comes just three days ago, addressing a significant pain point for B2B marketers who face challenges producing engaging video content.
Research from LinkedIn and MAGNA Media Trials indicates that video advertisements significantly boost brand key performance indicators, including favorability and purchase consideration. Despite the proven effectiveness of video content, many marketing teams struggle with creation due to resource limitations and technical barriers.
The integration introduces two key components: LinkedIn-optimized video templates in Canva and a LinkedIn Ads app available in the Canva App Marketplace. This combined solution streamlines the previously disconnected workflow that required multiple steps to transfer content between platforms.
Addressing verified market needs
LinkedIn's internal data reveals video uploads have increased 34% year-over-year, with video content receiving 1.4 times more engagement compared to other formats. However, many B2B marketers face challenges producing video ads that stand out in an increasingly competitive landscape.
According to a 2024 LinkedIn and MAGNA Media Trials study surveying 1,773 business decision makers, creativity in B2B advertising significantly impacts performance. The research found that ads perceived as "creative" drive 40% higher purchase consideration and 34% greater research intent. Despite these benefits, 64% of business decision makers reported rarely seeing B2B advertisements with emotional appeal or humor.
Heather Timmerman Moller, Marketing Strategy and Content Lead at LinkedIn, explained the integration addresses a specific problem: "Until now, marketers had to manually download video files from Canva, reformat them, and upload them to LinkedIn – a process that slowed down execution and limited creative agility."
For Canva, the partnership represents a strategic expansion beyond their core consumer and small-business segments. The company has been enhancing its enterprise capabilities to capture more of the B2B market, where LinkedIn maintains leadership in professional engagement.
Technical implementation details
The new workflow consists of three primary steps:
- Create: Users design video ads using LinkedIn-optimized templates in Canva or develop custom assets.
- Export: Content is sent directly from Canva to the user's LinkedIn ads account.
- Promote: Marketers can quickly launch and iterate campaigns through LinkedIn Campaign Manager.
The integration eliminates multiple technical steps that previously created friction in the content creation process. The specifically-designed templates ensure videos meet LinkedIn's platform requirements automatically, removing potential technical errors in formatting.
The partnership arrives during a period of increased focus on creativity in B2B marketing. The 2024 LinkedIn and MAGNA Media Trials study emphasized that business decision makers respond more positively to creative content. When B2B advertisements incorporate emotional appeal and unique perspectives, they demonstrate superior performance metrics.
This integration positions both LinkedIn and Canva to capture greater market share in the business-to-business marketing technology segment. For LinkedIn, simplifying content creation could lead to increased advertising spend on the platform. For Canva, deeper integration with business marketing workflows strengthens their expansion into enterprise markets beyond their initial consumer focus.
The announcement follows broader industry trends toward consolidated marketing technology stacks and simplified workflows. Marketing technology analysts note that platforms providing streamlined solutions gain competitive advantage as marketing teams face pressure to produce more content with limited resources.
Impact for marketing professionals
The integration creates several operational benefits for marketers:
- Reduced production time for video advertisements
- Lower technical barriers to video content creation
- Simplified workflow with fewer manual steps
- Enhanced ability to test multiple creative approaches
- Accessibility for teams without specialized video production resources
For smaller marketing teams with limited dedicated design resources, the integration potentially levels the competitive landscape by making professional-quality video production more accessible.
The announcement highlights the continued importance of video in B2B marketing strategies. The LinkedIn and MAGNA Media Trials research showed that while only 36% of surveyed business decision makers reported seeing emotional appeal in B2B advertisements, those incorporating creativity saw measurably better results.
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Industry implications
The partnership signals ongoing transformation in B2B marketing approaches. Lindsay McMurdo, Director of Marketing Technology at Forrester Research, notes that "B2B marketing continues evolving beyond purely functional messaging toward more emotional, story-driven content. Platforms that simplify creating this type of engaging content position themselves advantageously."
This alignment with the "B2B Renaissance" described in the LinkedIn and MAGNA Media Trials research suggests marketing technology vendors recognize the changing needs of business marketers who increasingly seek to establish emotional connections with clients.
Video remains a critical format for achieving this emotional resonance. The research showed that video advertisements generate 12% higher brand favorability and 9% stronger purchase consideration compared to static display advertisements.
Timeline
- August 2024: LinkedIn and MAGNA Media Trials published research on B2B advertising effectiveness
- October 2024: Initial beta testing of Canva templates for LinkedIn
- March 2025: Limited release of LinkedIn Ads app in Canva App Marketplace
- April 10, 2025: Full public announcement of the LinkedIn-Canva integration
- April 13, 2025: Current date, with implementation now available to all users
The integration is immediately available through the Canva App Marketplace, with LinkedIn-optimized templates accessible within the Canva platform.