LinkedIn: The Awakening of a Social Media Powerhouse

LinkedIn's Rise in the Video Content Arena

LinkedIn, often considered the neglected stepchild of social media, is experiencing a resurgence. Users are increasingly turning to this business-centric network for social interactions. With TikTok navigating its challenges in the U.S. legal landscape, many top creators are now shifting their focus towards LinkedIn for posting vertical video content.

Expanding Access to Short-Form Video

• LinkedIn began testing short-form videos in March, initially allowing a select group of “Top Voices” to post.
• Access to video features has since broadened, allowing most users in North America and select other countries.
• According to the latest reports, short-form videos are the fastest-growing content type on LinkedIn, with a remarkable 34% increase in video uploads year-on-year.

Engaging Video Content

Video now constitutes 60% of the time spent on social media, says Brendan Gahan, CEO of Creator Authority, emphasizing its importance for LinkedIn, especially to capture the rapidly growing Gen Z demographic.

While much of the video content remains business-focused, an eclectic mix akin to TikTok and YouTube is emerging. For instance, Sara Blakely of Spanx has entertained viewers by flying in a doorless helicopter while promoting her brand.

The Community Engagement Advantage

Many creators, like Austin Hankwitz, express enthusiasm for LinkedIn's new video features, noting that it provides an avenue to connect with audiences previously unavailable on platforms like TikTok or Instagram. Hankwitz reports significant engagement rates on LinkedIn, highlighting videos that gained millions of views compared to far less on competing platforms.