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According to new numbers shared companies LinkedIn, LinkedIn’s efforts are continuing.
A short -form video is the fastest growing category of content on LinkedIn. Since this week, the total video viewers on the platform increased by 36 percent for the period between October 30, 2024 and 29, January 2025, according to statistics shared by LinkedIn’s representative, who said it said that the video creation increase . (Owner LinkedIn Microsoft operates its fiscal calendar between July 1 and June 30 and considers the period between 30 October 2024 and 29 January 2025 as its fiscal second quarter of 2025.)
The LinkedIn publisher program, which includes more than 500 publishers and journalists, is also designed to reinforce the video content on the platform. Through the program, LinkedIn provides a demographic data of the audience for the publisher, shares monthly newsletters with information about new tools and operates workshops to educate members on the function of the platform. Weekly video creation from the program members increased by 67 percent year -on -year, according to REP.
Promising numbers
LinkedIn makes common efforts to make video creators since March 2024, when the company started testing and Reserved vertical video recordings in their mobile app. Since then, video consumption on LinkedIn has grown consistently and the company showed 34 percent year -on -year growth in video recording Fiscal-Q4 2024 and 36 percent year -on -year growth of total video viewers Fiscal-Q1 2025.
“Our team Linkedin was aimed at supporting members on the platform as they examine how to use a video to share knowledge. We hosted several workshops in both our offices and at industrial events; We have led LIVE LIVE discussions about proven video sharing procedures; And we work closely with publishers, corporate executives and organizations to answer questions and provide instructions, ”said Lara Laura Laura Laura Laura Laura.
The first wave of short video creators who skipped to LinkedIn was led by creators such as Natalie “Corporate Natalie” Marshallwhose funny content about the nature of work and corporate life brought her to follow almost 150,000 on the platform. On Instagram, it boasts 1.1 million followers and about 735,000 on tiktoku.
Marshall told Digiday that she often communicates with a specialized representative of LinkedIn to share opportunities and feedback. (LinkedIn’s representative confirmed that the community management team “cooperates with a number of members around the world” but refused to share specific numbers around the program.)
“We have found that the audience does not fall as fast as on Instagram and Tiktoku,” said Marshall, who told Digiday that her video posts LinkedIn is constantly getting more engaging and attention than her written content on the platform, partly because LinkedIn’s algorithm tends to Restoring older posts. “We get contributions from our source – and I think it’s probably an advantage for brands to know that there is longevity with their expenses if they are to make partnerships on LinkedIn.”
Marshall added that she observed LinkedIn users tend to spend more time watching each video than viewers elsewhere, speculating that users can be captured by a short video on the platform. She said she was interested in sponsored LinkedIn posts from advertisers such as the idea for which she published her first paid text post is January 30.
“People fall on Tiktok and Instagram for 5 or 6 seconds, sometimes even less,” said Marshall, who did not share the specific levels of completion for her videos LinkedIn.
The brand spends on the rise
According to Brendan Gahan’s experience, the brands are beginning to realize the value of marketing on LinkedIn. Business is currently flourishing for Gahan’s marketing agency LinkedIn Influencer Marketing Agency, Creator Authority, with Brands on Agency campaign, as well Gahan, who said his clients follow metrics such as impressions, wiring and opinions on assessing the success of their sponsored content.
Most Creator Authority clients are so far products or services focused on professionals such as the idea, although Gahan said that the agency “leads many conversations” with multiple common consumer brands. For most creators who make sponsored content on LinkedIn, it remains more of a secondary noise than a full -time work. However, income can be considerable. For example, the Creator Lindsey Gamble Digiday said he created five numbers in 2024 through sponsored LinkedIn posts in text and video.
“It still looks like this YouTube era in 2010, where the brands are beginning to come, the ecosystem is growing and acceleration,” Gahan said. “But for me it looks as if it was the initial wave, and we didn’t even approach the mass mainstream.”
Video Preference
At the moment, LinkedIn does not publicly show viewers of videos on the platform, although the creators are able to see how much their own videos have accumulated.
Among the creators of LinkedIn there is a common belief that the company’s algorithm actively prefers video content over other types. At the beginning of this month the creator Terry Rice made an experiment in which he published the same content as a Video post and based on the text Post pictureFinding out that the video post far exceeded the text post in impressions-786 to 181 000-, but the text post had a much higher involvement in impression 12.7 percent compared to the video connection rate of 0.1 percent. (When Lorenzetti asked about the impact of LinkedIn algorithm on video performance metrics October 2024 Blog Post LinkedIn Senior Director Rishi Jonanputra.)
“In 2024, when they made significant investments in the platform video, the algorithm also updated, and really prefers video content over the editorial,” said marketing executive agency United Talent Agency Jack Gallo, which calculates LinkedIn as a client and helped digitally native creators such as Emma Chamberlain, they make a jump to the platform.