Is video about to become the flagship format on LinkedIn? The professional social network, which announced that it had recorded a “34% increase in uploads (of videos) compared to the previous year” In a press release, seems to anticipate this development by intensifying its efforts to promote this format, which is experiencing a “rapid growth” on the platform.
LinkedIn offers video carousels in the news feed
The latest example? The discreet introduction of a feed entirely dedicated to video on the mobile application. Indeed, in recent weeks, LinkedIn has gradually started the deployment of a new section called Videos for you. This feed, presented as a horizontal carousel in the news feed, appears to offer content selected by an algorithm, based on your activity history and profile information. Clicking on a video takes you to a vertical feed similar to that of TikTok, which offers the possibility of accessing other content by performing a swipe down. Each video can be liked, commented on or shared.
In the phase of “preliminary test” with a restricted group of users since March 2024, this vertical flow could become even more important on the platform in a few weeks. It is planned, in fact, that a dedicated tab named Video be integrated into the app's navigation bar, alongside Notifications Or NetworkThis should promote timeless content linked to current events, the professional world or personal development.
The advent of video format on LinkedIn
Long underestimated, the video format is gradually gaining popularity on LinkedIn, as indicated by a spokesperson for the network to the specialized media TechCrunch when launching the vertical flow testing phase. A recent study conducted by Metricool confirmed this trend, observing that videos generated “a high comment rate, similar to that of carousel or image formats”. The company had also observed that the viewing time was, on average, between 13 and 15 seconds. A short attention span, and therefore perfectly adapted to the snack content. In theory, at least.
Because even if the signals are positive, we will have to wait a few weeks before determining whether the short, vertical video format truly aligns with the identity of the platform, which until now favored visual (particularly carousels) and textual content. And whether the investment in a feature similar to that of competing networks was worth it. In 2020, LinkedIn had already tried this gamble, by introducing the Stories format. A feature that was ultimately removed the following year.
