LinkedIn, the flagship social network for professionals, evolves as its users' habits change. Recently, a major shift has emerged: the rise of video. LinkedIn appears to be testing a feed entirely dedicated to this leading online format. Indeed, 86% of French people watch videos every week…
But is video really suitable for a platform where users are often in the middle of their workday? Can we truly expect it to become the go-to format on a network devoted to the business world?
Let's try to clarify things in this article…
LinkedIn video format: a new promotion tool
A discreet but notable novelty has appeared on LinkedIn: a feed entirely dedicated to videos, now available in the mobile app.
Since March 2024, a limited group of users has had the chance to test a section called “Video,” presented as a horizontal carousel in the news feed. This LinkedIn feed seems to rely on an algorithm that suggests content based on users' recent activity and profiles.
Clicking on a video opens a vertical feed, similar to TikTok, allowing other content to be scrolled through with a simple swipe down. Each video is interactive: it can be liked, commented on, or shared, which encourages conversation and engagement.
This dedicated space will highlight timeless clips related to current events, the professional world, or personal development.
However, this innovation raises questions: can video really impose itself in a space hitherto dominated by more static text and visual formats, such as carousels and articles?
An evolution that penalizes other formats?
In recent months, other content formats, notably links, have seemed less prominent. Whereas they once occupied most of the space from the news feed, they are now reduced to a small frame accompanied by a discreet image, as the screenshots below show:
The video, for its part, seems to be getting all the attention:
Is this change a deliberate LinkedIn strategy to promote this new format?
According to a recent study conducted by Metricool, videos on LinkedIn generate a commenting rate similar to that of carousels or images, while holding users' attention for an average of 13 to 15 seconds.
An attention span that may seem short, but is perfectly suited to snackable content.
Although current metrics are promising, it's still too early to say that video will dominate LinkedIn. So far, visual content like carousels and text articles remain king.
LinkedIn video and the professional environment: a complicated marriage
LinkedIn is a network where users often log in during work hours, at the office, in shared and sometimes noisy environments. So is video really the ideal format in that context?
Sound, a central element of such content, represents a major obstacle. Few professionals can afford to play a video aloud in the middle of the office, hence the crucial importance of subtitles. Ignoring this aspect means excluding a significant portion of the audience.
To tailor videos to LinkedIn, other recommendations are necessary: short videos (less than a minute), automatic subtitles, and clear key messages visible on screen.
This way, professionals can consume video content without disturbing those around them and without missing important information.
Our final tip for using video on LinkedIn
Video could well become the new flagship format on LinkedIn, provided it is used appropriately. If you opt for this type of content, remember it must fit the platform's professional environment.
So prefer short, subtitled videos with clear, punchy messages that quickly grab attention. Testing this format is essential, but it's equally important not to neglect text posts, carousels, and infographics, which continue to drive user engagement.
Finally, to maximize the impact of your videos and other posts on LinkedIn, consider hiring a freelance community manager on Codeur.com !
