LinkedIn’s New Video Push

LinkedIn has launched a new video campaign in the UK called “Know-How That Sticks,” targeting younger professionals through an updated feed dedicated to short-form video content. Developed with VCCP London, this campaign features three promotional videos that showcase LinkedIn’s new video format, aiming to capture the attention of a generation accustomed to bite-sized, high-impact content. In a landscape dominated by platforms like TikTok and Instagram, LinkedIn’s pivot to video is a strategic play to keep pace with emerging content trends and drive user engagement among younger audiences.

The Appeal of Short-Form Video

The popularity of short-form video is undeniable, particularly amongst younger users. TikTok’s success and Instagram’s Reels feature have firmly established the demand for video, making platforms across the board rethink their strategies to adapt. In response, LinkedIn’s video feed adopts a similar, TikTok-inspired design, with full-screen, scrollable video updates aimed at providing a more immersive experience. The platform’s new video tab is a step toward creating an environment where video content, often more dynamic and engaging than text, can thrive.

LinkedIn’s strategic shift appears sound, especially given the statistics: video posts on LinkedIn reportedly generate 40% more engagement than text-based posts, and video uploads have increased by 34% year-over-year. Furthermore, 59% of executives now favour video over text updates, signalling that video’s appeal isn’t limited to just younger demographics.

Challenges in Content Relevance and Engagement

While LinkedIn’s video push holds potential, some question whether the platform’s current content landscape can sustain user interest over time. LinkedIn’s reputation as a professional networking site means its video content often centres around career advice, corporate updates, and professional tips, which can feel out of sync with the entertaining, fast-paced nature of TikTok-style videos. The platform previously tried its hand at trendy formats, such as Stories, only to remove the feature after struggling to integrate it with LinkedIn’s primary user experience.

Critics point out that the videos typically uploaded to LinkedIn — advice from career coaches, professional self-help content, or promotional material from aspiring influencers — may struggle to captivate audiences in a format designed for short, compelling narratives. Without diverse or particularly dynamic content, LinkedIn’s video tab could risk becoming a space for recycled career advice, which may not hold the attention of young, trend-savvy users in the same way that personal anecdotes and viral challenges do on TikTok.

What This Means for Brands and Marketers

LinkedIn’s new video feed presents brands with a fresh opportunity to engage with the next generation of professionals. As video is more likely to grab attention than text, companies can leverage LinkedIn’s video tab to increase brand visibility and connect with audiences in a more personal way. For brands already creating content on TikTok or Instagram, LinkedIn’s shift to a video-first approach allows for cross-platform repurposing, providing another outlet for video assets and potentially reaching an audience with a more professional mindset.

Moreover, brands targeting Gen Z and Gen Alpha consumers can use LinkedIn’s video feed to blend professional insights with brand personality. Short, relatable video content on LinkedIn can introduce younger audiences to a brand’s core values, products, or services in a way that aligns with their browsing habits. Marketers, therefore, have a chance to position themselves as industry thought leaders by creating educational yet engaging content—be it “how-to” videos, industry insights, or behind-the-scenes looks at company culture.

However, to succeed, brands must create content that feels authentic rather than overtly promotional. The video tab could benefit brands looking to cultivate their voice as subject-matter experts, but the content will need to be carefully tailored to fit LinkedIn’s professional atmosphere while still being engaging and quick to digest.

LinkedIn’s Long-Term Strategy: A Customised Video Feed?

Despite these hurdles, LinkedIn remains optimistic. The platform continues to refine its algorithm to better customise feeds, potentially creating a more personalised video experience for each user. By doing so, LinkedIn hopes to retain user interest by recommending content tailored to individual preferences. LinkedIn’s broader objective isn’t solely to entertain but also to deepen professional connections and create authentic, impactful engagement through more interactive video formats.

Will LinkedIn’s Video Strategy Pay Off?

LinkedIn’s push to increase video engagement demonstrates the platform’s commitment to evolving alongside digital trends, aiming to connect with the next generation of professionals on their terms. However, to fully capture Gen Z and Alpha audiences, LinkedIn must expand the scope of its content to include more than just career tips and motivational advice. The true test will be whether LinkedIn’s video feed can provide genuinely engaging content that doesn’t feel like a rerun of traditional LinkedIn posts.

If LinkedIn succeeds, its video feed could become a powerful tool for professional networking, bridging the gap between entertainment and career-focused content.