Something big has changed on LinkedIn over the last year, and it’s no accident.
Since early 2024, LinkedIn has been pushing video harder than ever. And it’s working. According to Digiday, video viewership is up 36% year-on-year. You’ve probably noticed it yourself. Open LinkedIn and there’s a video front and centre at the top of your feed. Scroll down, and you’ll hit three or four more in quick succession.
This isn’t an accident. It’s LinkedIn shaping its feed to behave more like a video-first platform. Not TikTok. Not Instagram. But something new. Short-form, professional, and designed to engage decision-makers.
And if you’re not posting video on LinkedIn? You’re missing a serious opportunity. This isn’t a short term trend, it’s a deliberate shift in how LinkedIn wants people to use the platform.
The numbers don’t lie
LinkedIn isn’t just “allowing” video, it’s actively rewarding it.
- Video posts get up to 5× more engagement than static images or text (Vidico)
- Users are 20× more likely to share a video than any other post format
- Short videos (under 30 seconds) deliver around 200% higher completion rates
- Live videos pull in 7× more reactions than pre-recorded ones
- And maybe most important of all, 62% of B2B buyers say they trust LinkedIn video content
That last point matters. Because trust is what drives leads. And video is what builds it.
So why does video work so well on LinkedIn?
A few reasons.
First, the feed is busy, but video stands out. Especially if it autoplays, has captions, and looks native to the platform. LinkedIn’s algorithm picks up on early engagement, so if your video gets quick likes and comments, it travels further. That’s organic reach without spending a penny.
Second, people on LinkedIn aren’t there to kill time. They’re looking for insight, advice, value. Educational videos outperform every other type of content on the platform, because they match what the audience actually wants, something useful.
Third, video gets remembered. Viewers retain 95% of a message from video, compared to just 10% from text. If you’ve got something important to say, a product demo, a testimonial, a piece of thought leadership, video is your best bet for making it stick.
But didn’t LinkedIn try a video feed?
Briefly, yes. In early 2024 they tested a separate vertical video feed, TikTok-style. It was an experiment that didn’t last. It evolved.
Now, videos are fully integrated into the main feed again, and that’s a good thing. They blend in with other content, get better visibility, and feel more native. This shift has coincided with a major rise in comments and conversation across the platform. Engagement is up 37% year-on-year.
In other words, the experiment worked. And video is now front and centre in LinkedIn’s growth plan
What does a LinkedIn video strategy actually look like?
Start simple. But be intentional.
1. Know your goal
Are you looking to build awareness? Generate leads? Build credibility in your space? Your goal shapes your content.
For lead gen: client case studies, short testimonials, or problem-solution explainers work well.
For brand-building: motion graphics, product showcases or expert voiceovers can do the heavy lifting.
For trust: a founder video, a behind-the-scenes snippet or a quick tip from your team often hits the mark.
2. Shorter is better
LinkedIn is not YouTube. You’ve got a few seconds to hook people.
Videos under 30 seconds get the highest completion rates. So get to the point, quickly. Make your first 3 seconds count.
3. Always add captions
This is non-negotiable. Most LinkedIn users watch videos without sound, especially on mobile. Captions double your chances of someone finishing the video.
4. Mix up your formats
Try a blend of:
- 15-30 second tips
- 1-2 minute demos or thought leadership
- LinkedIn Live sessions (which you can repurpose later)
It keeps your content fresh and hits different parts of the funnel.
5. Use native uploads
Always upload directly to LinkedIn. Don’t link to YouTube or Vimeo. Native uploads autoplay, look cleaner, and perform better in the feed.
6. Include a CTA
You don’t need to hard sell. Just tell people what to do next.
“Tell us your thoughts in the comments”, “Drop us a message”, “Follow for more advice”
Simple prompts like these drive far more interaction than leaving it blank.
A few bonus tips for higher engagement
- Use vertical video – 97% of views are on mobile
- Create custom thumbnails with bold titles
- Pair each video with a strong post caption to provide context
- Post consistently (LinkedIn favours active accounts)
- Stick around to reply to comments in the first hour
LinkedIn isn’t a place for polished TV ads. It’s a space for insight, authenticity and useful ideas. So don’t overthink it. Think like a human, not a brand.
What sort of ROI can you expect?
LinkedIn isn’t cheap when it comes to ads. But the organic reach of video can be a serious equaliser.
According to the Content Marketing Institute, 85% of B2B marketers say LinkedIn delivers the highest ROI of any platform. And Wyzowl’s stats back this up – 93% of marketers say video, full stop, drives a strong return.
When you put the two together, video and LinkedIn, it’s one of the most efficient ways to build visibility, trust and leads. Especially in sectors where decision-makers scroll LinkedIn daily.
Need a hand with it?
If you’ve got a strategy in place but need help bringing it to life, Mooviemakers we can help
We work with businesses to create video content that actually works on LinkedIn. From motion-led explainers to testimonial edits and founder-led promos, we know what cuts through and what gets scrolled past.
Want to put LinkedIn video to work for your business?
Use the form below and let’s talk.
