LinkedIn Expands Video Features to Boost Engagement

Video reigns supreme on social media platforms like TikTok, Instagram, and YouTube. Now, video is becoming an increasingly important aspect of LinkedIn, with the Microsoft-owned social network for the working world looking to capitalize on its growing popularity.

Video Usage on LinkedIn Surges

The platform has seen a significant increase in video uploads, with a 36% jump compared to last year. Meanwhile, video creation on LinkedIn itself has grown by 100%. In response, the company is introducing new features to encourage more video activity. These include a full-screen vertical video display for all users, not just those on mobile, as well as new tools to boost viewer engagement.

LinkedIn’s Growing Revenues

The updates come after Microsoft reported earnings that disclosed LinkedIn’s growing revenues, with the platform passing $2 billion in premium subscription revenue in the last 12 months. The company now has over 1 billion users, making it a prime target for advertising and paid features. As a result, video will likely play a major role in its efforts to increase revenue.

Video Viewership on LinkedIn

Last week, LinkedIn disclosed that video viewership was up 36% compared to last year. This is not surprising, given the popularity of video on social media platforms. LinkedIn had already seen strong engagement with vertical video on mobile, and the new web experience will allow users to select single videos and swipe or click to more videos in their feed.

New Features and Updates

The new vertical video feed for web pages is a natural development, given LinkedIn’s success with vertical video on mobile. The new experience will allow users to select single videos and swipe or click to more videos in their feed. However, it’s not yet a full-screen player like TikTok or Instagram. The test for this feature remains ongoing, with feedback mode in place.

Enhanced User Experience

Meanwhile, LinkedIn is rolling out several features to enhance the user experience. These include a new profile preview feature, which allows users to see a creator’s profile without leaving the video, and a more prominent follow button in the interface. The platform is also adding more video content to its search results, with a new video carousel appearing alongside other links.

Analytics for Creators

LinkedIn is also developing analytics for creators, who will be able to track average watch times for their content. This is a small step, but it signals that more analytics features are likely to emerge in the coming months, especially if a full video feed makes its way to general release.