Video content is increasingly dominating platforms like TikTok, Instagram, and YouTube, and now LinkedIn is stepping up its game in this arena.
The professional social media site, owned by Microsoft, has not fully embraced the TikTok model yet. However, with a 36% increase in video uploads over the past year and a remarkable 100% growth in video creation, LinkedIn is enhancing its platform to encourage even more video engagement. Key additions include a new full-screen vertical video feature available to all users, not just those on mobile, along with various tools aimed at increasing viewer interaction.
These updates follow Microsoft’s recent earnings report, which revealed that LinkedIn’s revenue had risen by 9% over the last year, with premium subscriptions generating over $2 billion.
With a user base exceeding 1 billion, LinkedIn is well-positioned to explore new monetization strategies, particularly in advertising and premium features.
Given the growing popularity and engagement of video content on social media platforms, particularly LinkedIn, it’s clear that video will play a pivotal role in these developments. The platform recently announced a 36% increase in video viewership compared to last year, highlighting its effectiveness.
The introduction of a vertical video feed for web users is a logical step, especially since LinkedIn has already observed strong interactions with this format on mobile devices, where it initially launched. Similar to the mobile experience, the vertical web setting will allow users to select individual videos and navigate seamlessly to watch more content.
Currently, this does not fully replicate the comprehensive video player of TikTok or Instagram. We previously reported on this testing phase in March 2024, and LinkedIn has confirmed that it is still gathering feedback and refining the experience.
In the meantime, LinkedIn is implementing various features to enhance this future viewing experience. For instance, users will now have access to a new profile preview feature, allowing them to view a creator’s profile without leaving the video, complemented by a more prominent follow button in the interface.
Moreover, LinkedIn is integrating additional video content in its search results, introducing a video carousel alongside traditional links. It will be interesting to see how users choose between these options compared to text-based results.
Furthermore, creators can anticipate new analytical tools that will enable them to monitor the average watch times for their videos. Although this is a minor adjustment, it signals a likely expansion of analytics features in the upcoming months, particularly if the full video feed reaches a broader audience soon.
Compiled by Techarena.au.
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