With video content rising on LinkedIn year over year at the rate of 36%, this triggered LinkedIn to launch some new updates to video in order to make video posts more prominent in-stream and enhance discoverability within its different search elements. It has gone ahead and brought its full screen vertical video display format to desktop which will align its video presentation with the mobile app in a better manner.
Its full screen video display format on mobile is very much similar to TikTok where users will be able to scroll up to see more video clips in a singular immersive display. It is also looking to replicate the format on web as well.
Other thing being tested is a larger video display in mobile app as well and there is also a new option which displays all of video uploads in a profile mini view. Videos will be appearing in longer, wider frames in the main feed which when tapped would take you through full-screen video player. If you tap on creators’ profile from the feed, it would give you a mini-profile overview with their video uploads highlighted.
This is expected to encourage more video uploads and give maximum exposure to video content. Apart from this, LinkedIn is also testing a prominent follow option with full screen video player. It is also focusing on discovery where it would surface more videos in search results and is rolling out video analytics with average watch time data which would help in better understanding of individual video performance.
As per LinkedIn, video creation would grow at the rate of 2x of original post format and it seems that LinkedIn is more interested in videos on its platform and if you want to get the most out of LinkedIn, shifting to videos would be a good strategy. For the past few years, Linkedin has been testing video on the platform. Some users might see a dedicated video tab in the navigation bar on its mobile app and it takes users to new immersive vide feeds which mirror the short forms popularized by Youtube, TikTok and Instagram.
Some of the recent updates include full screen vertical video feed on desktop and “Videos for You” module recommending curated content depending upon user behavior and keeping the community updated on video best practices on the platform.
A number of Linkedin influencers and content creators claimed that their vertical video content gets more impressions and engagement on Linkedin. They have also been investing in video discovery and performance. In the case of B2B brands, Linkedin videos provide an opportunity for boosting brand awareness. Four out of five Linkedin members help in making business decisions and Linkedin members have twice the buying power of average online audience. It is a direct line to decision maker in context where message carries more weight.
You need to include one CTA per video and videos under 15 or 30 seconds got most of the engagement. A Linkedin video ad looks more humanizing and less promotional which helps in maximizing your investment. Linkedin videos short should be kept between 15 to 30 seconds for creating maximum impact as the ideal watch time is between 13 and 15 seconds.
Since 79% of the Linkedin videos are watched with off sound, it must be optimized for muted viewing by making use of captions or on screen text. It lets toy schedule videos with captions included s that one can scale accessibility across video library. One needs to focus on consistency over perfection.
Videos are something which nowadays hooks everyone and you would see them evolve over a period of time!
