LinkedIn's efforts to attract video content creators are showing positive results in recent months, according to the latest figures shared by the app.
Short-form video is currently the fastest growing content type on LinkedIn. increase 36% compared to the same period last year in the period from October 30, 2024 to January 29, 2025.
Currently, the platform is hosting more 220,000 newsletters, affirming its commitment to building a trustworthy content space where experts can share valuable perspectives.
Since March 2024, LinkedIn has begun testing vertical video feeds on its mobile app, paving the way for the explosive growth of video content on the platform. increased 34% in fourth quarter fiscal 2024 and overall views increased 36% in first quarter fiscal 2025.
Laura Lorenzetti, Senior Director and Editor-in-Chief, LinkedIn News, shares: "We are focused on helping members leverage video to share perspectives and knowledge. LinkedIn has hosted many in-office workshops and industry events, hosted LinkedIn Live discussions on how to post videos effectively, and worked closely with publishers, corporate communications experts and organizations to guide them in content optimization."
One of the prominent faces in the wave of video creation on LinkedIn is Natalie “Corporate Natalie” Marshall.
Marshall said videos on LinkedIn are more durable than Instagram or TikTok.
Marshall also found that audiences on LinkedIn spend more time watching videos than on other platforms, possibly because of the novelty factor of the format.
Currently, LinkedIn does not publicly disclose video view counts on the platform, but creators can track them impressions of the video they posted.
In early January 2025, creator Terry Rice, Business Development Specialist at Entrepreneur and CEO of Growth & Partnerships at Good People Digital did an experiment: post the same content as a video and an image post with text.
Jack Gallo, Marketing Director at United Talent Agency, commented: “Since 2024, when LinkedIn invested heavily in video, their algorithm also changed significantly, prioritizing video content over regular articles.”
LinkedIn's most concrete strategy is rolling out new tools and features to support B2B marketers in leveraging video and influencer content. “The Business of Influence” of LinkedIn, more survey 1,700 B2B technology buyers in the US, UK and India.
The report shows 66% B2B buyers in India consider short-form video to be influential in decision making. 83% Trust video-focused influencer content. 34% year by year, reflecting the growing prominence of the platform.
"The B2B buying journey is becoming more complex as more stakeholders are involved. In this context, buyers tend to prioritize brands they already know and trust. This makes it critical for B2B brands to stay memorable, engaging buyers across every touchpoint – even when they're not ready to buy. Building strong memory is key to influencing future purchasing decisions, and nothing does that better than engaging storytelling. Sachin Sharma, director, LinkedIn Marketing Solutions, India, said.
To keep up with the trend, LinkedIn has launched a series of new tools and updates to help marketers leverage video and influencer-generated content. Live event advertising, allowing businesses to promote events using Thought Leader advertisement, which links directly to the event page. 30 second preview video option, helping to engage attendees from the start. Regional targeting, providing a more personalized experience for each campaign.
Besides, Accelerate tool, an AI-powered campaign creation feature has officially launched in beta globally. videos, documents and also single image, giving marketers more flexibility in customizing campaigns. brand recognition, video views and website conversions, optimize customer outreach performance.
Not only focusing on video, LinkedIn also expanded its features Sponsored newsletter, allowing brands promote the newsletter or Collaborate with other creators to increase the level of impact. Thought Leader Advertising, helping to increase interaction and strengthen your position as an industry expert.
These improvements don't just help LinkedIn become leading B2B content hub, but also helps brands reach out 95% of potential buyers – people who are not yet ready to make decisions but play an important role in shaping future shopping trends.
LinkedIn ad spend growth: Potential for content creator brands
More and more brands are realizing the potential of LinkedIn in their marketing strategy, leading to a sharp increase in advertising budgets on the platform. Creator Authority, specializing in influencer marketing on LinkedIn, spends on this agency's campaigns double from the third quarter to the fourth quarter of 2024 and is expected three times in the first quarter of 2025.
Currently, the majority of customers of Creator Authority are brands that provide products and services for professionals, typically Notion. Lindsey Gamble, a content creator, earned five figures from sponsored posts on LinkedIn in 2024.
Brendan Gahan likens this boom to YouTube's golden age in 2010, as brands started pouring money into the platform, the creative ecosystem grew rapidly, opening up new opportunities.
To meet the growing advertising needs of B2B businesses, in January 2025, LinkedIn launched LinkedIn Ads – a tool to help brands Optimize advertising spend and reach the right target audience.
The LinkedIn Ads launch campaign was developed in-house by LinkedIn Brand Creative, with two lengthy commercials 30 seconds illustrates how this platform helps businesses Reach the right people, with the right content.
Keith Browning, Director of Brand Marketing at LinkedIn, shares: “For B2B marketers, reaching and attracting the right audience is key to growing a brand.”
LinkedIn Ads campaigns carry a message “Only on LinkedIn Ads”, humorously recounts the frustration of advertising to the wrong audience, thereby highlighting how LinkedIn helps brands find the right customers among the platform's 1 billion members.
With strong investment in advertising and content, LinkedIn is not only a professional social network, but is also becoming an important marketing channel that brands cannot ignore.
Dieu Anh_Advertising Vietnam
