Video content is becoming increasingly important on LinkedIn. Watch time for video posts has increased by 36% year over year, and video creation is now growing at twice the rate of other post formats. In response, LinkedIn has introduced several updates designed to improve video discoverability, increase engagement, and make content creation more accessible.

Understanding these changes can help marketers and businesses adjust their LinkedIn strategies to align with the platform’s evolving priorities.

Enhancements to Video Display and Discovery

One of the key updates is the expansion of LinkedIn’s full-screen, vertical video display to desktop. Previously available only on mobile, this format allows users to tap on a video in their feed and swipe to discover additional video content.

A larger video display in the main feed is also being tested, making video posts more prominent. Additionally, LinkedIn is introducing a ‘Videos For You’ module, which curates personalised video recommendations within the feed. These updates are intended to make video content more accessible and engaging across devices.

For marketers, these changes may increase the likelihood that video posts are seen and interacted with, making video an important consideration for LinkedIn content strategies.

Video Search Improvements

LinkedIn is also enhancing video search functionality to improve discoverability. When users search for a topic, a swipeable carousel of relevant videos will now appear in the results.

This update provides a new opportunity for brands and professionals to reach users who are actively looking for information on specific topics. Optimising video titles, descriptions, and hashtags for LinkedIn’s search algorithm may help improve visibility in these search results.

New Features to Increase Engagement and Followers

In addition to improving video discovery, LinkedIn has introduced new tools to support audience growth and engagement.

• Profile Preview in Full-Screen Video Player – When users tap on a creator’s profile from a video, they will now see a mini-profile overview along with a preview of other uploaded videos.
• More Prominent Follow Button – A larger ‘Follow’ button has been added within the full-screen video player, making it easier for viewers to follow creators.
• New Video Analytics: Average Watch Time – A new metric allows creators to track how long viewers engage with their videos, providing insights that can help shape future content.

These updates may help businesses and individuals build stronger LinkedIn audiences by encouraging viewers to engage with more content and follow creators directly from video posts.

Considerations for Marketers

With LinkedIn introducing more video-focused features, there are a few factors to consider when planning content strategies:

• Increased Visibility for Video Content – Video is becoming a more prominent part of the LinkedIn experience, which may lead to higher engagement rates compared to other post formats.
• Optimisation for Search – The new video search features mean that keyword-optimised titles and descriptions may improve content discoverability.
• Audience Growth Opportunities – The ability to showcase additional videos within the full-screen player and the more visible follow button may support audience-building efforts.

LinkedIn’s latest updates indicate a continued focus on video as a key content format. With improved discoverability, expanded engagement tools, and a more immersive viewing experience, these changes may present new opportunities for marketers looking to increase visibility and engagement on the platform.

For those already using video on LinkedIn, these updates may help enhance content performance. For others, experimenting with video may be worth considering as the platform continues to prioritise this format.