Native video is coming to LinkedIn timelines. Importantly, content uploaders will be given detailed insights about their audience.

Big event

Regular LinkedIn users will soon be able to post video that will auto-play in their feed, according to Tim Peterson over at Marketing Land. They’re currently testing it in the US, with wider rollout expected to follow shortly.

LinkedIn recommends video runtime between 30 and 300 seconds, but they can go up to 10 minutes. Users can opt to disable auto-play via account settings.

Late to the party

Every other major social network has been at it for ages. LinkedIn once toyed with paid video ads, but adoption was weak and they quickly disappeared.

Select high-profile users have previously been granted video-post capability, but that slipped by largely unnoticed, too.

Influencer candy

As if to say sorry for their late arrival, LinkedIn has a sweet surprise for business-minded content creators: metrics.

Beyond the views, likes and shares we're used to, Peterson says LinkedIn will also show insights like viewers’ job titles, industries and employers. 

Such data could be a great basis for advertisers and influencers to make deals based on real targeting data.

Will LinkedIn’s detailed analytics be enough to claw back the lead it’s given to social video competitors?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.