LinkedIn is increasingly using video to boost engagement and create more opportunities to make money. The platform, which is owned by Microsoft, has seen a significant increase of 36% in the number of video views compared to the previous year. At the same time, the creation of video content within the network has grown 100% in the same period.
To follow this trend, LinkedIn is introducing new features, including a Vertical Video Feed for the web version and several tools to increase user interaction. This new feature allows users to watch a video and then scroll or click to see other content smoothly. The Vertical Video Feed was previously only available on mobile, but it is now also available on the web version.
The introduction of this new feature comes shortly after Microsoft reported a 9% growth in LinkedIn’s revenue, with premium subscriptions exceeding $2 billion. With over 1 billion users, the professional network is looking to increase its profits by expanding popular formats and offering more advertising options and paid features.
Video has been a very successful format on social networks like TikTok, Instagram, and YouTube, and LinkedIn is following this trend by investing in improvements to make this type of content more attractive. The new vertical video feed allows users to watch videos and then easily scroll or click to see other content. Although it is not yet a completely immersive interface like TikTok or Instagram, LinkedIn is testing this experience and collecting feedback from users.
In addition to the new video feed, LinkedIn is also implementing other improvements, such as the ability to view a content creator’s profile without leaving the video, as well as a more prominent “continue watching” button, making it easier for professionals to connect. Another important improvement is the inclusion of videos in search results, which are now shown in a carousel next to traditional links. This change could modify the way users consume information on the platform, increasing the relevance of video content.
Furthermore, LinkedIn is investing in new analytical tools for creators, which can now track the average view time of their videos. This feature, although initial, suggests that the platform will launch more analysis functionalities in the coming months, especially if it decides to expand its video feed.
With this commitment to video, LinkedIn is reinforcing its position as a dynamic social network that goes beyond text and images to embrace video content as a fundamental strategy for the future of the platform. By investing in video and introducing new features, LinkedIn is seeking to enhance its profits and provide a more engaging experience for its users.