LinkedIn has just unveiled a generational opportunity with its new short-form video format—an innovation that could rival the early days of TikTok in 2020 or Instagram Reels in 2021. If you own a business or work in marketing, now is the time to take advantage of this growing feature to expand your reach and engage with a professional audience in ways previously unimaginable.
Here’s why LinkedIn short-form video is such a massive opportunity, along with actionable steps to make it work for your brand.
Why LinkedIn Short-Form Video Is a Game-Changer
1. Massive Supply and Demand Mismatch
LinkedIn has launched a vertical “For You” video feed, currently in beta and accessible to only 10% of its users. Despite the limited rollout, creators are already reporting millions of impressions on their videos. As the feature expands to more users, the demand for high-quality video content will far exceed the supply, creating a golden moment for early adopters to dominate the space.
2. Professional Credibility Spurs Shares
Unlike other platforms where users primarily consume content in silence, LinkedIn users are eager to share videos that boost their professional image. This intrinsic behavior leads to higher engagement and virality. Shares mean more visibility, making LinkedIn an ideal platform for scaling your content’s impact with less effort.
3. Verified, Authentic Audience
Unlike other social platforms rife with bots and fake accounts, LinkedIn boasts a largely verified user base. This ensures that your content reaches real professionals, making it easier to assess what messaging works and driving more meaningful engagement.
4. Business-Focused Niche with Lower Competition
Content that is business-related or adjacent performs best on LinkedIn. The narrower scope and professional audience mean you don’t need flashy edits or pop-culture appeal. Instead, videos that offer real value—like industry insights or actionable advice—are far more likely to succeed.
How to Leverage LinkedIn Short-Form Video
Whether you’re already creating videos or starting from scratch, here’s how to take advantage of LinkedIn’s new video format.
For Existing Video Creators
1. Start Cross-Posting Your Business-Focused Content
If your videos align with professional topics, begin posting them on LinkedIn immediately. Schedule posts during work hours (e.g., 9 a.m. and 12 p.m. EST) but avoid using third-party scheduling tools, as LinkedIn may deprioritize content uploaded this way.
2. Optimize Captions and Hashtags
Craft engaging captions that complement your video and provide extra context. Use LinkedIn’s unique text formatting—short, punchy sentences with plenty of white space. End your caption with a call-to-action to follow your profile. Include 4–5 relevant hashtags to boost discoverability.
3. Repost Your Best Backlog Content
Don’t limit yourself to new videos. Repost top-performing content from other platforms if it aligns with LinkedIn’s professional tone.
4. Avoid Posting Links in Captions
Adding external links can reduce engagement. Instead, leverage LinkedIn’s premium “Custom Button” on your profile to direct traffic to your website or newsletter.
For Non-Business Video Creators
If your current content doesn’t cater to a professional audience, you have two options:
• Cloak Your Content with a Business Slant: Reframe your topics to align with LinkedIn’s professional focus. For instance, if you create gaming videos, discuss business lessons from the gaming industry.
• Create Separate Business-Focused Videos: Record quick, value-driven clips on topics relevant to your target audience. These don’t need elaborate production—point-and-shoot videos with clear captions can perform exceptionally well.
Starting from Scratch? Keep It Simple
The barrier to entry for LinkedIn video is surprisingly low. Follow these steps:
• Use your smartphone to record a 60-second video on a topic relevant to your industry.
• Focus on providing value rather than introducing yourself. The first 15–20 videos should build trust and associate your face with valuable insights.
• Use tools like Vizard.ai to add captions for better accessibility and engagement.
Advanced Ideas for Brands
To truly stand out, consider these innovative strategies:
1. Leverage Employee Advocacy
Encourage employees to post videos about product launches or company updates. A coordinated effort can create an “echo effect,” making your brand appear omnipresent. Unlike other platforms, this doesn’t come across as inauthentic on LinkedIn—it’s expected professional behavior.
2. Activate Your Executive Team
Have C-suite executives share content from their unique perspectives. Simple talking-head videos can humanize your brand and expand its reach within professional networks.
3. Turn Your Target Audience into Creators
Hire someone from your ideal customer demographic to create content for your brand. For example, if you’re targeting marketing professionals at tech companies, recruit a mid-level marketer to produce relatable videos. Their network and perspective will resonate deeply with your audience.
Take Action Now
LinkedIn’s short-form video feature represents a once-in-a-decade opportunity to grow your audience and establish your brand as a thought leader. Early adopters will reap the biggest rewards, so start posting today.
Need inspiration? Explore case studies and tutorials from LinkedIn content experts, or experiment with your own approach to see what resonates. The key is to act now—don’t let this opportunity pass you by!
Closing Thoughts
The LinkedIn short-form video revolution has just begun, and the platform’s unique professional focus creates unparalleled potential for business growth. By leveraging this feature, you can reach a highly engaged audience and establish a dominant presence in your niche.
Ready to get started? The time is now.
