LinkedIn Video Engagement Is Exploding

Well, it’s official – even LinkedIn has succumbed to the TikTok effect. The platform once dedicated to CV-swapping and humble-bragging about promotions is now all-in on video content. Who had that on their 2025 bingo card? 👀

According to LinkedIn’s latest data, video watch time jumped 36% year-over-year in 2024, and short-form video creation is growing at twice the rate of other post formats. No surprise there – we’ve all noticed our LinkedIn feeds increasingly resembling every other social platform.

But before you rush to repurpose your TikTok dance clips for your professional network (please don’t), let’s look at what LinkedIn says actually works for video on their platform.

What LinkedIn Video Is NOT

Let’s start with the obvious: LinkedIn is not TikTok, Instagram, or YouTube. Despite copying their formats, the audience mindset is fundamentally different.

As LinkedIn diplomatically puts it: “Members come to LinkedIn to invest in themselves – to learn, network and be inspired.”

Translation: People aren’t on LinkedIn for entertainment – they’re there to look clever in front of colleagues, find new opportunities, and yes, occasionally do some actual professional development.

I witnessed this firsthand when a client recently repurposed their high-performing TikTok content to LinkedIn without adjustments. Despite getting thousands of views on TikTok, the same content barely registered on LinkedIn. The reason? It lacked any professional context or takeaway.

What Actually Works on LinkedIn Video

Based on LinkedIn’s recommendations and what I’ve seen perform well for clients, here’s what you should focus on:

1. Length Matters (But Not How You Might Think)

LinkedIn suggests keeping video ads between 15-30 seconds for awareness campaigns, while educational content can run longer – but ideally under 2 minutes.

What they don’t mention is the sweet spot I’ve found with clients: 45-75 seconds for thought leadership content. This seems to be just long enough to deliver value but short enough that busy professionals will actually watch it through.

2. Format For Mobile First

Square (1:1) or vertical (9:16) formats perform significantly better than horizontal videos on LinkedIn. This shouldn’t be shocking – we’re all scrolling on our phones between meetings or while pretending to pay attention on Zoom calls.

What’s worked particularly well for my clients is the 4:5 ratio – it takes up maximum screen real estate without forcing viewers into full-screen mode (which many professionals are reluctant to do when they should be working).

3. The 3-Second Rule Is Non-Negotiable

LinkedIn emphasises grabbing attention in the first 3 seconds, which is actually generous – most studies suggest you have closer to 1.5 seconds before someone scrolls past.

This means your video should start with either:

– A provocative statement (“The biggest LinkedIn myth most people believe…”)

– A clear promise of value (“The exact message template that generated £20K in new business…”)

– A pattern interrupt (something unexpected that makes them stop scrolling)

What doesn’t work? Starting with “Hi everyone, I’m [name] and today I want to talk about…” – I’m already scrolling past, sorry.

4. Captions Aren’t Optional

LinkedIn recommends adding captions, but I’d go further – they’re absolutely essential. Remember that most people are watching at work with the sound off, perhaps sitting next to colleagues or in an open office.

I’ve tested identical videos with and without captions for clients, and the captioned versions consistently see 30-40% higher completion rates. That’s too significant to ignore.

5. Visual Quality Matters More Than You Think

LinkedIn’s audience has particularly high standards for production quality. As they note, “Blurry visuals or poor audio will immediately lose credibility among LinkedIn’s discerning audience.”

This doesn’t mean you need a film crew, but it does mean paying attention to:

– Good lighting (natural light from a window works wonders)

– Clear audio (a £20 lapel mic is infinitely better than your phone’s built-in mic)

– A non-distracting background (please tidy your home office before recording)

I recently helped a client improve their video setup with just a £75 ring light and a simple backdrop, and their engagement rates nearly doubled. LinkedIn’s audience really does judge the book by its cover.

The Content That’s Actually Performing

Beyond the technical aspects, what types of video content are gaining traction on LinkedIn in 2025?

From what I’ve observed with clients and industry research:

1. Quick, actionable tips related to your area of expertise

2. Behind-the-scenes glimpses of your work process (especially if it involves interesting clients or projects)

3. Concise case studies that highlight specific outcomes

4. Thought leadership that challenges conventional wisdom in your industry

5. How-to tutorials that solve specific professional problems

Notice what’s missing? Personal life updates, generic motivational content, and anything that doesn’t provide clear professional value.

Is LinkedIn Video Worth Your Time?

With video engagement growing so rapidly on LinkedIn, there’s clearly an opportunity for those willing to create content that aligns with the platform’s professional focus.

The question isn’t whether you should be creating LinkedIn video, but whether you can create video that actually provides value in a professional context.

If your business serves other professionals or businesses, and you can share genuinely helpful insights in video format, LinkedIn’s current algorithm will reward you handsomely for it.

Have you tried creating video content for LinkedIn? What’s been working (or not working) for you? Hit reply and let me know – I’m genuinely curious about your experience!