LinkedIn says short-form video is its fastest-growing content category, and total video viewership grew 36% YoY between October 30, 2024 and January 29, 2025
LinkedIn's ongoing efforts to woo video creators paid off in the past few months, according to new figures shared by the company. Bluesky: @trevorjd and @mmatute Bluesky: Trevor Daugherty / @trevorjd : I try to engage on LinkedIn periodically because there is a subset of the population and decision-makers that are only reachable there. But this won't make some of the insufferable content on that platform any better. [embedded post] M Matute / @mmatute : Gross. [embedded post]
Context & Ripple Effects
LinkedIn has spent several years building video into its professional network, from an early LinkedIn Live beta to Creator Mode and video Cover Stories. The company later tested a TikTok-style short-video feed, making the latest viewing data a tangible measure of whether that format is gaining traction.
The reported growth matters because LinkedIn is also building creator-facing and marketer-facing infrastructure, including a North American creator marketplace. More video consumption can make that ecosystem more useful to both sides without changing LinkedIn’s professional positioning.
First-order effects
- LinkedIn has evidence that short video is resonating with its audience, supporting continued emphasis on video discovery and creator outreach.
- Creators and marketers active on LinkedIn gain a clearer signal that short video can reach professional audiences on the platform.
Second-order effects
- LinkedIn’s creator marketplace has a stronger case for matching marketers with video-capable creators, potentially shifting more campaign experimentation toward the network.
- Other professional-content publishers will face greater pressure to make video easier to create, discover, and measure if LinkedIn’s format momentum persists.
Third-order effects
- If sustained, the shift would make professional social feeds less centered on text updates and more dependent on video-native creator supply, discovery systems, and brand partnerships.
- The longer-term constraint is quality: greater short-video volume may improve engagement while also making relevance and audience trust more important differentiators.
The trend: Professional networks are adopting short-form video mechanics to turn creator activity into a more commercially useful content and advertising ecosystem.