How to Leverage LinkedIn’s New Video Feed

There’s a new way to reach B2B audiences on LinkedIn—and you’re going to want to get in early. LinkedIn’s new TikTok-style short-form video feed is currently in beta, and companies are already reporting major success. But don’t just take it from us:

It shouldn’t come as a surprise: Video content marketing isn’t just for B2C. B2B marketing experts who harnessed video content in 2023 saw 49% faster growth in revenue compared to those who didn’t and achieved a 1,200% higher average engagement rate than text- and image-based content combined.

Navigating LinkedIn’s new feed: For beta testers, the feed lives in the app’s navigation bar in a new “Video” tab. You can also tap on a vertical video in your normal feed and swipe up the way you would on TikTok—the endless video feed will automatically come up. 

So what should your LinkedIn short-form strategy look like? Like TikTok and Reels, vertical videos are key. LinkedIn also appears to be prioritizing higher-quality production and captions. Some tips:

• Keep videos brief (15–60 seconds), bearing in mind that 59% of short-form videos are watched for only 41–80% of their length.

• Use captions that clearly summarize the content. 79% of LinkedIn viewers watch videos without audio, so including captions or subtitles can increase viewership by 82%.

• Start with a bold statistic or question to hook viewers.

Content themes: Video content is all about optimizing for the platform—on LinkedIn, that means providing value to a professional audience. Some examples:

• Customer success stories and how-to guides (ex. “Hidden Features of Our CRM Software”)

• Showcasing your company culture (ex. “Day in the Life of our Customer Experience Team”)

• Industry insights (ex. “Five Ways to Increase Your CTR”)

But keep in mind…marketers should remain flexible and prepared to adapt their strategies as LinkedIn incorporates user feedback and refines the feature. The addition of a direct follow button on video content, for example, might change your CTA at the end of a video.

The bottom line? B2B brands have a golden opportunity to get in on LinkedIn's short-form video revolution. By creating snackable, professional content that resonates with your audience, you can boost engagement, showcase your expertise, and stay ahead of the curve.

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