Will LinkedIn Be The New TikTok?
LinkedIn is pushing video like crazy, but it can never reach TikTok’s heights.
LinkedIn is not coming for TikTok’s market share, even if the app does end up getting removed from app stores this weekend.
But LinkedIn is finally catching on to what TikTok and other social media platforms have known for years: people LOVE video. Whether it’s dancing, cooking, house renovations, red carpet fashion critiques, financial advice—video keeps people hooked on the app. (Which allows the app to serve more ads, charge more for them, and generate a ton of revenue.)
LinkedIn has been rolling out a new video section in the app feed and a new dedicated tab for video in the app. Data show that video—particularly portrait-orientation video—has been performing exceptionally well on LinkedIn. Video views on the platform are up 45% in the past 3 months and up 165% in the past year.
Screenshot of LinkedIn’s mobile app showing the new video features.
Here’s the challenge, though: 99% of monthly active LinkedIn users never post. Not a text post, not a photo, and definitely not a video. They come onto the platform to connect with others and to look at what 1% of monthly active users are posting.
LinkedIn’s user base is unlikely to create videos, but it seems very interested in watching them.
Video is a huge opportunity for all B2B business leaders.
Creating video content will take advantage of LinkedIn’s video push to make you stand out both from the 99% of people who don't post and from the 1% of people who do post, but don't post video. It will help you generate more leads, more partnerships, and more visibility.
Creating video content can be intimidating. The good news is that you don’t need a whole production studio in your house to do it effectively. All you need is a quiet room, your phone, and a clear point of view on a topic. Direct, authentic, off-the-cuff videos perform really well.
And if you need more support, send me a note. Based on my team’s experience ghostwriting LinkedIn content for CEOs and Executive Directors, we have developed an easy way to create video content for LinkedIn.
Need help creating video content for your personal LinkedIn profile?
Explore our service offering to create LinkedIn content for B2B leaders or contact us for more information.