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LinkedIn has long recognized the growing importance of video in B2B communication, as confirmed by its own research.
The study revealed that short videos on social networks play a key role in purchasing decisions, with up to 63% of B2B technology buyers considering them an important factor.
What new features can we expect?
Full-screen video mode on computers
LinkedIn is expanding its full-screen vertical video, previously only available in the mobile app, to desktop users. This TikTok-like format allows for smooth switching between videos.
Larger video previews in mobile feed
LinkedIn is testing larger and wider video previews in the mobile app. Clicking on a video opens it in full-screen mode, and when visiting a creator’s profile, their video posts appear in a new mini-preview.
Increased video visibility in search
LinkedIn integrates videos into search results via a scrollable carousel. This means that when searching for a specific topic, relevant video posts will also appear, presenting a new opportunity to increase brand content visibility.
Source: LinkedIn
Enhanced video analytics
New metrics, including average watch time, will help creators and companies better understand audience engagement and optimize their video strategy.
More prominent “Follow” button for creators
LinkedIn is testing improved visibility of the “Follow” button directly in the video player. This is another step towards making it easier for creators and brands to build an audience.
Free LinkedIn Learning courses about video content
LinkedIn has launched a series of free nano-courses focusing on creating engaging video introductions, editing, content recycling, and utilizing LinkedIn Live.
Why is this important for e-commerce brands?
Video posts on LinkedIn are growing twice as fast as other types of content, meaning brands investing in video marketing can achieve greater visibility and higher engagement rates.
For e-commerce companies, this presents an opportunity to reach a wider audience and create engaging content that resonates with potential customers.
Additionally, the platform’s new tools allow companies to more effectively showcase their expertise, innovations, and build authentic content. Video thus becomes a key element of brand storytelling, helping to differentiate the brand from competitors and strengthen its credibility.
LinkedIn is also one of the most important platforms for B2B connections. The enhancement of video facilitates building professional image and creates more networking opportunities, which can lead to new business partnerships and long-term relationships.
E-commerce brands should fully utilize LinkedIn’s new features to help expand their audience and increase their content reach.
To fully leverage video potential on LinkedIn, experiment with different formats, such as product demo videos, behind-the-scenes looks, or customer testimonials.
An important step is also search optimization – including relevant keywords in titles and descriptions will help increase content visibility. Don’t forget about video performance analysis.
It’s essential for continuous strategy improvement, so it’s appropriate to monitor average watch time and engagement rates. LinkedIn clearly signals that the future belongs to video. Companies that adapt to this change early can gain a competitive advantage.
