• by Colin Kirkland , February 4, 2025

LinkedIn is doubling down on video, its fastest-growing in-app element. 

With video uploads increasing by 36% year-over-year, the business-to-business social platform is testing a new full-screen vertical video display for users on both mobile and web, as well as video analytics tools and enhanced video search results. 

LinkedIn’s recent efforts to make its platform a welcome place for B2B creators are paying off, especially around video-focused expansion.

Video creation on the platform grew 100% over the last year, with 63% of B2B buyers reporting that short-form social video content helped inform buying decisions, and 80% of video viewers saying video-focused influencer content was more trustworthy than other forms of B2B content. 

In 2024, advertisers also welcomed video updates on the platform, including the launch of AI-powered video ads, Live Events promotions with 30-second video-based sneak-peeks, and the option to run video ads alongside trusted publisher content -- a clear move toward news representation. 

According to Roberto Munoz, author of “LinkedIn PowerUp Playbook,” the platform has “evolved beyond networking and job hunting” to encapsulate entertaining content from brands and creators. 

Munoz believes that video “has the potential to cut through and build trust by putting a face behind a brand, service or product,” especially amidst the recent proliferation of AI-generated content.

Now, the platform is launching new video features. Users will begin to see more video content in their search results, including a video carousel, as well as a profile preview feature designed to showcase a creator’s profile without forcing users to exit a video. 

LinkedIn is also making efforts to provide creators with more video-specific data, announcing plans to launch a tool to track average watch times for their in-app content. 

Once LinkedIn officially launches its full-screen vertical video feed, it is likely that users, creators and advertisers will receive more measurement and targeting tools made specifically for video.