• by Colin Kirkland , April 16, 2025

As LinkedIn doubles down on video functionality, the B2B social-media platform is expanding its partnership with the Media Rating Council (MRC) accreditation audits to include new video ad metrics and gaining third-party industry-standard assurance of its measurement and reporting systems. 

According to LinkedIn, watch time on the platform is up 36% year-over-year – a direct result of its TikTok-like video feed and vertical video features that have been integrated into the platform’s search results. 

In addition,3% of B2B buyers have reported that short-form social video content has helped inform buying decisions, with 80% of video viewers saying video-focused influencer content was more trustworthy than other forms of B2B content.

Last week, the company also announced a new creator-focused feature that will organize video content on the site by trends, allowing users to detect the top emerging content trends in real-time and potentially posting original video content related to the popular trend. 

By launching AI-powered video ads, Live Events promotions with 30-second video-based sneak-peaks, and the option to run video ads alongside trusted publisher content, LinkedIn is strategically building out its monetizable video offerings. 

Which means that it wants to deliver ad partners video ad metrics that are as accurate as possible. In addition to its re-accreditation for the four display ad metrics LinkedIn announced two years ago, MRC accreditation now applies to gross impressions, net impressions, gross clicks and net clicks on video ads. 

Moving forward, brands running video promotions on LinkedIn will be backed by industry standard verification, which may help persuade more brands to make use of the platform’s newest ad placements.