LinkedIn video sees 36% growth – here’s how to leverage it for your brand
Short-form video is dominating LinkedIn, with viewership up 36%—a major opportunity for B2B marketers. Learn how brands are investing in LinkedIn influencers and discover free AI tools to try.
Short-form video continues to be the fastest-growing content format across social media and even e-commerce platforms. It’s a surefire way to boost engagement, brand awareness, and visibility. Now, LinkedIn is proving that professional audiences are just as eager to consume short-form video as users on TikTok or Instagram.
According to new data from LinkedIn, total video viewership on the platform has surged by 36% year-over-year between October 30, 2024, and January 29, 2025. Even more impressively, video creation on LinkedIn is growing at twice the rate of other post formats. This trend signals a massive shift in content consumption habits within the B2B space, making video an essential tool for marketers looking to connect with their audience.
This article will delve into LinkedIn’s short-form video performance, how more brands are spending on LinkedIn influencers, and recommended tools that marketers can use to amplify their short-form video initiatives on LinkedIn.
Patrecia Meliana
LinkedIn’s investment in making video content awesome
Since March 2024, LinkedIn has been making a big push to attract video creators, starting with the launch of a dedicated vertical video feed on its mobile app.
In addition to the vertical video feed, LinkedIn has been actively encouraging video creators through its publisher program, which includes over 500 publishers and journalists. The initiative provides news publishers with audience insights, monthly newsletters, and educational workshops on maximizing LinkedIn’s features. As a result, weekly video creation from program members has grown by 67% year-over-year.
Laura Lorenzetti, LinkedIn News senior director and executive editor, highlighted LinkedIn’s commitment to supporting video creators.
“Our team at LinkedIn has been focused on supporting members on the platform as they explore how to leverage video to share insights. We’ve hosted several workshops both at our offices and at industry events; we’ve held LinkedIn Live discussions on best practices for sharing videos; and we work closely with publishers, corporate comms executives and organizations to answer questions and provide guidance.”
Additionally, brands are ramping up investments in LinkedIn influencers to increase reach and engagement. This shift suggests that influencer marketing on LinkedIn is becoming a key strategy, just as it has on platforms like Instagram and YouTube.
One of the first creators to embrace LinkedIn’s short-form video push is Natalie “Corporate Natalie” Marshall, known for her witty takes on corporate life. Her relatable, humor-driven content has helped her amass nearly 150,000 followers on LinkedIn, proving that professional audiences are eager for engaging video content. While she’s already a powerhouse on Instagram (1.1 million followers) and TikTok (735,000 followers), her growing presence on LinkedIn highlights the platform’s increasing appeal to video-first creators.
8 Free AI marketing tools to boost your LinkedIn video initiative
To capitalize on LinkedIn’s video surge, marketers can leverage AI-powered tools to create engaging, high-quality content efficiently. Here are eight free AI tools to enhance your short-form video strategy:
- Runway ML – A powerful AI video editor that allows marketers to generate and enhance video content with ease. It provides text-to-video capabilities and real-time effects to make content more engaging.
- Synthesia – This tool enables the creation of AI-generated videos with human-like avatars, perfect for businesses that need to scale their video production without hiring actors or video crews.
- Lumen5 – A user-friendly AI-powered video maker that converts blog posts and articles into engaging short-form videos, ideal for repurposing content for LinkedIn.
- Pictory – Helps marketers quickly edit and create videos using AI, allowing easy transcription and voice-over additions for more professional-looking LinkedIn content.
- Descript – An all-in-one audio and video editing tool that simplifies video creation with AI-powered editing, text-to-speech capabilities, and automatic captions.
- VEED.io – A cloud-based video editing platform with AI tools for automated subtitles, background noise removal, and branding customization, making it easy to create polished LinkedIn videos.
- Opus Clip – A smart AI tool that repurposes long-form content into short, engaging clips optimized for LinkedIn’s audience, helping marketers maximize content efficiency.
- HeyGen – AI-powered video generator that creates personalized, high-quality short-form videos using avatars and voice cloning, making it a great tool for LinkedIn campaigns.
With video engagement surging and LinkedIn’s support for video creators growing, now is the perfect time to invest in LinkedIn video marketing. Leveraging AI-powered tools can streamline the process and help marketers create professional, engaging videos that stand out in the feed.
This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.
