By James R in Content Strategy — May 22, 2024

Introducing LinkedIn's Video Tab: Your New Tool for Engagement and Growth

Short form video delivered in a scrolling feed, such as TikTok’s For You Page or Instagram Reels, is so hot right now.

It’s what users want. Which means it’s what advertisers want. Which means it’s what social media companies want.

So, it should come as no surprise that LinkedIn is currently beta testing a new “Video” tab on its mobile app that enables users to swipe through vertical video content.

In this Sell with Social, we’ll dive into the details, explore the motivations behind LinkedIn’s latest update, and provide practical tips on how to embrace the Video Tab to boost your professional presence and engagement on the platform.

What is LinkedIn's New Video Feature?

The LinkedIn video tab is a newly introduced feature designed to create an endless feed of vertical video content on their mobile application.

Just like Instagram Reels, TikToks, or YouTube Shorts, this is focused on curating engaging short form video content. It’s algrorithmic and pulls in content from your connections, as well as influential people it believes you are interested in.

Example of the new video feed in action.

Key Features of the Video Tab:

Dedicated Spot for Vertical Videos: The video tab features a dedicated space for vertical videos, similar to platforms like TikTok and Instagram Reels. This vertical format is optimized for mobile viewing, making it more engaging and user-friendly.
Scroll-to-View Interface: The interface allows users to scroll vertically to view the next video, creating a seamless and continuous viewing experience. This design encourages longer viewing times and increased interaction with your content.
Enhanced Engagement: The video tab is designed to boost interaction by encouraging comments and reactions directly on the videos. This feature makes it easier for your audience to engage with your content, fostering a more interactive community.
Improved Content Discovery: By centralizing video content in a single tab, LinkedIn makes it easier for users to discover and view videos without having to navigate through their entire newsfeed.

This feature not only simplifies content discovery but also reimagines the content focus of the LinkedIn mobile app.

After trialing this beta feature over the past two days, I can confidently say that it will become the most used part of the LinkedIn mobile app. Just like Reels on Instagram, or Shorts on Youtube, the video tab is the spot to get your dopamine hit.

Why is LinkedIn Introducing the Video Tab?

LinkedIn's introduction of the video tab is a strategic move aimed at aligning the platform with modern user interface preferences and increasing user engagement.

Here’s why this new feature is a significant addition:

Increasing Time on Site

User Engagement: Video content is one of the most engaging forms of media, with users spending significantly more time watching videos compared to reading text posts. This is a strategic move to encoruage more engagement, which in turn means more advertising revenue potential for LinkedIn.
Continuous Viewing: The scroll-to-view interface, similar to TikTok and Instagram Reels, promotes continuous viewing. Users can effortlessly transition from one video to the next, increasing the likelihood of extended time spent on the platform. Which is, again, another metric that is attractive to advertisers.

Keeping Up with Modern User Interface Preferences

Short-Form Video Trend: The rise of short-form video content has reshaped user expectations across social media platforms. LinkedIn’s video tab caters to this trend, providing a space specifically designed for vertical, short-form videos that are easy to consume and share.
Mobile Optimization: The video tab is optimized for mobile devices, reflecting the growing preference for consuming content on-the-go. This mobile-friendly design ensures that LinkedIn remains relevant and competitive in a landscape dominated by mobile-first social media platforms.

Importance for Content Creators

Staying Current: As a content creator, it’s crucial to keep up with evolving trends and platform features. The introduction of the video tab means that video content is now more important than ever on LinkedIn. By leveraging this feature, you can enhance your visibility and engagement on the platform.
Community Building: The video tab's design encourages viewers to leave comments and reactions, providing you with more opportunities to interact with your audience. Engaging with your audience through video content can help build stronger relationships and foster a more loyal following.
Expanding Reach: Utilizing the video tab effectively can expand your reach on LinkedIn. Videos are more likely to be shared and discovered, helping you to connect with a broader audience and grow your professional network.

LinkedIn’s video tab is more than just a new feature; it’s a response to the changing dynamics of social media consumption.

By embracing this update, content creators can stay ahead of the curve, capitalize on increased engagement opportunities, and ensure their content remains relevant and impactful in an ever-evolving digital landscape.

When is the Video Tab Coming?

The LinkedIn video tab is set to roll out in the coming months, with a phased implementation plan to ensure a smooth transition for all users.

While the exact release date may vary, the information I found indicates that LinkedIn aims to make this feature available to everyone globally within the next quarter.

Early access might be granted to select users or regions as part of a beta testing phase to gather feedback and make any necessary adjustments before the full release.

How Should You Leverage the New Video Feed?

This new LinkedIn video feed presents a fantastic opportunity to enhance your presence and engagement on the platform.

Because let me be clear - these videos will get impressions and engagements.

From what I can see currently, many of the videos featured on this feed are from influencers or popular accounts (even those you don’t follow). For instance, LeVar Burton, from Reading Rainbow, showed up on my new video feed…

LeVar showing up in my feed. I did enjoy reading rainbow as a kid.

However, my hope is that more individuals with smaller audiences will be able to leverage the video tab feed. Enabling the “discovery” of small accounts will be crucial for keeping LinkedIn valuable to professionals.

Here are some strategies to help you make the most of this new feature:

Develop a Video Content Strategy

Plan Your Content: Create a content strategy and schedule regular video uploads. Consistency is key to maintaining audience interest and building a loyal following.
Define Your Goals: Determine what you want to achieve with your video content, whether it's brand awareness, lead generation, or thought leadership. Tailor your videos to align with these goals.
High-Quality Production: Invest in simple equipment and editing software to produce professional-looking videos. Clear audio, good lighting, and sharp visuals can significantly enhance viewer experience. And for short form videos in particular, adding caption overlays can be beneficial.
Engaging Content: Create content that is informative, entertaining, and relevant to your audience. Whether it’s industry insights, how-to guides, or behind-the-scenes looks, ensure your videos provide value.

Optimize for the Platform

Vertical Format: Make sure your videos are optimized for the vertical format, which is preferred for the mobile video tab feed. This ensures a better viewing experience, especially on mobile devices.
Titles and Descriptions: Write catchy titles and detailed descriptions to draw viewers in and provide context. Use keywords that are relevant to your audience to improve discoverability.
Use Tags and Hashtags: Incorporate relevant tags and hashtags to increase the visibility of your videos. This helps in reaching a broader audience and gaining more views.

Encourage Engagement

Clear Calls to Action: Encourage viewers to engage with your content by including clear calls to action. Ask them to like, comment, share, or follow your profile.
Interact with Your Audience: Respond to comments and engage with viewers to build a sense of community. This interaction can lead to stronger relationships and increased loyalty.

By embracing short form videos and incorporating these strategies, you can maximize the impact of your video content. This not only enhances your visibility on the platform but also strengthens your professional brand and fosters deeper connections with your audience.

For this week’s action items, I want you to consider your short form video strategy.

As LinkedIn becomes the last of the major social media networks (Facebook, Instagram, YouTube, X, TikTok) to introduce a dedicated short-form video interface, it becomes important to consider how you will leverage this style of content in your strategy.

Here are action items that you can take this week:

Record and Post a Short-Form Vertical Video: Take the plunge and create a short, engaging vertical video. Share it on LinkedIn as a regular post. Focus on delivering value in a concise and visually appealing format.
Explore the LinkedIn Video Tab: If you have access to the new video tab, spend some time exploring it. Check out how other users are utilizing the feature, and take note of any trends or strategies that stand out.
Seek Inspiration from Top Creators: Look to your favorite creators on Instagram and TikTok for ideas on video style and framework. Observe their techniques, presentation styles, and how they engage their audience. Apply these insights to your LinkedIn video content.

And always, just reach out via comments or a reply with any questions!