You have a great opportunity on LinkedIn
Image courtesy of Souvik Banerjee via Unsplash
Who remembers when LinkedIn was essentially a place where you parked your resume and occasionally congratulated a contact on a work anniversary? But if you’ve opened the app lately, you’ve probably noticed a shift. More and more videos have been popping up on the feed. LinkedIn is becoming a destination for high-value, professional short-form content. If you aren't leveraging video on this platform right now, you’re missing out on the most significant organic reach opportunity in the B2B space since 2012.
In 2012, Facebook had massive "organic reach"—meaning if you posted something, almost everyone following you saw it for free. Shortly after, they began favoring paid ads. LinkedIn is currently in that rare "Discovery Phase."
What’s Happening on LinkedIn Right Now?
The "Double Growth" Rate: Research from Sprout Social’s 2025 LinkedIn Guide confirms that video creation is growing at 2x the rate of all other post formats on the platform. This indicates a massive shift in how the algorithm is being fed.
The Shareability Factor: Data from Socialinsider shows that video is the most shared content type on LinkedIn. While text might get "likes," shares are the primary engine for organic reach outside of your immediate network—mimicking the viral loops seen in the early days of Facebook.
Algorithmic Priority: Video watch time on LinkedIn has surged by 36% year-over-year. When a platform sees this much growth, the algorithm prioritizes that format to keep users on the app longer.
Interest-Based Reach: The new vertical video feed allows your content to be served to people who don't even follow you. This is a departure from the traditional "social graph" (where you only see posts from connections) and moves toward an "interest graph."
The Supply-Demand Gap: While video creation is growing at 2x the rate of other formats, the "demand" from users still outweighs the "supply" of high-quality professional video. This creates a vacuum that the algorithm is desperate to fill with your content.
Currently, LinkedIn is leaning heavily into a vertical video feed, mirroring the user experience of TikTok and Instagram Reels.
According to Social Media Today, LinkedIn began aggressively testing a dedicated video tab in 2024 to satisfy a growing hunger for "edu-tainment." People don't just want to read about your industry insights; they want to see and hear you deliver them in a concise, punchy format.
We are seeing a move away from "corporate polish" toward "professional authenticity." This means content that feels personal and immediate but maintains the production standards expected in a business environment. It’s about merging the raw energy of social media with the authority of the boardroom.
What Does This Means for You?
If you work in a marketing firm or an in-house department, this shift has implications for your workflow:
The End of "Pay-to-Play" Dominance: You can reach C-suite executives and decision-makers without an astronomical ad budget, provided your storytelling is sharp.
Trust Over Deepfakes: In an era of AI-generated text, seeing a real person share real expertise builds immediate trust. Video is the fastest way to humanize your company.
The Producer as a Strategist: Companies no longer just need someone to "hit record" at an event. They need producers who can extract "micro-insights" from leadership and turn them into a consistent stream of short-form vertical assets.
Best Practices
If want to transform those white papers into short, engaging LinkedIn videos, here are some things to keep in mind.
1. Prioritize the First 3 Seconds
On LinkedIn, people scroll with a "work mindset." Your hook needs to be visual and verbal. Don't start with an introduction; start with the problem you're solving. For example: "Most B2B videos fail because of this one mistake."
2. Design for the "Sound-Off" Viewer
A staggering percentage of users watch video while in the office or commuting without headphones. Captions are non-negotiable. Use "burned-in" stylized captions that emphasize key words to keep viewers engaged even on mute.
3. Embrace the "Edu-tainment" Balance
Your content should be 80% education and 20% entertainment. Use quick cuts and on-screen graphics to keep the visual pace moving. If you’re discussing a complex data point, show a clean, well-designed chart on screen to reinforce your authority.
4. Think Vertically (9:16)
The "Shorts" style is vertical. If you are shooting on a cinema camera, ensure you are framing for a 9:16 crop so you don’t lose important visual information during the edit.
5. Quality Over "Viral-ity"
In B2B, 500 views from the right people (CEOs and Directors) is worth more than 50,000 views from people who will never buy your product. Keep your content niche and high-quality. As Sprout Social points out, relevance is the key metric for professional engagement.
This current moment is the most significant organic window we’ve seen in a while, so best to take advantage of it while you can.
