LinkedIn’s big bet on TikTok-style video is paying off in a big way

Is LinkedIn the new TikTok? 

Short-form video is now the fastest-growing category on LinkedIn, growing at twice the rate of other post formats on the platform. According to LinkedIn, total video viewership surged 36% in the first quarter of 2025. 

Now, LinkedIn is doubling down on video with new features to boost discovery and engagement. The full-screen vertical video experience, first launched on mobile, is now coming to desktop. Users can tap a video, swipe through more, and explore a new video tab for TikTok-like scrolling.

Videos are also getting front-and-center placement on the platform. Now, when you search a topic, relevant videos will appear in a swipeable carousel. A bigger follow button in the full-screen player makes it easier to keep up with creators, and viewers can check out a quick profile snapshot and other videos without leaving the player. 

For users looking to capitalise on the video push, LinkedIn has also launched nano-learning courses on topics including video hooks, editing, repurposing content, and LinkedIn Live.

“Across LinkedIn, we’re seeing our members have widespread success when it comes to posting short-form video,” Laura Laurenzetti, executive editor of LinkedIn News tells Fast Company. “From small business owners to CEOs to Gen Z creators and more, video on LinkedIn is the new frontier for professional success—which is why we’re excited to be rolling out a suite of new tools that make the video creation and viewing experiences on LinkedIn even stronger.”

While LinkedIn might not be the first place people go to doomscroll, it’s quickly becoming a powerful tool for creators, entrepreneurs, and businesses. Since March 2024, LinkedIn has been pushing hard to attract video creators, launching a TikTok-style vertical feed filled with career advice, industry news, and other content. The move seems to be paying off with video uploads jumping 34% year-over-year in Q4 2024, according to LinkedIn. 

LinkedIn creators are also seeing the results. Top executives are jumping in, with CEO video posts rising 23% in the past year. Deeptech VC Alex Leigh recently reported two million impressions a week after just three months posting consistently three times a day on LinkedIn. Last month, content creator Piper Phillips saw 13.8 million views on a video made on her phone in 10 minutes. “I missed the opportunity to be an early adopter of TikTok and Reels,” she wrote in a post. “I do ~not~ intend on making the same mistake for LinkedIn video.” 

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