LinkedIn Launches New Video Tools to Boost Engagement Amid 36% Surge in Watch Time

LinkedIn has rolled out a series of new video tools and analytics upgrades as video watch time on the platform has surged by 36% over the past year. Lakshman Somasundaram, LinkedIn’s Director of Product, stated that video creation is growing at twice the rate of other content formats, prompting the platform to expand its video features to meet user demand.

These updates aim to enhance both discovery and engagement for video content. Among the new features, LinkedIn has brought full-screen vertical video playback to desktop users. Initially launched on mobile devices in mid-2024, this feature offers a more immersive experience for desktop viewers. Additionally, algorithmically curated “Videos For You” recommendations have been added to user feeds to help surface relevant content. Search results will also now include video carousels that display topic-related content.

For creators, LinkedIn has introduced new tools designed to boost visibility and improve audience engagement. Profile previews are now embedded within the video player, allowing viewers to explore a creator’s profile without leaving the video. The follow button has also been revamped to encourage easier audience growth. To help creators assess content performance, LinkedIn has added average watch time metrics for posts, enabling a more detailed analysis of viewer engagement.

Somasundaram emphasized that LinkedIn sees video as central to its broader mission of helping users share professional knowledge and create opportunities. Since launching native video features in 2017 and live streaming in 2019, LinkedIn has steadily expanded its video offerings to adapt to changing user behavior. With video consumption growing across digital platforms, LinkedIn is positioning itself to compete more effectively with platforms like YouTube and Instagram, which have already established strong footholds in video content.

The surge in video engagement comes at a time when digital platforms are experiencing increased demand for multimedia content. LinkedIn users are seeking more professional insights through video, and the platform’s new features are designed to streamline both discovery and consumption. The latest tools also aim to reduce friction in the user experience, making it easier for professionals to find valuable video content that aligns with their interests.

To support video creators, LinkedIn Learning has introduced free short-form courses on video production. These courses cover essential skills such as video editing and strategies for hosting LinkedIn Live events. By offering these resources, LinkedIn hopes to encourage more professionals to incorporate video into their communication and branding efforts.

The recent updates are part of LinkedIn’s long-term strategy to solidify its role as a hub for professional video content. According to Somasundaram, video is not only a tool for engagement but also a means to foster stronger connections and collaboration among users. He hinted that additional video enhancements are planned for later this year as LinkedIn continues to refine its approach to video-based networking and knowledge sharing.

For users and creators alike, the changes signal a shift in how LinkedIn approaches content creation and engagement. The platform is investing in tools that cater to the growing appetite for video, recognizing that professionals increasingly turn to video content to stay informed and connected. With these updates, LinkedIn aims to provide a more dynamic and engaging environment that aligns with evolving digital communication trends.

By expanding its video capabilities, LinkedIn hopes to attract more users, boost creator activity, and solidify its place as a key player in the professional content landscape. As the platform continues to innovate in this space, both users and creators stand to benefit from improved tools, enhanced discovery, and better opportunities to connect and grow professionally.