Home Digital TV and Video LinkedIn Launches Native Video To Boost In-Feed Engagement

LinkedIn Launches Native Video To Boost In-Feed Engagement

SHARE:

LinkedIn is rolling out native video, which will allow users to record and upload video directly to the platform, the company said Tuesday, after a beta test that began earlier this year.

The tool will gradually be available to all individual LinkedIn members over the next few weeks. LinkedIn expects to make the tool available to companies as well within a few months.

LinkedIn’s video offering is autoplay without sound and qualifies a view at three seconds – similar to Facebook.

The maximum length for a video is 10 minutes, though LinkedIn recommends durations be between 30 seconds and five minutes.

Given Facebook debuted native video well over two years ago, LinkedIn is late to the race. But LinkedIn is looking for ways to increase member engagement, and in-feed video is a logical next step.

And despite comparisons to Facebook’s offering, LinkedIn thinks its video offering is uniquely positioned.

“Audience analytics are a key differentiator,” said Peter Roybal, senior product manager for LinkedIn. “Creators are able to learn about the audience for their video by seeing the job titles, companies and locations of people who watched, as well as the number of comments and likes.”

LinkedIn aggregates that info, so a marketer could only see their video viewers’ roles or companies.

And although LinkedIn is mum on its plans for monetization in native video (there is no revenue share yet for creators and no pre-roll), there are implications for advertisers given LinkedIn’s breadth of demographic information around business audiences.

“Marketers can reach a relevant professional audience through organic sharing – people recommending videos to others in their professional networks,” Roybal said. “We’re also seeing that video is being shared 20 times more than other content types.”

But data notwithstanding, LinkedIn still needs to work out both video measurement and video monetization. Paid video on LinkedIn exists, but it’s not supported by LinkedIn itself.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Instead, it’s mostly driven by referrals to other sites – like YouTube or Vimeo, said Vinodini Suresh, social advertising strategist at B2B media agency DWA. “[LinkedIn’s video products] will be a great tool for B2B marketers once the video is hosted on LinkedIn and can drive traffic to the advertiser’s landing page.”

And marketers will want more video-specific metrics as well, she added.

“We’re currently unable to get video performance within LinkedIn Campaign Manager, which would be helpful for measurement on our end,” Suresh said. “We can only see how many times a video was served or clicked on, but nothing specific to video (e.g., three-second view, completion, etc.).”

Must Read

CleanTap Says It Easily Fooled Programmatic Tech With Spoofed CTV Devices

CleanTap claims that 100% of the invalid traffic it spoofed was accepted into live auctions run by programmatic platforms and was successfully bid on by advertisers.

HUMAN Expands Its IVT Detection Tool Kit With A New Product For Advertisers, Not Platforms

HUMAN has recently started complementing its bid request analysis by analyzing the time between when a bot clicks an ad and when the landing page loads. Now it’s offering the solution to individual advertisers.

Index Exchange Launches A Data Marketplace For Sell-Side Curation

Through Index Exchange’s data vendor marketplace, curators gain access to third-party data sets without needing their own integrations.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Can Publishers Trust The Trade Desk’s New Wrapper?

TTD says OpenAds is not just a reaction to Prebid’s TID change, but a new model for fairer, more transparent ad auctions. So what does the DSP need to do to get publishers to adopt its new auction wrapper?

Scott Spencer’s New Startup Wants To Help Users Monetize Their Online Advertising Data

What happens when an ad tech developer partners with a cybersecurity expert to start a new company? You end up with a consumer product that is both a privacy software service and a programmatic advertising ID.

Former FTC commissioner Alvaro Bedoya speaks to AdExchanger Managing Editor Allison Schiff at Programmatic IO NY 2025.

Advertisers Probably Shouldn’t Target Teens At All, Cautions Former FTC Commissioner

Alvaro Bedoya shared his qualms with digital advertising’s more controversial targeting tactics and how kids use gen AI and social media.