LinkedIn’s strategic bet on video content is yielding impressive results nearly a year after its intensified focus, with significant growth in uploads and viewership.
According to platform data, video uploads surged by 34% in Q4 2024, while total video views jumped by 36% in Q1 2025. This momentum underscores LinkedIn’s evolving role as a hub for professional storytelling and brand engagement through dynamic formats.
Laura Lorenzetti, LinkedIn’s executive director, attributes this success to robust support for creators. Initiatives like masterclasses, LinkedIn Live sessions, and tailored consultations for publishers and brands have empowered content creators to thrive. “We’ve seen creators and brands lean into video to connect authentically with our audience,” Lorenzetti noted.
One standout is Natalie Marshall, known as Corporate Natalie, who has emerged as a LinkedIn video star. Her humorous, relatable takes on corporate life have garnered nearly 150,000 followers on LinkedIn, complementing her millions of followers on Instagram and TikTok.
Marshall’s short-form videos consistently outperform her text-based posts on LinkedIn, where users spend more time watching videos compared to other platforms. This trend highlights LinkedIn’s unique environment, where professionals engage deeply with content that resonates.
Other creators are also seeing the video advantage.
Terry Rice, a content creator, conducted an experiment comparing formats. His video post racked up 181,000 impressions, dwarfing the 786 impressions of a standard text post.
However, the text post edged out video in engagement rate (12.7% versus 0.1%), suggesting that while videos drive reach, text fosters interaction. This duality offers creators flexibility to balance visibility and connection.
Brands are jumping on the video bandwagon with enthusiasm. Brendan Gahan, founder of Creator Authority, reports that campaign budgets for LinkedIn doubled from Q3 to Q4 2024 and are projected to triple in Q1 2025. Clients like Notion are leading the charge, signaling a wave of product-focused video content. “LinkedIn’s professional context makes it ideal for brands to showcase thought leadership and innovation through video,” Gahan said.
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As LinkedIn continues to refine its video ecosystem, the platform is cementing its place as a go-to destination for creators and brands alike. With rising investments and a growing creator community, LinkedIn’s video evolution shows no signs of slowing down in 2025.
Sources: Digiday, CorporateNatalie.com
