by Jaimie Siegle | Advertising Systems Inc.
LinkedIn, the social media platform for professionals, has always been a networking tool. While it remains business-focused, it’s safe to say that the network—which boasts a billion users—is getting even more, well, social.
Like Everywhere Else, Video is “Booming” at LinkedIn
Short-form video content continues to drive the evolution of social media, and LinkedIn is no exception. According to HootSuite, views of video content on LinkedIn have grown 36 percent year-over-year, with many business owners generating much more engagement and impressions vs. on other networks.
LinkedIn says video is “booming,” and thus has released new features and updates to accommodate the trend. With the launch of LinkedIn’s Media Planner, which is similar Facebook’s Meta Business Suite, business owners and/or agencies can estimate ROI of a campaign based upon forecasted data.
AI-Powered Features Go Beyond Content Creation
AI integration goes way beyond spell-checking and copywriting. It goes even further than video creation. LinkedIn’s Sales Navigator is an AI-integrated tool to generate leads and garner insights on prospective customers prior to connecting. The company has also rolled out more capabilities for its ads, from AI-powered campaigns to geo-targeted event promotions that allow a brand to “go live.”
7 Tips to Stoke Success on LinkedIn
For 2026, LinkedIn has invested in video, which tells us to do the same. While you don’t have to start creating your own videos anytime soon, start easy: the next time you stop across a video in your home feed (maybe it’s a clip from a TED talk, or a genius Super Bowl ad from the ‘90s), share it with your community wand see what happens.
Still, the best way to fully leverage LinkedIn is to optimize both your business page and your personal profile. Below are a few best practices for marketing on LinkedIn—aside from, of course, incorporating more video content (the short-form kind, in particular).
- Keep your page fresh by using photos and graphics to your posts, updating your cover image every six months, and create Showcase Pages to highlight certain aspects of your brand or business.
- Take advantage of tools like Content Suggestions, which incorporates trending posts and videos relevant to your targeted audience segment.
- Speaking of content, try adhering to the “4-1-1” ratio: Share 4 pieces of content written by others, plus 1 update from another source, for every 1 post promoting you or your business.
- Use hashtags. This applies to updates as well as video captions, as it helps the algorithm categorize your content and allows users to discover you.
- Post updates that are short and sweet, with around no more than 150 characters. (Remember, more than half of LinkedIn’s users are viewing your post on their mobile device, so the longer your update is, the more space it takes up a phone screen.)
- Be proud of your team and celebrate the little wins. Share your business’s achievements and especially those of your employees. This fosters authentic engagement, which leads to more impressions.
