LinkedIn Launches In-Feed Video Carousels: What It Means for Marketers
LinkedIn is evolving once again, introducing In-Feed Video Carousels to its platform. This new feature is part of LinkedIn’s broader strategy to integrate more dynamic and visually engaging content, aligning with the growing trend of video-first communication.
Key Features of LinkedIn’s Video Carousels
- Visually Engaging Format: Video carousels are side-scrolling collections of videos, carefully curated by LinkedIn’s algorithms based on user behavior and professional interests.
- Immersive Viewing Experience: Videos start as previews and expand into full-screen, vertical formats when tapped, offering a TikTok-inspired viewing experience.
- Tailored Content Delivery: The carousels are designed to deliver content that is highly relevant to each user’s professional goals and interests.
The Strategic Importance of Video on LinkedIn
- Enhanced Engagement: Video content is becoming increasingly important for networking, branding, and communication on LinkedIn, offering a more personal way to connect with audiences.
- Rising Popularity: Video is the fastest-growing content type on LinkedIn, with significant increases in video submissions highlighting a shift towards video for professional storytelling.
Potential Benefits of In-Feed Video Carousels
- Non-Intrusive Experimentation: Carousels allow LinkedIn to introduce video content without disrupting the user experience, making it easier to test and adjust based on feedback.
- New Opportunities for Marketers: Marketers can use video carousels to showcase content in an engaging, visually compelling format, capturing the attention of LinkedIn’s professional audience.
- Personalized Engagement: Algorithmically selected videos increase the likelihood of users encountering content that aligns with their career goals, boosting engagement.
Challenges and Considerations
- Balancing Professionalism: While the short-form, TikTok-inspired video format is popular on other platforms, it may not fully meet the expectations of LinkedIn’s professional user base.
- Learning from Past Experiments: LinkedIn’s previous attempt with Stories struggled to gain traction, highlighting the challenge of introducing new content formats that align with user preferences.
A Promising Yet Uncertain Future LinkedIn’s Video Carousels represent a bold step toward integrating video content into professional networking. The success of this feature will depend on how well it resonates with LinkedIn’s user base and whether it can effectively balance modern, engaging media with the platform’s professional focus.
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