18 June 2025
LinkedIn at a Billion-Plus: The Quiet Giant Learns to Love Video
Digital Marketing
18 June 2025
LinkedIn now claims well over a billion members, and it has spent the past year doing something once unthinkable: chasing video. A TikTok-style vertical video feed has rolled out, and the platform reports video watch time growing by more than a third year on year — the fastest-growing format on the site.
Why LinkedIn is the under-priced channel
- Almost nobody posts. The overwhelming majority of members only lurk. Modest, consistent posting puts you in a tiny minority — competition for attention is a fraction of Instagram's.
- Organic reach still exists here. A good post from a personal profile can reach thousands without a penny of ad spend — a claim no other major platform can honestly make.
- The audience is the buying committee. If you sell to businesses, the people who approve purchases are here, during work hours, in a work mindset.
What works (it isn't corporate)
Personal profiles outperform company pages dramatically. Lessons from real jobs, opinions with reasons, short talking-head videos with captions, and comments on others' posts — the platform now rewards being a knowledgeable human, not a logo. One genuinely useful post a week beats daily filler everywhere on earth, but especially here.