LinkedIn has noted a 36% rise in video watch time year-over-year and a rapid growth of short-form video. Video posts enjoy a sharing rate 20 times higher than other content formats. LinkedIn’s report on video storytelling draws from over 13,000 B2B video ads, highlighting the importance of creativity over production budgets. It outlines five key principles for video engagement, applicable to both ads and organic content. The report serves as a resource for creators looking to enhance their video strategy on LinkedIn.
LinkedIn reported that video watch time rose 36% year-over-year in 2024, with short-form video creation growing at twice the rate of other post formats.
Video posts are shared 20x more than any other content type, indicating their effectiveness in engaging audiences on the platform.
The best performing videos were not necessarily the most impressive in production but were creatively intentional, emotionally grounded, and culturally in tune.
The report identifies five key principles that drive LinkedIn video engagement, important for planning both ads and organic video posts.
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