LinkedIn is launching a new vertical video carousel feature, embracing the latest trends in content delivery. Initially tested in March of this year, the feature has reportedly led to a surge in engagement and posting activity on the platform. LinkedIn now sees approximately 1.5 million pieces of content being posted every minute, reflecting the feature’s popularity and impact. While some users question whether this video-centric approach aligns with LinkedIn’s traditionally professional environment, the feature seems to resonate strongly with younger audiences, possibly due to its resemblance to TikTok’s video style.
A New Era for LinkedIn Content
The introduction of vertical video carousels marks a notable departure from LinkedIn’s conventional content formats. This new feature allows users to post multiple videos within a single carousel, offering a dynamic way to showcase content. For marketers, this represents a significant shift in how they can engage with their audience. Instead of relying on static posts or single video uploads, brands can now use the carousel format to tell more comprehensive stories and capture attention more effectively.
The ability to present a sequence of videos in a single ad format enables marketers to craft richer and more immersive content experiences. This new feature encourages creativity, allowing brands to highlight different aspects of their products or services in a single post. For instance, a company could use a carousel to showcase various features of a new product, share customer testimonials, or provide a behind-the-scenes look at their operations. The potential for dynamic storytelling is vast, offering an opportunity for more engaging and interactive content.
Implications for Marketers
The shift towards vertical video carousels introduces both opportunities and challenges for marketers. On the one hand, this format provides a fresh way to engage with LinkedIn’s audience, potentially increasing visibility and interaction. The carousel format’s alignment with popular video styles on platforms like TikTok may help brands connect with younger, more digitally native users who are accustomed to consuming content in a similar way.
On the other hand, the new feature may also lead to increased scrutiny regarding content quality and user experience. As LinkedIn continues to maintain its professional ethos, marketers will need to ensure that their video carousels are both relevant and authentic. This could mean prioritizing high production values, ensuring that content is professionally presented, and maintaining a focus on delivering value to the audience.
Best Practices for Leveraging Video Carousels
To make the most of LinkedIn’s vertical video carousel feature, marketers should consider the following best practices:
Focus on Quality: Ensure that each video within the carousel is well-produced and adds value to the overall content experience. High-quality visuals and sound can significantly impact engagement.
Tell a Story: Use the carousel format to create a cohesive narrative. Each video should contribute to a larger story, helping to keep viewers engaged and encourage them to swipe through all the content.
Stay Professional: While the format allows for creative freedom, maintain LinkedIn’s professional tone and ensure that content aligns with the platform’s expectations and user preferences.
Analyze and Optimize: Monitor the performance of your video carousels using LinkedIn’s analytics tools. Pay attention to engagement metrics and adjust your strategy based on what resonates best with your audience.
LinkedIn’s new vertical video carousel feature represents a significant evolution in how content can be delivered and consumed on the platform. For marketers, this offers an exciting opportunity to enhance engagement and storytelling through dynamic video content. By leveraging this feature effectively and adhering to best practices, brands can potentially see improved engagement and stronger connections with their audience.
