Video Uploads on LinkedIn Have Grown 34% Year-Over-Year as the Platform Makes a Big Play for Creators

LinkedIn is becoming a bigger platform for creators. The social platform for professionals is a growing tool for creators to build an audience and get brand deals. Creators like Gen Z public speaker Morgan Young, comedian London Lazerson and Jonathan Reid, founder of podcast firm Reidentify, are some of the biggest stars on LinkedIn. They're using new tools like video and newsletters to create unique content that is different from Instagram, YouTube, and X. Jamé Jackson Gadsden is a community manager at LinkedIn whose job is to help creators and users grow their followings based on what resonates with people. This includes identifying trends and sharing insights with creators to stay ahead of the curve. ADWEEK spoke to Gadsden about how creators are using LinkedIn. LinkedIn streaming Video is a big area for LinkedIn. Video content on LinkedIn generates 1.4 times more engagements than text content, Gadsden said. Video uploads to LinkedIn's platform have increased 34% year-over-year through October. Livestreaming is also growing. LinkedIn has had livestreaming tools since 2019 but the format's popularity on TikTok, Instagram, and Amazon has caused creators to use LinkedIn live video more. "Live takes the authenticity and immediacy of video to the next level by bringing people who share your work interests to engage in the natural flow of real-time conversation," Gadsden said. Creator and social strategist Jayde Powell is experimenting with video on LinkedIn and said that she's seen high engagement on the platform compared to X, Instagram, and TikTok. A video about how she created a nail design using Canva's software racked up almost a half million impressions on LinkedIn. "The other platforms couldn't top that," she said. @jaydeipowell #linkedininfluencer #linkedincreators ♬ 1 Thing (Instrumental) - Amerie Riding the newsletter wave LinkedIn is pushing further into newsletters as a way for creators to build audiences. Gadsden said that LinkedIn newsletters are a vital way that creators share professional knowledge while building a community. In June, LinkedIn added the ability to design cover images and embed member profiles and pages directly into newsletters. As of October, LinkedIn has more than 221,580 newsletters with more than 123 million unique subscribers. Creator economy expert and former CEO of VidCon Jim Louderback's Inside the Creator Economy newsletter has more than 30,000 subscribers. And Marketer Aliza Licht's Leave Your Mark newsletter shares career advice with nearly 20,000 subscribers. News is also growing on LinkedIn. Views on news-related posts grew 20% year-over-year through October, according to LinkedIn. LinkedIn brand deals Creators with large social followings on YouTube and Instagram might be surprised that they can get brand deals and speaking opportunities on LinkedIn, Gadsden said. For example, a creator's post can get noticed by CEOs and top business execs. LinkedIn content can also lead to non-advertising revenue like royalties from LinkedIn Learning courses. "You’re putting yourself in the sight of top industry insiders," she said. Powell also has a presence on X and Instagram, but she said that her content on LinkedIn has led to brand deals for Skillshare, Archive, and OpusClip. "It wasn’t until I began being intentional about posting on LinkedIn that I saw the fruits of my labor," said Powell. While Powell has tested video posts on LinkedIn, she said that she's seen the most success with text-based content. "LinkedIn is very similar to Twitter in that people like to read," she said. She said that although people enjoy long-form content on LinkedIn, she prefers to keep her posts "short and sweet." "People can see me—what I think and believe—and I feel that makes me appear more 'human' than what my experience can show," she said.

Influencers & Creators

Video Uploads on LinkedIn Have Grown 34% Year-Over-Year as the Platform Makes a Big Play for Creators

LinkedIn is also investing in tools for newsletters

Colin Daniels

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