Contents
Native video on LinkedIn is video that members record or upload in the LinkedIn app and share as posts, to share their experience and start conversations12. Videos sit in the Feed alongside text, images and livestreams3. A LinkedIn research paper describes using the meaning of post text to find and rank posts in the feed and video tab4. A LinkedIn patent describes using video to share professional expertise, while the LinkedIn Marketing Blog recommends video for organic marketing56.
How video posts work
In its Digital Services Act reports of February 2025 and August 2025, LinkedIn Ireland said the Feed supports recorded videos and links or embeddings of videos posted elsewhere37. For how videos are made, a 2016 LinkedIn patent describes short videos recorded on mobile or portable devices in response to topic prompts, so that experts can share a quick visual view on professional subjects5. Once videos are posted, playback matters too: a January 2019 LinkedIn Engineering post said its video team measures how long videos take to load and uses that data to improve video performance8.
How post text and video engagement feed into ranking
A LinkedIn research paper from May 2024 describes turning the text of every post into a numerical fingerprint of its meaning, ready within minutes of posting, and using it to find and rank posts in the feed and in the video tab4. For video specifically, a Microsoft patent published in May 2023 describes logging several kinds of video engagement and using a trained model to decide whether a candidate video should be chosen when a content request comes in9. In March 2026, a LinkedIn article said posts featuring a video unrelated to their text should no longer gain additional reach10.
Video for organic marketing
Video can help expand organic marketing reach on LinkedIn6. The LinkedIn Marketing Blog said in February 2024 that audiences on LinkedIn are 20 times more likely to share video than other types of content, and that video can give deeper analytics for improving organic marketing6. In June 2024 it also suggested behind-the-scenes insights, product demonstrations and expert interviews to draw attention and encourage interactions17.
How it has changed
- 2017
July
LinkedIn began testing native video with members2.
- 2018
July
Satya Nadella said LinkedIn's record engagement was driven in part by the quality of the feed and video11.
- 2020
July
Satya Nadella said LinkedIn Live streams were up 89 percent since March12.
- 2024
June
LinkedIn launched BrandLink, then called the Wire Program, as described in its April 2025 announcement13.
July
Satya Nadella called video the fastest growing format on LinkedIn, with uploads up 34% year over year14.
- 2025
April
LinkedIn expanded BrandLink to include top creators and more publishers, and introduced sponsorable Shows by LinkedIn13.
April
Satya Nadella said time spent watching videos on LinkedIn was up 36%15.
July
Satya Nadella said video uploads on LinkedIn increased over 20% that year16.
- 2026
March
Tim Jurka announced Feed improvements so that posts with a video unrelated to their text should no longer gain additional reach10.
What you can do
See also
References
- 1Introducing LinkedIn Video: Show Your Experience and Perspective
- 2LinkedIn Video: Share your professional world and start conversations
- 3DSA Systemic Risk Assessment Report, 2024–2025
- 67 Tips For Growing Your Organic Marketing Reach
- 7DSA Systemic Risk Assessment Report and mitigation measures, 2022–2023
- 13Helping brands expand their reach in new ways with video from top creators and publishers
- 17What Do Organic Followers Mean for My LinkedIn Page?