Are vertical videos on LinkedIn just empty calories?
Since the beginning of this year or so, video on this platform has been acting all funny.
The "Video" tab in the LI mobile app is the standard infinite scroll of clips we're familiar with from Insta, YT Shorts, and other platforms.
But the beta nature of the feed, combined with a clear lack of supply in terms of clips, means that many vertical videos will rack up major impressions numbers. It's the quality of those impressions that's the issue.
Usually reactions and comments are decently correlated to impressions — and to more important metrics like DMs and follower count increases. But video content breaks those correlations. Videos that barely clear 100 likes generate 700,000+ impressions and very few new followers.
Pretty obvious that the LI Video tab is much less targeted than the main feed as it ramps.
𝗦𝗼 - 𝗶𝘀 𝗶𝘁 𝘄𝗼𝗿𝘁𝗵 𝗽𝗼𝘀𝘁𝗶𝗻𝗴 𝘃𝗲𝗿𝘁𝗶𝗰𝗮𝗹 𝘃𝗶𝗱𝗲𝗼𝘀?
Probably yes, if only to get the muscle down for when the video tab inevitably improves. This is likely the worst the algo will ever be in terms of tuning to the correct audience.
But may be worth separating out the video content metrics from the rest of your analytics if you're tracking this stuff closely!
Side note - video content also behaves weirdly in the timeline of content generally. Usually the first hour dictates a lot of how a piece on LI will perform, but videos can trundle along for a couple days before exploding later in the week. 🤷♂️
Personally have loved building these podcast clips alongside our stellar video / podcast team here at Carta - the impressions may be a bit random, but I promise the episodes are worth your time!
#insights #linkedin #video #content
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