LinkedIn has launched a new campaign in the UK highlighting its recently updated video feed.
The campaign, named "Know-How That Sticks," was partnered with VCCP London to show how, more so than any other type of professional, younger professionals could use LinkedIn's video feed to advance their career via three short video adverts.
Conceptually, the videos were meant to provide a gateway for younger audiences into LinkedIn's professional knowledge base because younger audiences often get lost when starting out in any given industry.

And given that short-form video content is more popular among the younger audiences, it does make sense for LinkedIn to play that angle, at the same time emphasizing the growth in its video uploads database. After all, LinkedIn just announced that video uploads on the platform are growing at 34% year-over-year; video posts yield engagement 40% of the time, up from text updates.

One month ago, LinkedIn introduced yet another new dedicated video tab in the app, now guiding users through to some TikTok-like interface consisting of full-screen, scrolling video updates.

But hey, I don't know, I'm not even sure that this is something that's going to pay off for LinkedIn as hopefully it does.

Much like Stories, which LinkedIn also tried, the problem for LinkedIn is that the content that posts to the app doesn't really translate well to the trending content formats. And that's because, quite frankly, it's just boring, because how many times have you read one of those self-promotional inspirational career guidance posts in your LI feed and thought, "You know I would really love to see this in video form"?

I'm guessing never, and the challenge that LinkedIn has, despite now hosting more video content, is that the majority of the videos being uploaded to the app are not entertaining, and are just those same wannabe career advice influencers pumping out "Top Tips" content, that's not that engaging.

But again, LinkedIn is always updating its algorithm and is always saying it's creating "record levels" of user engagement. Maybe over time, it'll be able to build up a customized, personalized feed of video content to get each user engaged.

But I don't think it's a winner. And even with ad campaigns that help raise awareness of its video posts, if the videos themselves aren't engaging, young users won't keep coming back.

But video generates more engagement, and young people are more likely to engage with video content, so it makes sense, conceptually, for LinkedIn to angle its push around this element.

I just don't think that it has the content of algorithm to support it yet.