LinkedIn, once a platform dominated by resumes and job postings, has transformed into a dynamic hub for content creators and businesses. In 2025, short-form video stands out as the most powerful tool for capturing attention and driving engagement on the platform. This guide will walk you through the evolution of short-form video on LinkedIn, explore the latest features and trends, reveal advanced tactics for success, and provide actionable strategies for marketers aiming to make an impact. To enhance your skills in leveraging AI for creative ad copy and campaign optimization, consider taking an AI in digital marketing course with certification. This will equip you with the knowledge to optimize your campaigns effectively and create engaging content that resonates with your audience.
LinkedIn’s video journey began modestly, but recent years have seen an explosion in video consumption. As of early 2025, LinkedIn reported a 36% year-over-year increase in total video viewership, with short-form video leading the charge as the fastest-growing content category. This trend mirrors the broader shift in social media, where platforms like TikTok and Instagram have set the standard for engaging, bite-sized content. To capitalize on this trend, marketers are using AI for creative ad copy and campaign optimization to craft compelling narratives that capture user attention. Additionally, learning digital campaign optimization with AI can help refine your strategy to reach a broader audience effectively.
The growth is not just in viewership. LinkedIn’s publisher program, which includes over 500 publishers and journalists, has seen a 67% year-over-year increase in weekly video creation among its members. This surge is fueled by LinkedIn’s ongoing efforts to support video creators through workshops, newsletters, and access to audience demographic data. For those interested in advancing their skills, enrolling in an AI in digital marketing course with certification can provide valuable insights into how AI enhances marketing strategies. Furthermore, understanding how to learn digital campaign optimization with AI can help marketers tailor their content to better engage their audience.
Short-form video thrives on LinkedIn for several reasons. First, professionals are increasingly consuming content on the go, often via mobile devices—57% of LinkedIn users access the platform on their phones. Short videos fit perfectly into this mobile-first landscape, offering quick, digestible insights that can be consumed during a commute or between meetings. Utilizing AI for creative ad copy and campaign optimization can help create mobile-friendly content that resonates with this audience. Moreover, taking an AI in digital marketing course with certification can enhance your ability to craft engaging mobile content.
Second, video content is inherently more engaging. Recent benchmarks show that video posts on LinkedIn now boast an average engagement rate of 5.6%, up from 4% just a year ago. This is significantly higher than image posts (4.85%) and text-only posts (around 4%). The immediacy and authenticity of short-form video make it ideal for capturing attention in a crowded feed. To further boost engagement, marketers are leveraging AI for creative ad copy and campaign optimization to create more personalized and impactful content. Additionally, learning digital campaign optimization with AI can help tailor your content to resonate with your target audience more effectively.
LinkedIn supports a variety of video formats, including horizontal (16x9), square (1x1), and vertical (9x16). While square videos have traditionally dominated mobile feeds, LinkedIn has introduced a dedicated tab for vertical videos, emulating the success of TikTok and Instagram Reels. This feature is tailored for mobile users and reflects LinkedIn’s commitment to staying ahead of content trends. By using AI for creative ad copy and campaign optimization, you can create videos in these formats that are more likely to engage your audience. Moreover, understanding how to learn digital campaign optimization with AI can help you refine your video strategy to better align with these trends.
When it comes to video length, there is no strict rule, but brevity is key. Most successful short-form videos on LinkedIn range from 30 seconds to 2 or 3 minutes. The goal is to deliver value quickly and keep the viewer engaged from start to finish. To enhance video engagement, consider taking an AI in digital marketing course with certification to learn about optimizing video content with AI tools. Additionally, learning digital campaign optimization with AI can help you identify the most effective lengths for your audience.
| Video Format | Best Use Case | Engagement Potential |
|---|---|---|
| Horizontal | Presentations, interviews | Moderate |
| Square | Mobile-friendly content | High |
| Vertical | Stories, quick tips, trends | Highest (mobile) |
Creating high-quality short-form videos is easier than ever, thanks to a range of user-friendly tools. Platforms like Lumen5 and InVideo allow users to transform blog posts or articles into engaging video content. Canva offers templates and design elements to enhance visual appeal. For those new to video, LinkedIn’s own creator tools and analytics provide valuable support and insights. Utilizing AI for creative ad copy and campaign optimization can help refine your video content to better resonate with your audience. Additionally, enrolling in an AI in digital marketing course with certification can enhance your ability to create compelling video narratives.
A critical but often overlooked aspect of video content is accessibility. Most LinkedIn users watch videos without sound, making captions essential for maximizing engagement. Adding captions not only improves accessibility but also increases the likelihood that viewers will watch your video to the end. To optimize your video accessibility, consider using AI tools to generate captions, which can be part of your AI for creative ad copy and campaign optimization strategy. Furthermore, learning digital campaign optimization with AI can help you understand how to best integrate captions into your content strategy.
To stand out on LinkedIn, start with a compelling hook. The GEMS framework—Grab, Engage, Map, Summarize—is a proven method for structuring engaging content. Begin with a surprising statistic, a thought-provoking question, or a visually striking image to capture attention. Then, guide the viewer through your message with clear, concise points, and end with a strong summary or call to action. Utilizing AI for creative ad copy and campaign optimization can help refine your content to better engage your audience. Additionally, taking an AI in digital marketing course with certification can enhance your ability to craft compelling narratives.
Building a community around your content is essential for sustained engagement. Encourage viewers to share their thoughts in the comments, and make a point to respond to these comments. This not only boosts engagement metrics but also fosters a sense of connection and loyalty among your audience. To better engage your community, consider using AI tools to analyze engagement patterns, which is part of learning digital campaign optimization with AI. Moreover, AI for creative ad copy and campaign optimization can help create content that resonates more deeply with your audience.
Influencer partnerships can dramatically amplify your reach and credibility. Collaborating with industry thought leaders or well-known figures in your field can help your content resonate with a broader audience. Here’s a step-by-step guide to finding and working with influencers:
To optimize influencer partnerships, consider using AI tools for content creation and analysis, which can be part of your AI for creative ad copy and campaign optimization strategy. Additionally, learning digital campaign optimization with AI can help refine your influencer marketing approach.
User-generated content (UGC) is another powerful strategy. Encourage your audience to create and share their own videos related to your brand or industry. This not only increases engagement but also provides valuable social proof. To leverage UGC effectively, consider taking an AI in digital marketing course with certification to enhance your content strategy.
Storytelling is at the heart of successful content strategy. Short-form videos offer a unique opportunity to share personal and professional stories that resonate with your audience. Real-world examples, client success stories, or behind-the-scenes glimpses can create a deeper connection and drive engagement. By using AI for creative ad copy and campaign optimization, you can craft more compelling narratives that resonate with your audience. Additionally, learning digital campaign optimization with AI can help refine your storytelling approach to better align with your audience’s interests.
Community building is equally important. By fostering a sense of community around your content, you encourage users to share their experiences and insights. This creates a rich, interactive environment that keeps viewers coming back. To enhance community engagement, consider using AI tools to analyze user behavior, which is part of learning digital campaign optimization with AI. Moreover, AI for creative ad copy and campaign optimization can help create content that resonates more deeply with your audience.
IBM: Leveraging Influencer Partnerships
IBM has successfully used short-form video to showcase its technology and innovation. By partnering with industry influencers and thought leaders, IBM has amplified its reach and built a highly engaged audience. Their videos highlight real-world applications of IBM’s technology, making complex concepts accessible and engaging. To replicate this success, consider using AI for creative ad copy and campaign optimization to refine your content strategy. Additionally, taking an AI in digital marketing course with certification can enhance your ability to craft compelling narratives.
Salesforce: Focus on Storytelling
Salesforce uses short-form video to share customer success stories and thought leadership content. Their videos are concise, visually appealing, and often feature real customers sharing their experiences. This approach not only drives engagement but also builds trust and credibility. By leveraging AI for creative ad copy and campaign optimization, Salesforce can further enhance its storytelling approach. Moreover, learning digital campaign optimization with AI can help refine their content strategy to better resonate with their audience.
HubSpot: Community-Driven Content
HubSpot encourages user-generated content by inviting customers and partners to share their own stories and tips. This strategy has helped HubSpot build a vibrant community of engaged users who actively participate in conversations and share content. To optimize this approach, consider using AI tools to analyze community engagement patterns, which is part of learning digital campaign optimization with AI. Additionally, AI for creative ad copy and campaign optimization can help create content that resonates more deeply with the community.
To ensure your short-form video strategy is effective, it’s essential to track key metrics. LinkedIn provides robust analytics tools that allow you to monitor views, engagement (likes, comments, shares), and click-through rates. These insights help you understand what’s working and where you can improve. By using AI for creative ad copy and campaign optimization, you can refine your strategy based on data-driven insights. Additionally, learning digital campaign optimization with AI can help you better analyze and interpret these metrics.
Beyond LinkedIn’s built-in analytics, third-party tools like Hootsuite Insights and Sprout Social offer deeper insights into your content’s performance. These platforms enable you to track trends, benchmark your performance against industry standards, and refine your strategy over time. To enhance your analytics capabilities, consider taking an AI in digital marketing course with certification to learn about advanced analytics techniques.
Here’s a sample checklist for tracking your video performance:
By leveraging AI for creative ad copy and campaign optimization, you can create more effective content that drives these metrics. Additionally, learning digital campaign optimization with AI can help refine your strategy to improve performance across these metrics.
To help you maximize your short-form video strategy on LinkedIn, here are some actionable tips:
To enhance these strategies, consider using AI for creative ad copy and campaign optimization to refine your content and engagement approach. Additionally, taking an AI in digital marketing course with certification can provide valuable insights into how AI can enhance your marketing efforts. Furthermore, learning digital campaign optimization with AI can help you refine your overall strategy to achieve better results.
While short-form video is the star of the show, don’t overlook other high-performing content types. Native documents, such as PDFs or slideshows, offer a 6.1% average engagement rate, making them ideal for sharing detailed insights or step-by-step guides. Polls have also seen a surge in engagement, doubling their impact in 2024 and now averaging a 4.4% engagement rate. Mixing these formats with your video strategy can further boost your results. By using AI for creative ad copy and campaign optimization, you can create more engaging complementary content that resonates with your audience. Additionally, learning digital campaign optimization with AI can help refine your content mix to achieve better engagement.
Short-form video is revolutionizing engagement on LinkedIn. By leveraging the latest trends and tools, crafting compelling content, and building a vibrant community, you can significantly enhance your presence on the platform. Whether you’re a seasoned marketer or just starting out, incorporating short-form video into your strategy will help you stand out in a crowded digital landscape. To further enhance your skills, consider taking an AI in digital marketing course with certification to learn about leveraging AI for marketing optimization. Additionally, learning digital campaign optimization with AI can help you refine your strategy to better align with the evolving digital landscape. By integrating AI for creative ad copy and campaign optimization into your strategy, you can create more engaging and effective content that drives meaningful engagement.