LinkedIn is Betting on Video: Your Brand Should, Too

LinkedIn has evolved beyond networking and job hunting—it’s now a content platform that rewards brands and professionals who create engaging, high-quality content. And right now, LinkedIn is leaning into video. 

I recently spoke with reporter Eleanor Hawkins at Axios Communicators about this shift and why video is becoming a key part of LinkedIn’s strategy. 

What’s Driving the Shift? 
Gen Z is stepping into senior decision-making roles, and they’ve grown up with TikTok and video-first platforms. Video is second nature to them—it’s how they learn, share, connect, and consider business decisions.  

With uncertainty around platforms like X and TikTok, LinkedIn is becoming a stable, professional space where human-first video content punches through. At the same time, AI-generated material is flooding feeds, making video an even more valuable way to connect and build trust. 

Why Video Works 
Some of the best-performing LinkedIn content focuses on teaching and learning—and video is a natural fit. Unlike writing long posts or designing complex graphics, short-form video is easy to create, consume, and digest. 

More creators are turning to LinkedIn video, and many from other social media platforms are diversifying to expand and protect their brands. And while LinkedIn’s algorithm isn’t public, one thing is clear: video is being promoted, and those who lean in will see an advantage. 

Authentic, Not Perfect
The content shift? Moving from perfect and polished to authentic and honest. People and brands need to get comfortable with natural, unscripted, mobile-first video rather than overly produced corporate positioning. 

For 20+ years, I’ve worked with executives and brands to help them shape narratives, build credibility, and create communications strategies that resonate. Whether it’s executive visibility, brand storytelling, or LinkedIn as a content platform, the core challenge (and opportunity) remains the same: Piercing through the noise to meaningfully connect.

The momentum behind video on LinkedIn is just one part of a much bigger shift in how thought leadership, trust and influence are built today. The brands and leaders who recognize this—and adapt to the evolving landscape—will stand out.

Roberto Munoz
LinkedIn

Munoz Communications is a strategic communications consultancy supporting startup and Fortune 500 businesses and C-Suite executives through moments of inflection and transformation.

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