The Shifting Landscape of LinkedIn Video Consumption

How Gen Z is Changing the Game

LinkedIn is prioritizing video content more than ever, and there's a clear driving force behind this shift: Gen Z. Understanding these trends has become critical for anyone looking to enhance their professional presence on the platform.

. I'd like to share some key insights א=taken from the EMARKETER report in early
2025.

The Numbers Tell the Story:

60% of all social media content consumed is video—and LinkedIn is taking note

36% year-over-year growth in video content on the platform, with a clear emphasis on short-form

13.6% YoY increase in Gen Z users, making them the fastest-growing demographic on LinkedIn

57% of Gen Z uses short-form videos for product research alone
The New Generation: How Gen Z is Reshaping the Platform

1. Networking & Engagement

LinkedIn saw a 41% increase in content sharing (2023 vs 2021), with Gen Z being a major driver of this trend. According to LinkedIn, "Gen Z added more connections per month on average than any other generation" in 2022. Their active social media behaviors are carried over to this professional platform.

2. New Usage Patterns

Gen Zers are finding LinkedIn's professional atmosphere refreshing compared to the "overly curated or snarky posts common on other social networks."

Simultaneously, they're viewing the platform as more than just a professional networking tool—there's more personal storytelling, entertainment, and news being shared and consumed.

3. Impact on Advertising
LinkedIn currently captures only 5.2% of total social media ad spending. However, as brands look to engage Gen Z, there's been an acceleration of dollars shifting to the platform. According to eMarketer, LinkedIn is projected to reach $7.31 billion in ad revenue in 2024—a double-digit increase, with similar growth of 12.7% YoY expected in 2025.

4. Short & Visual Focus

The short-form video has become essential—Gen Z prefers watching brief videos to reading lengthy content. Most viewing happens on mobile and without sound, making captions non-negotiable.

What This Means for Marketers:

Embrace Short-Form Video - LinkedIn is prioritizing video, especially in the short formats preferred by Gen Z.
Leverage Influencer Marketing - LinkedIn has begun to embrace influencer marketing with the rollout of Thought Leader Ads in March last year, allowing advertisers to "sponsor content from any member—not just employees"

Keep Content Authentic - Gen Z prefers genuine content over overly polished marketing messages.

Vertical Format with Captions - Design for mobile viewing (9:16 ratio) and always include captions.

Personal Narratives - Blend personal and professional stories to connect with LinkedIn's younger audience

Are you seeing these shifts in your LinkedIn engagement? How are you adapting your strategy?

הפוסט פורסם במקור בלינקדאין. לפוסט המקורי