Over the last 30 days, we tested short-form videos vs. traditional blog posts on LinkedIn—tracking everything from impressions and engagement to profile views and website visits.
Key Takeaways:
👀 Engagement was up 290%, and impressions rose 408%, mostly thanks to video.
📽️ Videos were 5x more likely to be shared and received more reactions, but blogs drove more profile views and comments.
🌍 90%+ of reach came from 1st connections—raising questions about LinkedIn’s promise to expand visibility. More on this in the full report below.
Paid promotion and Premium didn’t yield meaningful ROI (CTR was just 0.13%).
The Bottom Line: Video is trending, but don’t look for it to move the needle on business impact. It is an awareness tool to inform your existing audience.
The key insight: LinkedIn’s algorithm favors content consumers more than creators—the future of your feed will be more content from less creators. For creators, it will be very difficult to grow your audience outside your existing network…even using paid promotions.
To learn more download our e-book.
