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  • Writer's pictureChris Brosnahan

Why a LinkedIn short video feed is so exciting for healthcare comms

A woman filming herself using a smartphone

LinkedIn has confirmed that it’s currently experimenting with a short video feed, TikTok-style. This has rather split opinion online, with some seeing it as a mix that won’t work, while others see it as an exciting move.

We’re in the second camp here at Wallace Health. Here’s why.

1 – Short video has more engagement than any other type of content.

Across different platforms, the level of engagement for short video content is really high. According to NP Digital, short video content delivers twice the engagement of longer-form video, and three times as much as other content like memes. As a result, this becoming a new option on a pre-existing platform is good news – especially one that’s already highly mobile-focused.

2 – LinkedIn is bigger for b2b lead generation

LinkedIn isn’t like other social networks. Because it’s so professionally focused, it remains an absolute powerhouse for b2b lead generation. Research by Straits showed that it’s responsible for over 80% of b2b leads generated by social media. That’s compared to just 13% for Twitter and 7% for Facebook.

3 – LinkedIn’s focus on quality content

The main concern around short videos on LinkedIn is that it might be distracting or irrelevant. But, as long as the feed remains business-focused, it could be very different to TikTok, Instagram Stories or Facebook Reels. Last year, LinkedIn refocused its algorithm to focus on quality content that shares knowledge or advice. This drive will be the difference-maker when it comes to the type of content that turns up in your feed. You’ll be likely to see more relevant content focused on your interests and fewer videos of cute dogs (so it’s not all good news).

The possibilities here are genuinely exciting. The leading b2b social media platform taking on content that’s most likely to drive engagement? If you’re in a position to take advantage of that, it’s a huge opportunity. And the time while we’re waiting for LinkedIn to fully launch this is a great time to get ahead of the competition.

Whether you’re looking to repurpose your existing video content or create videos that could make the most of the LinkedIn short video opportunity, get in touch with us. We can help you out.

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