Ask Freddy: Are LinkedIn Short Videos Worth Making?

Q: Hi Freddy,

TikTok has been thriving with short-form content, and its growth shows no signs of slowing. Do you think creating video content on LinkedIn could be an effective way to enhance outreach and connect with recruiters or new connections?

— J. in L.A.

A: Hey J:

At this stage, it’s too soon to know whether these shorts have an audience, especially since they’re primarily visible on the mobile app. I’ve heard that the vanity metrics are very high, but that could simply be LinkedIn goosing the numbers to attract more creators.

In terms of content, I’ve not been impressed with the videos I’ve seen — they’re mostly from people I don’t know, and there are a lot of toothy grins, as if the creators are selling products instead of dispensing business insights. I also can’t seem to control who I’m seeing in my feed. Since LinkedIn isn’t helping separate the experts from the charlatans, watching business advice from strangers feels like a massive waste of time.

For several years now, I have encouraged my students to make videos for LinkedIn, since the algorithm does favor videos uploaded straight to the platform. But I would recommend a more serious approach than these TikTok-style shorts. Look at the videos of Professor Scott Galloway for a good model; he doesn’t hold back on his personality and perspectives, but he comes across as an expert, not as a narcissist hoping to score more likes.

I hope that helps!

— Freddy

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