LinkedIn extends short-form video experience to India

India is the second-largest market for LinkedIn after the United States, with over 130 million members in the country

LinkedIn is extending its Instagram Reels-like vertical short-form video experience to India, the Microsoft-owned professional networking platform said on July 16, a bid to tap into the rising consumption of bite-sized content in the country.

LinkedIn joins the ranks of online platforms such as YouTube, Snapchat, Spotify and Netflix who have adopted short-form videos to boost user engagement.

"Videos enable us to present a diverse range of knowledge in a rich and authentic manner, and early results show that Indian professionals are using videos to gain career insights, industry knowledge, and for skill development" the company said in a statement.

LinkedIn started experimenting with the form in March.

India is the second-largest market for LinkedIn after the United States, with over 130 million members.

LinkedIn said it has witnessed a 20 percent year-over-year increase in both membership and engagement in the country, the highest growth rate for the platform anywhere in the world.

LinkedIn will feature a dedicated video tab that will offer short-form video content, focussing on professional and industry-related topics. This includes topics such as career development and inspiration, hiring trends, and workplace culture to light-hearted professional humour.

"Video is one of the fastest growing formats for us with uploads growing 60 percent year-on-year in India. We are seeing incredible engagement from our members, who are increasingly using LinkedIn to stay updated on job trends, build networks, and gain knowledge" said Ajay Dutta, Head of Product Management at LinkedIn India.

Dutta claimed that more than 100 hours of learning content is consumed every minute on LinkedIn, while nearly six people are hired, and over 9,000 connections are formed.

"To support this dynamic community, we’re experimenting with multiple formats—including newsletters, posts, collaborative articles, and videos—to make accessing knowledge easier and help professionals advance in their careers," he said.

LinkedIn forayed into games in May with the launch of three new puzzle games — Pinpoint, Queens, and Crossclimb — that people across the world can play on LinkedIn's mobile app or website.

Globally, LinkedIn has over a billion users. The company reported over $15 billion in revenue in FY23.