LinkedIn has finally launched its much-awaited reel format in India, making video content more accessible for professionals.
LinkedIn has long served as the ideal platform for the professional growth of both individuals and organizations. With time, the platform has executed innovation at scale to keep the community engaged and enhance features for networking. In an effort to gain traction in the fast-paced content consumption behavior, LinkedIn has launched a dedicated short-form reel format in India.
The Microsoft-owned professional platform has its second largest market in India after the USA, with over 130 million active users. Bite-sized content is rapidly growing, with over 60% of users preferring short-form videos over texts. With this move, LinkedIn has joined the likes of Instagram, Facebook, Snapchat, and Netflix who were the early adopter of the short-form video format.
"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," states the company’s official statement.
LinkedIn started experimenting with this new video format in March 2024 and improvised to create an environment that preserves the professional stance of the platform. Before the reel format, it introduced games like Pinpoint, Queens, and Crossclimb, which gained quick popularity in India. The common purpose behind these multiple innovations is to make knowledge more accessible, and help professionals grow in their careers.
In a minute, more than 100 hours of educational content is consumed, an average of 6 people are hired, and around 9,000 connections are formed on LinkedIn. The platform has witnessed the highest-ever YOY growth of 20% in both membership subscriptions and engagement in India.
"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"
- Ajay Dutta, Head of Product Management (LinkedIn India)
The new short-form content will be available in a separate tab, similar to other social media platforms. The topics populating the new format will include inspiration, hiring trends, career development guidance, and work culture-related content. The platform will also promote light-hearted humor to ease the stress in the professional landscape.
