The well-known professional networking site LinkedIn is apparently going to launch its video service in India with the goal of taking a sizable chunk of the growing $5.5 billion short-form video industry.
LinkedIn’s Foray into India’s Video Market
India currently has 759 million internet users, and by 2025, that number is expected to rise to 900 million. Due to their large user base and some of the lowest internet prices in the world, digital businesses like LinkedIn have a great chance to grow their service offerings.
Vice President of Product Management at LinkedIn, Gyanda Sachdeva, emphasised the significant increase in video content on the network. “In India, there has been a 60% surge in video uploads, while the global increase has been 45%. This increase has strengthened our belief that video may stimulate new kinds of professional growth, career mentoring, and knowledge sharing,” Sachdeva told ET.
The Power of Video on LinkedIn
LinkedIn’s move into the video space is a part of a larger plan to improve user interaction and create business opportunities. Sachdeva underscored the platform’s dedication to augmenting the regularity of financial prospects via improved knowledge dissemination. “Knowledge sharing is key to creating economic opportunities at a higher frequency,” she said.
The adoption of video content by LinkedIn is consistent with developments observed on other significant social media networks. Professional networks provide a forum for information sharing, career histories, work updates, courses, news, and official announcements, and they are much more than just a place to look for a job. Due to its diverse strategy and high level of user involvement, LinkedIn has become a vibrant global professional network.
Measuring Engagement: The Role of Video
Sachdeva pointed out that one important indicator of social media engagement is the average amount of time spent on a post. This aids in our comprehension of the depth of content that consumers desire to access. The outcomes with video are really positive. We’ve seen that viewers who stick with the tab past the second video frequently watch up to ten videos,” the representative said.
The potential of this content format is demonstrated by the popularity of short-form video on websites like Instagram, which increased the duration of its reel video from 30 seconds to one minute. LinkedIn wants to expand on and duplicate this achievement in the context of the workplace.
The Competitive Landscape
Several industries, particularly e-commerce, have expressed a great deal of interest in the short-form video industry. For example, Flipkart, a company funded by Walmart, revealed that during the period of January to June 2024, more than 75 million users viewed videos on the app through its ‘Liveshop+’ and ‘Vibes’ sections.
The Future of LinkedIn in India
LinkedIn wants to take advantage of India’s large internet user base and the country’s increasing demand for video content as it expands into the video content market. It is anticipated that the platform’s emphasis on knowledge sharing and professional development via video would spur more growth and new engagement options.
India has a digital environment that is ideal for innovation and experimentation. LinkedIn’s calculated decision to incorporate video products is evidence of its flexibility and dedication to satisfying its users’ changing needs. This programme has the potential to boost LinkedIn’s standing in the business networking industry and support India’s growing digital economy.
Final Thoughts
The impending launch of LinkedIn’s video service in India marks a critical turning point for the platform. LinkedIn wants to improve professional development, increase user engagement, and open up new business prospects by capitalising on the short-form video industry. With the increasing number of Indians using the internet, LinkedIn’s creative approach to content delivery is going to be essential to the nation’s digital future.
