Tips for Creating Engaging Short-Form Videos on LinkedIn for the Indian Audience

LinkedIn is expanding its Instagram Reels-like short-form video experience to India, the Microsoft-owned professional networking platform announced on July 16. This move aims to tap into the growing appetite for bite-sized content in the country.

By adopting short-form videos, LinkedIn joins platforms like YouTube, Snapchat, Spotify, and Netflix in enhancing user engagement.

“Videos allow us to share a wide range of knowledge in a rich and authentic way. Early results show that Indian professionals are using videos for career insights, industry knowledge, and skill development,” the company stated.

LinkedIn began testing this format in March.

India, with over 130 million members, is LinkedIn’s second-largest market after the United States. The platform has seen a 20% year-over-year increase in both membership and engagement in India, the highest growth rate globally.

LinkedIn will feature a dedicated video tab offering short-form content focused on professional and industry-related topics. This includes career development, hiring trends, workplace culture, and light-hearted professional humor.

“Video is one of our fastest-growing formats, with uploads increasing 60% year-on-year in India. Our members are engaging more, using LinkedIn to stay updated on job trends, build networks, and gain knowledge,” said Ajay Dutta, Head of Product Management at LinkedIn India.

Dutta highlighted that over 100 hours of learning content is consumed every minute on LinkedIn, with nearly six people hired and over 9,000 connections made.

“To support this dynamic community, we’re experimenting with multiple formats—including newsletters, posts, collaborative articles, and videos—to make knowledge more accessible and help professionals advance in their careers,” he added.

In May, LinkedIn launched three new puzzle games — Pinpoint, Queens, and Crossclimb — available on its mobile app and website.

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