After a viewership increase earlier this 12 months, some LinkedIn creators say their video impressions have slumped within the second half of 2025 — a drop the platform attributes to adjustments in the way it prioritizes video.
Over the previous two months, seven LinkedIn creators and expertise managers have reported a downturn in video impressions on the platform in comparison with the start of 2025, a interval throughout which LinkedIn reported a 36 p.c year-over-year improve in total video viewership.
Video creator Gigi Robinson stated that the primary six months of 2025 have been “phenomenal” by way of video efficiency, together with her movies garnering almost 120 million impressions between January and March of this 12 months. Previously 90 days, nonetheless, Robinson’s cumulative video impressions have dropped into the single-digit tens of millions.
LinkedIn creator Lindsey Gamble stated that his particular person movies usually reached between 40,000 and 70,000 views originally of 2025, however that this determine has declined to “a number of thousand” over the previous month.
“When LinkedIn launched [its dedicated video tab], it was utterly pushing out movies — it was giving tens of millions of impressions,” stated LinkedIn creator Kamya Marwah. “However after it reached its peak, now it not will get impressions. Video takes triple the funding, by way of time, for me to truly produce, and if I’m not getting the ROI, I really feel prefer it’s not value placing in my effort and time.”
When requested in regards to the decline in video viewership, a LinkedIn consultant acknowledged that the efficiency of some creators’ particular person movies had gone down, however stated that this drop was a part of the pure fluctuation in efficiency that occurred because of ongoing checks and adjustments to LinkedIn’s video technique meant to serve extra related movies to focused viewers members fairly than blasting out all video content material throughout all feeds.
“As we evolve, and we see a variety of creation in a format, we have to evolve the best way that we match that content material for the viewers on the opposite aspect,” stated LinkedIn senior director of product growth Lakshman Somasundaram.
Somasundaram stated that LinkedIn video consumption throughout the platform’s video tab had elevated by 40 p.c 12 months over 12 months, with common viewing time growing by 2.2x. He declined to share whether or not total video impressions on LinkedIn have been rising, however stated the reported reductions might be because of the platform’s removing of the video tab for customers outdoors the U.S. in March 2025, as a part of ongoing checks to the format. He stated that the cutting down of LinkedIn’s video tab might be one rationalization for the lower in video efficiency noticed by some creators.
“It’s not a shift within the algorithm, per se. I might contemplate it extra as us doing a greater job of understanding which content material is most related to which members, fairly than any broader algo change,” he stated.
The LinkedIn consultant additionally identified that the latest decline in video impressions was not a common expertise amongst creators on the platform, flagging posts from creators Hiromi Okuyama and Meghana Dar displaying continued will increase of their video impressions on LinkedIn. A consultant of creator Natalie “Company Natalie” Marshall shared that she equally hadn’t seen a dip in video impressions on LinkedIn. Different creators, similar to Colin Rocker, have seen their total month-to-month video impressions proceed to rise even because the efficiency of particular person movies decreases, with Rocker speculating that this was a results of LinkedIn’s algorithm persevering with to floor his older movies to related viewers members.
“You’re constructing a backlog, and that video you made in March doesn’t die or disappear — somebody could also be seeing that video for the primary time immediately, as we’re having this name,” he stated. “And so, as you construct up that snowball impact, month to month, my views have gone up, whereas video to video, the views have gone down.”
As LinkedIn tweaks its algorithm to serve extra related movies to viewers members fairly than blasting out video content material throughout all feeds, creators are adapting by turning into extra deliberate in regards to the movies they put up to LinkedIn, fairly than cross-posting their movies throughout all platforms.
“A restaurant gifted my husband and I an anniversary dinner expertise — is that one thing LinkedIn would need to find out about? The strategy must be totally different,” stated creator Libby Shayo. “It isn’t simply, ‘how cute, we’re going to our anniversary dinner.’ It’s like, ‘how good of a enterprise transfer, to leap in on a particular second.’”
Creators are additionally adjusting the varieties of content material they prioritize on LinkedIn, with some, like creator Terry Rice, now viewing video as a lower-performing format.
“What’s working? It’s infographics which are like cheat sheets — like ‘5 methods to cease studying these items and truly put within the work’ — these blow up very nicely, and so they’re additionally the simplest to make,” Rice stated. “After that’s carousel posts; they’re participating higher for longer-form storytelling. After that, it’s textual content with picture, then video.”
Manufacturers participating in creator advertising on LinkedIn have taken observe of the altering video algorithm and adjusted their strategy accordingly. The social media administration app Hootsuite, for instance, has continued to extend its spending on LinkedIn creator advertising in 2025, however has shifted a lot of its focus from movies to static textual content and picture posts, which Hootsuite social and influencer advertising strategist Eileen Kwok stated carried out higher for the model. Hootsuite has not sworn off of LinkedIn video however is targeted on efficiency, with the model nonetheless generally paying influencers to make branded movies if video is that creator’s best-performing format.
“Video is simply not likely native to the platform, particularly when we have now platforms like TikTok and Instagram which are largely video-heavy, and that’s what customers count on after they go on that platform,” Kwok stated. “For myself, as a model and client, I don’t go on LinkedIn to eat video — I am going on LinkedIn to be taught from thought leaders.”
