LINKEDIN IS QUIETLY KILLING VIDEO REACH, AND THE DATA PROVES IT

Summary from the TLDR Marketing newsletter

LinkedIn is pushing short-form video, but performance is dropping. Video views are down 36% year-over-year while engagement per post is only up 7%. At the same time, overall reach has fallen sharply, especially for company pages, as organic visibility shrinks and personal profiles dominate the feed. The 360Brew ranking system prioritizes dwell time and depth of engagement, which favors documents and carousels over video. Despite platform messaging, video is becoming less efficient while text and carousel formats consistently outperform.