LinkedIn video use surges as CEOs become influencers

The C-suite is embracing video formats on LinkedIn as they boost engagement with their personal and professional brands via the platform.

LinkedIn ANZ country manager Matt Tindale.

Video is the fastest-growing format on LinkedIn, with local uploads surging 44 per cent year-on-year amid strengthening engagement among the C-suite.

Video formats are spurring 1.4 times more engagement than other formats on the professional platform, according to data released by the company.

The growth coincides with an increase in activity across LinkedIn as Australian executives spend more time interacting with peers on the platform.

Posts on the platform by chief executives have increased by 23 per cent since 2023, with those posts receiving four times more impressions, on average, than other LinkedIn members.

LinkedIn ANZ country manager Matt Tindale said the platform had evolved into an important channel for executives to communicate with relevant audiences such as employees, investors, shareholders, peers and government.

“CEOs are increasingly more active on the platform … and using it more and more as a priority channel for communications,” he said.

“We’re seeing a lot of the C-suite – CEOs, CFOs, CMOs, and senior leaders in all areas – using it for quarterly results, launches and announcements.”

ANZ chief executive Shayne Elliot, CSL managing director Paul McKenzie and RUOK chief executive Katherine Newton are among a host of executives who are driving strong engagement on LinkedIn through their use of video.

Mr Tindale said the increased video content was part of a growing trend among executives to curate content on the platform to promote both their business and their personal brand.

“As a CEO, CFO, CMO, any business person within an organisation, they are an influencer in regards to their brand, both personally at a professional level, but also the company and where they work, that has become much more important as well.”

Other influential executives such as Boost Juice founder Janine Allis and entrepreneur Mark Bouris are also leveraging video across the platform.

LinkedIn Australia has 15 million members.