LinkedIn is reportedly rolling out its video offering in India, to tap into the growing opportunity in the $5.5 Bn worth short-form video market
India has 759 Mn internet users, which poses an opportunity for digital companies to experiment their service offerings
The average time spent on a post is accurate to measure engagement on any social media platform
Professional networking platform LinkedIn is reportedly rolling out its video offering in India, to tap into the growing opportunity in the $5.5 Bn worth short-form video market.
LinkedIn has observed a 60% increase in video uploads in India, compared with 45% globally, which has given it the confidence that video could open new frontiers of engagement on the platform related to knowledge sharing, career coaching and professional development, ET reported, citing LinkedIn’s vice-president of product management Gyanda Sachdeva.
“So, one of the things that we are really passionate about is increasing the frequency at which economic opportunities are getting created. And we believe knowledge sharing is the pathway to achieve that at a much higher frequency,” Sachdeva was quoted as saying in the report.
Based on Inc42’s report, India has 759 Mn internet users, a number that is set to rise to 900 Mn by 2025. The massive population along with some of the cheapest internet rates in the world, poses an opportunity for digital companies to experiment their service offerings.
LinkedIn has been home to one of the largest job seeking portals. With the space to share knowledge, work updates, job history, take up courses, keep up with daily news and newsletters, and make official announcements, where the platform has expanded to more than just seeking jobs, backed by the strong user engagement.
Sachdeva said the average time spent on a post is accurate to measure engagement on any social media platform, as per the report.
“This helps us understand the depth of what kind of content users want to consume. And with video, these results are very encouraging. We have seen that people who get past the second video in the tab, they go up to as many as ten,” she also said.
Short-video has been a success story for large companies such as Instagram, encouraging them to extend the reel video length to a minute’s length and more from its 30 seconds limit initially.
Also, e-commerce giants have also stepped into the short-video market attracted by the audience’s interests. In a statement, Walmart-backed Flipkart said that more than 75 Mn users watched videos while shopping on the app between January 2024 and June 2024 on its curated video sections ‘Liveshop+’ and ‘Vibes’.
