LinkedIn, the social network for professionals, is doubling down on video content, announcing a slew of new features to enhance user engagement and attract more creators to its platform. The move comes on the heels of a 36% surge in video uploads compared to last year, with video creation on the platform itself growing by a staggering 100%.

The Microsoft-owned company, which boasts over 1 billion users, is betting big on video to drive revenue growth. With premium subscriptions already exceeding $2 billion in revenue, LinkedIn is poised to leverage its massive user base to boost advertising and paid features. Video, given its popularity and stickiness on social media, is expected to play a key role in this strategy.

One of the most significant updates is the introduction of a full-screen vertical video display for all users, not just those on mobile devices. This feature, which was first launched on mobile, allows users to select single videos and swipe or click to more videos in their feed. While it's not a full-screen player à la TikTok or Instagram, LinkedIn confirms that it's still testing this feature and gathering feedback.

In addition to the new video display, LinkedIn is rolling out several other features to enhance user engagement. A new profile preview feature, for instance, allows users to view a creator's profile without leaving the video, complete with a prominent follow button. The platform is also incorporating more video content into its search results, with a new video carousel appearing alongside other links.

For creators, LinkedIn is developing analytics tools to track average watch times for their content. While this is a small step, it signals the company's intention to provide more analytics features in the coming months, particularly if a full video feed makes its way to general release.

The updates come at a time when LinkedIn is experiencing significant growth, with revenues increasing by 9% in the last year. As the company continues to expand its features and user base, it's likely that video will play an increasingly important role in its monetization strategy. With its massive user base and growing engagement, LinkedIn is well-positioned to capitalize on the popularity of video content and become a major player in the social media landscape.

As the company continues to evolve its video features, it will be fascinating to see how users respond to these changes and how they impact the overall user experience. One thing is clear, however: LinkedIn is committed to making video a central part of its platform, and its latest updates are just the beginning of this journey.