That’s the question I asked myself recently…Because something wasn’t adding up.

I was posting short-form videos (under 1 minute and 30 seconds) — the kind that show up in LinkedIn’s new “video-only” feed.

But my engagement didn’t reflect the effort.

So I took a step back and asked a better question:

Where is my network spending its time?

I tested it.

I posted some content exclusively optimized for the short video feed, as well as other content for the general LinkedIn content feed, specifically videos that were over 1 minute and 31 seconds long.

And here’s what I found:

👉 My network is spending more time in the general content feed, not the short-form, video-only feed.

That one insight changed the way I show up on the platform.

It’s not that short videos aren’t valuable, but if your audience isn’t seeing them, your message might not land.

So here’s my recommendation:

Don’t guess. Test.

Try both types of video.

Track which ones get more impressions, reactions, comments, and shares.

Then double down on where the attention is, not where the trends say it should be.

Because the best content isn’t just short or long.

It’s strategic.

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• 1:59 – What sparked the question about LinkedIn Shorts

  
  

• 3:58 – The difference between the video-only feed and the general feed

  
  

• 5:57 – How I tested both formats with my audience

  
  

• 7:56 – The surprising results from my LinkedIn video engagement

  
  

• 9:55 – What this means for your video strategy moving forward