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What LinkedIn’s TikTok outreach says about influence, format, and how we show up
Last week, LinkedIn sent out branded briefcases to a handful of TikTok creators.
The kind of briefcase that usually holds contracts or quarterly reports, this time packed with ring lights, tripods, and other tools of the video trade.
It’s clever marketing. But it also signals something bigger:
The platform, once known for its polished professionalism, is leaning into video-first creators from a platform built on charisma, chaos, and camera angles.
So what does that mean for the rest of us?
1. Format is the message
Video isn’t just trending, it’s outperforming.
According to Zebracat’s 2025 LinkedIn Video Report, the average engagement rate for video posts is 5.1%, compared to 2.8% for non-video posts. That’s nearly double the traction.
This isn’t about chasing trends. It’s about recognizing that how we share is just as important as what we say.
If you’re still defaulting to static posts or long-form text, it might be time to experiment. Not because LinkedIn says so, but because your audience is already watching.
2. Tone is shifting, not disappearing
The rise of TikTok-style storytelling doesn’t mean we all need to start pointing at captions or dancing in our kitchens.
But it does mean that clarity, energy, and a bit of personality are becoming the new markers of credibility.
If you’ve been building with thoughtful posts, helpful comments, and a clear voice, you’re not behind. You’re just one format tweak away from even more traction.
3. LinkedIn is adapting — maybe a little late
This is about LinkedIn realizing that attention is shifting, and broadening its perspective to stay relevant.
While they’re sending briefcases to creators from other platforms, many of the creators already here, those building trust, showing up consistently, and shaping conversations, have gone largely unacknowledged.
Still, the message is clear: video is no longer optional. It’s part of how we communicate, connect, and build credibility.
If you’re experimenting with video, you’re already aligned with where the platform is headed.
TL;DR:
You don’t need a briefcase to show up.
Just a message worth sharing, and a format that fits.
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