## The Evolution of LinkedIn: The State of Short-Form Video Content (June 2025) in Australia, Vietnam, and Malaysia

LinkedIn, traditionally a platform reserved for professional networking and corporate content, is undergoing a profound transformation. The integration and exponential rise of short-form, content-first video formats signal a new era—not just for the platform but for business engagement across key growth markets like Australia, Vietnam, and Malaysia.

This article examines the current state, challenges, and opportunities of LinkedIn’s short-form video boom in these regions, segmented by company size (SMEs, Medium, MNC/Large). We conclude with a comparative analysis of incumbent companies versus emerging disruptors in leveraging this trend.

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## LinkedIn’s Short-Form Video Surge: The Latest Data

LinkedIn’s sustained push into video is yielding results:

- Total video viewership on the platform jumped 36% year-over-year for the period from late October 2024 to late January 2025[1][3][4].
- Short-form video content is not only the fastest-growing format but is being created at twice the rate of other post types[1][3].
- Weekly video creation from publishers and journalists in LinkedIn’s publisher program is up 67% year-over-year[1].
- Best practices for engagement involve video lengths under 60 seconds, optimizing for silent autoplay, and adding on-screen text or captions[2][5].
- The platform’s new short-form video tools, though still being rolled out and tested, are now prominent in the iOS mobile app and increasingly accessed across Asia-Pacific markets[5].

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## Australia, Vietnam, Malaysia: LinkedIn Video Adoption by Company Size

### **SMEs (Small and Medium Enterprises)**

#### Australia

- **Opportunities**:
  - SMEs in Australia find short-form video especially effective for showcasing thought leadership, quick updates, and recruitment campaigns, as well as for increasing organic reach without large advertising budgets.
  - Videos tailored to talent acquisition and employee branding help smaller companies stand out against bigger corporate players.
- **Challenges**:
  - Content fatigue risk due to employees engaging on multiple platforms in both work and personal capacities.
  - Limited resources for professional video production can make competing at quality levels harder.
- **Observations**:
  - Australian SMEs are increasingly collaborating with local professional creators to produce concise content highlighting company culture and innovation[4][5].

#### Vietnam

- **Opportunities**:
  - Vietnamese SMEs are using LinkedIn’s short-form videos to access new B2B networks domestically and internationally, and to educate about local market trends.
  - Young, tech-savvy workforces are quick to adapt; this supports branding and recruitment.
- **Challenges**:
  - LinkedIn lags in user penetration versus Facebook or Zalo, demanding extra effort to shift audience habits.
  - CPM and CPC rates remain high relative to Vietnam’s per capita advertising spend.
- **Observations**:
  - Early adopters in Vietnam are local tech startups and creative agencies showcasing client success stories[1][5].

#### Malaysia

- **Opportunities**:
  - Malaysian SMEs leverage short video to highlight unique business stories, diversity, and CSR initiatives.
  - Effective for rapid-fire product demonstrations and event highlights.
- **Challenges**:
  - As with Vietnam, the high cost of LinkedIn advertising is a deterrent.
  - The platform’s professional tone means content must walk a fine line between casual and credible[5].
- **Observations**:
  - Growth is strongest in urban centers (Kuala Lumpur, Penang) where English proficiency and digital acumen are high.

### **Medium-Sized Enterprises**

#### Australia

- **Opportunities**:
  - Often more agile than MNCs, these companies can quickly pilot and measure campaigns.
  - Focus is on employer branding, learning & development, and rapid response to industry news.
- **Challenges**:
  - Standing out amidst a flood of similar content from competitors.
- **Observations**:
  - Many are blending video with employee advocacy programs[4].

#### Vietnam

- **Opportunities**:
  - Companies in fast-growing sectors (e.g., fintech, logistics) use short video for both internal training and external promotion.
- **Challenges**:
  - Resource allocation—balancing video with other marketing channels.
  - Language barrier: English-dominant content may miss local audiences; localization is needed.
- **Observations**:
  - Use of multilingual subtitles and regional case studies is on the rise.

#### Malaysia

- **Opportunities**:
  - Videos are driving cross-border B2B partnerships (notably with Singapore and Indonesia).
  - Recruiting experienced talent with visual “day in the life” snippets.
- **Challenges**:
  - Keeping up with international competitors’ production values.
- **Observations**:
  - Partnerships with universities and local influencers aid in content distribution.

### **MNCs/Large Enterprises**

#### Australia

- **Opportunities**:
  - Large companies enjoy brand recognition, enabling broad reach for leadership interviews, ESG highlights, and large-scale hiring campaigns.
- **Challenges**:
  - Risk of appearing impersonal or too corporate, especially as the tone of LinkedIn shifts toward more authentic, less scripted video.
  - Regulatory pressures around disclosures.
- **Observations**:
  - Some are adopting internally developed “LinkedIn Shorts” studios for timely content.

#### Vietnam

- **Opportunities**:
  - MNCs leverage global assets for professional-looking content localized for Vietnam’s market needs.
  - Sectoral leadership: Banking, FMCG, and telecoms lead in short-form thought leadership.
- **Challenges**:
  - Content relevance: Global campaigns may not always resonate culturally.
- **Observations**:
  - Partnering with local agencies is key for impact.

#### Malaysia

- **Opportunities**:
  - MNCs are piloting short-form video for employer branding, especially around DEI (Diversity, Equity, and Inclusion) and graduate programs.
- **Challenges**:
  - Maintaining consistent brand tone across diverse regions.
- **Observations**:
  - Robust compliance teams involved to vet every video.

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## Key Challenges Across the Board

- **Content Fatigue:** With professionals now exposed to short video both at work (LinkedIn) and leisure (TikTok, Instagram, Facebook), user fatigue is a genuine threat across market segments.
- **High CPM/CPC:** LinkedIn remains one of the most expensive platforms for paid media, potentially reducing ROI for advertisers, especially in emerging markets like Vietnam and Malaysia[1][5].
- **Professional Relevance:** Striking the right balance between engaging and polished content versus overly informal, “Instagrammable” video is a constant tension, especially for more traditional sectors and large companies[5].
- **Localization:** English-focused content may miss large segments of the Vietnamese and Malaysian professional markets, necessitating subtitles or regionally relevant content[5].
- **Measurement and Attribution:** Short-form video’s viral nature makes campaign ROI and lead attribution more complex to measure, particularly for B2B lead generation[2][3].

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## Opportunities in Short-Form Video for LinkedIn

- **First-Mover Advantage:** Brands that build video capabilities now can seize outsized organic reach due to the platform’s algorithmic prioritization of video[1][4].
- **Employer Branding:** Authentic, employee-led videos (“day in the life,” culture stories) humanize brands and can help attract scarce talent, particularly for SMEs and medium-sized enterprises[3][4].
- **Sales and Lead Generation:** Short, persuasive videos can support outbound sales and nurture consideration for high-value B2B offerings.
- **Corporate Thought Leadership:** Senior leaders can gain industry influence through concise commentary on trends, news, and innovation, reaching audiences beyond traditional PR[5].
- **Professional Education:** Tutorial and explainer videos (with captions for silent autoplay) support upskilling and continuing education, relevant across all market segments[2].

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## Best Practices & Recommendations

- **For SMEs:** Begin with simple, authentic video content—think founder updates, client testimonials, or Q&A—using captions and local languages. Focus on “value over polish.”
- **For Medium Enterprises:** Invest in storytelling and multi-part video series, balancing professional production with the agility of in-house talent. Localize content for better relevance.
- **For MNC/Large Enterprises:** Dedicate internal teams to video, establish strong governance for brand and compliance, and collaborate with local agencies to ensure cultural fit.

**All segments should:** 
- Optimize every video for silent autoplay (captions/on-screen text).
- Keep videos under 60 seconds for higher completion and engagement rates[2].
- Use analytics tools to continuously measure and refine video performance.

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## Comparison: Incumbents vs Disruptors

| Company Type       | Approach          | Strengths                                                      | Weaknesses                                                   |
|--------------------|-------------------|----------------------------------------------------------------|--------------------------------------------------------------|
| Incumbents (Large/MNC) | Professional, highly produced content; compliance-driven | Trust, scale, consistency, global reach                       | May appear stale or inauthentic, slower to adopt new trends  |
| Disruptors/Challengers | Agile, experimental, authentic, niche-specific                | Relatable, fast-moving, taps into viral trends                | May lack polish/resources, sometimes inconsistency in tone   |

- In Australia, disruptors (often SMEs and tech startups) are setting the pace for video innovation, while incumbents leverage broad reach for brand campaigns.
- In Vietnam and Malaysia, disruptors are driving localization and cultural adaptation, while MNCs focus on compliance and international branding.

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## Conclusion: The Way Forward

LinkedIn’s shift to content-first, short-form video is reshaping professional engagement across Australia, Vietnam, and Malaysia. This format unlocks new forms of storytelling, talent attraction, and brand growth but must be wielded strategically:

- SMEs should embrace authenticity and localized storytelling.
- Medium enterprises must prioritize agility and content localization.
- MNCs need to balance scale with cultural sensitivity and compliance.

All must be vigilant to avoid audience fatigue and to measure ROI in this evolving landscape. Early adopters, whether incumbents or disruptors, are best placed to capture emerging opportunities as LinkedIn’s professional video ecosystem matures[1][2][3][4][5].

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Navigating the Video Revolution: LinkedIn's Strategic Shift in Asia-Pacific