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Last week I attended the Media Production and Technology Show in London. I also got the insider scoop from LinkedIn about where the algorithm is now.
One big takeaway (as if you didn’t know). Video takes you to the next level in your business.
But first: that 360 Brew algorithm everyone (including me) was obsessing over last year? LinkedIn scrapped it over a year ago. What they’re using now is LLMs to understand the intent behind your content. They’ll look at your post text, the audio in your video, and what’s visually happening in every frame. So if you’re optimising for a system that doesn’t exist, stop that right now. The same thing applies to YouTube
watch time.
Second: LinkedIn users are now spending twice as much time in the video tab compared to early 2025, and watching videos for 60% longer than last year. If you’ve been sitting on the fence about video on LinkedIn, it may be time to take the leap.
Vertical, horizontal or square?
LinkedIn’s algorithm has no preference. Both show up in the feed. What matters is whether someone stops scrolling. And the more of your relevant audience who do that, the more likely it is that one of your ideal prospects will see you eventually and you have a great conversation starter.
Elements that work
- A readable text hook in the first two seconds
- Multiple scene changes to keep attention
- Captions. Most LinkedIn video is watched without sound. If your video only makes sense with audio, then do something about it. Personal note, I prefer to use my own and switch the auto captions off. If that’s too much of a hassle.
The three types of video that consistently perform well across most social media platforms:
- Teach something immediately useful
- Surprise and delight (entertainment right?)
- Create an emotional response
And I thought you’d like to see what a key business aviation influencer says about using social media in his business (Click the pic to watch)
The Media Production and Technology Show
MPTS last week featured a special track on content creation. Rajarshi Lahiri YouTube’s head of creator partnerships for UK and Ireland gave some important insights on where YouTube is heading in 2026.
Long-form content is increasingly important. Longer content builds loyalty. Consistency builds trust. And matching your expertise to your audience’s actual needs? That’s where the magic happens. Like LinkedIn, YouTube is rewarding relevance rather than hashtags and will search your thumbnails, frame by frame content and whether your description matches the video.
Ideal YouTube Video lengths
- The sweet spot in 2026 is 8 to 15 minutes for general content
- 20 to 45+ minutes for deep dives.
- For short-form content (YouTube Shorts), the sweet spot is 30 to 60 seconds
For me, when I sit down to create B2B content, I’m thinking about aviation marketers, solopreneurs and founders. (Which will most likely be YOU dear reader) The gap between where you are and where you want to be. So I aim to create stories and reporting with you in mind
Other takeaways
The video industry is heading toward a half-trillion dollar market by 2027. Fourteen billion hours of footage are being uploaded daily.
Video is the fastest way to build genuine connection and authority with the people who matter to your business. And in an industry like aviation, where relationships and trust drive everything, that matters enormously.
Micro-influencers, those with 10,000 to 30,000 followers, are increasingly more valuable to brands than mega accounts. Volume of followers matter less than the right followers. Distribution is now instant and in the hands of individuals. From what I see most aviation brands are still largely sleeping on this golden opportunity before everything becomes pay to play.
I’ll keep sharing what I learn, from events, from the people doing this well, from the experiments I run myself.
Don’t be overwhelmed if you haven’t got started.
We all know the saying.
The best time to start with video? 10 years ago. The next best time? Today There’s a learning curve, of course, but today’s tools make creating and distributing video so much simpler than a decade ago I promise
If there’s something that could help you, I’d love to know what’s keeping you stuck or feels too challenging. Fill in the five minute survey here .
