Why your LinkedIn video will die on YouTube

The video that performs on LinkedIn will probably die on YouTube. Gerard explains the reason: social platforms have shifted from social networks to discovery networks. A social network shows your content to people who already follow you. A discovery network surfaces content to strangers based on interest. TikTok is the clearest example. You do not need a large follower count to do well there, you need content that engages. LinkedIn still works the other way, pushing posts out to connections you already have. That makes LinkedIn strong for reinforcing a position with an audience that knows you. Most people posting on LinkedIn, though, want new business from a new audience. If that is the objective, the discovery networks are the place: TikTok and YouTube Shorts. Gerard admits he posts the same video across all three because of time, while writing more of his recent videos for viewers who have never met him. Decide the objective first, then the video changes.