In a move that nods to the ever-growing popularity of short-form content, LinkedIn has confirmed to TechCrunch that it's dipping its toes into similar waters with a test of its own TikTok-like video feed. This strategic pivot places the professional networking giant among a cadre of apps, including Instagram, YouTube, Snapchat, and Netflix, all of which have embraced the short-form video frenzy ignited by TikTok's meteoric rise.
A sneak peek into LinkedIn's new venture
Austin Null, a strategy director at McKinney, an influencer agency, initially stirred the buzz around LinkedIn's latest experiment. Through a brief demo shared on LinkedIn, Null unveiled the app's latest addition—a “Video” tab nestled within its navigation bar. Tapping into this tab whisks users away into a vertical cascade of short videos, reminiscent of flipping through a magazine but in a digital age where likes, comments, and shares are the currency of engagement.
Unlike the eclectic mix of content on other platforms, LinkedIn's video feed remains true to its roots, focusing squarely on career advancement and professional development. This dedicated space for videos is not just about keeping up with social media trends; it's a calculated effort to enhance user engagement by offering quick, digestible content that's both relevant and engaging.
The professional twist on trending content
With a user base eager to learn from industry professionals and thought leaders, LinkedIn's foray into short-form video content is a testament to its commitment to evolve in line with its users' preferences. This early-stage test might be limited in accessibility, but it heralds a significant shift in how content could be consumed and shared within the professional community.
The introduction of this feature could also be a game-changer for content creators. With many finding fame on TikTok for their insights on career growth and professional skills, LinkedIn's new feed offers a fresh platform for these voices. This move could potentially open up new avenues for monetisation, enticing creators to bring their expertise to a more career-focused audience.
Is it a welcome addition or a step too far?
While the new video feed presents exciting opportunities for LinkedIn and its users, it's not without its sceptics. In an online landscape awash with short-form content, there's a valid concern over the saturation of such feeds across different apps. However, LinkedIn's professional slant might be its saving grace, setting it apart from the pack and aligning closely with its core mission.
As this feature moves from testing to a broader rollout, it will be intriguing to see how it shapes the future of professional networking and content sharing. Will LinkedIn's bet on short videos pay off? Only time will tell, but the platform is keen to keep pace with the changing tide of digital content consumption.
