LinkedIn Experimenting with TikTok-Inspired Short Video Feed

LinkedIn is currently experimenting with a vertical feed reminiscent of TikTok for short-form videos within its app, as reported by TechCrunch.

  • An influencer agency employee first noticed this feature, which introduces a “Video” tab. Upon opening, users are greeted with a scrollable vertical feed of videos where they can like, comment, or share.
  • Despite the ability to already post videos on LinkedIn, this dedicated feed is geared towards enhancing engagement and facilitating the discovery of succinct professional video content.
  • Acknowledging the growing preference for video content as a means to learn from experts and professionals, LinkedIn has confirmed the test.

The significance lies in LinkedIn’s decision to join a cohort of widely-used apps such as Instagram, YouTube, and even Netflix in introducing TikTok-inspired video feeds.

TikTok’s exponential growth has ignited a widespread rush across industries to emulate its viral content format and achieve similar levels of engagement.

According to a survey, 69% of B2B marketers intend to boost their budgets for video content in 2024, marking the highest percentage among all categories. Additionally, 84% of B2B marketers utilize videos, making it the second most popular medium after short articles/posts, underscoring its dominance in B2B marketing.

Projections indicate a substantial rise in US B2B video ad spending, expected to increase from $1.33 billion in 2022 to $2.45 billion in 2025. Furthermore, the portion of B2B digital ad spending allocated to video is anticipated to grow from 12.5% in 2023 to 13.9% by 2025.

In our view, while adopting elements of TikTok’s model, a carefully curated professional video feed could aid LinkedIn in fostering learning and career advancement.

Handled adeptly, it has the potential to carve out a distinct niche that complements TikTok’s breadth instead of merely replicating it like other competitors.

For LinkedIn, this feed offers avenues for career-oriented creators to broaden their audience reach while enabling the platform to capitalize on the growing trend of professional video content, potentially generating additional revenue streams.

Nevertheless, there is a possibility that some users may perceive it as unnecessary feature bloat, contributing to the proliferation of duplicate video feeds across various apps.

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