LinkedIn experiments with a new ‘short-video’ format similar to TikTok

April 4, 2024 by
Frank Calviño

LinkedIn is experimenting with video and wants to introduce a short-form video option similar to TikTok. In this way, the social network for professionals will join other platforms that have launched their own spaces for short-form video, including Instagram, YouTube, Snapchat, and even Netflix.

The first person to get a glimpse of the new format on the platform is Austin Null, director of strategy at an influencer agency called McKinney, who shared it via his LinkedIn with a post in which he said, "I told you guys once LinkedIn as a product catches up to the other platforms, it's over 👀💯. I have to get on with my video schedule, I guess 😂." The post was accompanied by a video in which you can see how, in the navigation bar, there is a new "video" tab. Once inside, the interface becomes very similar to TikTok's, allowing users to swipe through one video after another.

Currently, videos can already be posted on LinkedIn, but with the difference that this new format aims to drive engagement and discovery of short-form professional video content. Although the platform has confirmed the addition of this new format to Techcrunch, it still needs to provide details on the process by which it decides which videos to show in users' feeds.

LinkedIn is challenging TikTok in the video race 

LinkedIn has noticed a significant increase in career-related videos on TikTok. It is increasingly common to find content creators focused on providing advice and sharing experiences about the world of work on this platform. With the introduction of the video option on LinkedIn's professional network, users will have a new space to share their videos and reach a wider audience.

For now, this feature will be available only to some users, and more details are expected to be announced when it will be available to all.

The B2B marketing landscape is constantly evolving, and one trend set to take hold by 2024 is the rise of video. A recent survey reveals that 69% of B2B marketers plan to increase their budgets for video content, the highest percentage across all categories.

This commitment to video is no coincidence. 84% of B2B marketers already use video in their strategies, second only to articles and short posts. This shows that video has become a dominant medium in B2B marketing.

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