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LinkedIn is testing a video trends feature to enhance engagement by allowing users to respond to trending topics with short-form video.
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The feature is designed to make LinkedIn more dynamic, allowing professional content creators to share their perspectives on current trends.
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LinkedIn aims to attract younger, video-savvy users, capitalizing on the growing preference for video content.
LinkedIn is stepping up its game by testing a new video trends feature that encourages professionals to engage with trending topics in a more interactive and dynamic way. Inspired by TikTok's participatory model, the platform is making it easier for users to contribute video responses to discussions, which could revolutionize how content is consumed and shared on the professional networking platform.
The move signals LinkedIn’s commitment to evolving its platform to better serve a younger, video-centric audience, particularly those accustomed to TikTok's highly engaging content style.
A Step Into TikTok Territory
In a bid to keep up with the digital shift towards video content, LinkedIn is testing a new feature that allows users to engage with trending topics through short-form video content.
This new feature draws a clear parallel to TikTok’s successful video trends model. With a simple “Add to this trend” call-to-action button, LinkedIn users can quickly record and contribute their thoughts, opinions, or experiences related to a particular trending topic. The video content can then be viewed by others engaging with the same trend, creating a more interactive and community-driven experience.
Previously, LinkedIn’s engagement efforts focused heavily on written content, including articles and status updates. However, as the demand for more engaging visual content has risen, the platform is responding by encouraging short video responses.
The new feature is currently in the testing phase, available only to select U.S. users. But the potential for expansion is clear, as LinkedIn aims to increase video contributions across its professional network.
Take, for instance, Natalie Marshall, a LinkedIn creator known for her witty commentary on the professional world. With her relatable, often humorous takes on office dynamics and corporate life, Natalie has attracted a loyal following, gaining 171,000 followers in a matter of months.
While she is already well-established on platforms like Instagram (1.2 million followers) and TikTok (750,000 followers), her increasing presence on LinkedIn highlights the growing interest in short-form video content, especially for professional audiences.
Her transition to LinkedIn's video trends feature has been seamless, as she uses her platform to share tips on work-life balance, career advice, and, lest we forget, videos with a humorous twist, engaging a wide array of users in real-time discussions about the evolving workplace.
Natalie's success on LinkedIn shows that there is a demand for engaging, fun, and informative video content in a professional setting, and LinkedIn's new feature is designed to tap into this growing trend.
How It Works: A Professional Take on TikTok's Trend Model
The new feature mirrors TikTok’s highly successful trend model, where users join viral challenges or discussions by posting their own video responses.
However, LinkedIn has made sure that its iteration of this feature maintains a professional tone, ensuring that the videos shared are still relevant to business, leadership, and productivity topics. This professional twist makes the feature unique to LinkedIn, distinguishing it from its more casual competitors like TikTok and Instagram.
In the feature’s current testing phase, users are able to tap on trending topics in their feed, see what others are sharing, and contribute their own videos. The videos are then surfaced to a wider audience within the same trend, allowing professionals to engage in discussions and share their expertise in a more creative, video-based way.
By doing so, LinkedIn hopes to increase engagement and create a sense of community around trending professional topics.
Boosting Video Engagement: The Growing Importance of Visual Content
The introduction of LinkedIn's video trends feature aligns with the platform's broader strategy to prioritize video content. According to recent data, video posts on LinkedIn generate five times more engagement than text or image posts, highlighting the increasing importance of visual content in professional networking.
Furthermore, educational videos on LinkedIn see three times higher engagement compared to other content types, underscoring the platform's role as a hub for knowledge-sharing and professional development.
The growing emphasis on video content is also reflected in user behavior, with a 34% increase in video uploads reported in 2024 compared to the previous year.
These statistics demonstrate that LinkedIn's investment in video content is not only a response to user preferences but also a strategic move to enhance engagement and foster a more dynamic professional community.
The Impact on Creators and Brands
The new feature is not just for individual users—it also holds significant potential for brands and creators who are active on LinkedIn. By offering an easy way to engage with trending topics through video, brands can tap into a more interactive and authentic way of connecting with their target audience.
The ability to join trending conversations could help brands gain visibility and build deeper relationships with their audience, especially if they can add unique insights or contributions to popular trends.
Moreover, creators who have already built a following on LinkedIn may find that the video trends feature enhances their reach and engagement, allowing them to grow their influence even further.
Brands looking to partner with influencers on LinkedIn may also find this feature useful, as it provides a fresh way to encourage content creators to engage with their audience and participate in real-time conversations about relevant industry topics.
LinkedIn’s Future as a Video-Centric Platform
LinkedIn has always prided itself on being the professional network where business leaders connect and share ideas. With the introduction of the video trends feature, the platform is clearly adapting to the growing demand for video content while maintaining its professional focus.
This feature marks a significant shift in how users interact with content on LinkedIn, making the platform more dynamic and engaging, much like TikTok and Instagram.
If the feature proves successful, it could become a core part of LinkedIn’s strategy to stay relevant in a competitive social media landscape. By blending professional content with engaging video, LinkedIn is positioning itself as a platform where business leaders can not only share their insights but also actively participate in timely conversations and trends.
