My predictive abilities regarding social platforms remain as strong as ever, and it looks like one of my predictions for 2024 is now coming true.
Back in October, I wrote about LinkedIn:
“More and more virtual events are being hosted within the app, and more videos are being uploaded, but both are generally hard to find unless you're following the right people and profiles within the app. We hope to see LinkedIn improve on this, such as a dedicated events feed or video feed that you can swipe away from the main timeline.”
And behold:
That's right, LinkedIn is testing a new dedicated video feed within the app, displaying content in a TikTok-style full-screen format and leaning into the broader vertical video trend.
The new test was spotted by Austin Null, who posted these example screens. Social media expert Lindsey Gamble then re-shared the discovery, prompting a response from LinkedIn, confirming that this is currently a small-scale beta test.
LinkedIn also released the following statement to SMT about the test:
“Video is quickly becoming our members' favorite format for learning from other professionals and experts, so we're testing new ways to make it easier for members to find timely, relevant videos to watch on LinkedIn.”
Gamble said:
“Tapping on the video tab takes users to a full-screen vertical feed that they can scroll through. As with other short-form videos, users can comment, like and share the video, as well as click “See More” to see the post's full caption.
So there appears to be a focus on short videos, which could drive new content within the app.
So the question becomes: is there enough business-related entertainment content to fill your daily short video feed?
This means that there will likely be a push to get LinkedIn influencers to create videos to accompany their regular text updates to boost engagement. While this may be a good thing in that it adds context and value to these updates, on the other hand, it’s unclear whether all of your business inspiration posts will be as successful as video clips.
Of course, inevitably there will be a ton of “hustle culture” content featuring clips of business people trying to show off their “success” in front of sports cars and luxury homes, but there can also be a lot of value in the video clips within the app, and as I said in my prediction, LinkedIn may consider highlighting all video content from across the platform, with more and more video content being uploaded every day.
And in fact, it's almost inevitable, given that younger generations are accustomed to communicating via video.
As the next generation grows up and enters the corporate world, the way we communicate will evolve to match what they respond to most. In that sense, adapting to the video trend is going to happen whether LinkedIn encourages it or not.
Video increases engagement, keeps users on your site longer, and increases the chances of connecting — it all makes sense, and now it's only a matter of time before we all get to experience the new LinkedIn Video tab.
This will create new advertising opportunities and give you more consideration for your LinkedIn content.
LinkedIn continues to test the new video feed, so expect to hear more about it soon.
