It is the go-to platform for professionals and is usually associated with an older demographic of internet users.
But it looks like LinkedIn is trying to get the kids by copying TikTok, famous for its predominantly adolescent user base.
Microsoft’s networking platform is about to introduce a video feed of short scrollable video clips to its mobile app.
But instead of dancing and cooking tips like on TikTok, clips on LinkedIn will be about professional networking and career development.
It’s unclear when the feature will be widely released, although one LinkedIn user has already tried it out, suggesting it might not be that far off.
LinkedIn, owned by tech giant Microsoft since 2016, has a reputation for blog posts full of confusing corporate terminology – but it could attract a new type of younger user with the launch of a new short video feed
A short clip of what LinkedIn’s short video looks like was posted by user Austin Null, a marketing professional from Kansas, showing business people talking about their careers
A short snippet of what LinkedIn’s short video looks like Posted by user Austin Null, a marketing professional based in Kansas.
It shows short clips that take up almost the entire screen, just like on TikTok, Instagram and other apps that are increasingly focusing on video.
Users can access clips on LinkedIn by tapping a new “Video” icon on the navigation bar, between “Home” and “My Network.”
Once the ‘Video’ icon is tapped, the clips will automatically start and users can scroll through them with a quick swipe.
The video icon replaces the ‘Post’ icon, which users must tap to create a blog post.
The message icon will move to the top of the interface, next to the ‘Messages’ icon, TechnologyRadar reports.
It is unclear whether LinkedIn for desktop will focus more on video; MailOnline has contacted LinkedIn for comment.
Social media apps have long been inspired to create their own versions of features from the hugely successful app TikTok, owned by Chinese company ByteDance
Social media consultant Rhea Freeman said she isn’t surprised LinkedIn is experimenting with short videos and thinks it could attract younger users.
‘It’s a trend that has spread through social media platforms and is gaining popularity,’ she told MailOnline.
“If this increases people’s time on LinkedIn, that’s a win for the company.”
However, it is clear that LinkedIn will not lose its focus on professional networking and career development.
“I think it’s important that each platform maintains its identity,” Freeman added.
“What I wouldn’t like to see is the kind of content that is largely shared on other platforms being reposted on LinkedIn.
“I love a lip sync video as much as the next person, but on LinkedIn? That wouldn’t work.’
Social media apps have long been inspired to create their own versions of features from the hugely successful app TikTok, owned by Chinese company ByteDance.
Instagram and Facebook, owned by Mark Zuckerberg’s company Meta, have already introduced Reels, which also feature scrollable short clips.
Instagram introduced its own take on short video with Reels in 2020, while Facebook followed suit the following year. In the photo: Reels on Instagram
Instagram has faced criticism for shifting from its original focus on photos to short videos — most notably from media personality Kylie Jenner, who urged Meta to “make Instagram Instagram again” and said it should “stop trying to make TikTok are’.
Similar to TikTok, Reels users simply swipe the screen to view an endless library of short clips powered by an algorithm.
Meanwhile, in 2022, Twitter (now known as
Even Google-owned YouTube got in on the action and released YouTube Shorts, which present clips in portrait mode and limit them to 60 seconds in length.
Like TikTok, YouTube Shorts allows users to post short videos of up to 60 seconds from their smartphones