LinkedIn is experimenting with a new feature designed to drive engagement by tapping into the growing popularity of short-form video. The platform is currently testing “video trends,” a format that highlights popular topics and encourages users to contribute their own video responses directly within the app.
The test, initially available to U.S. users, introduces a new layout in which trending video topics are displayed prominently in users’ feeds and within individual clips. Viewers can tap on a topic to browse other video responses and are prompted with a call-to-action to “Add to this trend,” which opens the camera interface to record a video on the spot.
This approach mirrors the format of LinkedIn’s “Collaborative Articles,” which rely on user contributions to fuel discussion around AI-generated prompts. While the article feature initially gained traction – partly due to a now-discontinued expert badge system – engagement has reportedly waned. LinkedIn appears to be applying a similar participatory model to video content, perhaps hoping for stronger, sustained user involvement.
The move also reflects broader shifts in digital communication preferences, particularly among younger users. LinkedIn reports a 36% year-over-year increase in video watch time, indicating a growing appetite for video-based content on the platform. By encouraging users to share their perspectives on professional topics through short videos, LinkedIn appears to be blending its business-oriented focus with the engagement strategies of platforms like TikTok.
The challenge will be keeping content relevant and professional, but if successful, this could foster more dynamic participation from LinkedIn’s user base and support the platform’s efforts to diversify content formats.
